Should Rolex Develop a Digital Watch?

Fitbit Blaze tracker with PurePulse heart rate, connected GPS and on-screen workouts - $199.99

Fitbit took the world by storm with its ability to calculate number of steps, miles walked, heart rate and so much more.  Apple and Google have extended their respective phone features on their watches as well allowing you to see emails and text messages on your wrist without needing to reach for your phone or fumble through your purse.

This year we are seeing several new players to the digital watch forum.  Besides new versions of the Fitbit and Samsung, we are seeing Michael Kors, Movodo and even Tag Heuer get into the game with some impressive digital offerings of their own.

So, it begs the question of whether Rolex should get into the Digital Watch game or not?

Source: Tag Heuer - Tag Heuer Connected Modular 45 - $2,200

Before, we answer the question, let's look at some of the features of the Tag Heuer Connected Modular 45.  To the right, it is pictured a Tag Heuer watch that is built with dual compatibility for Android 4.4+ and IOS 9+.  So, if you have an Android phone (such as Samsung) or an Apple phone, you are in business.  This watch has several built in sensors which will help track an increasing number of fitness, distance and many other features for you.

• Accelerometer, gyroscope
• Tilt detection
• Microphone
• Vibrations engine
• Ambient light sensor
• GPS 
• NFC Payment

It is powered by an Intel Atom Processor Z34XX and has 512 MB of memory and 4 GB of storage. The touch display supports fingerprint recognition.  Resolution is a solid 400 x 400.  The case is 45 mm across and 13.75 mm thick.  It has a 1.39 inch screen.    

Since it is a sports watch, they outfitted it with a brown leather strap with a rubber lining.  With an approx pricetag of $4,000, the Tag Heuer certainly approaching the Rolex entry level pricing. 

Movado Connect for Android/IOS - $595

The benefits of digital watches are incredible today.  Firstly, the fitness aspect of these devices are excellent.  Many of these watches also submit information to health providers with monetary incentives for hitting daily goals such as walking 10,000 steps, or climbing 10 flights of stairs.  Tracking heart rate, miles walked, sleep patterns and more can give health professionals data that could help the wearer understand healthy habits and lifestyle options that could lead to better health.

Besides the health benefits, there are utility or infinite app-based add-ons that can make the digital watch very powerful.   Reading email and texts is a huge plus.  Listening to music or getting calendar alerts are big benefits.  Being able to change the clock face to fit your color preference or style preference or even the current set of activities is where the digital watch really starts to separate from the older mechanical technology.  

For example, say you go diving and you change to the diving options of the Submariner, but later in the day you could be driving your race car around a track and would rather have your watch shift to a Daytona timepiece.  That is all possible with digital.  

Samsung Gear S3 - $349.99

The fastest growing selling point for digital watch technology is payment option.  This is just in the early stages, but many restaurants and stores are beginning to accept payment via digital device so you could eventually just leave your wallet at home. Add to that, the fact that you could eventually do away with your physical wallet, and the growth of digital currency like BitCoin, this could become the hottest reason to invest in this technology.

So, does that put timeless Rolex technology into the Model T category of less than useful gadgets in today's age.  Not at all.  Rolex devices are more than fine jewelry.  With the auto winding technology, if you don't have power to charge your digital watch, the standard Rolex lineup would wipe the pavement with digital devices that are essentially dead without a daily (or more often) charge-up.  There are too many situations where a digital watch would be worth less than a rock paperweight if power were unavailable.  

One annoyance of digital is the time-out.  When you look at your Rolex timepiece it is on.  You don't have to tap it for it to turn on.  This saves you precious seconds and certainly doesn't require 2 hands.  Try driving a race car at 180 mph and then need to tap the watch dial to turn on the watch!  Digital also heats up when it is running for an extended period of time.  Have you ever tried to run your laptop on your actual lap?  

Michael Kors Access - $350

Imagine driving, boating or just doing anything active for a long period of time.   With a Rolex timepiece you don't have to worry about charging or feel tethered to the electrical outlet.  The problem is intensified during a power outage caused by some calamity (hurricane, tornado, bad power, or worse).   It is built to last and work doing the handful of features it provides without fail and with great precision.  Many digital watches are not built with the same rigorous standards to support deep diving depths such as the Rolex Submariner.

The value of a Rolex investment is also greater - with many Rolexes currently setting all time records for prices at auction.  

The chances of a defective part in a traditional Rolex is nearly non-existent compared to the potential problems that a digital timepiece might have.  This could cause a digital watch to diminish in value or even become worthless over time.  

As technology changes, will the digital watch be able to keep up 20, 50 or even 100 years from now?  Unlikely.  

Although a digital watch today might support Android 4+ or Iphone, what happens when the next best thing comes out or newer versions of those OS's?  Does the watch lose capability or connectivity?  How many 1st Generation Iphones are still in service?

And what about the electronic parts that are provided by Intel or other brands.  If you need a replacement processor, storage or memory in 2060 for your digital timepiece, will Intel manufacture that for you? For this reason, most digital watches could be considered disposable objects rather than heirlooms that could be handed down from father to son for generations.  That poses a huge challenge for Rolex, which produces timeless works of art.  

With that said, I do believe that Rolex should get into the digital game when they can control the factors of production, integration and technology as they have done since their inception.  They have a time honored history in timepiece mastery.  The potential of what Rolex could do with their timepiece lineup is too immense to ignore.  But they have to guarantee longevity and the timeless design they are known for.  

Concept Art of what a Rolex Digital Watch might look like.  Image from: François Petit / www.1984.agency

Add to that the fact that DATA is becoming the go to resource for every company and human being.  Without data a company will suffer and die out over time.  People that embrace data stop making gut decisions and all the other stuff that might get in the way.  All of us will be drawn into this new realm of more data. The graphic above shows how a data driven watch might use GPS to map a race track and detailed progress in terms of time, splits and speed - a big advance in tech over a standard Daytona.  A dive watch might show dive depth as well as dive time.  Yachtmaster series watches might show weather patterns or even land masses or boat traffic that may cause congestion ahead.  Maybe even sea depth, and wave height could be calculated.  And the more Rolexes people wear, the more data could be collected, providing even better data for others to use. 

Although I fully expect Rolex to embrace digital in the future, they will maintain their main line of watches for the majority of their customer base.  I also expect to see some crossover occur from the digital data people to the standard Rolex line of watches.  For example, step counting.  Why not create a dial that counts the number of steps one takes from the time it is set.  I am sure this could be developed if it doesn't already exist.  Also, I expect to see a mixture of rolex classic design, such as the hands and time clock along with a digital display or two or three.  For example, let's say on the Daytona, the three circles could have digital outputs that vary.  Or perhaps the whole back can be digital, but the clock hands remain intact.  The permutations are endless.  

However, the bottom line is that I wouldn't want to exchange my Rolex timepiece for a digital option unless Rolex was involved somehow.  Do you feel the same?