Rolex has been an expert, if unremarkable, presence on social media for a number of years, but never a brand that appeared to value the impact of an Instagram sensation like, for example, Omega and Swatch did with last year’s MoonSwatch sensation.
It is hard to say the king of Swiss watchmaking hasn’t learned since last year, when a conservative crop of reissues was greeted with little more than a shrug on social media feeds because the eye-popping colours and designs of a new Oyster Perpetuals and 36mm Day-Dates scream to be shared.
The key to an Instagram sensation is polarised opinion, and the style of these watches is generating the perfect level of heat.
A scroll through the comments on Fratello’s feed, among the first to post pictures, demonstrates the art.
“Another Rolex joke?” one asks.
“It’s fun. People will hate it, but it will still have lists longer than they can fill,” another counters.
“Hands down one of the worst dials I’ve seen,” somebody argues.
Which side of the fence people come down on does not matter. These are the hype watch of Watches and Wonders and the Moonshine Moonswatch launch earlier this month look pales into insignificance beside it.
The reason I can afford to buy a new Rolex every five years for warrantly purposes is because I don’t waste my money on the latest fad or popular trend. It appears Rolex has fallen prey to the vulgarities of the market placve. I’m dissappointed…
That’s not the reason why. The only reason why is because you like watches enough to spend a lot of money on them. Pure and simple, you don’t have to go into a tirade about trends and marketplaces William Hudson and no one cares for your disappointment
Is someone at rolex on acid.