Will Rolex Make a Smartwatch in 2024? Truth & Insights

I have been wondering whether Rolex will enter the smartwatch industry. Many people want to know if this classic company, known for making the best luxury timepieces, will adopt today’s technology.

We will discuss whether Rolex will make a smartwatch in 2024, the differences between Rolex watches and those of other brands like Apple or Samsung’s Galaxy Gear, and where both are headed in terms of designing high-end watches or dials filled with tiny microelectronics that enable them to tell time accurately on their own without any external help whatsoever.

The demand analysis for a Rolex smartwatch will also be discussed, along with possible future moves on this subject from the brand.

Does Rolex Make Smartwatches In 2025?

Rolex doesn’t make smartwatches. Instead of jumping into the smartwatch trend, the brand has maintained a traditional approach to watchmaking. This choice helps Rolex maintain its reputation as a luxury watchmaker known for craftsmanship and exclusivity.

Now, you might come across products labelled as “Rolex smartwatches,” like the JS9 RLX Smart Watch. But here’s the thing—these aren’t official Rolex products. They’re made by third-party companies that use the Rolex name or design style to grab attention. These devices usually offer basic smartwatch features, like heart rate monitoring and Bluetooth, but they don’t reflect Rolex’s quality or brand values.

Truth Behind the Rolex Smartwatch Rumors

Rolex watches are known for their high price tags. As a blogger and SEO expert, I want to explain the strategy behind this. It’s a marketing technique designed to boost content reach by leveraging the fame and reputation of well-known brands.

In 2015, an article titled “BREAKING NEWS – Rolex Joins Smartwatch Race” was published, detailing a new model called the Sub-Oyster-Tron. This piece was an April Fool’s joke and not a genuine announcement from Rolex.

Additionally, numerous videos on platforms like YouTube claim that Rolex has launched a smartwatch. However, these assertions are false. Rolex has not entered the smartwatch market and continues to focus on traditional mechanical timepieces.

It’s important to verify such claims through official channels to avoid misinformation.

For a visual example of such misleading content, you might find this video interesting:

Smartwatches or Rolex? Understanding the Consumer Choice

If we talk about features and usefulness, a smartwatch offers more functional capabilities and dozens of useful features. In contrast, Rolex watches are primarily focused on timekeeping.

However, there is a huge community that loves wearing Rolex watches. Why? You’ve probably heard the saying, “There is beauty in simplicity.”

This simplicity is what attracts Rolex enthusiasts. Moreover, a Rolex watch is often considered more practical than a smartwatch. It has now become a timeless symbol of elegance and tradition.

Let me give an example, There’s a marketing concept called the “niche expert.” This approach builds trust with consumers by positioning someone as a master in their specific field. The idea is that, as an expert in their niche, they’re highly reliable and unlikely to provide anything less than the best—because no one else can compete with their level of expertise.

Why Does Rolex Not Enter the Smartwatch Industry?

Rolex has chosen not to enter the smartwatch market, and there are several reasons behind this decision.

Focus on Tradition and Craftsmanship

Rolex has made its name with traditional watchmaking, focusing on mechanical movements and timeless designs. This dedication to quality attracts people who appreciate the art and history behind classic watches. If they started making smartwatches, it could take away from what makes their brand so unique.

Strong Brand Reputation

Rolex is all about luxury, precision, and exclusivity. Keeping that image intact is important for the brand, and jumping into the smartwatch market might not fit with what its loyal customers expect. After all, the brand has built its reputation around high-end, traditional timepieces.

Consumer Preferences

Many Rolex fans love the simplicity and elegance of mechanical watches. What makes a Rolex so appealing is its fine craftsmanship and the status it represents—things that smartwatches just can’t match. While smartwatches are great for tech features, they don’t offer the same sense of tradition and prestige that a Rolex does.

Market Demand for a Rolex Smartwatch

The market for Rolex watches has experienced notable shifts recently. In 2023, the Swiss watch industry saw a 7.6% export growth. However, in the first half of 2024, exports declined by 3.3%, with significant drops in exports to China (-21.6%) and Hong Kong (-19.9%). Conversely, exports to the US increased by 3.6% and to Japan by 7.7%. Despite these fluctuations, luxury watch consumers plan to maintain their purchase levels. Rolex, along with brands like Patek Philippe and Piaget, is projected to see sales growth, whereas others like Cartier, Tag Heuer, and Movado may experience declines.

The pre-owned luxury watch market, including Rolex, has shown resilience, growing faster than new sales. Iconic models like the Rolex Submariner continue to support the overall watch market despite primary market challenges.

However, the resale market has faced challenges. The once-inflated bubble that peaked in March 2022 has seen a noticeable deflation, particularly for models like the Cosmograph Daytona and Sky-Dweller. The market has been flooded with pre-owned watches, causing a significant drop in resale prices. Despite the price decline, two-thirds of models are still valued higher on the resale market than when bought new from an authorized dealer.

In summary, while the Rolex watch market faces some challenges, it remains a significant player in the luxury watch industry, with strong consumer interest and potential for growth.

Will a Rolex Smartwatch Disrupt the Wearable Tech Market?

If Rolex launches a smartwatch, it could mean a significant disruption to the wearable technology market. Since it prides itself on luxury and accuracy, such a new product line from Rolex would bring together two completely separate groups of people: traditional watch lovers and tech enthusiasts.

Conclusion

Despite Rolex’s absence in the smartwatch market, the idea of a Rolex smartwatch is of great interest. It could attract new customers, but it might also alienate the loyal clientele drawn to its classic retro style. From a personal perspective, I would have loved to see how Rolex could combine luxury and high-tech. How about you? If Rolex made smartwatches, would you purchase one? Please provide a reason for your choice.