Why Rolex is So Expensive?
Intimately associated with human achievement, the historic Rolex brand story first began when Hans Wilsdorf, the company’s founder, saw the mutual benefit of equipping people who were athletic record breakers with an Oyster watch. Conceptualised during a century when pocket watches were the norm, these practical timepieces championed by Rolex owe much of their success to the painstaking development of waterproof capabilities.
In the early 1900s, when mankind first began wearing watches on their wrists instead of in their pockets, it swiftly became clear that the new timepieces would lead much harsher lives. Where pocket watches were sheltered inside clothing and spared from exposure to rain and moisture, wristwatches were deemed the more vulnerable and less accurate choice of accessory. Characterised as a smaller version of its larger alter ego, wristwatches were most commonly considered as a fragile item of women’s fashion.
Thankfully, the brand’s young and commercially minded Hans Wilsdorf felt that they were time-appropriate for fast-moving 20th-century life and the emergence of sports as a popular pastime. Although the wristwatch is now often taken for granted, the Rolex brand’s immense heritage coupled with their ability to predict future trends and meticulously finetune each signature design to suit the needs of every wearer is part of the reason why these timepieces are as valuable as they are. In this article, we explore the reasons why a Rolex is worth every dollar.
Design Testing
Despite their enormous price tag, Rolex enthusiasts can attest that they are paying for a lot more than meets the eye. These watches are not just practical objects but are revered as a literal fusion of optimal engineering and expert craftsmanship. A direct product of extremely high in-house development costs, the Rolex brand is renowned for not only developing the design of the movements and assembling them but also utilising premium materials in the actual construction.
Aside from owning several dedicated research and development labs which are fully equipped with the latest technologies, Rolex also prides itself in developing more efficient manufacturing methods and techniques to stay ahead of the curve. Additionally, the brand employs highly sophisticated and sensitive pieces of equipment, such as electron microscopes and gas spectrometers, to ensure each model’s unparalleled detail and quality. What’s more, during the design phase, Rolex puts even the tiniest of components to the test in a ‘stress room’ which stimulates and measures pressure to the point of literal destruction.
904L Steel
Lionised as the only watchmaking brand in the world to utilise 904L steel since 1988, Rolex timepieces are significantly more rust and corrosion-resistant, as compared to their other luxury counterparts. Regarded somewhat harder than other steels, the 904L steel is not just more expensive and complicated to machine, it is also able to take (and hold) polishes incredibly well. As a result of the material’s enhanced difficulty and the precision needed in handling, 904L steel Rolex watches tend to be more expensive, and require special tools to produce.
In-House Foundry
Perhaps to the surprise of few, Rolex is the only watch manufacturer in the world to produce its own gold and platinum in-house. In this process, the 24k gold which the brand outsources, is swiftly transformed into 18k yellow, white, or Everose gold (the brand’s non-fading version of 18k rose gold), through the use of large kilns and hot flames which melt and mix the metals into a variety of cases and bracelets. Controlling the production and machining of their gold is just another way in which Rolex is able to strictly ensure the quality and appearance of all components.
Hand Assembled Movements
While Rolex does utilise a significant amount of machinery to finetune and perfect each timepiece from start to finish, these lavish accessories are given the hands-on human attention one would expect from a Swiss manufacturer. Dedicating most of their machine work to sorting, filing, cataloguing, and other delicate procedures, Rolex is home to one of the most sophisticated watchmaking machinery in the world. However, brand enthusiasts can rest assured that everything from the Rolex movements to its bracelets are assembled by hand.
Rolex Watches Weren’t Always Expensive
Despite being the high ticket items they are these days, average Rolex watch prices were surprisingly modest back in the 1950s, or at least, significantly more affordable. At one point, the latest Rolex Submariner would only set an individual back by a mere USD $1,460.
To put things into perspective, an entry-level Rolex watch today costs around $5,000, whilst the brand’s constant appreciation in value would mean that most pieces tend to range anywhere between $8,000 and $12,000. In other words, a Rolex watch sold 71 years ago would have been no more expensive than a mid-to-high-range “affordable” mechanical watch today.
