The DateJust is the entry-level Rolex timepiece and some would argue the quintessential Rolex timepiece. If you head into a Rolex boutique, good luck trying to get yourself a Submariner, a Daytona or even an Explorer.

The shop is filled with DateJust and maybe a few Day-Date, I had the opportunity to once purchase an Air King. But forget about a Milgauss, Yachtmaster or Yachtmaster Il, unless it is a favoured boutique, it just isn’t happening. The artificial scarcity that Rolex has created ensures a waiting list of up to a couple of years. So, for many, the opportunity to strap a famed Rolex on their wrist begins with the DateJust.

Respect to the Rolex marketing department, they have created a product that people are willing to wait years to actually purchase. The marketing of the Rolex brand is what business school case studies are about. It could be argued a Rolex is an old man\’s watch, fair enough, it takes the average person till at least forty to build the wealth to afford one. In this respect, it is a status symbol as wealth generally comes in middle age.

If you see a twenty year old sporting a Rolex on their wrist, you immediately deduct (rightly or wrongly) that they are rich kids. There is a fair chance they never earned the wealth, they either inherited it or live off the family trust. They are connected nevertheless, they may have earned their money through information technology, a start up or through investment – good for then I say.