“We don’t value things; we value their meaning. What they are is determined by the laws of physics, but what they mean is determined by the laws of psychology.”
The value of an object is not just the intrinsic utility that it provides, it is also the story that it tells us about ourselves. We buy narratives, not just objects.
“PR is about the manifesto behind the product. It’s invisible. It’s cultural. It’s imaginary (but not unreal). It’s about capturing the collective consciousness and massaging the cultural ache.”
No, it's not jealousy - see, I've owned a Rolex Sub/No Date 5513 for almost 40 years. Also the proud owner of a Waltham Pocket watch form 1899, a Vacheron & Constantin from 1955, a Jaeger LeCoultre from 1970 and a Bulova pocket watch from the 1940's.
Good watches all, and serviced regularly they keep good time. Not as accurate as a quartz mind you but close enough not to miss a meeting or a flight.
At a distance, the Rolex is easy to recognize; especially by collectors, the LeCoultre and Vacheron are not special looking and by definition the two pocket watches always draw questions.
Cringeworthy is the quote "People who wear Rolexes wear them because they want to be perceived as the kind of people who wear Rolexes (and maybe because they want to tell the time). "
GOOD GOD - I would much rather be known as the kind person, the thoughtful person even as the smart person rather than hitch my identity to a piece of fashion jewelry...because that would make me THE SHALLOW PERSON, the one who wears conspicuous consumption as their only means of external validation.
As for Rolex being a 'Luxury' brand, it is one of the less expensive and not even on the top ten list:
That being said, their ad campaign is clever. Did you know that they are re-buying used Rolexes, refurbishing them and reselling them with their standard guarantee? Not an inexpensive way to get a Rolex but the buyin is within the realm of the upper middle class.
My favorite is the Vacheron, a very thin windup with understated elegance, it belonged to my father.
You hit the crown on the head. My wife will probably want to be buried with her Rolex. She loves it that much. Yes, it’s a beautiful and amazing watch. Is it worth the price? Empirically no. But the branding and story has not only retained its value but has actually appreciated!
I wear Rolexes. Some people don’t notice them but there have been many times that the watch was a conversation starter. They are status symbols to the watch lovers but best if you don’t flaunt them. I can’t wait to hand them down to my sons when they graduate from college. A classic watch worn by their dad to start their careers.
Would be interesting to investigate further like "do women buy a Rolex differently as men" or "is a brand like Rolex protected against outgrown ideas of luxury and changes of what luxury signage or signals mean" via "makes marketing, a certain price point or overall psychological and physiological markers the product like Rolex more attractive?" and "what means the Rolex brand when the gaze or meanings of the brand would vanish in all who care but the wearer?" Interesting possibilities one would certainly want to learn, read and educate a bit further. Thank you 🤓📚🔖💯
Personally I prefer the Rolex Cellini which is quite a bit different from the "usual metal Rolex look" and comes with a beautiful leather wristband...🤓😍💯
I’m reminded of a quote by Rory Sutherland:
“We don’t value things; we value their meaning. What they are is determined by the laws of physics, but what they mean is determined by the laws of psychology.”
The value of an object is not just the intrinsic utility that it provides, it is also the story that it tells us about ourselves. We buy narratives, not just objects.
Over and over again yes
That quote makes my grey matter wet.
“The universe is made of stories, not of atoms.” —Muriel Rukeyser'
Loooove
Sherry, this was a masterful story, beautiful writing, and an exquisite topic. You embody the brand you just taught us about.
What a praise 🔥 I appreciate it James
Amazingly written piece Sherry!
Thank u!
I didn't know Rolex models had such interesting stories. Great article!
Thanks 😀
Your writing tastes like Negroni.
🥃🧊🫶cheers
I love this so much, Sherry!!!
Thank you Joseph!!
If you want to get mugged, get a Rolex.
Could be. Netherlands (where I live) is notorious for robbers and home invasions targeting Rolexes.
Yup. I must move to Switzerland then ( if I want a Rolex that is). 😬
“PR is about the manifesto behind the product. It’s invisible. It’s cultural. It’s imaginary (but not unreal). It’s about capturing the collective consciousness and massaging the cultural ache.”
Love this!
Loved reading this one this morning Sherry!
"The MYTH of Fingerprints"
No, it's not jealousy - see, I've owned a Rolex Sub/No Date 5513 for almost 40 years. Also the proud owner of a Waltham Pocket watch form 1899, a Vacheron & Constantin from 1955, a Jaeger LeCoultre from 1970 and a Bulova pocket watch from the 1940's.
Good watches all, and serviced regularly they keep good time. Not as accurate as a quartz mind you but close enough not to miss a meeting or a flight.
At a distance, the Rolex is easy to recognize; especially by collectors, the LeCoultre and Vacheron are not special looking and by definition the two pocket watches always draw questions.
Cringeworthy is the quote "People who wear Rolexes wear them because they want to be perceived as the kind of people who wear Rolexes (and maybe because they want to tell the time). "
GOOD GOD - I would much rather be known as the kind person, the thoughtful person even as the smart person rather than hitch my identity to a piece of fashion jewelry...because that would make me THE SHALLOW PERSON, the one who wears conspicuous consumption as their only means of external validation.
As for Rolex being a 'Luxury' brand, it is one of the less expensive and not even on the top ten list:
https://www.otaa.com/blogs/journal/top-ten-most-expensive-watches-current-production?srsltid=AfmBOor4c8BIrUCHggeBJhJwbIGdIPyNtrV1yhDyqrs5lGan_8Cn29k0
That being said, their ad campaign is clever. Did you know that they are re-buying used Rolexes, refurbishing them and reselling them with their standard guarantee? Not an inexpensive way to get a Rolex but the buyin is within the realm of the upper middle class.
My favorite is the Vacheron, a very thin windup with understated elegance, it belonged to my father.
You hit the crown on the head. My wife will probably want to be buried with her Rolex. She loves it that much. Yes, it’s a beautiful and amazing watch. Is it worth the price? Empirically no. But the branding and story has not only retained its value but has actually appreciated!
Branding is such an important aspect of business but for whatever reason, people just don't put as much emphasis as sales, revenues, numbers...
I wear Rolexes. Some people don’t notice them but there have been many times that the watch was a conversation starter. They are status symbols to the watch lovers but best if you don’t flaunt them. I can’t wait to hand them down to my sons when they graduate from college. A classic watch worn by their dad to start their careers.
Would be interesting to investigate further like "do women buy a Rolex differently as men" or "is a brand like Rolex protected against outgrown ideas of luxury and changes of what luxury signage or signals mean" via "makes marketing, a certain price point or overall psychological and physiological markers the product like Rolex more attractive?" and "what means the Rolex brand when the gaze or meanings of the brand would vanish in all who care but the wearer?" Interesting possibilities one would certainly want to learn, read and educate a bit further. Thank you 🤓📚🔖💯
They have a very interesting history and the founder's passion definitely still exists in the watches
It's funny how we weren't born to desire metal bands with a crown logo but here we are. 🤓 Mimetic desire?
Personally I prefer the Rolex Cellini which is quite a bit different from the "usual metal Rolex look" and comes with a beautiful leather wristband...🤓😍💯
Agree. You're smart 👏🏻
Don't know, it's a big lol or quite sad for our society's preferences towards life 🤔🤓📚🔖💯
I guess it's human nature, after all...