One of things that has allowed Rolex to survive and thrive is its commitment to doing what it does well for over a century and not jumping on every trend that comes to the horological stage.  For example, you won't see quartz timepieces or digital Rolex timepieces any time soon, as far as I can tell.  However, one trend that seems to have caught Rolex's attention is the desire by users to add Rubber bracelets to their Rolex timepieces.  Popularized by the exquisite Rubber B brand and other rubber band manufacturers before the iconic brand, Rolex finally decided it was time to pay attention to customer demand.

Although Rolex has timepieces utilizing leather and various metal bracelets, it never really adopted the rubber lineup in any of their traditional product lines, until now.  Rolex recently launched the new Cosmograph Daytona with an Oysterflex bracelet, developed and patented by Rolex.

At its core lies a superelastic metal blade overmoulded with high-performance black elastomer, a material that is particularly resistant to environmental effects and very durable.

The Oysterflex bracelet is also fitted with an Oysterlock safety clasp and is equipped with the Rolex patented Easylink rapid extension system that allows the wearer to increase the bracelet length by approximately 5 mm, for additional comfort in any circumstance.

I find it very interesting that Rolex decided to launch the Oysterflex on the extremely popular Rolex Daytona rather than on a natural target such as the divers timepieces like the Submariner or Yachtmaster series.

It is also interesting that Rolex chose not to offer multiple color options for the bracelet.  Black is the only Oysterflex option Rolex has released. It is hard to tell whether Rolex will roll out the new band to other models.  The new band is not having any negative effect on the high demand for the Rolex Daytona.

Maybe Rolex wanted to ensure a strong reception for the new Oysterflex material, by attaching it to the hottest product in the Rolex world.  It is quite possible that Rolex plans to add color to its Oysterflex in the distant future.  However, all we have today is one band and one choice, should you decide to shun the metal bracelet.

The Rolex Jubilee bracelet was released to commemorate the 40th anniversary of Rolex, way back in 1945.  The Jubilee has lasted nearly unchanged since its initial release other than the clasp, with some minor improvements made along the way.

Initially the Jubilee was released in solid gold only.  However, in the 1950's with the release of the President bracelet, the Jubilee was finally released with two-tone and steel versions of the band.

The Jubilee was initially designed for the Rolex Datejust. However it is also found on other models today including the Rolex GMT Master II.  There is even a lady's Jubilee Bracelet which is thinner in width.

The Jubilee's 5 links give a 3 dimensional look which adds significant interest and beauty to the timepiece.  The above timepiece is an amazing combination of both Oystersteel and white gold and it would be difficult to tell the difference between them since both metals look similar to the casual observer.  The Oystersteel Jubilee Bracelet gives the timepiece incredible strength to withstand most daily pounding, while providing great comfort on the wrist.

The Jubilee bracelet has a folding Oysterclasp with Easylink 5 mm comfort extension link, a fairly new enhancement added to the 70+ year old grandaddy of Rolex bracelets. 

This shows the Rolex Jubilee Bracelet with a hidden folding clasp.  You can only see the Jubilee bracelet links when wearing the timepiece, creating a visual uniformity.

In this photo you can see the Rolex Jubilee with a standard Rolex Clasp.

The above photo shows the Jubilee in Pink Gold on a Lady's Datejust

The above photo shows the Jubilee in yellow gold on a Lady's datejust.

Here we have a standard Rolex datejust with 2 tone - yellow gold down the center and Oystersteel on the outside.

Beware of buying or selling Rolex on Amazon

We love Amazon for buying so many things.  Amazon Prime is incredible with "free" shipping, and rentable movies.  However, when you are purchasing a Rolex you really must be careful.  Most people today would understandably avoid buying Rolex products on Ebay.  However, there is so much trust built up with Amazon, that it is easy to get sidetracked and type in "Rolex" into the search bar.

Amazon has a program called Fulfilled By Amazon.  "FBA" for short.  However, the program can be "hacked" and it will affect both buyers and sellers in a negative way.  For example, say you are selling a Rolex.  It is legitimate.  You have owned it for years and now want to sell it.  So you ship it to the Rolex warehouse and now Amazon FBA program will guarantee delivery to Amazon customers, Right?  Not exactly.

If an unscrupulous dealer decides to ship a fake Rolex to FBA, your Rolex and the one provided by the other dealer can be co-mingled.  When someone buys the Rolex, your Rolex, Amazon could ship them the fake one provided by the crooked dealer, as if it was sent directly from you.  If the client realizes the fake they can get their money back, but will likely crush you as a fake seller.  Amazon doesn't check to see if your product is different from the other sellers.  And you could be out your whole investment.  Sound fair?

It is true that your label is different from the other seller's label.  However, try to prove that to Amazon.  You are a small fish in a massive pond.  Amazon looks at each product as the same product.  A Rolex Datejust in yellow gold is a Rolex Datejust in yellow gold.  If yours is in superior shape and another is a fake or used looking, it is all the same to Amazon.

If you are a buyer of a Rolex, Amazon has no experts to spot fakes from real Rolexes.  So, you really won't know what you got until you get it appraised by a real Rolex dealer.  So, it begs the question, why buy Rolex from Amazon at all?  Why not go to a respected Rolex dealer in the first place?

With that said, Amazon can be a great tool to find out what Rolexes are on the market and roughly the going price for your favorite models.  It can arm you with the power to negotiate with actual Rolex dealers.

Rare Rolex Daytona with Paul Newman "Lemon Dial" Ref 6264 photo: Xupes.com

As we know, Rolex Daytonas are the hottest things going in the aftermarket.  Rolex Daytonas with Paul Newman Dials are especially rare and coveted.  Add to that a rarer-still, "Lemon Dial" reference 6264 and you have yourself a $1 million starting bid.  Although it doesn't have the history of being worn by Paul Newman himself, this fantastic timepiece can still fetch an outrageous sum at auction. 

Photo: Xupes

Xupes is auctioning off this rare beauty, made from 18k gold.  Not unlike the actual Paul Newman that went for 18 million at auction, this Daytona has a bit of wear and tear.  You can see some scuff marks on the bezel and some tarnishing of the gold around the pushers.  However, it is much finer shape than the original Paul Newman.  And it is in gold rather than stainless steel.  It comes with the original gold band and Rolex clasp. 

Photo: Xupes

Xupes claims that only 5 of these rare Daytonas have ever appeared at auction.  Recent auctions for steel versions of this Daytona reference have recently gone for $734,000 at Sotheby's in April and one for $871,500 at Christie's last year.  However, Rolex produced less versions of the Gold Daytonas and even fewer with the lemon colored dial.  More frequent are the black dials. 

It is very interesting that early on, these Daytona's were quite unpopular.  How things have changed.  The resale value of these Daytonas keep going up.  And Daytonas are the leader in Rolex models - far outstripping other Rolex models in resale value.  Only models with great historical celebrity can even compete with Daytonas - example the Bao Dai Rolex which went for 5 million.