Watch Industry SITREP - September 2024

“Terrific” Trump Watches, Rolex Submariner Secrets, Shark Tank Tudors, & More Watch-Related Crime

Last month, we tested a new Dispatch format offering a brief overview of notable watch industry news as well as a discussion of current events either directly or tangentially related to our community. The feedback we received was great so we’ve decided to make it a thing. As a disclaimer, our monthly Watch Industry SITREP (Situation Report) will never include vapid reporting about which Patek Philippe model Zac Efron pairs with his chiseled abs or what brands have paid to be included in this year’s Fashion Week. Most celebrity endorsements are sponsored anyway, and we frankly don’t care (unless it’s Daniel Craig).

To quote Thomas Jefferson, “Whenever the people are well-informed, they can be trusted with their own government.” While that is probably overstating the value of this watch and espionage-oriented platform, suffice it to say that knowledge is power and you don’t want to be caught sleeping on the big news at your next local watch meetup. That said, here are some notable watch industry events from this past month coupled with our commentary, starting with the recent unveiling of 45th President Donald J Trump’s very own collection of “luxury” watches.

“That’s A Lot Of Diamonds. I Love Gold, I Love Diamonds” - Donald Trump Watches

If you like gold and diamonds, which Trump says “everyone does”, the Victory Tourbillon could be for you.

Bottom line up front, W.O.E. is an apolitical platform, but now and then, political figures cross over into our horological world and—as is the case here—require closer examination. Yesterday, Donald J. Trump revealed a new collection of watches headlined by a solid gold “Victory Tourbillon” that will set you back a cool $100k. If that’s out of your price range, there’s also the “Fighter”, sometimes also called the “Fight Fight Fight”, a dive-inspired model that presents a more reasonable $500 price point while still being equipped with an automatic Seiko movement. But as silly as they are, the watches, which are pre-order only for now, are not the news here. As always, Trump himself is the hook.

Trump’s “Fighter” model will set you back a cool $499.

In what feels almost like a parody or an AI deep fake, the website, GetTrumpWatches, is led by an embedded video that is the stuff of dreams. In the video, Trump introduces himself as your favorite president, proclaims that he is doing “quite a number with watches”, and that, “the quality to me is very important”. Describing the Victory Tourbillon by saying “This isn’t just any watch, it’s one of the best watches made” before launching into the number of grams of gold and the number of diamonds used in the Victory’s eye-watering six-figure design. No matter where you stand politically, watch enthusiasts must unite to enjoy this incredible minute or so of content.

If you thought the front of the “Fight Fight Fight” was amazing, the back is even more terrific, though it does say the watch is rated to 200 meters where the specs indicate 100 meters. I digress.

Further, the watches do not appear to be making America great again, with the FAQ section indicating the watches are made from “premium, Swiss-Made materials”, whatever that means, and saying proceeds from the watches do not support the former president’s campaign. Instead, the watches—whose country of origin is unclear—are a product of a licensing deal with TheBestWatchesonEarth LLC. With watch-specific and mainstream media eating these watches up—ourselves included—it’s difficult to fault Trump’s ability to remain at the forefront of the public eye.

NFL Player Shot But Survives Attempted Rolex Robbery In San Francisco

49ers wide receiver Rocky Pearsall after being shot in an attempted Rolex robbery in San Francisco.

In our last SITREP, we discussed watch-related crime including a still-at-large NYC man who placed victims in chokeholds before relieving them of their watches. It gets worse. Days later, on August 31st, San Francisco 49ers rookie Ricky Pearsall was shot in an attempted robbery of his Rolex on the streets of the troubled city that is San Francisco in 2024. According to local news, a teenager spotted the Rolex on the 6’1” 192-pound first-round draft pick, brandished a firearm, and demanded the watch. A struggle ensued in which both Pearsall and his assailant were both shot, but the wide receiver kept his watch, which appears to be a Rolex Datejust, proudly wearing it on the sidelines only two weeks later.

Pearshall wearing his nearly-stolen Rolex Datejust on the sidelines only a couple of weeks after the attempted robbery.

At W.O.E., we shy away from telling people how to live their lives but have discussed how to safely travel with a watch in great detail (read HERE). Your experience may vary, but suffice to say SF is not the place for flexing your luxury watch collection.

