Don’t Bust Down Your Rolex

As black people, we have a natural affinity to enhance things. We have done so much, with so little, for so long, that we are literally equipped to do everything with nothing. As a result, we consistently create cultures, and everything that we do is interpreted as cool, especially after white folks run off with it as their own.

We’re the reason that modern vehicles come equipped with televisions and top-tier sound systems. We’re the reason why the Kardashians have straight-backs and huge hoop earrings. We’re the driving force behind suburban white boys with gold teeth, Asians with Afros, and white girls attempting to lock their hair.

Not everything we do is fye though.

I see it often,

A young black male attains a plethora of wealth through a legitimate source; let’s say entertainment for sake of argument. He handles his business by taking care of his family, purchases his first home, foreign vehicle, bad bitch, and a Swiss watch.

And what does he do next? He goes and floods that bitch with third-party diamonds for extra shine.

No Bueno, young man.

Though everything is subjective and relative to taste, by industry and style standards it’s counterproductive to bust down your watch. Here’s why.

No one makes a watch better than an extravagant watchmaker. These motherfuckers have perfected the craft of creating timepieces down to the molecule, so you shouldn’t bother them.

“But won’t the diamonds increase the value of the watch?”

Not at all.

Contrary to popular belief, watches are not depreciating assets like cars. When well-maintained, most exotic watches appreciate or at least maintain their value. See, during production, expensive, high-end watches are constructed from a base model. That way, when it’s time for repairs and upgrades there’s a direct reference point for parts and construction. When you alter a timepiece by jam-packing it with third-party jewels, you immediately decrease the value substantially for a multitude of reasons.

Not only will the jewels alter the weight of the timepiece and quality of the metal, but the presence of the unexpected diamonds also interferes with repairs and parts. In addition to that, only a particular demographic (us) purchases flooded watches, so most jewelers have to put in tens of thousands of dollars worth of work to tear out the diamonds, thus plummeting the resale value. In fact, if you go to Rolex and ask them to flood your watch with diamonds, they’ll probably laugh you out of the store.

Under American law, Rolex, and Patek Phillipe policies, once a timepiece is altered it is technically considered a counterfeit. That fucking sucks, right?

Essentially, blowing your watch out with diamonds is like putting 24’s on a Rolls Royce, it’s unnecessary.

In all honesty, the only people who are going to flood your watch for you are shady, opportunistic, money-hungry jewelers who care more about the couple thousand dollars that they’re going to make instead of the quality of your life. And to add insult to injury, they probably put the lowest quality of diamonds in the watch—because most jewelers don’t have a thousand VVS+1’s lying around.

If you want a little extra shine, talk to the actual brand. They have a plethora of options for diamonds on the dial and bezel, and they curate the highest quality diamonds that they can find.

Moral of the story—don’t bust your watch down. Or do! Just font expect it to be worth shit. Or, you can pull an Atlanta rapper move and bust down a $200 flea market Rolex with high-quality diamonds.

The choice is yours.

From the We$t End With Love,




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