Why can't we buy Rolex for $100?

Rolex has decided to decrease the production output for the bulk of their products in recent years, making much of the sporting watches almost difficult to purchase brand new from Rolex retailers. There will be a set of requirements that you must meet if you purchase a new Rolex from an approved dealer.

Last week, I got the call from my Rolex AD contact who I have known for over twenty years, “I have bad news, I haven’t been able to get a white Sky-Dweller for you. However, I have a blue one!!” After checking with the family treasurer and wife and confirming that a second mortgage on our only son is viable, I confirm with my AD that, “Yes please, I’ll be down to pick it up in the morning!”

The first thing I noticed with the Rolex Sky-Dweller 326934 is the blue sunburst dial, the colour combinations it reflects back to you depending on the lighting are just spectacular. Dazzling light and dark blues all the way to almost black in certain lighting. Once on the wrist it felt comfortable but a touch heavy. The fit is perfect on my wrist out of the box with the Easylink closed. We were meant for each other! It’s a thicker watch but easily fits under a shirt or jacket cuff. This watch has wrist presence, the combination of the fluted bezel, blue dial and cyclops date tells anyone that glances at it that it’s a Rolex.

The Case and Dial

It is still the hardy sports watch loved throughout the world. Using the 904L based Oystersteel, the case is corrosion resistant and offers a better finish. The 1 mm size increase is hardly noticed, even for wearers of the previous 40mm model. In fact, the most noticeable difference is the Swiss Made signature at the 6 o’clock position. The new design fits a Rolex crown between the words which elongates the text.

Wearing the Rolex Sky-Dweller 326934 makes me feel good, not just because it’s a Fake Rolex and all that entails but because I am wearing a little machine that is powered by my wrist watch movement that not only tells the time in two locations but also tells me the date and month and knows the difference between a month with 30 and 31 days. All this yet this watch is not fragile. Like all Rolex Oysters, it’s water resistant and built like a tank (The Tiger / Leopard kind not the Cartier). I am not afraid to wear this watch while washing the car, going to the beach or enjoying a fine cigar.

Overall, the case and dial has changed little, but the size increase may have a more practical effect in retaliation to counterfeit producers. The small change may require fake watch manufacturers to replace their moulds and machinery in order to copy the new model which will help keep fake models at bay for a bit.

The Movement

The new-generation Submariner and Submariner Date models are equipped respectively with calibre 3230 – unveiled in 2020 – and calibre 3235 (with date), self-winding mechanical movements entirely developed and manufactured by Rolex. Their architecture, manufacturing and innovative features make them singularly precise and reliable. They are fitted with the exclusive blue Parachrom hairspring that is up to 10 times more precise than a traditional hairspring in case of shocks. Both movements’ power reserve extends to approximately 70 hours. 

Well, it doesn’t really matter what anyone says about the Submariner. Everyone still wants one be it for a quick flip or for true utility. The watch is robust, time tested, and perfect for daily wear. Perhaps one downside is that it’s too widely counterfeited and is a robbery magnet. But then again, the negative effects of its astounding brand equity is still pale in comparison to the benefits of owning a Replica Rolex today. The watch is priced at S$11,880 in Singapore with GST or US$9,100 in the US before taxes.