Conversation with my Rolex AD

MrJKLFoams · Oct 27, 2019

That is really bad. In my case it’s totally different last year Im looking at getting the omega moonphase (2016 basel release) with the blue dial and one of the AD that caters omega and rolex and other swiss brands has one in stock so I proceed and pulled the trigger. The manager asked if I want something else or any watch in my mind that I really want. I said well If you can get me a rolex batman that would be awesome! He laughed and he said that’s impossible to get but I will put you on our list. Surprisingly 1 week after my purchase I got a phone call from the AD and told me that the BLNR is ready for me to pick up! Im working that day and I cannot go to the AD until my days off. In the end AD manager told me that they can keep the watch in their safe and I can come whenever Im free and they’re not allowed to sell it to anyone other than me. The thing is that the manager said If I decide not to get the batman for some reason they have to send it back to main office and the boss/owner of the AD will decide who can get the watch. In the end I pick up the watch and walk away with the biggest smile.

KstateSkier · Oct 31, 2019

There was a time in the mid to late 90s that Harley Davidson had this perception of rarity. There was a wait list at every dealership for so called motorcycles that couldn't be made fast enough to keep up with demand. This generated alot of over MSRP sales, bike flipping, etc.

Today there are 6 monsterour HD dealers in my city. And on their showroom floors are every make, model, color you can imagine. Hell they even offer free financing, no interest and will even finance your sales tax.

This is how I see Rolex someday. At some point people will grow tired of their brand and the way they're doing business in the marketplace and well. There's always motorcycles!

larryganz · Nov 1, 2019

KstateSkier
There was a time in the mid to late 90s that Harley Davidson had this perception of rarity. There was a wait list at every dealership for so called motorcycles that couldn't be made fast enough to keep up with demand. This generated alot of over MSRP sales, bike flipping, etc.

Today there are 6 monsterour HD dealers in my city. And on their showroom floors are every make, model, color you can imagine. Hell they even offer free financing, no interest and will even finance your sales tax.

This is how I see Rolex someday. At some point people will grow tired of their brand and the way they're doing business in the marketplace and well. There's always motorcycles!

The Harley's were rare, it wasn't a perception - when I ordered mine in 1996 there were 2 dealers in southern Colorado and I had to wait many months behind dozens of other people to get mine at MSRP. I never saw anyone buying them and flipping them for a profit, and a lot of hard core owners would not let their's go.

BDHD · Nov 11, 2019

When I went to the ADs in Boston. All of them said: "If you buy a couple of watches and become a client then we can talk about the Sport models"

Waxtactic · Nov 11, 2019

To the OP - I cant say that your experience is different than mine or anything other than what I'd expect. My AD is a jewelry store and they want to see established customers get first crack. The purchase of jewelry helps to augment their income and therefore they're more willing to give those they know, those that are loyal and those that add to the bottom line first crack. So, while I'm not thrilled, it does make sense.

In another store a friend purchased some PM pieces which helped to solidify that relationship. Now the store gives him first option at the rare most desirable pieces. It certainly sucks for those of us who can only afford one of their watches once in a while, but money moves the world sadly.

gbesq
What puzzles me about Rolex is why anyone would willingly wait for months - and sometimes years - to overpay for a mid-tier mass produced Swiss luxury watch. Let’s face it: There are plenty of available brands that equal Rolex in quality (Omega being one of them) and other brands that are, quite frankly, better.

Can't say I'm in total disagreement with you. Certainly you could argue that Grand Seiko delivers a powerful watch that is on par if not exceeding Swiss models in some cases. That being said, I would counter that it's in the eye of the beholder as to why they are drawn to the brand or watch. Sure, the marketing and the illusion of "prestige" or thought that by owning "they've made it" helps draw people in, but I personally like them for different reasons and therefore am willing to wait. For me I like that it's all in house, the stress testing, the history, the philanthropy and the make up of the watch (take the BPH for a Daytona vs an AP RO Chrono) so I wouldn't go so far as to call them mid tier. I'd say they're 3rd or maybe 4th (with Patek, AP and perhaps VC filling in the top spots).

