In the world of luxury watches, A Rolex tops the wish list of many men, but you might be surprised that personally, even though I admire the history of the company and what they’ve done with it, I’m not one of those men. So what are the seven reasons that a Rolex won’t be a new watch on my nightstand?

Hear Why I Wouldn’t Buy a Rolex in This Video

In truth, there are many reasons why I wouldn’t choose to buy a brand-new Rolex – specifically, seven. At the same time, I can think of one specific circumstance in which a Rolex might be right for me. Curious as to my reasoning? Read on to find out.

1. Rolex Charges for Quality AND “Brand Name” Status

Am I Just Paying For The Rolex Name?

The Rolex “brand” is too much of what I would be paying for with a given watch. Similarly, the value that used Rolex watches yield in the marketplace is mostly related to supply and demand, not because the watches are inherently superior to their competitors. Now, don’t get me wrong! Rolex makes good watches; they’re robust, they don’t need much maintenance, and they hold their value if you get the right model. But a Rolex is no more reliable, no more technologically interesting, and no more comfortable than other luxury watch brands on the market (that can cost a lot less).

Look At The Watch, Not The Brand Name

By searching around on the internet and taking a closer look at the retail price development of Rolex watches, you can clearly see that it far outpaces the rate of inflation. However, if you look at the product itself, it remains virtually the same, with only very slight changes mechanically. In other words, you’re paying twice as much not because the product has improved, but simply because the brand is more valuable now.

Is It Worth It?

In our “Is It Worth It?” video on Rolex watches, we discuss the pros and cons of buying and owning a Rolex timepiece. Do our views align with yours on this luxury watch brand, and will you be adding a new Rolex to your watch collection?

2. Rolex Watches are a Mass-Market Product, Not Necessarily Artisanal

Simply Put, Rolex Watches Are NOT Unique

When I have to make a choice between a good mass-market product and a good artisanal product, I choose the artisanal product 99% of the time. A luxury timepiece becomes luxurious because it is somewhat unique and limited. While there are different models of Rolex on the market, to the average onlooker they all look very similar, regardless of age.

Rolex does this by design, as they want their products to be instantly recognizable – so one Oyster Perpetual will look very similar to another, the overall design of the Submariner is largely unchanged, and many Rolex Daytona timepieces have very similar styling. So, if it’s instantly recognizable that everyone has a Rolex, it’s not a luxury product anymore. I’d say my style is very different from most other men, so why shouldn’t I also have a wristwatch that is different from other men?

Is A Rolex Really That Special?

Rolex produces eight hundred thousand watches a year, most of which look largely the same. On top of that, look at all the fakes that are out there in the marketplace–you’ll realize that Rolexes are a mass-market product with millions of watches that all look very, very similar to one another. Personally, I don’t want to spend thousands of dollars just to have something that is basically what everyone else out there has as well. So even though Rolexes are the archetype of a “nice watch,” I don’t want to spend that kind of money just to “keep up with the Joneses” and have the same watch.

3. Buying a Vintage Rolex is Not Without Challenges

Vintage goods are great to have, but vintage Rolexes can be very tricky–because there are so many fakes out there. I’m a big fan of vintage items for many reasons; one of them is that just by nature, they’re often unique items because they’re no longer produced. The original items may have been worn out or destroyed, so what’s left is naturally a “limited edition.” Also, until the late 20th century, things were often made to last–whereas today, things are designed to break three days after the warranty expires. Because of those reasons, I still buy a lot of things vintage, even though I can afford to buy new.

Seeking Value in Vintage

Surprise! I feel the same way about watches. I have only a few, and most of them are vintage. As an example, look at the Reverso from Jaeger LeCoultre; it’s much smaller than most watches are today, yet I find it attractive on my wrist. I can wear it casually because its heritage is as a polo watch, hence its flippable case. At the same time, it has a black dial, so I can wear it in the evening with a tuxedo, or with a suit.

I’ve never seen any other Reverso quite like it in person. Because most of them are now gone, it’s probably even rarer than most limited editions out there. I bought it for a little over a thousand dollars, and I could probably sell it for more (because I got a good deal) but overall, I enjoy wearing it and I like the look.

4. Rolex Watches are Aggressively Counterfeited

Fake Watches Can Be Surprisingly Accurate

Counterfeit Rolexes are produced in such big numbers that their quality is actually rather good, even at a much lower price point. There are also a lot of OEM (“Original Equipment Manufacturer”) parts, and when you repair your watch and service it, they could potentially be used. When you buy from reputable dealers, they have a reputation on the line–which is good, because they don’t want to sell you fakes (otherwise, they’d lose their business).

Be Prepared to do Some Detective Work When Buying a Rolex

At the same time, dealers can buy watches from wholesalers, which can come without the box and papers sometimes. Maybe a given watch was serviced at one point in time by an unauthorized Rolex dealer, who put in parts that are exactly the same in shape, but not authentic Rolex parts. In these cases, if you were to want to resell the watch one day, it would likely be marked as being partially fake. As such, there are many risks involved when buying a pre-owned Rolex that you have to keep in mind.

Even if you’re working with a reputable seller, maybe there’s a part in there that is not original and authentic. If you truly want to buy a 100% original timepiece, the only certain method is to buy a new Rolex, which comes with a high retail price.

5. Most Rolex Models Aren’t a Good Fit for My Personal Style

Are Rolex Watches Actually Stylish?

