Whether we are 'fashion conscious' or not, the relentless cycles of fashion trends affect us all. People worship the current trends, trading colours with the seasons, and copying footballers' and celebrities' hairstyles so they can emulate them, while others claim no interest in the passing styles that grip catwalks and streets alike. We cannot deny that the clothes, shoes, belt buckles and accessories we wear depend on a select few - those who decide what shops will sell. This all depends on what is "in" right now.
The consumer force is currently returning to watch dials all over the world - a pleasant cooling sensation for the hot summer. With so many people being influenced by high-profile celebrities who cannot afford to be 'unfashionable' (think snide remarks from women's magazines), fashion is a force to be reckoned with; one few manufacturers can afford to ignore.
The majority of major watch manufacturers can't avoid fashion trends if they wish to survive. Of those that can, Rolex immediately springs to mind. Replica Rolex watches are an incredible sight to see. In part, their iconic status can be attributed to the fact that they have stuck with their successful design without changing it; a Rolex from thirty or forty years ago looks essentially the same as a Rolex today. Rolex's appearance has changed over time as much because of security and technology as it has because of aesthetics.
It's not necessary to worry about Rolex ever changing (and, ultimately, ever repeating) fashions. It only faces endlessly inventive counterfeiters, desperate to take advantage of Rolex's golden reputation. It has tried a variety of security measures over the years, such as holograms and laser etched crystal, and as each method has superseded the other, counterfeiters have become more and more adept at making mistakes, which can be used to identify them. The design and security features of an older Rolex must be understood in order to mimic one.
Every year, Rolex makes subtle design changes, but they are merely indicative of current trends - the new Submariner has blue dials and bezels, while a black version is its counterpoint, and few other new models feature blue at all. With diamond-studded dials and subtle blue numbers around the dial, the Cosmograph Daytona in 2009 has a subtle blue accent.
When it comes to fashion, many watch manufacturers lead the way with designs that emphasize technical prowess rather than pure aesthetics. The constant changes in size, shape and materials of these watches, however, indicate a greater concern for their image. When a company's vintage models appear outdated, it's clear that the company has moved with the times rather than creating their own timeless style, like cheap Rolex did.
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