Australian
watchmakers, collectively, have been accused of two sins: repairing
Rolex watches to such high standard that they could be passed on as new,
and on-selling fake Rolex watches as genuine.
This accusation was a downright insult.
As Rolex states, in the watchmaking business, reputation is everything.
To accuse watchmakers of being dishonest and not considered to be
respectable in character or appearance, was simply a provocation.
I
am not saying that there aren't bad apples in our trade, but as someone
who has been in the game for my entire life, I have not come across a
watchmaker who is a crook,
counterfeiter and forger. If indeed, such a dodgy watchmaker was caught
red handed trying to defraud Rolex, then I would be the first to throw a
stone.
Over
the years, Rolex has successfully won countless cases, bringing
fraudsters and copyright infringers to justice. Including their fellow
Swiss brands (A Marine-r's Odyssey: Rolex vs. Franck Muller).
There is an army of lawyers in Geneva who are paid handsomely to
protect Rolex's reputation, and rightly so. But to unleash that mighty
force on small Australian Independent Watchmakers, the very backbone of
the service industry, is simply unthinkable.
For obvious
reasons, I am not going to fully re-publish Rolex's letter here. The
rest of the content deals with specifics in relation to placing an order
for spare parts, return of broken parts, right to retain parts (by
Rolex) etc. As well as request to 'agree and comply'.
Unfortunately,
as we now know in the years succeeding this letter, Rolex's narrative
has changed. From being accused of providing a service too good to be
true, Australian watchmakers were gradually pushed into the 'too old,
too dumb, and unwilling to invest' basket, being accused of providing
inferior service to customers. In 2012, Rolex Australia closed the last
two spare parts accounts to Sydney independent watchmakers.
I
have captured that moment in time in a short video purely as a
historical reference, and if you are a relatively new subscriber to this
newsletter, then you should watch it here: https://youtu.be/GaJvmQtoVjs
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