The models of Rolex that hold their value are the “sports” or “professional” models. Meanwhile, my style is more formal and more dressed up than most men out there; because of that, I prefer dress watches when wearing a timepiece. Now, Rolex has a dress watch line (which is not so well known) which is called “Cellini.” The Rolex pricing structure puts this line much higher than many of their stainless steel sports models (which usually sell for six to ten thousand dollars themselves). Most Cellini watches are made out of gold, and because gold is so much more expensive, the retail price is higher.

The upside to Cellini watches is that they’re not faked as often, and you can pick up vintage models for as little as three or four thousand dollars. Personally, I find sometimes that their looks can be very dated depending on the decade they were produced, but they also have very classic watches in their lineup.

Rolex Cellini: The One Reason I Might Buy a Rolex

In other words, here’s the “special exception” in today’s article: if I would ever buy a Rolex, it would most likely be a Cellini in a classic gold color. I could wear it with a tuxedo or with other more formal clothes that I’m likely to wear. The overall design is closer to an element of fine jewelry which is just much more my style because, in my opinion, it’s smaller, slimmer, and more elegant than a sports watch with a stainless steel bracelet.

6. A Rolex Watch is a Status Symbol (That I Don’t Feel a Need to Have)

As you know, I run my own business: the Gentleman’s Gazette website and the Fort Belvedere e-shop. I’m not doing million-dollar sales deals in boardrooms across corporate America – but if I were doing that, I think I would strongly consider buying a Rolex watch, because it can indicate success and signal to the other person, “This guy is serious.” As such, it’s more part of a uniform than an expression of personal style.

A Timepiece Has to Fit Your Personal Style

On the other hand, I have an online and offline track record that is very public. People can see that I’m really into men’s clothing, they can see that we have happy customers – so I don’t need to prove anything to anybody with the watch I am wearing.

It’s because of this desire to show off with an expensive watch that many people put a lot of stock into owning a Rolex, creating a “high demand” for certain models. Many men will proudly share stories of how they’re known by name at various Rolex dealers and how they’re “on the waitlist for that GMT-Master II that’s had scarce availability in recent years”. Personally, I’m very happy to be my own person and buck the trend by focusing on curating a wardrobe and watch collection that works for my style. I don’t need to be on long waiting lists just to replicate what celebrities and many other men are wearing.

7. Personally, Watches Just Aren’t a Passion of Mine

If you know me, you know that I’m truly passionate about a lot of things. However, watches are simply not one of them. For example, if I drive a fast car, I feel very emotionally attached to it, I feel alive. When I see a nice watch, I like the look of it–but emotionally, it leaves me cold. I mean, I honestly like the look of certain watches; the Reverso, the Tank Americaine, the Royal Oak, the Patek Phillippe Calatrava, or watches from A. Lange & Sohne. However, when push comes to shove and I have to decide to put money down, I’ll most often decide to spend my money on other things.

Seeking Joy in Other Avenues

As an example, I prefer cufflinks and rings over watches; I know many men don’t, but I do. They’re collectible, they’re a lot less expensive, and they’re more unique. Now, rings and cufflinks are an accessory, just like a watch, so emotionally they’re not as exciting as driving a fast car and feeling the acceleration and the breaking. At the same time, I would say I still like cufflinks and rings more than watches. Frankly, I’d struggle to remember to put on a watch, because it’s just not natural to me. I like to have my wrist free of any weight, even though I know that if I wore a wristwatch every day, I would probably become used to the weight.

In Conclusion: Why Rolex Isn’t For Me

In a nutshell, I would not buy a Rolex because first, it is not my style; second, I don’t really care for the design that much; and lastly, it is simply too expensive, and I would rather spend my money on other things. Just because the world around you loves Rolex doesn’t mean you need to have one if it’s not your style. Conversely, just because a lot of other men like Rolexes doesn’t mean you can’t like them, too. We truly believe that big purchases of this nature should be more about staying true to yourself, especially considering all the marketing hype around watches that’s out there right now.

To illustrate this point: Brock McGoff from the Modest Man did a video about buying his first Rolex recently; at the end of the video, he mentioned that no one ever called him out on his Rolex, and he thinks that no one really noticed it! At the same time, he seems very happy with his investment, because he likes the look of it and it makes him feel good. If that’s you, then by all means, go out and buy a Rolex. For me, it’s just not that big of a deal, I prefer other watches, and overall, I like other things more than watches.

What do you think of our appraisal? Would you buy a Rolex–and if so, would you go new or vintage? Share with us in the comments below.

Outfit Rundown

In today’s video, I am wearing a Rolex GMT Master with a blue and red dial and a black face in stainless steel. I also chose cufflinks in lapis lazuli with sterling silver and a carnelian in sterling silver because they are red and blue, so it works well, and is consistent with my watch.

Fort Belvedere

Silver Eagle Claw Cufflinks with Lapis Lazuli Balls – 925 Sterling Palladium Plated

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Fort Belvedere

Eagle Claw Cufflinks with Carnelian Balls – 925 Sterling Silver Platinum Plated

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Fort Belvedere

Knit Tie in Mottled Silver Grey Silk

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Fort Belvedere

White Linen Pocket Square with Blue Hand Embroidered Polka Dots Spots

SEE DETAILS

My jacket is a double-breasted petrol blue fresco jacket that is a part of a suit. I’m wearing it with a pair of dark brown and white seersuckers and a woven leather pair of penny loafers. It’s a very summery combination.

Because of that, I added a white shirt with a knit tie in a mottled gray, which is from Fort Belvedere, just like the white Italian linen pocket squares with hand-stitched or embroidered polka dots, which works well with my outfit. It picks up the white of the shirt, as well as the blue of the GMT Master and my cufflinks.