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Ex-Boutique Manager Reacts to Rolex's Reputation (Britt Pearce Upload Reaction)

Casual Watch Reviews

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Justin (former Rolex & Tudor Boutique Manager, now running Hot Horology) is back to react to Britt Pearce's video on Rolex's growing "image problem" — and he doesn't hold back.

We break down her strongest points: the Submariner's transformation from a $225 tool watch into a $10,050 luxury icon, why "1.15 million watches a year" doesn't mean what you think it means, the retail buying experience that's turning collectors away in droves, and whether Rolex is actually facing a brand identity crisis.

Watch Britt's original video here: What Happened to Rolex?

TIMESTAMPS
0:00 Intro: Reacting to Britt Pearce's Rolex video
0:41 Meet Justin: former Rolex & Tudor boutique manager
1:03 The "two types of Rolex owner" meme
2:25 From tool watch to luxury: the Submariner's price history
4:04 Rolex vs. Tudor: the positioning strategy
5:15 Rolex's contradiction: 1.15M watches a year, still "rare"?
6:21 Losing the "cool factor": Drake & pop culture
8:06 The Burberry & Stone Island comparison
8:54 Rolex as an aspirational watch
10:39 The mythology of the waiting list
11:44 Why the buying experience is damaging the brand
13:21 Turned away at the flagship store: Colby's story
14:36 Why the pre-owned market is thriving
15:38 Watches as assets & "winning the game"
17:05 Rolex's real problem: a brand image crisis
18:32 Final verdict on Britt's video
18:56 Where to find Justin

Find Justin at Hot Horology:
TikTok/YouTube: @hot_horology
Website: www.hot-horology.com (click Join for the Discord)

Got a video you want us to react to next? Drop it in the comments or message me on Instagram @CasualWatchReviews.

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20 Comments

@Hot_Horology 1 month ago

Huge thanks to Sam for having me on! Really enjoyed the conversation. And a big shoutout to Britt Pearce as well! 🙌⌚️

@Jokerz32 1 month ago (edited)

Sorry Sam, I hate to tell you, but you guys are talking with your hearts, which is awesome, but passion blinds us, and therefore you two are not seeing the light at the end of the tunnel. Britt was unbelievably correct on her points. Something that is common is not a luxury; it's just an expensive placebo that makes you feel good about yourself. The worst part of owning a Rolex these days is that the first question everyone asks is, "Is that a fake one?" By the way, great conversation and cool video.

@j.aut.1275 1 month ago (edited)

Spot on - I'm nearly 50 years old, work in a very professional environment, make great money, and would love to have a Rolex as a genuine watch enthusiast. I am not subjecting myself to their way of dealing with customers. It's absurd. And it's not just me as a 50 year old - I won't have one to pass along to my teenager.

@AlphaRomeoOneFive 1 month ago

I "signed up" for a Sub date in oystersteel a few weeks ago. First time ever even in a Rolex boutique. He took my info then sent an email a little later in the day saying Rolex likes to know why I was wanting the watch. So I gave them the story about wanting it to remember my grandmother whom I was caregiver for recently passing away at 100 years old. That is legit the reason why I want the watch as she was not just my grandmother but also my best friend. The fact they want to hear a reason or story though is honestly dumb to me. Why can't a person want it just for the sake of wanting it. Anywho, it rubbed me the wrong way. Hopefully I can get it before I turn 100 too 😅

@EdmundPorter-ju8kd 1 month ago

Where I live I can buy JLC, IWC, Cartier, Grand Seiko, Omega, Breitling, plus Tudor & Tag (Tag has some pretty expensive stuff) just by making a selection. I’m not even gonna consider a Rolex until I’m reasonably certain I’m not gonna have to beg. Nor make some other “qualifying” purchase, whether watches or jewelry. Just not going to do it.

@IanCottom 1 month ago

I visited my local AD to purchase An op for a special event, told I would have to wait for an go on a list for it.
What’s the point of an AD if you can’t buy the product.
1.5 mil watches a year and there is a shortage come on.!!!

@jonathanmaxson3619 1 month ago

Another great installment,thanks..

@cooliomcknight 1 month ago

Great conversation, Sam and Justin! I'm a few days late, but really enjoyed the video.

@BigRed.02-c3h 1 month ago (edited)

Shoutout David at the Orlando boutique. Great AD

@ac81017 1 month ago

I went to a Rolex AD, and asked for an 126600, they said i would have to wait up to 2 years, the next day I found one unused at a local respected grey market dealer. 2 years later the AD called and said todays your lucky day, i hung up. Love the watches, hate the stupid waiting game.

@jonathanmaxson3619 1 month ago

Great channel. Keep up the good work much appreciated

@icemandl6 3 weeks ago (edited)

Here in Canada, in the big cities at least, even for an OP, you can still wait for years for one from an AD!

@WAMwatches 1 month ago

I think Britt is speaking to the fact that if you go to a watch meet up with a Submariner… no one is actually impressed. It’s a great watch, but it doesn’t hit within the community like a SeaQ or Blancpain.

@TheREBusiness 1 month ago

biggest issue is the buying experience. Although i'm working thru an AD that's locally owned (i.e. not a corporate store) and the sales associate generally touches base and in no way tries to make a customer feel small, it's an endless waiting game. I think the biggest challenge is if you're not an already established customer or in my case, we're not a big jewelry buyer given our kids ages/stage of life. So its sort of... how do you separate yourself and get off an endless waiting game. Personally i've been on it for 3 mos. I probably have another 2 or 3 in me before i move on to other options

@richardlocke7264 4 weeks ago (edited)

Rolex AD are the real flippers. They are the ones moving watches to the gray market.

@david.9633 1 month ago

Thanks for another video

@fransker13 1 month ago

The amount of datejust is so large that i rarely see anyone with the one i have. SUBs and GMTs yes though...

@gregkallmeyer2699 1 month ago

Bought mine Sub 40 years ago. Fuck Rolex today.

@dannysimenauer5745 1 month ago

Love to hear from Justin on a future episode if the Rolex 1908 in platinum and the Land Dweller in steel are going to increase in supply at the AD in 2026, or if not, why is Rolex making these 2 models so extremely difficult to purchase at the AD?