Many people’s impulse is that the Rolex submarine will always – we mean forever – get discontinued. However, the more you think about this unlikely scenario, the more you realize that the question has at least some value. After all, Rolex hasn’t eliminated other watches in the past. The Milgauss, the Air King, and even the Sea-Dweller had points in their timeline where Rolex had axed the models, only to bring them back into the fold some years later. It is said that other classic models like the Datejust, Daytona, and GMT-Master all have more consistent track records of production, with discontinued variants being immediately replaced by a new reference. Therefore, here’s why the replica Rolex Submariner will never get discontinued.
Before we get to why Rolex will never stop the Submariner, we must first ask how Rolex would or could come to discontinue any model in their existing collection. The easy answer is poor performance in the marketplace – not an issue with the Sub – but beyond that it’s a bit more of a game of chess, so to speak. The problem with moving from one reference to the next is that you don’t want to mess things up too much. If a brand wants to make a major change to an existing model, it is more effective to kill it first and then relaunch it with a new design.
Some of you will make the argument that the stainless steel GMT-Master II Pepsi bezel is an example of Rolex killing off something that’s in demand, but the reality is that back in 2005 when ceramic bezels were first beginning to make an appearance, this steel Rolex hype wasn’t nearly as much of a thing as it is today. Besides, the GMT-Master II as a whole remained in production the entire time, and the idea at hand was more to hold back this specific design while its production methods were still so perfect, which would ultimately fuel more demand from the market – a demand that was finally satisfied with the release of the most recent stainless steel Pepsi GMT at Baselworld in 2018.
As it stands, go knocking to your local Rolex AD and you’ll quickly learn that getting the ‘standard’ Rolex Submariner isn’t as easy as anyone would hope. They are not in stock, they are not available; Almost all authorized retailers have their waiting lists. It’s a crazy world when the submarine – once the gateway Rolex for those just familiar with the brand – now falls into the same sales structure and ideal level of other super ideal rolex swiss replica watches such as the famous Daytona.
Another obvious point to consider when it comes to the idea of the discontinuation of the Rolex Submariner is a simple one and one that requires looking at other brands for parallels. It is the model for all other dive watches to measure themselves, and the one that drives the vast array of dive watch scenes that many of us know and love today.
While the Rolex Submariner wasn’t always the most popular watch on the market, it really hasn’t ever fully fallen out of favor either. Submariner is an anchor in the Rolex catalog, and if you ask people when they hear the name Rolex, they immediately come to mind, no matter how much they know about the brand, Submariner is one of them.