Rolex Oyster Perpetual Model 36: Analysis of market phenomenon of color dial and "one watch hard to find"
Recently, the Oyster Perpetual 36 (Oyster Perpetual 36) has become a hot topic in the bezel due to its colorful dial design. The imbalance in market supply and demand has led to the increasing phenomenon of "hard to find a watch". This article will analyze from the dimensions of product design, market performance, user feedback, etc., combined with the data of the entire network in the past 10 days.
1. Core selling points and design analysis of products
The most eye-catching thing about the new Oyster Perpetual Model 36 in 2023 is its candy dial design, with a total of 5 colors:
| Dial color | model | Material |
|---|---|---|
| Tiffany Blue | 126000-0006 | Oyster Steel |
| Coral powder | 126000-0007 | Oyster Steel |
| Tropical Green | 126000-0008 | Oyster Steel |
| Sunshine yellow | 126000-0009 | Oyster Steel |
| Berry purple | 126000-0010 | Oyster Steel |
inTiffany Blue Dial(Model 126000-0006) has the highest number of exposures on social media, and the number of readings on related topics exceeded 12 million times in the past 10 days, becoming a phenomenal single product.
2. Market supply and demand statistics
According to monitoring data of third-party platforms, the market performance after the new model is released is as follows:
| index | Value | Compare benchmarks |
|---|---|---|
| Official pricing | RMB 46,300 | Older model +8% |
| Secondary market premium | 180%-250% | The water ghost series has a premium of 150% during the same period |
| Online platform purchase volume | Average of 230 times per day | 12 times before release |
| Dealer arrivals | Less than 20% of the order volume | Waiting cycle exceeds 6 months |
3. Social media popularity analysis
In the past 10 days, the voice distribution of each platform discussed is as follows:
| platform | Related topics | Core keywords |
|---|---|---|
| Little Red Book | 5,800+ notes | #Rolex Candy Color #OP36 Plain Replacement |
| 12 hot searches | #Rolex Tiffany Blue# #It's hard to find a watch# | |
| Tik Tok | 120 million views | Unboxing video, authenticity comparison |
| Second-hand trading platform | Premium transaction rate 92% | "New Unused" tags account for 78% |
4. Three major motivations behind the phenomenon
1.Color marketing strategy successful: Rolex uses high saturation colors for the first time in the basic model, breaking the traditional business image and attracting young consumers.
2.Supply chain regulation means: The brand strictly controls shipments, and the dealer revealed that the distribution volume has decreased by 30% compared with previous years, which is artificially created scarcity.
3.Social currency attribute enhancement: The Tiffany blue dial is given the symbolic meaning of "wealth freedom ticket", forming a cross-border communication effect.
5. Industry experts' opinions
Luc Berger, an analyst at the Swiss Watch Research Institute, pointed out: "This is one of Rolex's most successful product strategies in the past five years. Through color experiments, the entry-level model will be converted into a premium product. It is expected that the annual output of the series will not exceed 8,000 pieces, and the supply and demand imbalance will continue until Q2 2024."
VI. Consumption suggestions
1. Beware of the second-hand market renovation table. Currently, the fake version has been updated to the third generation of imitations.
2. The official authorized store queue registration is currently the most reliable purchasing channel
3. Consider alternatives at the same price: Tudor Biwan 54 or Omega Aqua Terra
(Note: The statistics cycle of this article is from November 1 to November 10, 2023)
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