Here we are with the Oyster Perpetual Celebration, which was the subject of perhaps the most polarized comments of the recently ended Watches & Wonders 2023 fair with its colorful dial.
The Oyster Perpetual model family has always been classified as entry-level models of the Rolex product line. The models designed and produced so that the Rolex quality and prestige could be experienced at the most affordable prices for the brand were welcomed by those who wanted the Rolex experience in the simplest way possible, as well as those who just stepped into the magnificent world of Rolex.
Honestly, those who had access to higher-end models from the professional or classic series generally wouldn't have paid much attention to the OP series. The brand's bringing the OP model family together with dials produced in striking colors shattered the balance in the watch world. OP models with yellow, red, and especially turquoise dials became the focus of incredible attention. This situation must have affected not only Rolex but also other big brands, as dozens of colorful dials began to be included in the collections under different names. Maintaining its pioneering character in many technological issues in the watch world, Rolex has now begun to dominate fashion and trends as well.
What followed was even more interesting. The brand announced that it has finished the production of the models equipped with the most popular dials, just one year after the introduction. Imagine you're making an entry-level product and you have tremendous demand after its launch. Normally, the first option that comes to mind would be to increase production in favor of demanded models, right? However, Rolex saw fit to look at the situation from a completely different angle.
In 2023, Oyster Perpetual models with “Celebration” dials were introduced, again in an unpredictable way. This time, all of the colors that made the OP an object of desire found their place in the same dial.
This was so unexpected that most watch enthusiasts did not believe the photos shared on social media of the models in question. When the photos turned out to be real, almost everyone asked, "But, why?" I think the answer is hidden in the word Celebration in the name of the series. Perhaps Rolex is here celebrating its triumph in the world of luxury watches. The brand has reached such a position in the watch industry that many people divide luxury watches into “Rolex and others”. Now, Rolex manages brand awareness and prestige that can convert its marginal choices not only in terms of technology but also in the field of design into sales without any customer distress.
After this long introduction, let's take a look at the Oyster Perpetual Celebration model family together.
The new models come in modern OP-style, Grade 904L stainless steel cases with 31mm, 36mm, and 41mm diameter alternatives. The case, which has a flat sapphire crystal on the front as well as a shiny and smooth bezel, is resistant to 100 meters of water pressure with the help of a screwed case back cover and a crown.
OP Celebration models come to life with the Caliber 2232 with a 55-hour power reserve or the Caliber 3230 with a 70-hour power reserve. For other technical features, I ask you to check www.rolex.com because I find it more fun to talk about the social positioning of models rather than technical features.
So, who are these watches for? You have the budget to buy a Rolex OP, but you are not interested in the classic models that you see on everyone's wrist, which are likely to be boring next to your bohemian or even marginal style. Then the new OP Celebration is for you. Whether you like the watch or hate it, it doesn't matter, it is inevitable that you will be noticed with this model. Those who see the watch on the wrist will probably not see its appeal at first, they will even try to understand the motivation behind choosing this model. You, on the other hand, will smile with the pride of being able to buy this model and maybe ignore them. There is too little and too much to talk about the Oyster Perpetual.
From a luxury watchmaking standpoint, it's easy for us to finish the conversation in a matter of minutes. On the other hand, for the answer to the question “Why did you buy a Rolex with 51 colored balls on the dial?”, even academic-level articles can be written.
Now, what I wonder is: What will rival brands (if any) do about this move? When will such multi-colored dials enter the catalogs of other brands? I guess we don’t have to wait too long.