Hammer-Wielding Smash & Grab At Pentagon City Mall

Broken glass litters the scene around the Pentagon City Mall Tourneau | Bucherer.

In further crime news, a Tourneau | Bucherer boutique close by the Pentagon was the subject of a smash-and-grab robbery back on September 1st, when three teens allegedly used hammers to smash into display cases inside the watch boutique. According to police, the sound of the breaking windows was enough to make multiple eyewitnesses report a shooting had taken place, leading to a full lockdown of the shopping center for about an hour.

Whether specifically targeting watches or other industry pillars including Louis Vuitton, the luxury industry has been plagued by similar robberies in recent years. 

Tourneau, which dates back to 1900, was acquired by Bucherer, one of Europe’s largest watch retailers, in 2018. In some of the most surprising watch news in years, Rolex SA then purchased Bucherer in 2023, presumably to have greater control over its supply chain, secondary market, and customer experience.

For luxury boutiques, often “protected” by unarmed security professionals unwilling to engage in fisticuffs with hammer-wielding assailants, the smash-and-grab methodology is challenging to counter, with similar robberies targeting watch retailers taking place in Newport Beach, California, Ellis​​ville, Missouri, Washington, D.C., and Concord, North Carolina in the past year. That said, with most of the watches on display being “Exhibition Only,” they will likely be disappointed with the loot.

A Rolex Submariner Book Full Of Revelations

Long shrouded in secrecy, a new book developed with Rolex shares untold history and details about history’s most popular watch. (Photo Credit: James Rupley/W.O.E.)

As one of the world’s most secretive brands, Rolex is not known for sharing, making the recent unveiling of a book entitled Oyster Perpetual Submariner—The Watch That Unlocked The Deep all the more surprising. A co-venture between watch industry historian Nicholas Foulkes and the Crown itself, the book peels back the layers on several aspects that have long been speculated among Rolex enthusiasts in the darkest corners of internet watch fora.

(Photo Credit: Hodinkee)

First and foremost, and in a move that led to numerous pearl-clutching gasps among Rolex diehards, the brand formally provided production numbers for each and every Rolex Submariner reference ever made. For collectors, this is huge, providing concrete data for any argument about how rare a particular reference is or isn’t. We’ve never seen a move like this from Rolex before, and perhaps the book indicates a changing tide for a luxury icon that is quite possibly as secretive as any respected intelligence agency.

Beyond the production numbers, a detailed history is provided for the Sub’s close relationship to the Explorer, former names considered by the Crown before landing on “Submariner” and plenty of other historical gems. The book formally launches in French and English on October 1st and rest assured, we will have more to say about the text in due course.

A Custom Tudor Black Bay 925 For The Shark Tank Cast

Known for wearing red straps with the watches in his luxurious and ostentatious collection, Kevin O’Leary is the resident watch enthusiast on Shark Tank, the popular entrepreneurial reality show that just wrapped shooting for its sixteenth season. To celebrate the 24 team members who have been with the show since the pilot, O’Leary purchased 24 of a custom version of the silver Black Bay 925 with a Shark Tank logo on the dial as well as the name of the recipient and “One great idea can change your life forever” engraved on the exhibition caseback. 

Within the watch collecting hobby, so-called “unit watches” are one of our favorite aspects, with Tudors Of Espionage (T.O.E.) playing a not insignificant role in our admiration for these customized timepieces. That said, these particular iterations come off more than a little bit corny. Further, the accompanying attempt at virality—a short video entitled Gifting 24 Custom Shark TankTudor Watches—feels like engagement-thirsty virtue signaling of the highest order when the project could have easily been more subtle.

We’ll have to see where aftermarket pricing for these goes when someone inevitably sells one…

Final Thoughts

Whether it’s a solid gold tourbillon from none other than Donald Trump, an NFL player fending off a would-be Rolex thief and getting shot in the process, or the chamber of secrets that is modern Rolex letting just a little bit of light in with a new Submariner book, September didn’t disappoint when it comes to watch-related news. If you guys enjoyed this format and our commentary, please let us know. If you come across great stories as the next month progresses, be sure to share those as well.

As a whole, the watch industry is often guilty of taking itself too seriously. With this monthly column, we aim to share some relevant events you might actually care about while also just maybe having a good time in the process.

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Read Next: Watch Industry SITREP - August 2024

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