Investigating the fake Rolex market. from @wired
A journalist for WIRED conducts an experiment by taking a high-quality counterfeit 'super clone' Rolex into a flagship store to see if it can be identified as a fake. He then provides a detailed breakdown of the super clone industry, comparing a fake Submariner to his genuine one and explaining their mass production in China and distribution via social media. Finally, he delves into the dedicated online communities on platforms like Reddit that support this market, explaining their unique slang and culture.
Creator: @wired on Instagram
Video format
Talking Head Edit
Video outline
- State audacious mission
- Validate subject's quality
- Reveal the hidden world
- Explain the subculture's code
Narrative framework
The Trojan Horse Investigation
Narrative framework logic
To test a high-quality replica or counterfeit item against its official gatekeepers, and then use that test as a gateway to explore the vast, hidden subculture behind the item's creation and trade.
Topics: Luxury Goods, Journalism, Internet Culture, Manufacturing
Concepts: Breakdown, Challenge
Formats: Talking Head Edit
Elements: B-Roll Cutaway, Title Text Hook, Lower Third, Montage Editing
Account types: Brand, Personal Brand
Transcript excerpt
I'm outside of London's flagship Rolex tier, and I'm gonna take in one of our super clone Rolexes here. Best gonna get the bracelet adjusted and give it to them. No gonna tell them it's a clone, but we're just gonna see whether they work it out, whether it's real or not. This is my Rolex Submariner. I've had it for more than fifteen years. I know this watch intimately. This is a fake clone. And to me, I can't tell the difference between them. So called super clones are being mass produced in Chinese factories and sold through dealers advertising on TikTok and Instagram. Meanwhile, in dedicated subreddit has 270,000 weekly visitors where over time its own communal super clone language has evolved. TD means trusted dealer. GL means green light.
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