Evitzee · Nov 11, 2019

leandroquezada
When I went to the ADs in Boston. All of them said: "If you buy a couple of watches and become a client then we can talk about the Sport models"

I never could understand the logic of buying a couple of non-sport Rolexes, or jewelry, that you really don't want so that you MAY get a chance to buy a sport model in the future. Why would anyone buy into that nonsense? If one wants a Sub, a GMT or a Daytona the best option is to swallow hard and pay the current market value for the watch, there are plenty out there. That means you aren't going to get a Daytona for MSRP, you are going to pay about double, but that is the price the market demands. To me that's far preferable then playing the silly dealer games.

Dan S · Nov 11, 2019

Evitzee
I never could understand the logic of buying a couple of non-sport Rolexes, or jewelry, that you really don't want so that you MAY get a chance to buy a sport model in the future. Why would anyone buy into that nonsense? If one wants a Sub, a GMT or a Daytona the best option is to swallow hard and pay the current market value for the watch, there are plenty out there. That means you aren't going to get a Daytona for MSRP, you are going to pay about double, but that is the price the market demands. To me that's far preferable then playing the silly dealer games.

I don't like what the dealers are doing, but why do you say it's far preferable to pay the grey market price? You can always flip the watches you don't want at a small loss. Talking strictly financially, one would probably come out ahead compared to paying nearly 2x the MSRP. Some people would find that preferable.

Evitzee · Nov 11, 2019

Dan S
I don't like what the dealers are doing, but why do you say it's far preferable to pay the grey market price? You can always flip the watches you don't want at a small loss. Talking strictly financially, one would probably come out ahead compared to paying nearly 2x the MSRP. Some people would find that preferable.

Are you sure you can easily flip the watches at only a small loss? Depends on what the AD suggests you buy to get on the 'list' for the good stuff. Hint: it's probably not the stuff that moves quickly from dealer stock. And even if you can flip the watches you still don't have the watch you really want, that's a promise made to you that may, or may not, be kept in the future. Do you really trust that AD that made you buy something you didn't want to keep his end of the unwritten bargain? And how far into the future, three months, six months, a year, longer? Ever? If you do go grey market and pay the going price you a) have the watch you want now, b) the watch is at market price and is probably not going to tank in value, so you have some protection on the down side, and c) you didn't play the game with the AD who is only looking out for his bottom line. It's a personal decision you have to make, I just don't like the policy of having to prove myself as a worthy customer, I won't play those games. Other's will play that game, just personal preference. You may come out financially better off doing it the dealer's way, but there are other pieces to the experience, like having the watch you want now, and not having to do financial gymnastics of buying, flipping, waiting and hoping you may be deemed worthy of the watch you wanted in the first place. It does not all come down to the dollars.

Dan S · Nov 11, 2019

Evitzee
It's a personal decision you have to make, I just don't like the policy of having to prove myself as a worthy customer, I won't play those games. Other's will play that game, just personal preference.

Don't get me wrong, I actually agree with your viewpoint. If I really wanted the watch, I'd probably buy it gray market. For me, it wouldn't be worth the trouble and uncertainty.

But in your previous post you made it sound ridiculous and illogical to even consider buying the less desirable watches. I thought that was an overstatement. I think that what you have written in the quoted text from your second post, which makes it clear that this is a personal choice, is a lot more balanced than the previous one.

skipper · Nov 12, 2019

Some interesting views, for sure. I think the only absolute here is that there is no right and wrong way to acquire a Sub, GMT, Dweller etc. If you have the disposable income (and the patience) then why not build that "relationship" with your local AD, I mean its not like most people on here aren't savvy enough to realise that they're being royally shafted, by both Rolex and the AD, its more they just don't care enough to vote with their feet. Which is fine, luckily most of us here live in a country where we're free to choose what we spend our money on.

Equally, if you decide to go the grey market route, yes you'll pay more, and yes many would say you're being royally shafted too, just in a slightly different manner, but, so what? Its your money, your decision. At least you'll have something on your wrist when you walk out the door. I'm sure the fear & uncertainty of buying popular SS sports models on the 'used' market just fuels the popularity of the above two purchase routes.

