Recently, someone sent me a picture and asked me if I would buy a Rolex couch. Perhaps I might like a full suite of furniture, an Oyster-Perpetual sectional with a pair of Datejust lamps and a big Submariner coffee table? It seemed absurd, but an actual purchase was never in the cards because none of this stuff exists. The images were AI renderings. Rather, the point of the question was to spark a debate about whether non-watch-related Rolex-branded items should exist and what they might look like if they did.
An AI-generated blue Rolex couch and table
Over the years, Rolex has commissioned numerous accessories and curiosities for its customers. Poke around the various auction sites, and you will find Rolex wallets, notebooks, umbrellas, and even teaspoons. The brand has its own company, Roldeco, to design these items. Now, they are produced only as gifts, never for sale, but considering that an in-house, non-watch design arm already exists, it would not be a great leap for the brand to direct those designers to commercial offerings if they wanted to.
A real blue Rolex sitting on a real table. Real photo courtesy of Stuivertje Wisselen. AI is off learning how to draw a hand.
Would they want to? I think the smart answer to that question is no. Rolex is nothing if not consistent. The brand has maintained a laser focus on producing luxury watches and, judging by the empty shelves of their retailers, not nearly enough of them. This is a company that produces a rumored one million units a year and still manages to maintain an aura of scarcity. They are hardly likely to start selling more of anything. Although, it would give their authorized dealers something to sell and their aspiring customers something to purchase. I can see it now, “No, sir. We still have no watches, but can I interest you in some collectible silverware? Oh, I’m sorry, there is a waiting list for the Deepsea Challenge teaspoon, but we just received this lovely Air-King pickle fork…”
I think it is safe to say that they would find an eager market for any other Rolex products they cared to produce. Rolex consistently ranks as one of the most recognized and trusted brands in the world. You could put that crown on literally anything and sell out. There is the risk that spreading the brand name too liberally would ultimately dilute its value, but seeing how many Ferrari-branded items exist and knowing that Ferrari still maintains a status equal to that of Rolex in the eyes of the world, I can’t possibly predict when that saturation point would realistically be reached.
Just for fun, let’s say they threw caution to the wind, dismissed the risk of weakening their brand identity, and moved ahead full-steam with a non-watch branding plan for other Rolex products. What would that look like? There are the predictable ones, small leather goods and personal accessories such as the gift items they already produced, but those aren’t any fun. For the purpose of this exercise, we can rule out the unseemly. I’m not saying people wouldn’t buy a Rolex toilet, only that it would be ridiculous. I’d also rule out anything that might be too accessible. We wouldn’t want them to repeat the mistake Halston made when he sold his name to JC Penney.
I believe Rolex would likely build its lifestyle brand around a handful of high-cost, durable luxury goods. Jewelry would be a logical choice given that they already have the sales network for it, but let’s think outside the box. Maybe they would partner with another luxury brand that is already beloved by their customers. A limited edition Rolex Mercedes or Porsche doesn’t sound crazy at all. Not only are those vehicles expensive, but they are also precision machines, so there is a certain logic to the pairing. The downside is that as a partner brand, Rolex could not design a car from the wheels up. They might be able to tinker with color, upholstery, and badging, but in the end, an Explorer-inspired Rolex G-Wagon would still be a Mercedes first, Rolex a distant second. The same goes for boats, no matter how amusing the concept of a Yacht-Master yacht may be.
No, I’d want Rolex to approach any product expansion in the same manner as they have handled their watches. I’d want them to keep a white-knuckled grip on any new item’s development and production. I’d want it to be desirable, exclusive, and expensive. I’d want it to be “the Rolex” of whatever it was, mystique intact. That is why I would tell them not to consider objects of any variety and to focus on providing a service instead.
Let’s go back to the original idea of selling furniture. If Rolex made a living room set, I am sure people would buy it and pay handsomely. I am not one of those people, but I know they exist and in sufficient numbers to make that a profitable venture. But I am intrigued by the idea of what a Rolex room might look like. I might want to spend time in a Rolex room if it convincingly conveyed the brand’s aesthetic. I’d be even more interested if it held the prospect of handling and discussing watches. Especially so if it were more than just a boutique or waiting room. I’m imagining an immersive experience, a Rolex Hotel.
I know what some of you are saying, “What about the famous Hotel Rolex in Vlore, Albania?” This is true. It exists, and much to my surprise, it displays a suspiciously familiar typeface and crown above the front door. Rooms start at just $55 US per night!
There are also three hotels recently purchased by Rolex’s parent entity, the Wilsdorf Foundation, that were converted to domestic violence shelters as part of its continuing philanthropic efforts. I’m thinking of something a bit different. Imagine a small, pre-war hotel in Geneva, its facade meticulously restored to look like something out of a Wes Anderson movie. Inside, every inch has been addressed by Rolex’s in-house design team to merge traditional luxury with modern sensibilities. The lobby does not look like a Submariner, and there is no repeating watch face motif, but perhaps the green and gold of the brand’s packaging has been tastefully incorporated into the decor. Certain rooms might reflect the design elements of particular models. The suites are spacious and few. Maybe I’d be there to attend a product launch or a panel discussion. Whatever the event, it, and the entire atmosphere that surrounds it, would be an immersive Rolex experience.
Would it look like this AI-generated image? I hope not, but you get the idea.
GMT-Master II inspired furniture as imagined by a soulless machine.
So there it is, my ingenious idea to help one of the world’s most successful enterprises make itself even more desirable to the very wealthy. Given that I don’t yet own a Rolex (or even a Tudor!), you might want to take it with a grain of salt. In the meantime, I will likely avoid the exorbitant price tags and lengthy waiting lists and continue my hunt for preowned Rolex watches through trusted marketplaces. I’ve got a real longing for one of those 34mm 1950s Oyster-Perpetuals.
Finally, if you really can’t resist the idea of a “Rolex” couch, you can buy this one at Walmart. No, I have no idea how they are getting away with using the name. Maybe it has something to do with Albania.
