There was a time when pulling up your sleeve to disclose a Rolex was the final word flex. However today, it simply feels anticipated.
I caught up with a mate lately. He clocked the watch on my wrist, one thing unbiased, lesser identified, and scrunched his face. “Why are you carrying that?” he requested, like I’d simply dedicated a horological crime. And truthfully, it mentioned extra about him than the watch and made ponder this thread.
That response made me realise how far we’ve strayed from individualism in watch tradition. When did luxurious grow to be so uniform? Why can we all need the identical Submariner, Daytona, or Pepsi GMT watches that, let’s be sincere, you now see at each airport lounge, boardroom, and bro’s birthday dinner?
The Inexperienced Submariner Impact
My native retailer lately supplied me a inexperienced Submariner. Most guys would lose their minds over that decision. Me? Nothing. Not a flicker within the pants. It’s like I’ve misplaced my erection for Rolex. Perish the although, however has it lastly occurred?
It’s not that the Sub isn’t an excellent watch. It’s. However I checked out it and thought, each dude has one. And when a watch turns into a standing image first and a private selection second, it begins to really feel like a uniform.
Certain, some Rolex fashions are nonetheless value drooling over. I’d by no means say no to an Everose Daytona. However I may’ve flipped the inexperienced Sub, made a tidy little revenue… and nonetheless didn’t need it. I’m not a flipper anyway. A watch is sort of a canine or an ex-wife. It’s for all times.
Watches Aren’t Investments. Not Actually, IMHO.
There’s one thing else nobody desires to say: promoting watches is a ache. An actual ache within the ass. Worse than a automotive or anything. The individuals shopping for a unbearable, and with so many fakes it is sensible you must be so cautious.
Everybody talks about resale prefer it’s a certain factor. It’s not. Until you acquire a Patek Nautilus earlier than it turned hype, or a Paul Newman Daytona again after they have been nonetheless 5 figures, you’re not investing. You’re speculating.
I paid round ten grand (USD) for my outdated Daytona, which might be value ten instances that now. However promoting it? You’re coping with tyre-kickers, consignment vultures, or gray market chaos. Good luck cashing out cleanly. You received’t get what you need, and you’ll be paying somebody a 15% fee.
So yeah, good luck for those who’re shopping for purely to make cash. For most individuals, that exit plan’s method more durable than they assume.
The Drawback With Rolex Tradition… and Snobbery
The cult of Rolex has created this weird gold normal the place anything is seen as second-best. I wore a Chopard Alpine Eagle the opposite week, and a mate checked out it like I’d slipped on Crocs.
“Why aren’t you carrying your Rolex?” he requested. I wished to say, “Why are you carrying the identical watch as each different finance bro on this overpriced restaurant?”
I liken it to driving a Mercedes and pulling a face at somebody with a Porsche. Completely different badge. Similar league. Broaden your style, homie.
What Do You Have a look at As a substitute?
If you happen to’re courageous sufficient to step off the Rolex treadmill, there’s a complete world on the market. Begin with unbiased manufacturers—rising gamers. They’re nonetheless making watches for individuals, not algorithms.
Cartier, for one, is killing it proper now. Elegant, authentic, and getting higher with each launch. The Santos is a significant vibe as is the Tank LC.
By no means go previous Breitling, particularly the Navitimer. It is going to all the time be a basic in smaller sizes.
Jaeger-LeCoultre can be a model that oozes class, but it’s typically a second or third watch buy. The Polaris is severely underrated.
Grand Seiko? Quietly making among the finest dials within the enterprise. The ending is nuts. To not point out the accuracy of their Spring Drive. Think about shopping for a watch based mostly on its high quality over model title? Madness.
A. Lange & Söhne may be a stretch price-wise, however for those who can swing it, you’ll by no means take a look at a Rolex the identical method once more. Vacheron Constantin is one other model quietly doing every thing proper with not one of the TikTok noise.
Last Ideas
So yeah, perhaps I’m simply jaded. However I don’t get the identical thrill from Rolex anymore. It’s misplaced that spark.
Today, I get extra excited by one thing you don’t see every single day. One thing that looks like mine, not everybody’s. The sort of piece solely a watch man would recognise.
So for those who’re out there for a brand new watch and also you catch your self staring blindly on the model as a result of that’s what everybody else desires, perhaps take a beat. The very best watch you’ll ever purchase may be the one you weren’t even in search of.
