This episode of A Matter of Time centres on the polarising topic of Rolex and whether the brand is overrated, its position in the luxury watch industry, and personal relationships with the iconic brand.

The hosts — Kristian Haagen from Denmark, Eleonor Picciotto from France, and Andrew McUtchen from Australia — share candid reflections on Rolex watches, touching on their technical excellence, mass appeal, emotional connection, and commodification.

Eleonor expresses a nuanced scepticism toward Rolex, shaped by her upbringing in a watch family that favoured independent brands over Rolex’s mass-market dominance. Andrew, who owns and has sold Rolex watches, highlights the brand’s dual nature as both a luxury product and a commodity. Kristian, a long-time Rolex enthusiast, offers insider insights from his visit to Rolex’s production facilities, emphasising the interplay between human craftsmanship and industrial precision.

The discussion explores Rolex’s technical superiority in manufacturing, its brand power, and its cultural symbolism. While Rolex is praised as the best mass-produced luxury watch — known for precision, reliability, and value retention — it is also critiqued for its ubiquity, lack of human emotional warmth, and the speculative market it fosters.

The hosts contrast Rolex with other brands like Tudor and independent watchmakers, which offer more personalised connections and accessibility. They also discuss vintage Rolexes, which carry more character and emotional attachment compared to modern models that feel “dehumanised.”

Throughout the episode, each host shares personal stories involving Rolex, including passing down watches to children as heirlooms and the emotional significance tied to these timepieces. The episode closes with reflections on favourite Rolex models, including gem-set variants and the Oyster Perpetual line, underscoring the diversity within the brand’s offerings. Ultimately, the conversation portrays Rolex as a complex symbol, both celebrated and critiqued for its place in watch culture, luxury, and personal meaning.

What do you think? Is Rolex overrated?