In Conversation with Ulrich Herzog, Rolex Submariner Replica Chairman

As you know, there are so many movements on the market and at very competitive prices so you have to be careful what you bring to market. We started thinking about what people would want Rolex Submariner Replica back in 2009 but, of course, you are only ever guessing and it is not until these pieces go into retail outlets that you know how successful they will be.

We knew we had to have something that was different so we decided on a manual movement with a 10-day power reserve, and that certainly got people talking. The dial has an asymmetrical look with small sub-seconds and a large power-reserve indication to show how much fuel is left in the tank and our plan was to make the movement look as utilitarian as possible beautifully finished, of course, but with no fancy engraving or details.

Rolex Sea-Dweller Replica cal. 110 manual-wind in-house movement

Today, we have a whole team of people working on our own movements, plus many great subcontractors who work with us. It was never our aim to try and make every component ourselves. I think you run into trouble doing things that way because technology changes so fast that you struggle to keep up.

When you launched the Divers Sixty-Five in 2015, it was a huge success. Were you expecting the reaction it got?

As the name suggests, it was originally made in 1965. It wasn't a cheap watch at the time because it was a diver's watch; our first diver's watch, in fact. It was a real milestone for the company at the time and about five years ago, we decided to revisit it. We thought it would appeal to a certain set of buyers with an interest in vintage styling, but we never expected it to be so universally loved. I think it was a combination of great design and the right time but it was a big surprise for us that it was so well-received.