Rolex watches go up in value . Older Rolex watches are not preowned but vintage. The older models are often more desireable and worth more than their newer counterparts . Part of this tradition seems to be because of their look staying very similar for many years. Rolex didn’t seem to change with the times or answer to trendy fashion demands . A Rolex, it seems, is a Rolex, and that is how they maintain their intrinsic value . New models are not added to the line often if at all . In fact they often only redesign as part of a technological or movement improvement.

However with the introduction of the 2007 watches, especially the Yacht-MasterII watches traditions have to be called into question. Although the new designs incorporate fine advances in use and technology they also have been redesigned aesthetically. The new look of The Yacht-Master II has a great new and functional layout to the dial. However the watches have their name, in large letters, spelled out around the bezel. I find this troubling on a couple of aspects. First, it seems to try to come into line with modern fashions that have the designers name prominently displayed. Rolex seems above this trendy inclusion. Secondly it screams out for recognition. Rolex owners always seemed to have an understated pride in knowing that any real aficionado knows the timeless Rolex characteristics without having them jump out. All these new watches have Rolex spelled out around the inside of the case. This is a level of branding that seems to go with high fashion clothing. These watches don’t need the extra noise.

The New Rolex Yacht-Master II watches are certainly great looking and will have that fabulous Rolex workmanship and will be very popular. I can’t help but wonder if they have changed to much or am I wrong. It is Rolex who has made all the right decisions for close to a century now. Time as always will tell.

Will has been selling Rolex watches since 1996. He was the largest non-authorized preowned Rolex dealer in the world from 1996 to 2001. He now is a blogger residing in San Francisco

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