First, I want to say that I love Rolex and wearing one is a great thrill and honor.  However, for this post I am going to dig up the things about the brand that I dislike.  It isn't all Rolex's fault and you will see what I mean in a moment.

1. Rolex metal scratches fairly easily.  For all that is said about Rolex 904L steel and custom blended gold from its own foundry, the Rolex timepiece actually scratches rather easily.  The shiny polished metal doesn't take much to get buffed up.  However, this is not specifically a Rolex issue, as many other high end timepieces also scratch easily.

I would expect an heirloom piece which Rolex clearly is, would be much better when it comes to retaining its pristine new look.  That is not the case.  However, Rolex is still a Rolex even with a few scratches on it.  It certainly doesn't bring the value down much at all and adds some character to a timepiece that is admired the world over.

2.  Prices keep  going up.  This is one of the biggest secrets that Rolex doesn't want you to know about.  Certainly if you can't afford a Rolex, their sister brand Tudor is definitely an option for you as well.  The Oyster case and movement look and act almost identical to a Rolex for a fraction of the price.

However, Rolex timepieces are becoming a great investment for collectors that are buying and stashing their timepieces for only a few years.  I don't know how long that will continue.  However, the cost to owning a Rolex keeps rising.

3.  There is no digital Rolex.  I said it.  You may not agree with me, but I think Rolex would be the perfect brand to come out with an infinitely serviceable digital timepiece with analog crossover.  Perhaps the digital mechanism could be upgraded every 3 years with a new module to support the latest and greatest programming.  But combine the digital features of a Samsung with the analog features and design of a Rolex and you get a timepiece that can not just do anything, but would not be something that could be handed down for generations.

I think Rolex is the perfect brand to do this.  Currently with Apple watches and Droid watches, after 3 years the former model will end up in the trash bin.  Rolex has a history of making timepieces that last.  They could offer to service these timepieces for the life of the watch and manufacture the digital components with constant upgrades so that these timepieces could live on and survive for generations.

4. The random serial number system.  Implemented in 2011 in order to help retailers disguise the fact that their Rolex inventory might be the same inventory as the previous year, the serial number system no longer tells the buyer when a timepiece was manufactured.  Yes, you can find out from Rolex itself the manufactured date, but it isn't self evident as it used to be.  In previous years you could look at the serial number engraving and easily determine the year it was produced.

5. Can't custom design your Rolex.  If Rolex determines that it wants to put a Jubilee bracelet on a particular model and stop making it with an Oyster bracelet, you can't opt to swap out the bracelet you prefer to own.  And you can't easily get a spare bracelet from Rolex without buying the whole timepiece.  Perhaps you would like a specific metal, a specific dial, bezel, and bracelet.  You can't pick and choose.  You only can choose from what is already manufactured.

6.  Rolex time pieces must be serviced every 5 years.  The cost of a Rolex service is $500 and you need to send it to Rolex for servicing.  That is quite an expense and upkeep cost, especially considering you could get a beautiful new Hamilton for about that price.

7.  Limited power reserve.  With Panerai timepieces hitting 10 days, you would expect Rolex to compete with some high power reserve models of their own.  I have to comment that Rolex has started upgrading their lineup to approx. 72 hours of power reserve - up from 48 hours.  However, I don't expect Rolex to hit 6 to 10 days of power reserve for years - if ever.

8.  People often have negative reaction to you wearing a Rolex.  Sometimes they think your timepiece is automatically fake.  They may think you to be ostentatious for wearing such an expensive timepiece.  Worse yet, they will strike up conversations about your timepiece - often asking the same questions you have heard over and over again.  Rolex is certainly a conversation starter.  If you are not a fine conversationalist, owning a Rolex could be a problem.

9. No Rolex is perfect.  Although Rolex spends much time and effort to create a superlative chronometer, a Rolex often needs to be adjusted regularly.  It doesn't keep as perfect time as your digital counterpart.

10. You can't own them all.  This is probably the most troubling aspect of owning a Rolex.  Because of the cost of a Rolex, you can only own one or two, perhaps.  Even two might be too much or too extravagant.  If you collect timepieces, you might own 5 or 6 timepieces or more.  However, with Rolex you need to get real selective and pick the one you will own for a long time or your lifetime.  If you have never  owned a Rolex, it is a daunting task to decide which piece you will settle down with.