Rolex releases at least one product every year, a high-end, albeit extremely understated, luxury watch product. I have made some edits to the way this article was originally published because I used the term “F-You Watch” without properly explaining the term to all members of The term is often used by certain watch collectors, and it is not an insult to anyone who makes or wears a watch (not at all). It’s an interesting way of explaining the psychology of when someone chooses a high-end product that all but a few people who can identify what it is won’t notice it’s a high-end product.For 2019, Rolex’s such product is the new 18k white gold, 42mm wide Ref. 226659 Yacht-Master 42, which I also like to call the ” Yacht-Master Noir”.
How could anyone consider this handsome, elegant sports watch in military-style silver and matte black with a rubber-style strap to be a nearly luxury item? As mentioned above, only other watchmakers. Aside from the F-You status of the Rolex 226659, what’s really new is the enlarged 2mm case of the Yacht-Master 42. The wide lugs actually make this watch a bit too big for my wrist, though I really appreciate the slightly enlarged overall proportions over the standard Yacht-Master 40. Rolex is actually updating the entire Yacht-Master 40 collection for 2019, in addition to launching the Yacht-Master 42. The entire collection gets the brand’s latest generation of case making and finishing, as well as a modern generation of in-house 3235 automatic calibers. Again, this includes the 40 and 42mm Yacht-Master.Think of the pure 18k white gold Yacht-Master 42 as an experiment to test the 42mm wide case sold with the Oysterflex bracelet.

F-You watches, in general, have a very special value for the wealthy watch enthusiast.F-You watches are always expensive, but they have to be made to look as if they are not that expensive. It’s not that F-You watches look cheap, but rather that they are designed to look not so expensive when viewed from a distance. The perfect F-You watch will look ordinary or unremarkable (perhaps ordinary) to the average onlooker, but to the trained eye (i.e. someone trained in watch pricing who will know what it’s worth and realize what other non-watch enthusiasts might mistake it for),Rolex Replica Watches they will quickly recognize that it’s expensive.


Other people who know about watches, on the other hand, will recognize that an F-You watch is not an ordinary watch, but a high-priced one. This will frustrate and even anger many people who view and recognize F-You watches. Why would they be angry? Because F-You watches are really an aggressive message to other people who also openly wear more expensive products (people who can identify you as wearing them), F-You watches are a mockery of other rich people.F-You watches say, “I have so much money to spend, I can Rolex Yacht-Master 42 226659 Watch even spend it on expensive things, but I don’t really add to my sense of social prestige by wearing them out of the house.”
In this respect, F-You watches are a particular flavor of conspicuous consumption, though only for a niche group of other people who are rich in nuanced watch knowledge. For those who know the F-You watch, the message is that you conspicuously spent money on a seemingly humble product …… And maybe you’re a little proud of that fact. Rolex, when it wants to, makes very effective F-You watches. Let’s take a look at their latest creations for 2019, because Rolex has a wonderful modern history of producing select products that send a very specific message to other watch lovers.

Leave a comment