Rolex Will Issue A New Watch Tomorrow, And The Brand’s Official Website Can Check The Price

In March 2019, the Basel watch exhibition is approaching, watch fans are predicting Rolex’s new watches, and there are a lot of reliable and unreliable ‘spy photos’ coming out of the sky. Whether it is possible to continue the myth that steel sports watches are over-priced and snapped up is also a topic that people talk about. And the Rolex official website recently gave a new notice: open the home page, we can see a few seconds of short video, revealing some dial, hands and case information. From the luminous scale, ‘Mercedes’ hands and the text under the small crown, it is the oyster sports watch that people are talking about. Rolex began to launch a new generation of 32 ** movements in 2015. In the past two years, sports sea dwellers and GMT II have begun to be updated, so theoretically new watches in 2019 will not come from these two series. The remaining possibilities are a submarine with a calendar function, or a yacht. The two are significantly different. In addition to the name text on the dial, the yacht uses more rose gold and platinum, a special diving bezel, and a polished beveled case bracelet, which is more ‘luxury’ than the submariner. Judging from the black dial and silver-white metal second hand end of the video, the new watch is more likely to be a submerged steel case, and the case and lug polished look more like a yacht. Regardless of which one the new watch is, there are some changes in details relative to the styles on sale, and it will be known tomorrow, March 20. 01 The Rolex official website interface has also undergone some major changes. The most interesting place is to mark the price of almost all watches-yes, you can directly check the official price later on the official website. We simply counted, there are only a few platinum watches, diamond-set models without price, such as platinum Daytona, bezel-set diamonds, rose gold week calendar type, etc., other regular watches can see the public price. A few popular steel sports watches are like this: The five-bead chain ‘Pepsi Cola Circle’, the official website shows the public price of 72,200; ‘Green Water Ghost’ is 70,500; and ceramic ring steel Di, the official website price is 96,700. Let’s take a look at the actual situation in the market. There are very few stocks in the specialty stores, and you have to wait after booking. In the second-hand market, the five-bead chain Cola circle costs about 120,000, the green water ghosts are more than 100,000, and the ceramic circle steel is 16 million up and down. After seeing the official price of the official website, are you still willing to pay nearly 80% of the price to buy these popular watches? As for the Rolex brand, do you really want to see such a product being speculated by speculators? What does it mean to publish the official guide price on the website? Displaying the price of the watch on the official website, you may think this is normal, especially for some brands that are price-friendly, the official website e-commerce function has been turned on, and you have even bought the watch on the official website. But don’t forget that the brand we are talking about is Rolex, but it has always been mysterious and low-key, relatively traditional and conservative. Remember the “Co-branded” Rolex event in 2017? Even though Supreme was so popular in the past, many people take the cooperation for granted, but those who know Rolex’s style understand that this is Supreme’s strong role against Rolex. Regardless of public opinion, Rolex did not have any public response. Yes, it’s also Rolex. So if you understand Rolex, you will know that any changes and actions of Rolex in digitalization have an index meaning for the Swiss watch industry. In this era of popularization of the mobile Internet, people’s needs for network information are like eating, drinking, and being timely, necessary, and green and healthy. Most people who want to buy a watch have the need to prepare for their homework. Check the basic information of the watch-movement, material, size, manual or automatic, etc. The most important thing is the price. The brand’s official website is often the first choice because it is official and more trusted. But five or six years ago, few brands would mark the price of watches on their official website. Check prices are going to third-party websites. They collect a large number of watch prices from brand conferences and dealers. But third parties are also imperfect, sometimes without prices, and sometimes the styles and prices are not right. As with the attitude towards luxury e-commerce, the change in prices displayed by brands on the official website has gradually occurred in the past few years. Now about 80% of well-known watch brands can find the price on the official website. 02 In addition to the official Rolex website price announcement, this update also enhances the interactive function of the website browsing-‘custom’ models. Of course, it’s not really customized, but Rolex will present the function of the previous screening model in the form of ‘configuration’. The viewer performs a few steps to complete the selection by himself, the process is much like ‘private customization’. Let’s take the configuration of a Daytona watch as an example. Three steps are required: The first step is to choose the watch metal, steel, gold (steel and gold), 18K rose gold, 18K white gold, 18K yellow gold, and 950 platinum. , Choose one of six; we choose 18K white gold. The second step is to choose the strap, all metal bracelet and rubber strap, choose one of the two; we choose all metal bracelet. The third step is to choose the dial, gray dial night cursor, blue dial night cursor, black dial with diamond mark, mother-of-pearl dial with diamond mark, choose one of five; we choose black dial diamond mark. After the three steps were completed, our watch was ‘customized’ like this, and the final price was RMB 308,000. If we want to configure more Rolex-style diary or day-of-the-day watches, then we also need to choose the diameter, bezel and other links, the customization steps are more complicated. In this way, we really have the feeling of customizing an exclusive special Rolex watch completely according to our own needs. In terms of digitalization, it is more convenient for potential consumers to browse the official