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Can a Rolex AD charge more than MSRP for a new Rolex watch?

Pboned
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Hello,

I've done some research and see mixed opinions on this question. Can a Rolex AD charge more than MSRP for a new Rolex watch? The watch in question is Sea-Daeller 126600.

I thought they couldn't do that, one of the reasons someone would get on a list and wait month's for the watch.

Just trying to get some opinions. I'm new to the Rolex world and high end watches.

Thank you!
 
Mad Cow
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Sure he can do it, why not?

Consequences are the question.
 
Evitzee
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They effectively do that when they play the game of you proving your worthiness by buying some Rolexes, or jewelry, you don't want before you can buy the sports watches.

But I suspect the dealer's agreement with Rolex does not allow a higher price directly, hence the games.
Edited:
 
Pboned
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Mad Cow Mad Cow
Sure he can do it, why not?

Consequences are the question.

I couldn't find anything in writing stating that they couldn't do it. Just wanted to double check with others who might have ran across this before.
 
Pboned
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Evitzee Evitzee
They effectively do that when they play the game of you proving your worthiness by buying some Rolexes you don't want before you can buy the sports watches.

Ah okay. At least this watch is the one I want. Not looking to buy something I don't want and spend more money.
 
Donn Chambers
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I have seen some ADs selling “newish” Rolexes for above MSRP, but they are all explicitly marked as “used” or “pre-owned” not “new.”
I can think of a couple of legitimate reasons for this occurring. For instance, imagine a buyer really wanted that Sea-Dweller and waited a year on a list for it, but then after a few days of wearing it decided it just wasn’t for him. He goes back to the AD, they happen to have a new Sub and he arranges a straight swap. The dealer now has a like new Sea-Dweller that they can’t sell as new. Should they sell it at MSRP if the prices on the used market are 25% more?

Probably not.
 
gbesq
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I would imagine that they do it with grey market dealers all the time. You can get a new Submariner from many grey market dealers, but you’ll pay well over retail for it. The grey marketers are getting those watches from somewhere.
 
Dan S
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I don't think you see this very often here in the US, but I have heard that this practice happens more frequently elsewhere. Where are you located?

Rolex is not high-end BTW. ::stirthepot::
 
Pboned
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Dan S Dan S
I don't think you see this very often here in the US, but I have heard that this practice happens more frequently elsewhere. Where are you located?

Rolex is not high-end BTW. ::stirthepot::

I'm in the US. I've stopped at 5 different Rolex AD near me to talk and see if I could get added to the "list". (1-2 hr range).

Haha 😀
 
Pboned
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Donn Chambers Donn Chambers
I have seen some ADs selling “newish” Rolexes for above MSRP, but they are all explicitly marked as “used” or “pre-owned” not “new.”
I can think of a couple of legitimate reasons for this occurring. For instance, imagine a buyer really wanted that Sea-Dweller and waited a year on a list for it, but then after a few days of wearing it decided it just wasn’t for him. He goes back to the AD, they happen to have a new Sub and he arranges a straight swap. The dealer now has a like new Sea-Dweller that they can’t sell as new. Should they sell it at MSRP if the prices on the used market are 25% more?

Probably not.

I agree with your thoughts on this.
 
JwRosenthal
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Dan S Dan S
Rolex is not high-end BTW. ::stirthepot::
Just like diamonds are not a rare gemstone- but DeBeers has done a great job making everyone think they are.
 
gbesq
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JwRosenthal JwRosenthal
Just like diamonds are not a rare gemstone- but DeBeers has done a great job making everyone think they are.
Rolex and DeBeers are both subsidiaries of Virtucon. They also make many helpful household products that you use every day including volatile chemicals.
DC5ECDFC-34E2-41C7-A780-EE5621DEEA8C.jpeg
 
asrnj77
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Pboned Pboned
Hello,

I've done some research and see mixed opinions on this question. Can a Rolex AD charge more than MSRP for a new Rolex watch? The watch in question is Sea-Daeller 126600.

I thought they couldn't do that, one of the reasons someone would get on a list and wait month's for the watch.

Just trying to get some opinions. I'm new to the Rolex world and high end watches.

Thank you!

How much are they charging and why not name them? If it’s indeed over MSRP, I would write to the Rolex mothership and politely explain that an AD offered you watch but said you could only have it if you paid them extra money on the side.
 
Marsimaxam
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Just consider the acronym, "MSRP"... Manufacturer SUGGESTED Retail Price, this makes it possible for the AD to select any price they choose based on supply and demand. If an AD can offer a discount, (go ahead and ask for one on a Daytona, always good for a laugh), why not charge a premium for a particular watch?
 
Dan S
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Marsimaxam Marsimaxam
Just consider the acronym, "MSRP"... Manufacturer SUGGESTED Retail Price, this makes it possible for the AD to select any price they choose based on supply and demand. If an AD can offer a discount, (go ahead and ask for one on a Daytona, always good for a laugh), why not charge a premium for a particular watch?

Because it has been widely reported that this violates agreements between the AD and Rolex. And since it is almost never done (even though the street value of many Rolex sport models greatly exceeds MSRP), I tend to believe that this is true.
 
asrnj77
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I think bundling is more accepted. So “suggesting” a client buy two watches to get a particular model is the norm but jacking up prices on particular models leaves a bad taste in consumers mouths and the manufacturers frown on this. It’s like price gouging for rich people
 
Marsimaxam
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Dan S Dan S
Because it has been widely reported that this violates agreements between the AD and Rolex. And since it is almost never done (even though the street value of many Rolex sport models greatly exceeds MSRP), I tend to believe that this is true.
Just curious, Dan S, do you know where one can find the legal agreement between the ADs and Rolex? Is it on their website? Is it in a brochure? Is it listed in a booklet? Is it posted at an AD store?
I looked at the Rolex website and could find nothing about pricing other than this comment...
"The suggested retail price for a large selection of Rolex watches can be found on rolex.com in most countries. For any enquiries about prices for specific models please contact or visit your nearest Official Rolex Retailer."

Source:https://www.rolex.com/watch-care-and-service/faq.html
 
YY77
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Marsimaxam Marsimaxam
Just consider the acronym, "MSRP"... Manufacturer SUGGESTED Retail Price, this makes it possible for the AD to select any price they choose based on supply and demand. If an AD can offer a discount, (go ahead and ask for one on a Daytona, always good for a laugh), why not charge a premium for a particular watch?
I'm with @Dan S, no manufacturer will accept a contracted partner to sell an item above their set RRP/MSRP in an initial sales of the product. Ask any AD to give you a sales receipt stating the higher asking price and no AD will take that risk.
 
Dan S
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Marsimaxam Marsimaxam
Just curious, Dan S, do you know where one can find the legal agreement between the ADs and Rolex? Is it on their website? Is it in a brochure? Is it listed in a booklet? Is it posted at an AD store?
I looked at the Rolex website and could find nothing about pricing other than this comment...
"The suggested retail price for a large selection of Rolex watches can be found on rolex.com in most countries. For any enquiries about prices for specific models please contact or visit your nearest Official Rolex Retailer."

Source:https://www.rolex.com/watch-care-and-service/faq.html

No, I don't think that you will find those agreements published publicly. However, many people with personal knowledge of such agreements have confirmed them, and obviously the facts speak for themselves. Despite the fact that sport models have been selling for at least 50% over MSRP for many years now, ADs continue to sell the watches at MSRP, with extremely rare exceptions.
 
blufinz52
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Dan S Dan S
However, many people with personal knowledge of such agreements have confirmed them,

Who are these people? Have you spoken with these people, or are you just passing along what you've read in other threads?
 
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