Core Insights - The global gold price is surging, reaching historical peaks, which enhances the appeal of gold as a traditional safe-haven asset and drives up the value of Rolex gold watches [1] Group 1: Factors Driving Rolex Gold Watch Value - The strong foundation of Rolex's material quality contributes to its status as a "hard currency" in the watch industry, with Rolex accounting for nearly 47% of Swiss watch export profits [3] - Rolex has officially raised prices across its gold watch line in response to rising gold prices, with the Daytona model seeing a price increase of over 14%, translating to an increase of more than 50,000 yuan for models originally priced over 300,000 yuan [5] - The secondary market for Rolex gold watches is responding positively to the official price hikes, indicating a strong correlation between gold prices and the value of gold watches [7] Group 2: Strategic Shift Towards Precious Metals - At the recent Watches & Wonders exhibition, Rolex showcased a clear strategic shift towards precious metal watches, with 6 out of 7 new models made from gold, rose gold, platinum, or bi-metal, highlighting a significant focus on this segment [8] - This strategic pivot benefits Rolex by enhancing brand image and profitability while providing consumers with watches that have greater value stability and potential for appreciation, especially in turbulent times [10] Group 3: Re-evaluation of Gold Watch Value - The market perception is shifting, with certain popular steel watches now priced higher than some gold models, indicating an irrationality in the current valuation of steel versus gold watches [12][13] - As global gold prices continue to rise, the long-term investment and collectible value of precious metal watches will become more apparent, leading to a potential reversal of the trend where steel watches command higher premiums than gold watches [15]