Why doesn’t Rolex still NOT have a Museum ??

“Look in all the dictionaries, there is no word for what we do. It’s not ‘tradition’, though our craft is timeless. ‘Limitless’ is too limiting. ‘Enduring’ is not enduring enough. ‘Innovation’ can only begin to describe it. We sculpt, paint and explore. But explorers, sculptors and painters we are not. This is the only thing we make. The only thing we will ever make. There is no word for what we do. There’s only a way. The Rolex Way.” ->How about opening a museum to show us your “way”??



Look what other luxury brands do. Find below a brillant advertisement of Porsche that shows us how important the past is to master the future! Slice the iconic 911 model in 7 pieces from each different decade and make one matching picture again.



The same but different, the evolution…


The Rolex Submariner Big Crown ref 6538 next to their newest Submariner ref 114060…


New and old next to each other. Classic iconic design, the 911 mythos…



On the other side we see that the most successful models have been producted since many years. If you compare the evolution of the Submariner with the Porsche 911 for instance, you understand why I say so. Classic design in a modern interpretation is what we see with almost every brand that’s older then 50 years. Icons from the past are the cash cows of the future.


If it’s the evolution of the Land Rover or the Rolex Daytona, these important models carry the brand and need to be respected.RPR_Evolution_daytona_oysterGentile facelifts over the years hardly change the all over look international customers are so used to and adore….


Every Rolex owner will become your future brand ambassador if you threat him with respect!



  1. Rolex has been mass produced and did not record the features of the watch sold but merely the serial and reference number.
  2. Incompetent because they can’t produce exact information of a certain Rolex that has been sold because they “lost” their database.
  3. The number of sold Rolex has reached to over 25 million easily. The man power and costs to set up and control a serious customer service for this number of clients is to high for the billion dollar company.
  4. Rolex is missing the knowledge and machinery to reproduce necessary parts for servicing, with respect to maintaining the collect-ability. To scare away potential customers, Rolex charges extremely high costs for simple services. I’ve hear easily CHF 5-10.000,= for cleaning a Paul Newman with a basic valjoux caliber is telling me they don’t want to help collectors.
  5. Rolex has tried to set up a open service department for vintage watches accessible by the public but closed it down because dealer where taking advantage by reselling the repaired watches with high profits.
  6. Servicing is profitable for Rolex and their dealers worldwide judging from the serious costs they charge.

You’ll find a 2012 magazine for Ipad available that has some information but basically thats it what Geneva wants to share!..

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Now as you’ve learned at my “Vintage Rolex Buyers Guide” you know also that most value is in the dial. A part of the watch not even made by Rolex has become the most valuable of your beloved possession. As I’ve produced my own watchband back in the days and worked together with dial makers I happen to know the costs of a spare dial and as it’s not rocket science, you won’t be surprised if I tell you a dial costs like € 50,= nowadays to produce. Imagine what it costed 40-50 years ago, maybe € 5-10,= ??

Newly “made” by Rolex  ( 26 April 2010 ) is this 3-6-9 Submariner dial that got auctioned and sold by Sotheby’s. The danger of mismanagement when the “Heritage Department” decides to make a new dial to please a client, who then offers it for sale.

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Another newly made Rolex Submariner dial for a Big Crown 6538. I’ve understand that Rolex stopped doing these remakes because they destroy their heritage. You can’t recreate a vintage dial under any circumstances it’s a NO GO and kills your heritage.


Anyways, I’m not writing this article to complain about Rolex in general but merely about their strategy and attitude towards taking care of their classic watches. Again I want to emphasis that every other luxury brand is having a specialist service center, a museum and a possibility to find everything out about your vintage product. That you’ve too pay for the extract of the archive is logic. That Rolex does NOT offer this service is IMHO unlogic.

Find below 2 brilliant examples of factory restoration I saw at the Techno Classica in Essen, at first the Lamborghini Miura SV….RPR_IMG_9256


And the Porsche 2.5 S/T totally restored by the factory itself in 2.5 years…RPR_IMG_9151

Porsche showcases why it’s so important to take care of your past production. “ 70% of all Porsche produced are still driving“!! Therefore the company still produces all original parts that might be necessary during a service…


52.000 parts are available at many Porsche dealer in the world…


An extract from the Archive of the watch brand is a common service many companies offer you, here some examples I found:


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The brillant Patek Philippe watch museum in Geneva:



Check out this short movie about their museum.

Next is the Omega museum in Biel:



Or the Jaeger Le Coultre museum in Le Sentier..

The Longines Museum in St. Imier…

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The Breguet Museum has three, yes 3 museums!!!…

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The Audemars Piquet museum outside their factory….


The Cartier Foundation


Lamborghini Museum near Modena..


Ferruccio Lamborghini’s very own Miura SV on display in the museum…


Alfa Romeo Museum near Milano…RPR_slider

Ferrari Museum in Maranello…

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The Porsche Museum in Stuttgart…

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The Mercedes museum, also in Stuttgart…


BMW Museum in München…

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Audi Museum in Ingolstadt.. RPR_c.henn.audimuseummobile_11



But also exclusive fashion brand do logically have impressive museum, like the stunning Louise Vuitton Foundation in Paris… RPR_Louis-Vuitton-LVMH-Gehry-Corniche-Watches-5

Their massive shop in Singapore that also showcases vintage LV products…


or the Gucci museum in Florence…



Or the Prada Foundation in Milano…



Who says new & old don’t go together?


“They are in our blood”


Please Rolex, open up to your fans and treat us with respect! Instead of neglecting us there are so many ways to interact with your aficionado’s nowadays. You can only win and you’ll notice that the millions of Rolex wearer out there will also help you sell your new models. Don’t be afraid, make that move now! I have faith in the Rolex board of directors who newly appointed their CEO, Mr Jean-Frederic Dufour, who became known to have given Zenith back it’s glorious past.

Yes, they look the same but in detail they are all different! Hopefully soon we will have an official Rolex museum.


The incomplete Rolex experience…


Almost 3 years ago Rolex invited me to come and see their “The Rolex Experience”, which I reported for you about over here. So far nothing has changed, nothing has been adjusted nor did I hear of any plans Rolex is busy with setting up a museum for instance. I suggested a traveling exhibition or experience that could display during the mayor events Rolex sponsors like F1, sailing etc. I liked the way Rolex did this in Shanghai and in detail it could be improved, more watches, more stories but generally this was already a great step forward. I wish Rolex would continue this experience and share more of their wonderful past with us!