It's not like the rivalry between Mercedes and BMW where car owners are usually diehard fans of either brand but will not own both.
Wasn't Longines as well regarded as Omega back in the day and better regarded than Rolex?
From what I’ve read and understand, and in the defence of Rolex, it seems that they are 1) either purposefully limiting supply or 2) literally cannot make enough watches. I’d wager the real situation is somewhere in the middle, as they can see that this drives up the perceived value of their watches (if they are harder to buy).
I just think that it’ll get to the stage within a few years where people get fed up of paying 2 or even 3x retail for watches which are just not worth that price, when for less than the price of full retail let’s say for a Submariner (RRP ~£7500) you can get a Speedmaster Professional for around £6500, and not wait at all for the privilege.
Has this deterred people from wanting a Rolex? No.
Actually, I've seen a fair number of people on forums saying they are done with the brand due to the current strategy. Maybe they will come back now that prices are falling, and availability is likely to go up (already some signs of people getting watches quicker from AD's as the grey market buyers are not buying them up as they once were), but that remains to be seen.
The thing about Rolex that always fascinates me is the willingness of buyers to get in a very long line to pay, and I would say significantly overpay, for a mass produced mid-tier luxury watch. Rolex makes a nice watch, but Patek, AP, VC and JLC they are not. Based on the demand, one would think that each Rolex is hand assembled by watchmaking elves - and certified Swiss elves at that. Just goes to prove the power of effective marketing, I suppose.
You're absolutely right Rolex are not up there with the brands you mention and you could add a couple more, ALS and FPJ, to that list. But they have been marketed very well, they are an aspirational brand, they signify success. I would happily sell my two Rolex for a VC Overseas and may do just that at some point. But you cannot hide from the fact that the brand Rolex is hugely successful, it is known around the globe and by many 10's of millions of people, other than PP the AP, JLC, VC, ALS and FPJ brands wouldn't be know outside of the watch enthusiast.
You're absolutely right Rolex are not up there with the brands you mention and you could add a couple more, ALS and FPJ, to that list. But they have been marketed very well, they are an aspirational brand, they signify success. I would happily sell my two Rolex for a VC Overseas and may do just that at some point. But you cannot hide from the fact that the brand Rolex is hugely successful, it is known around the globe and by many 10's of millions of people, other than PP the AP, JLC, VC, ALS and FPJ brands wouldn't be know outside of the watch enthusiast.
Not looking to start an Omega vs. Rolex flame war. That's been done numerous times on this and many other watch forums. We all know that at one time before the quartz crisis, Omega enjoyed a reputation as the undisputed leader of mass produced high end Swiss watches and that Rolex played second fiddle. You'll note that I intentionally use the term "mass produced" and do not use the term "luxury watch" as I believe that Omega and Rolex are the former and not the latter, then or now. We also know that the modern day Rolex marketing machine -- artificial scarcity and all -- is second to none. The question is this: given Omega's resurgence, innovation and the quality of the product that they're delivering these days, is it possible that Omega will overtake Rolex in terms of its reputation among the general consumer? I would argue that among "watch nerds" and horologists that Omega is already there and continues to innovate at a clip that exceeds Rolex's play it safe glacial pace. That being said, is technical prowess, attractive styling and superior value enough for Omega to recapture the hearts and minds of the general watch buying public or is Rolex always going to be the watch to buy for those with money, most of whom don't know much about watches?
