The world of wine, for those who follow
it, can appear to be unpredictable and chaotic, an organized ferment of a sort.
In the world of horology (watches) there are similar furors. One element though
in the watch world, that I’m searching for in the wine world, is the domination
of one brand at the highest (super premium) level. In the world of watches,
that brand is Rolex.
With a wide array of styles, shapes, sizes and upscale
price ranges, Rolex is considered to be one of the top watches to own and the
top watchmaker in the world. Agree or not, this is a recognized matter by watch
enthusiasts, as they routinely and regularly emphasize to me. Being a novice in
that world, I concur to the opinion of those with more experience and expertise
in this matter.
What is interesting to this wine (and watch) lover,
though, is how Rolex, which I am told makes about a million watches a year,
manages to influence and lead that world. That’s a lot of watches. In the world
of wine, when we hear of a winery making a million bottles, they seem to escape
that rarefied air which marks them as exclusive. Not so, with Rolex. In fact,
try going down to your local jeweler or Rolex dealer and see if you can buy a
watch in the store. And good luck with that. They are virtually unobtainable from
their primary source. Oh, you can find one in the lively secondary market. And you
will pay perhaps a 100-200% or even 300% premium for the privilege of strapping
one of those watches on your wrist. If it ever makes it past your safe deposit
box.
So, do we have anything like that in the wine world? I’ve
been racking my brain, and I’m befuddled to find anything like the phenomenon
of Rolex in the wine department.