I remember, around 10/11 years ago, chewing the cud over a 14060 purchase from Goldsmiths. It was one of the last of the breed with engraved rehaut, just sat there forlornly in the main display window, alongside a 16610 and a late 16600, both of which I swear had been there, in exactly the same place, the last time I'd passed a couple of weeks before. I was even able / encouraged to use some Tesco vouchers to soften the blow, to the tune of about 4-500 quid if memory serves me correctly, making it a 2300 quid watch. Still regret not buying it to this day (from a value POV). What I don't regret doing, is 'cheaping' out and buying some 4 & 5 digit pieces instead, all of which were cheaper than their new equivalents. It makes me cringe when I think what you could get an 'old' 5513 or 1680 for in those days. And a 105.003...

And that, is the crux of the 'issue' in my mind. Back then, and we're only talking 10-15 yrs ago, you had a choice. If you could afford it, you walked in to the AD, drunk their mediocre coffee and walked out with a shiny new dweller or sub, and if you didn't have the folding, or simply didn't like or want to buy new, you could get yourself a scuffed up old dog like a 1665/1680/5513 etc etc to satisfy your tool watch urge. Or if you were really poor(!), a 16710 - there was a spell around 10 years ago, when it seemed you really couldn't give these babies away! I remember seeing nice full B&B pepsi's struggling to break 2K on the used market. Crazy times.

Oh, and I reeeeeaaaally wish I'd had the balls to buy that minty 2.4S in Tangerine Orange for 13K back in 1997... So, there you have it... you win some and lose some I guess. All first world scenarios at the end of the day, so whatever route you take, just enjoy the outcome, and the journey too if you can.

jankymutt · Nov 12, 2019

X350 XJR
You pay us to kiss our ass and maybe lick our balls too then perhaps if we're feeling nice we'll charge you too much for something to stroke your ego and make you look like every other prick with more money than sense. Really...

This is a harsh way of stating how I feel, but spot on!

BDHD · Nov 12, 2019

Evitzee
Are you sure you can easily flip the watches at only a small loss? Depends on what the AD suggests you buy to get on the 'list' for the good stuff. Hint: it's probably not the stuff that moves quickly from dealer stock. And even if you can flip the watches you still don't have the watch you really want, that's a promise made to you that may, or may not, be kept in the future. Do you really trust that AD that made you buy something you didn't want to keep his end of the unwritten bargain? And how far into the future, three months, six months, a year, longer? Ever? If you do go grey market and pay the going price you a) have the watch you want now, b) the watch is at market price and is probably not going to tank in value, so you have some protection on the down side, and c) you didn't play the game with the AD who is only looking out for his bottom line. It's a personal decision you have to make, I just don't like the policy of having to prove myself as a worthy customer, I won't play those games. Other's will play that game, just personal preference. You may come out financially better off doing it the dealer's way, but there are other pieces to the experience, like having the watch you want now, and not having to do financial gymnastics of buying, flipping, waiting and hoping you may be deemed worthy of the watch you wanted in the first place. It does not all come down to the dollars.

Totally agree with you. There is absolutely nothing that guarantees one will get the desired model. Maybe I become a client buying 2 or 3 watches from them. But how about the other client who bought 5, 6 watches, or the one who bought 8, 9? I am not going to get it, the only realistic option is the grey market in my opinion.

Only one of the ADs told me is "illegal" to reserve any Rolex models to a client, that their duty is to put it on display, and it should be a first come first serve. Saving a watch to a "client" could make them lose their license. Their recommendation to me was to go to their store every single day and see if a Sport model is in display ::facepalm1::

haha

They told me Rolex sends FedEx packages from Switzerland and they have no idea what is coming inside the box until the moment it arrives to the store in the US and they open it. Their "duty" is to put the watch on display immediately after opening the box, and they can only sell it in-store. Sales over the phone or internet are not "allowed"

