Insight: The History of Rolex in Iran
Despite their long-established global prominence, brands like Patek Philippe and Audemars Piguet are relatively new to the Iranian consumer, even among the affluent sections of society – Rolex reigns supreme in Iran’s luxury watch market. The brand’s position as the most enduring luxury watch brand in Iran is likely stronger than in most other countries. Perhaps the truest reflection of this are the countless, tiny shops across the country that have windows filled with a bewildering variety of counterfeit Rolex watches – their number far greater than stores selling Casio and Seiko, the brands that probably sell in the greatest volumes. Rolex has a long history in Iran, one that’s been shaped by events in the country. The Rolex coronet has been an uninterrupted presence on the streets of Tehran since the early 1950s, making it a witness to much of Iran’s 20th century history. As many a watch collector would know, the Shah of Iran was a well-known patron of the brand, even commissioning a unique model, the Day-Date ref. 1831. Resembling an Oysterquartz with its angular case, the ref. 1831 was a run of just eight watches, all in platinum. Rolex was already present in Iran for some decades before, but having the Shah as a client help cement its unique position amongst the country’s governing class. An example of the Day-Date ref. 1831 with a burgundy “Stella” dial. Another example with a blue dial is pictured at the top of the article. Images – Phillips W...
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