Why doesn't Rolex make never use Exhibition clear case Backs watches?

Feb 16, 2022

Rolex watches do not produce transparent case back watches. Although the brand has not given a clear answer, in the eyes of many people, it has become an unwritten rule of Rolex to not do through-the-bottom, or it is more appropriate to traditional. In fact, it is not difficult to find that more and more watches nowadays are transparent, and they are very in line with the aesthetic appetite of consumers, so most brands choose to follow the trend. So why does Rolex never produce transparent case back watches? I think there are two reasons, let me analyze it for you.

Rolex's flagship Oyster watch

Those who are familiar with Rolex must also know that Rolex's products are basically based on the evolution of the Oyster. The Oyster is the greatest invention of Rolex and was born in 1926.

People who know watches and people who don't know watches, more or less, they all know Rolex. I think a watch can be known to everyone, proving that it is either bad or good in the industry. Law clearly favors the latter.

Rolex's Oyster refers to the design of the integrated case, screw-in bottom cover and screw-in crown invented by Rolex, namely the Oyster.

And its biggest feature is good waterproof performance. If you replace the screw-down caseback with a transparent sapphire crystal, it's not an Oyster. Water resistance also deteriorates.

If you pay attention, you will find that many professional diving watches do not do back through. And now the see-through case back is generally made of sapphire crystal glass. This material is wear-resistant and scratch-resistant, and has a very good performance as a watch mirror. Doing the case back always sounds sturdy enough from a sensory point of view.

Of course, it is also said that the bottom of the watch will affect the sealing performance of the watch, but this is not the case. For example, the Seamaster, Fifty Fathoms Royal Oak Offshore, etc. all have clear bottom models.

Through the bottom Rolex is not recognized by the world

It has been mentioned above that Rolex watches are basically evolved from the Oyster. Note that it is not all of them! Rolex has a very special watch series - Cellini, Rolex launched the Cellini watch after the success of the tool watch, and Rolex's only see-through model is the Cellini Prince.

I believe that many people have not heard of this watch. It is said that the sales of Rolex at that time confidently thought that the popularity of Prince Cellini would not be inferior to that of the Oyster watch once it was launched, but the final result was the opposite.

One of the reasons why this watch is not popular is because it is not an Oyster watch. You must know that everyone buys a Rolex basically for the Oyster. And the increased cost is naturally paid by consumers. For consumers, they can start with such a good quality watch at a relatively affordable price, but now it is definitely unacceptable.

As I talked, it suddenly reminded me of the incident in 1984 when Coca-Cola reformed its formula and was boycotted by the American people to help its rival Pepsi overtake.

So the above two points are the reasons why I think Rolex does not make watch through the bottom, and there may be another reason. In addition to its excellent watchmaking technology, Rolex is also very good at "marketing", and the reason why Rolex is called a marketing master is that they Consumer psychology has been thoroughly researched.

Finally, under the general trend of producing watch through the bottom, Rolex has never been moved, and it has also added a "mystery" to Rolex, making people wonder why Rolex does not do it through the bottom. Today, Rolex does not It can also be said to be one of the selling points. It is different and has a kind of gimmick taste.