The 32xx issue is an interesting lesson in Rolex’s marketing genius.
After 30 years of the workhorse 31xx movement, in 2015, Rolex introduced the 32xx movement in response to improving market standards set by other manufacturers (led by Omega) with respect to power reserve, anti-magnetism, and overall efficiency. Many feel the main improvement of the 32xx over the 31xx was increasing the power reserve from 48 hours to 70 hours.
Beginning with the Day Date in 2015, the 32xx rollout across all Rolex models was completed for the most part by 2020 (with some lesser models upgrading in 2021-23).
Reports of Rolex 32xx series movement problems, primarily regarding low amplitude, inconsistent timekeeping, and slow running, surged in the early 2020s, with many users reporting issues appearing 2–5 years after purchase.
Modern wearing habits where watch owners have many watches, require the regular resetting of watches that are worn for shorter periods making the long-term accuracy of watches harder to detect, in contrast to when people only own one watch where long-term accuracy is easier to measure.
Given these circumstances, issues with the 32xx started to become discussed/known around 2020-21. At that time, Rolex was selling over a million watches a year; demand was high and during COVID people had money and a pent up desire to spend.
An admission of a design/mechanical problem would have been devastating to their reputation, and a recall might have been very costly to implement.
What did Rolex do? They made their watches scarce.
Coinciding with the beginning of the 32xx problems, they made their watches extremely hard to get at the AD level, yet very available on the grey market at substantial premiums. Watch buyers became grateful to get a Rolex at MSRP and asking questions about rumored problems did not help in “establishing a relationship”.
Buyers chose allocation over accuracy.
Modern wearing habits made the 32xx issue hard to detect for many enthusiasts and Rolex handled these issues quietly without admitting the problem or announcing a fix or solution. Personally, I am fearful of buying a 32xx, especially if the recently introduced 71xx becomes the new standard.
W&W 2026 will be very interesting.
The lesson here is: Rolex made lemonade out of lemons.
Omega has a worthy competitor.