Skip to main content

Rolex Racing Bar Graph

I've shared this infographic a couple times on Instagram but I wanted to offer it here as well. It might, perhaps, present better. I also think it is so neat that I decided to share it in a few places online. I'm offering a video I made of a "racing bar chart" of manufacturer prices for 60 Rolex references over 64 years. I used an online list of AD pricing, adjusted for inflation, to generate this. I learned two things: first, Rolex seems to employ a "rabbit" pricing model. Infrequently, there are references (usually in precious metals) that are released that are an order of magnitude more expensive than what has come before. This seems to set the stage for subsequently rapid price increases for the more accessible references in the catalogue. I use the term "rabbit" pricing to describe this phenomenon because athletic races of different sorts will often hire a "rabbit." This is a racer who goes flat out at the start of the race. Other racers will follow close behind, often benefitting from the draft (or perhaps just responding psychologicaly). Using a rabbit keeps the pacing of the race faster in its early stages. Similarly, precious metal "price busters" for Rolexes seem to create higher expectations for what a Rolex might commend. Subsequently, other prices rise quickly.

The second pattern in Rolex pricing made apparent by the graph is the closing gap between highest price and lowest price references. With its catalogue, Rolex historically covered a wider range of price points. More recently, though, it seems to have abandoned the more accessible price points. This may be an intentional or unintentional effort to leave that market segment to Tudor.

Take a look at the Rolex Racing Bar Graph below and let me know what you think in the comments. I have a few more of these infographics which I plan to offer in the near future.

Comments

  1. A very interesting compilation. Just out of curiosity, how would a SS-only 'story' look like? Also closing gaps? Thank you for sharing! -AboutLife

    ReplyDelete

Post a Comment

Popular posts from this blog

The History of the Radioactive Rolex with One Complication

My family and I have a tradition when we visit the beach. We search for sea glass. When jagged and sharp shards of broken glass land in the ocean the constant sluicing of sand changes them. Over decades or more the edges soften. Clear glass becomes cloudy. Given enough time the entire shape of the glass can morph, from rectangular to ovoid. Each piece of sea glass is inherently unique due to imperceptibly small forces which slowly accumulate, resulting in major changes. We know this is also true of vintage timepieces. After decades lume changes in hue. Dial faces crack, craze and fade. An object which was often mass produced consequently becomes a “pi├Ęce unique.” Watches are engineered to accurately and unchangeably mark the passage of time. We love and value vintage watches for the fact that they are altered by time itself. The story I offer here underwent similar changes. It began as an effort to understand more about an unfinished chapter in the history of Rolex. It b

Whither HODINKEE?

Hey, remember me? Regrettably I've allowed Horolonomics to lay fallow for too long, since earlier this summer really.  I can't exactly explain why, but it is fair to say that the pandemic is at least partially responsible.  I've had quite a few articles I've wanted to post in the interim, but I'm finally awakening from my temporary hibernation in response to pending developments at HODINKEE. As I explained in my interview over at Watchsignals (full disclosure: I'm an official advisor), the good people at HODINKEE set me upon my path as an enthusiast and collector of watches.  I can't exactly remember when I started reading it, I think it was when Kevin Rose joined the team, probably around 2015.  I'd used his first startup "recommendation engine," Digg, and listened to his podcast for a while (Diggnation, which was really fun) and that is when HODINKEE popped on my radar.   It is fair to say that a great deal of the emergent interest in watch