The Breitling Watch Source Forums

I consider both Breitling and Rolex to be very fine pieces of jewelry that happen to tell time. My question is why Breitling takes such a hit on the used market while Rolex less. It seems like both have the non-excessive discounting business model and tight controls over their dealers.

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Breitling Chronomat 44 Evolution C13356 Rose Gold/SS
Breitling Chronomat 44 B01 LE Black Pearl Rose Gold/SS
Breitling Chronomat 44 B01 White Pearl Rose Gold/SS
Rolex Daytona TT White Face

Breitling only recently started reducing the allowable discount. I think the demand for Rolex will always be there since for many, it's the best you can buy.

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Justin
Please contact me via PM for the contact details for Govberg Jewelers
Govberg is an AD for over 50 fine Swiss and German watch brands.
Visit them on the web at http://www.govbergwatches.com or call 800-528-8463

Buying any Breitling from an AD with at least 25% discount is very well possible if you your way around. Obtainng a SS Rolex sportsmodel with 25% discount from either AD or grey is virtually impossible.
Breitling has a gazillion different models with sometimes huge modifications during the years. Rolex has just a very few models and only makes very small changes over a very long period of time. Rolex marketing machine makes the brand a little mysterious, arrogant and illustrious. Breitling is a not as creative in the marketing department and lots of people are just not really impressed with shining jets or John Travolta wearing sunglasses a leather aviator jacket and a Breitling watch.
These differences contribute to the fact that Rolex sports models can be seen as hard currency in almost any part of the world and Breitling a little less then that.

Edit:
This years Emergency videos were really good, a part from a few very bad CGI shots (the container in the boat-movie, ouch that was ugly CGI)

But look at the Rolex Deep Sea Challenge movie for example, even the most Rolex hating WIS from this world will think "I want that" after seeing such a brilliant piece of marketing. Well maybe not this exotic prototype but at least something from this brand...
http://m.youtube.com/watch?v=okSkPBaWkas

25% discount on Breitling isn't achievable at most North American ADs anymore, but as Justin pointed out that's a new policy - historically Breitling discounts were much bigger. The demand for Rolex is also going to be much higher - they sell 8 - 10 watches for every 1 Breitling sold and with fewer SKUs the 'by model' demand is much higher for Rolex and that's what ultimately drives secondary pricing.

I've traded in 2 Breitlings I purchased brand new from AD's lately. Between both of those transactions I lost $100 on each over what I paid for them, and wore both for over a year. I buy from the AD and pay cash, and feel like I have done very well in trading in.

Breitling resale may suck but i love my sa more than rolex

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Rolex Submariner 14060
Breitling Super Avenger A13370
Oris Aquis Staghorn Restoration

The thing to with Rolex is name recognition. Every pawn shop, thrift store, antique dealer and the like knows Rolex by name. You say Breitling to a Joe on the street and most will look at you with glassy eyes. A Rolex President of the 60's and one of today is basically the same watch so they are easy sells for dealers. "Look, this watch is thousands less and is the same thing" selling point I see used many times.

IMO, quality wise, I would much rather have a Breitling. Top of the line to bottom, Breitling quality does not waver, that bracelet on the Air King is a joke. Made from leftovers from the Tinman.

But the #1 thing Rolex does better than anyone in the industry to keep those prices up, depreciation down and rolling is MARKETING. They are a marketing juggernaut and that drives sales like they do. I can see all the board members dancing every quarter in Geneva, "Can't Touch This... da na na na".

As bad as some of the Rolex bracelets used to be, I'd take the bracelet on my SubC with the easy glide clasp any day of the week over what Breitling has to offer. I'm not knocking Breitling, but it's by far the most confortable bracelet I've ever owned.

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Justin
Please contact me via PM for the contact details for Govberg Jewelers
Govberg is an AD for over 50 fine Swiss and German watch brands.
Visit them on the web at http://www.govbergwatches.com or call 800-528-8463

And bracelet doesn't reflect the quality of the watch.

In this case it's either pay more for that "insurance" to hold it's value or pay less but with a steeper drop in value.

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Breitling Chronomat 01 Limited Edition
Breitling Navitimer 01 46mm

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Past: BlackBird, Navi World, SA, Rolex DJII, IWC Yacht Club
Present: CE, DSSD
Future: Changes daily

All considerations about supply and demand aside, isn't it fair to say that the intrinsic value of a Rolex is higher than Breitling's?

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life's too short and you only live once

I often wondered the same thing. Every used watch shop I poke my nose into in this part of the world has display cabinets full of Rolex and Panerai models of every variety at nearly retail prices.
Obviously the demand must be there else that would not be the case, despite Rolex pumping nearly a million new watches out to the market year after year in recent years.
Can't explain it though other than clever marketing strategy over the years that resulted in brand awareness across masses. As much as I like Breitling's aviation connection, it is limited to a niche target segment which results in significantly lower brand recognition and subsequently much lower demand from the masses, world wide at least.
Perhaps that is the reason why Breitling decided to broaden the target audience a bit and paid squilions to Beckham to be a brand ambassador end of last year. Was it the right move? That is a topic for another thread which I believe has been well covered here already

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"It is just a matter of time!"

Well said wessa.

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Jim

"You have Control".

Rolex have always held their resale value, probably down to marketing but more to the fact that they do not produce multiple models and change them so often. Most of Rolex models have not changed radically year on year.

I have owned Rolex for over 30 years, my first a pre-owned 'Pepsi' GMT, 2nd a new Explorer, 3rd and current model the [new] no date Submariner, in fact the Explorer which I paid £239 in 1979 I later sold to a dealer for £1000 in 1999, no hassle at all. I have seen the price of the Rolex Submariner double in the last 6 years and yet people will still pay the price, whether it is value for money is a moot point, but you do get a superb timepiece, fit for purpose.

The Submariner, GMT, Explorer I & II, Milgauss are all definitive tool watches, with them Rolex leads others follow.

I am a Breitling newbie, I wanted a quartz model and the Colt 44 fitted the bill.

I am very satisfied.

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Proud owner of a Rolex Sub and a Breitling Colt 44