Why Rolex uses New Random Serial Number?

[Solar]

Is it they don't want people to know the manufacuring date?

[Dfive]

Yup and to confuse you

[newbie09]

To prevent buyer from avoiding new old stock?

[Alexlow]

So that they will not run out of numbers or alphabets again soon. Simple as that.

[Darkangel]

I think it's something that none of us can answer.

Maybe the CEO woke up one day and felt like putting random serial numbers...hey we never know the real reason.

[Darkangel]

Rolex has came out the Alpha numberic serial so that buyers will not know the exact mfg date.
The AD does not know it too except for Rolex itself.
This will help them to encourage buyers from buying new old stock (because buyer won‘t know).
Another reason why Rolex is doing this is because Alpha Numberic serial number has more than a billion combination which Rolex can use to identify their watches mfg date or batch produced date.

This is actually good for AD, they can sell their watches using the FIFO method.
Example, few years back, if you see a F series and M series Seadweller, which one will you buy? Most will buy the M series watch.
Resale value for both watches will also have a slight difference even the purchase date is the same.
So to avoid this, you are now offered 2 different mfg date Alpha numberic watch and has the same resale value.

Yeah it's correct in that sense, but apparently after they came out with alphanumeric, the G series was next. So could it be that they thought alphanumeric would be a flop if you look way ahead as people would never know the true age of the watch suppose the warranty card is not filled or lost.

Could dealers make use of it and mix the new with the LNIB/preowned in very gd condition? that's also a reason/possibility why the alphanumeric could be a flop if they change all of their serials that way.

End of they day...we also dunno the true reason. All are plain speculations.

[Cartman]

think out of the box

maybe........

could be Rolex, in the midst of "face lifting", (introducing new models),
they come out with the change after >20 years of using alphabets

A subtile but impactful message

"Hey! We are evolving.... "

[newbie09]

Why not we say Rolex does not wants other company to estimate how many watches they have sold...

[jackjack]

It will be very difficult to resell a rolex with alpha numeric set without a guarantee card in 10-15 years.

[R-oyster]

Yeah it's correct in that sense, but apparently after they came out with alphanumeric, the G series was next. So could it be that they thought alphanumeric would be a flop if you look way ahead as people would never know the true age of the watch suppose the warranty card is not filled or lost.

Could dealers make use of it and mix the new with the LNIB/preowned in very gd condition? that's also a reason/possibility why the alphanumeric could be a flop if they change all of their serials that way.

According to Quality Tyme (http://www.qualitytyme.net/pages/numbers.html), alpha numeric was used after G.

[chilli2]

According to Quality Tyme (http://www.qualitytyme.net/pages/numbers.html), alpha numeric was used after G.

Should be alphanumeric and G series run concurrent till now...

[Matty]

I guess Rolex found out that they will run out of serial numbers soon if they adopted the old system of an alphabet followed by numbers (e.g. A000001), so they decided to switch to the current alpha-numeric system where they can have over billions of serial numbers!

[triton]

with reference to oyster world, alphanumeric was introduced in the beginning of 2010 while G series was introduced in Jun 2010.

so alphanumeric came first before G. if my memory serves me correctly, alphanumeric series was launched after V series or tail end of V series. G series came only came in after alphanumeric series or rather it was spotted some time later.

According to Quality Tyme (http://www.qualitytyme.net/pages/numbers.html), alpha numeric was used after G.

[triton]

one of the common speculation is that the alphanumeric series was introduced as Rolex will be running out of alphabet followed by numerals system.

however, the alphanumeric does have its drawbacks as stated where no one outside Rolex will truly know when a particular rolex watch is 'manufactured'. do note that not all series have utilized by now. for example, certain gold models rolex are not sold quickly may still have Z series in the market. this does not mean that the watch is NOS or old watch. it is a BNIB piece still that may have left rolex HQ.

i think rather than introduce alphanumeric series, rolex could have come out with AAXXXXXXXX where AA signifies the year of production of case, X is serial number. this way, there is still a way to track the year of manufacture of case and numbers to see how many pieces sold.

[pegasi]

Why would ease of traceability of manufacturing date by the consumers be a consideration of Rolex or any watch manufacturer in its serial number structure, when the only purpose it practically serves is to facilitate the resale market?

I foresee in a few years' time RSC will implement a "serial number verification" service where they will tell you the year of manufacturing base on given serial number, at a fee, of course