Rolex Baselworld 2016 Conference Room (photo: Rolex/Cédric Widmer)

As a daily lurker on watch forums, I enjoy reading threads like this one with speculations about Rolex's Baselworld 2017 new model lineup. There is always someone claiming to have inside information direct from the watchmaker. The information posted (and the original poster's creditability) is then analyzed by forum members, with opinions and conflicting theories adding pages and pages to the thread.

I highly doubt that any definitive information would be leaked considering the amount of buzz they need to generate at the event to sustain sales in the year to come. However, I have spent enough time on Reddit and forums to know that marketers do seem to use these platforms as a virtual focus group for their products. I wouldn't doubt it if they give some misdirection to keep people guessing while also leaking certain details to gauge a reaction. Even though the trade show is only a couple months away, the watchmaker can certainly tailor their presentation based on the moods and expectations of their customer base before the show.

When I think of how much time they need to prepare for Baselworld 2017, I remember reading that Rolex created the Deepsea Challenge watch that went down with James Cameron into the Mariana Trench in 2012 with only four weeks' notice before the dive. If they had the capacity to create that watch within weeks, they can certainly prepare marketing materials and display models by March 2017 for any new model. It's not like they will be fulfilling orders at the event. They have months to produce the timepieces, but the show is a way for them to set their sales and marketing in motion for the year to come. They most likely have most of the updates set in stone, but I wonder if they have decided which configuration will be the breakout star, like the Ceramic Daytona of 2017.

As I mentioned in the last post of 2016, I think it's always a good idea to indulge in rumors and predictions. It's like fantasy football or a virtual soapbox for collectors and enthusiasts to express their desires and expectations from the watchmaker. While I'm sure the company spends money on formal marketing research, there's no reason for them not to put their ear to the ground and listen to the rumblings on the internet as well. What would they have to lose?

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Rolex Bronze Explorer II Concept

The image above is a bronze Explorer II that I put together to express my desire for a new and bold Explorer configuration. Since they currently don't offer Explorer models in any material other than stainless steel, I figure it wouldn't hurt to introduce a bronze version. Check out my post on this concept for more information on why I think a bronze Rolex would be a great addition to their professional collection.

Rolex Sea-Dweller 4000

I put together a post with my 2017 Rolex model update predictions that focuses on their past behavior in terms of model updates. The most likely prediction is a 50th anniversary model update for the Sea-Dweller 4000. There are a couple other models with anniversaries and I also list other factors that may influence the watchmaker's model updates, like sizes and materials.

Rolex Oysterflex Bracelet

One of the innovations that I feel will most likely be introduced on new model configurations is the Oysterflex bracelet shown in the photo above. With the popularity of rubber straps for Rolex watches, it makes perfect sense for the watchmaker to capitalize off the trend by offer more rubber strap models in addition to the Everose gold Yacht-Master that is currently offered with the Oysterflex.

Blacked Out Rolex Sea-Dweller 4000 Concept

Another concept that I chose to bring to life is a blacked out Sea-Dweller 4000. Although this would be a big move for the watchmaker, who usually maintains a classical aesthetic on their wristwatch models, I feel that it is entirely in their wheelhouse considering that they already use a PVD coating on their Tudor Heritage Black Bay Dark. It may be pie in the sky, but it doesn't hurt to dream.

When it comes to making predictions, I find that it is more important to express my desire than try to be dead on. We lose nothing by letting the watchmaker know which models we love, which we think could use an upgrade and what we want our Rolex watches to look like in the future.

Regardless of what we see at Baselworld 2017, I hope that their model updates combine the precision and innovation Rolex is known for with an emboldened aesthetic that incorporates some of the aspects of their Tudor brand that we have come to love. The only question left for me to ask going into the new year is: what would you like to see from Rolex in 2017?

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While Tudor Watch Company offers their Heritage Black Bay Dark model with a black PVD coating on it, we have yet to see Rolex come out with a blacked out model. When thinking of how they might commemorate the 50th anniversary of the Sea-Dweller 4000 at Baselworld 2017, it occurred to me that offering a blacked out version is not only within their production capabilities, but also something that already has a market. Many companies offer after-market modification services and it might make sense for the watchmaker to apply a dark coating onto the stainless steel watch in-house to cut out the middle man.

The image above is a Photoshopped SD4K with a blacked out Oyster case and bracelet and the name and depth rating in double red to honor dive watches of years past. What I love about this concept is that it still maintains the Rolex aesthetic while bringing into the 21st century in terms of style. They are not known for following trends with their collections for the Rolex brand, so this would be a bold move that would revitalize a professional model that is usually overlooked. It would also be wise to invest in marketing another stainless steel configuration this year as precious metal watches aren't moving as much in international markets.

Even with all of my arguments for a blacked out Sea-Dweller 4000 in 2017, I know that it is a pie in the sky prediction based on Rolex's modus operandi when it comes to updating models. However, I don't think it hurts to daydream. As much as I respect the brand, I do crave a bold move from them in the coming year that would show watch enthusiasts that they are capable of more than building upon classic models and 20th century aesthetics.

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Rolex Oysterflex Bracelet (photo: Rolex/Thomas Hensinger)