Of course I believed them lol

BDHD · Nov 12, 2019

MrJKLFoams
That is really bad. In my case it’s totally different last year Im looking at getting the omega moonphase (2016 basel release) with the blue dial and one of the AD that caters omega and rolex and other swiss brands has one in stock so I proceed and pulled the trigger. The manager asked if I want something else or any watch in my mind that I really want. I said well If you can get me a rolex batman that would be awesome! He laughed and he said that’s impossible to get but I will put you on our list. Surprisingly 1 week after my purchase I got a phone call from the AD and told me that the BLNR is ready for me to pick up! Im working that day and I cannot go to the AD until my days off. In the end AD manager told me that they can keep the watch in their safe and I can come whenever Im free and they’re not allowed to sell it to anyone other than me. The thing is that the manager said If I decide not to get the batman for some reason they have to send it back to main office and the boss/owner of the AD will decide who can get the watch. In the end I pick up the watch and walk away with the biggest smile.

You were soooo lucky 👍👍👍

dc_boffin · Nov 12, 2019

leandroquezada
You were soooo lucky 👍👍👍

Unbelievably lucky. I might buy a lottery ticket if I were you!

Uniqez · Nov 12, 2019

gbesq
What puzzles me about Rolex is why anyone would willingly wait for months - and sometimes years - to overpay for a mid-tier mass produced Swiss luxury watch. Let’s face it: There are plenty of available brands that equal Rolex in quality (Omega being one of them) and other brands that are, quite frankly, better. The difference is that most of those brands are readily available. The notion that Rolex has a waiting list because it can’t produce enough watches to keep up with demand is simply ridiculous. That being said, I give Rolex a lot of credit for their marketing which has made the brand one of the most recognized names worldwide.

100% agree with you mate. But, I don't think they can't produce more, they don't want to produce more. Look at it this way. They know demand is super high, they can guarantee to sell X amount of watches, just because of the high demand.
Also, don't forget about people, who need Rolex as a status symbol... They would not go and buy anything else, even if it has the same quality/price. Well played by Rolex, well played.

STANDY · Nov 12, 2019

As said before, the best way to grow Tudor is stop making SS sports Rolex watches and make Tudor readily available which they are besides a few popular models.
It’s working and people are falling for it hook line and sinker.
In a couple of years they will be back to normal and you will have your loyal Tudor crowd and your Rolex crowd

Rolex the marketing (puppet) masters 😒

scv55 · Nov 13, 2019

STANDY
As said before, the best way to grow Tudor is stop making SS sports Rolex watches and make Tudor readily available which they are besides a few popular models.
It’s working and people are falling for it hook line and sinker.
In a couple of years they will be back to normal and you will have your loyal Tudor crowd and your Rolex crowd

Rolex the marketing (puppet) masters 😒

I agree this is very likely what Rolex is intending to do. And like you point out - its working.

androtto · Nov 13, 2019

The real and only problem is that many people buy Rolex Steel because they want to make money with it, and not why they love the watch.
Same with other products and limited numbers of watches.
If you ask for a Pepsi here in Germany the dealer looks to you as you are kind of sick
Regards
Andreas

Stufflers Mom · Nov 14, 2019

androtto
The real and only problem is that many people buy Rolex Steel because they want to make money with it, and not why they love the watch.
Same with other products and limited numbers of watches.
If you ask for a Pepsi here in Germany the dealer looks to you as you are kind of sick
Regards
Andreas

I take he's a Coca Cola guy.

Fabrice M · Nov 24, 2019

Very interesting. I have a very good relationship with my dealer and here are a couple of facts.
First, as of 2019 Rolex AD’s are prohibited to keep list, or to be precise, anybody can get on the list for any watches.
Second, my AD has never required me to buy anything else to get an SS rolex. I really dipsade AD that want you to get a PM as a condition to get an SS. The only people my AD will give priority to are their local customers, which seems reasonable.

Conversation with my Rolex AD

MrJKLFoams

KstateSkier

larryganz

BDHD

Waxtactic

Evitzee

Dan S

Evitzee

Dan S

skipper

jankymutt

BDHD

BDHD

dc_boffin

Uniqez

STANDY

scv55

androtto

Stufflers Mom

Fabrice M

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