website to attract consumers to stay on the official website. Of course, displaying the price and configuring the watch model yourself can also inhibit the impulse of buying popular watches by increasing prices. Last year, Rolex also specially launched the website, which organized and listed some brand historical data. Those who are interested in Rolex can find relevant information more conveniently. For example, the name of Rolex is no longer ‘circular can be easily pronounced’ spread around the world. The website describes it this way: On July 2, 1958, in the speech of the brand 50 Zhou Zhiqing, Han Wilsdorf recalled, ‘I tried all the letter combinations and came up with hundreds of names, but none of them pleased me. One morning, I was sitting on the upper level of a public carriage and passing through the city of London. On the street, I seemed to hear the sound of a little elf whispering Rolex in my ears. 03 If you are a fan of Blancpain watches or Lange watch fans, I often browse their official website for some brand latest news. , Then you may also find some changes similar to Rolex. At the beginning of 2019, both Blancpain and Lange updated their official website interfaces, and more importantly, they also added official official price display. However, one thing is different from Rolex. They are not currently renminbi prices. Blancpain comes from Switzerland and is displayed in Swiss francs. Lange is a German brand and is displayed in euros. The price of our familiar Blancpain Fifty Fathom Submersible, the blue ceramic case is 12,000 Swiss francs. Lange’s latest 25th anniversary watch, Lange, is available for 45,800 Euros in January. Most of the brand’s official website management is set up at the headquarters, which can be unified from image to content. It only needs to be displayed in English, French, Chinese, Japanese and other major languages, as well as German, Arabic, Korean and so on. However, the price part involves specific conditions such as tax rates and expenses in different market regions. Maintenance should require local teams to operate. We speculate that the RMB prices of Blancpain and Lange should be updated in the near future. Another thing that is different from Rolex is that on the official websites of Blancpain and Lange, you can check the price of almost all models, including the large and complicated function tables with expensive prices. For example, the price of Blancpain carrousel minute repeater watch is 480,000 Swiss francs; Lange ‘owl’ decimal minute repeater watch is 440,000 euros. Yes, luxury watches such as Blancpain and Lange who pursue the ultimate in arts and craftsmanship also display the official price as an important part of the website update. Meeting the information needs of consumers in the Internet era is a trend in the digitalization of major luxury watch brands in recent years. 04 Let’s take a look at Vacheron Constantin, Audemars Piguet, and Patek Philippe, which are known as ‘Swiss Fine Watch Troikas’. Their official website prices have been completed in the past year or so. Patek Philippe, in addition to the watch with the minute repeater function, can basically check the price of other models. For example, the current popular sports ‘nautilus’ steel watch, the official price of the official website is 218,200 yuan; the large complex function table, chronograph perpetual calendar model 5204P, the public price is 2.241 million. Audemars Piguet’s price display is similar to Patek Philippe’s. There are no large complicated models, and you need to inquire by phone. Basic models are available, and the latest Code11.59 series prices released by SIHH in 2019 have also been launched. Royal Oak series 41mm basic model 15400 steel watch, the official website price is 132,000; Code11.59 series chronograph rose gold price is 314,000. If you enter the official website of Vacheron Constantin from the web version, then the price display rules you see are similar. There is basically no price on the big complicated function table, and you are prompted to call 400 for consultation; the basic styles have complete prices. But when you enter the WeChat homepage from Vacheron Constantin’s official WeChat, you can see the price of all watches on sale, including the superb complications of the inherited series-the three-question tourbillon perpetual calendar watch, and the price of diamond-set styles. The reason why we can see the full price on WeChat is that Vacheron Constantin is already perfect in digitalization, especially in localization. In 2017, Vacheron Constantin developed the WeChat homepage on the official WeChat to facilitate consumers in the era of the mobile Internet. The information is comprehensive and there is a small program e-commerce. This is related to the active strategy of Vacheron Constantin’s parent company, Richemont Group in digitalization. Richemont Group merged its e-commerce Net-A-Port with Yoox in 2015 and listed independently (YNAP). At that time, the chairman of the group, Rupert, expressed great importance to online business, called LVMH and Kering, and invited colleagues to settle in. At the same time, Richemont’s jewelry and watch brands are also actively investing in digital and e-commerce. In 2018, Richemont Group fully acquired YNAP. The latest quarterly earnings report also reflects the sales revenue of online e-commerce business. Richemont separated the e-commerce business recorded in the jewelry and watch division from April to December 2017-123 million euros-this is the sales performance from the official e-commerce of each brand. Another watch giant Swatch Group has also given a clear signal in terms of digitization. In the performance report for 2018, in addition to the praises of outstanding brands, Swatch Group also told investors that in the coming fiscal year, the Group will strengthen e-commerce, especially mid-range and basic brands. In addition, the Swatch watch introduced the ‘Swatch Pay’ digital payment function in early 2019, and received good market feedback, which will also be an important growth point in the coming year. Under the trend of the times, the remaining 20% ​​of watch brands believe that they are also starting to refine their websites. In the future, you can go to the brand’s official website to check the price. / end / Lu Xi’s interview notes Join readers, please send name + occupation + WeChat to [email protected]