Rolex is winning more ground in front of Apple watches

When millennials took over as the main buying force on the market, traditional watches lost some of their market share. The new generation is fond of all things digital, so Apple’s watches, which are tiny, wearable computers, were attracting young adults. But after a couple of years of wearing Apple’s gadgets, millennials are now turning back to the traditional watches.

Good news, bad news

The most prominent sign that Rolex & Co. are taking back their main place on the market was the adjustment made by Apple Watch on their promotional strategy. While this is bad news for Tim Cook, companies that sell traditional watches all over the world, such as Tic Watch UK, are now gaining back their place, as Rolex is the leading watch manufacturer once again.

Apple remains the leading company in smartwatches, but Rolex is on the first place when it comes to watches, in general.

Breaking the luxury market with a smartwatch

Apple found out that breaking the luxury market with technology is not easy when it comes to watches. It might be true their strategies worked well with smartphones and tablets, but Apple’s attempt to conquer the market with their 18 karat gold version of the smartwatch ended in failure. The golden version of the Apple watch was replaced quickly by a more affordable ceramic version, leaving Rolex to cater for the luxury market. This taught the technology company that a high end smartwatch doesn’t mix well with a luxury band watch made from gold.

After the failed attempt, Apple returned to their original product and focused on delivering a gadget that is fun and fashionable, away from the luxury segment.

Another fact which helped Rolex regain their leading position on the market is the fact people are becoming more aware of the dangers of technology addiction. Fighting this condition is already hard, but when you have a gadget strapped on your wrist, digital detox becomes more of an impossible mission.

A brand to be aware of

Rolex remains the leading manufacturer of mechanical watches and this is not going to change anytime soon. The fact that Rolex creates an emotional connection with their customers and is now recognized as a sign of high social status, wealth and elegance is going to drive their business forward. Despite the rumors about a Rolex smartwatch remain nothing but rumors, the company continues to develop their products and enhance their capabilities, preserving the timeless look.

In the future years smartwatches might become even more attractive, but mechanical watches are going to keep their position on the market, especially in the luxury segment.