Rolex Oyster Perpetual Model 36: Analysis of market phenomenon of color dial and "one watch hard to find"
In recent years, the Oyster Perpetual 36 has become the focus of the watch market due to its colorful dial design and scarcity. This article will combine popular topics and data across the network for the past 10 days to analyze its market phenomena and the reasons behind it.
1. The core features of the Rolex Oyster Perpetual Model 36
The Oyster Perpetual 36 is a classic entry-level Rolex, but its 2020 color dial version (candy color system) quickly became the center of the topic. Features include:
| Features | describe |
|---|---|
| Dial size | 36mm (neutral size, unisex) |
| Dial color | Candy powder, turquoise blue, coral red, etc. |
| Movement | Caliber 3230 (70-hour power reserve) |
| Waterproof performance | 100 meters |
2. Market popularity and the phenomenon of "hard to find a table"
Although it is an entry-level model, the actual market price of the color dial version is far beyond the public price. The following is a comparison of market data over the past 10 days:
| color | Public price (RMB) | Secondary market price (RMB) | Premium Rate |
|---|---|---|---|
| Candy powder | 46,300 | 85,000-95,000 | 83%-105% |
| Turquoise blue | 46,300 | 90,000-110,000 | 94%-138% |
| Coral Red | 46,300 | 80,000-90,000 | 73%-94% |
3. Analysis of the causes behind the phenomenon
1.Scarcity strategy: Rolex strictly controls production, especially the color dial version, resulting in an imbalance in supply and demand.
2.Social media effects: After wearing it, celebrities and internet celebrities have triggered a trend of following the trend on Instagram, Xiaohongshu and other platforms.
3.Strengthening investment attributes: The secondary market has a high premium rate, attracting speculators to enter the market.
4.Design breakthrough: The traditional and conservative Rolex launched such a lively color scheme for the first time, subverting the brand image.
4. Consumer attitudes and controversy
According to the hot analysis of discussions across the Internet, consumer attitudes are polarized:
| Support the proportion of opinions | Opposition percentage | The proportion of neutral perspectives |
|---|---|---|
| 52% | 38% | 10% |
Supporters believe: The color dial is younger and scarce, worth collecting;Opponents believe: The premium is too high, diverging from the essence of the tool table.
5. Future market forecast
In the short term, since Rolex has not announced a production increase plan, the supply and demand contradiction will continue. But beware of the following risks:
1. Brands may launch new color schemes for dilution scarcity
2. Economic downturn leads to a cooler consumption of luxury goods
3. Risk of bubble burst in secondary market
In summary, the color dial of the Oyster Perpetual 36 has become a phenomenal product of Rolex, and its market performance reflects the scarce marketing logic of the luxury industry and the amplification effect of social media. For ordinary consumers, it is wise to look at premiums rationally and buy according to actual needs.
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