YouTuber Marc Goldberg claims to have a mole inside Rolex. Mr. Goldberg has released a video (below) in which he claims that “Moneypenny” told him that the Geneva watchmaker has a seven-year plan to phase out some steel Rolex watches and decrease steel watch production generally. I’m not sure you can trust a grown man who collects stuffed animals, but WTF? Apparently . . .
“Rolex has a seven year plan to upgrade all its watches to a 70 hour power reserve,” Mr. Goldberg reads from his [alleged] letter from his [alleged] insider. As we all know, Rollie’s 3235 movement – gradually replacing older movements throughout the line – has the aforementioned 70-hour power reserve. Yes, yes, what about steel Rolex?
Mr Goldberg’s spy says Rolex is moving the coronet – that’s the Rolex crown to you and me – to the six ‘o’clock position. Wait. What? The idea leaves me wondering if Mr. Goldberg’s mole is an actual mole – a stuffed animal that talks to him. Alternatively, Rolex designers are bored. Hello? What about steel Rolex?
At 11:39, Mr. Goldberg gets down to business. As part of its [alleged] seven-year plan, “certain watches will be discontinued” Miss or Mr. Moneypenny “reveals.” The plan: sell more “full gold and bi-metal watches” with a “decrease in steel watches.”
While ditching the unloved, entry-level steel Rolex Air King makes sense, if implemented, this “less steel, more gold” plan will make the brand-killing Rolex shortage worse. MUCH worse.
If confirmed or even just disseminated online (who would do such a thing?), Mr. Goldberg’s rumor/inside intel will drive gray market steel Rolex prices even higher. And piss off potential buyers hankering after an authorized dealer-sourced steel Rolex. To the point where they’ll say “f*ck it I’ll buy something else.” As many are doing right now.
Mr. Goldberg reckons Rolex’s move away from steel into bi-metal and gold watches reflects the brand’s desire to supplant Patek Philippe – another indication that Mr. Goldberg may not be the most reliable source. Isn’t that Rolex Cellini’s job? Then again, if Rolex caps production at 1m watches per year and they all sell, why not make more money per watch by selling bi-metal and gold Rolex?
Rolex is owned by a stockholder-free foundation that’s free to lose its mind, to convince themselves that alienating steel luxury watch buyers to bank more bucks is a sound long-term strategy. For my money, Mr. Goldberg’s Rolex source is either non-existent, unreliable or the harbinger of a bad, bad thing. Your thoughts?