Is Rolex Really Entering the Smartphone Market?
Rolex, a titan in the luxury watch industry, commands nearly a third of the Swiss watch market. But could the brand be eyeing a new domain to conquer, like the smartphone market? Recent speculation has surfaced, hinting at a potential collaboration between Rolex and the Chinese tech company Realme on a special edition smartphone. However, the legitimacy of this claim is questionable.
The Source of the Rumor
On January 10, GSMArena, a mobile phone news site, reported that Realme might be teaming up with Rolex on a unique version of its upcoming Realme 12 Pro smartphone. The claim stems from a purportedly leaked image showing an ad featuring the phone alongside a replica Rolex Datejust, with text suggesting a collaboration. But is there any truth to this, or is it just a cleverly crafted hoax?
The image in question was originally shared on X (formerly Twitter) by user @ZionsAnvin, who appears to be an India-based tech reporter. His tweet simply states, “Here is the Realme 12 Pro+ … Seems like a co-brand with Rolex.” But the story begins to unravel when we scrutinize the details more closely.
Questionable Details in the Alleged Collaboration
First, the Rolex watch depicted in the ad – a Datejust in yellow Rolesor with a fluted bezel and dark blue dial – does not match any existing models in the current 36mm or 41mm lineups. GSMArena speculated that this could indicate a new special edition watch to accompany the phone, but that seems unlikely.
Then there’s the ad’s text, which reads:
“A legend, a perfect classic. A hundred years of classic watch design polishing new mobile phone industrial design, classic leather and delicate industrial polishing, so that every angle is full of visual enjoyment, the sense of luxury overflows.”
This wording raises red flags. Not only is it awkwardly phrased, as if poorly translated from another language, but it also inaccurately states Rolex’s age, claiming “a hundred years” instead of the brand’s true age of 116 years. Why would a company known for precision be so imprecise in its own advertising?
The Real Source of Confusion
While it seems highly unlikely that Rolex is collaborating with Realme, there is a plausible explanation for the confusion. Realme did collaborate with Ollivier Savéo, a bespoke luxury watchmaker, in designing the Realme 12 Pro. Although Savéo is not affiliated with Rolex, someone may have seen the words “luxury watch” and mistakenly connected it to clone Rolex, leading to the creation of the misleading image.
In fact, just 11 hours after the initial tweet, Realme officially revealed the 12 Pro smartphone, featuring a blue leather back with gold accents and a fluted gold ring around the camera lens. The design is described as “Submarine Blue,” inspired by “luxury watch design,” but there is no mention of Rolex.
Rolex Confirms the Rumor Is False
Rolex is known for being a highly cautious and strategic brand, making it improbable that they would suddenly partner with an unrelated watchmaker and a Chinese smartphone brand. To put the matter to rest, I reached out to Rolex for a comment on the rumor. Their response was unequivocal: “This information is false.”
The Rolex smartphone collaboration rumor appears to be nothing more than a well-executed hoax. Rolex remains firmly rooted in the luxury watch market, and any rumors of them entering the smartphone industry should be taken with a grain of salt.