Community Stories

I don't understand the recent Rolex SS craze/shortage. What am I missing?

Eve
Posts
1,576
Likes
5,080
I visited two different Rolex boutiques (in Austria) recently, not looking for anything particular, just wondering around to see if what i read on the forum is also the reality 😀
Both had plenty of SS OPs and DJ in all kind of variations (colors, sizes) readily available. Both didnt have any Sport SS models on displays (but i didnt ask, since i am not really interested in those). Since i somehow only like the Explorer 1, i politely asked them if they had any to try on. To my surprise both had one piece in store available. Maybe just a coinsidence, but reading about a waiting list of 6-9 months sounds kind of crazy.
 
Martin_J_N
Posts
1,396
Likes
2,705
Eve Eve
I visited two different Rolex boutiques (in Austria) recently, not looking for anything particular, just wondering around to see if what i read on the forum is also the reality 😀
Both had plenty of SS OPs and DJ in all kind of variations (colors, sizes) readily available. Both didnt have any Sport SS models on displays (but i didnt ask, since i am not really interested in those). Since i somehow only like the Explorer 1, i politely asked them if they had any to try on. To my surprise both had one piece in store available. Maybe just a coinsidence, but reading about a waiting list of 6-9 months sounds kind of crazy.

Interesting, maybe its the store that is the issue, maybe if you go to a busy store you wait longer, maybe if you went to a quieter store you would be able to get your watch sooner, I don't know but it is strange how one area of the world states 6-9 months for OP's or E1's whilst other area has them in stock. Very odd.
 
Eve
Posts
1,576
Likes
5,080
Martin_J_N Martin_J_N
Interesting, maybe its the store that is the issue, maybe if you go to a busy store you wait longer, maybe if you went to a quieter store you would be able to get your watch sooner, I don't know but it is strange how one area of the world states 6-9 months for OP's or E1's whilst other area has them in stock. Very odd.
Yeah, or maybe its sommer holidays, when people are on vacation and dont have time for watches.. 😀
But you are most likely right, i guess if i went to a boutiqe in Vienna, they would probably also look at me like a live on a moon. Actually would be interesting to find out.
 
JwRosenthal
Posts
16,307
Likes
44,913
Lenny Pepperidge Lenny Pepperidge
Something to consider is the story of the, at the time, Chairman of Rolex being invited to Wimbledon in an attempt to woo Rolex as a sponsor. I'm sure most have heard the story, but here it goes anyways for anyone who hasn't. The Wimbledon head guy asks him, "how the watch business is." Rolex guy says, "I don't know. I'm not in the watch business" Wimbledon guy then asks, "well, then how's the jewelry business?" Rolex guy says, "I don't know. I'm not in the jewelry business." Wimbledon guy says, "then what business are you in?" Rolex guy says, "the luxury business."

Now, I don't know if the story is true or apocryphal, but my point in bringing it up is that Rolex perceives itself as, first and foremost, a luxury product, not jewelry...not a watchmaker. As such, I don't think it's out of the question that they are trying to position themselves higher up the luxury food chain....more PP and less Omega/IWC. They want it both ways. A million watches a year with pricing and cache closer to the former than the latter.
This is in line with when Hermès was buying shares in Leica, not becuase they wanted to get into the camera business, but because it is a luxury product.
 
gbesq
Posts
9,067
Likes
47,136
Lenny Pepperidge Lenny Pepperidge
Something to consider is the story of the, at the time, Chairman of Rolex being invited to Wimbledon in an attempt to woo Rolex as a sponsor. I'm sure most have heard the story, but here it goes anyways for anyone who hasn't. The Wimbledon head guy asks him, "how the watch business is." Rolex guy says, "I don't know. I'm not in the watch business" Wimbledon guy then asks, "well, then how's the jewelry business?" Rolex guy says, "I don't know. I'm not in the jewelry business." Wimbledon guy says, "then what business are you in?" Rolex guy says, "the luxury business."

Now, I don't know if the story is true or apocryphal, but my point in bringing it up is that Rolex perceives itself as, first and foremost, a luxury product, not jewelry...not a watchmaker. As such, I don't think it's out of the question that they are trying to position themselves higher up the luxury food chain....more PP and less Omega/IWC. They want it both ways. A million watches a year with pricing and cache closer to the former than the latter.


It’s hard to argue with success but I, for one, would not be the least bit interested in being on a waitlist for a Rolex. They make fine watches, but there are numerous models from other Swiss brands, including Omega, that I would like to own and which are readily available.
 
Martin_J_N
Posts
1,396
Likes
2,705
gbesq gbesq
It’s hard to argue with success but I, for one, would not be the least bit interested in being on a waitlist for a Rolex. They make fine watches, but there are numerous models from other Swiss brands, including Omega, that I would like to own and which are readily available.

We are all different, if the watch I want isn't immediately available and I have to wait then so be it, it will be my decision whether to wait, if I am not prepared to wait then I can go elsewhere and choose something else. Omega have waiting lists, my new Seamaster isn't due until November, I ordered it in June so a 5 month wait, people are still waiting for their Apollo 11 50th limited editions, many ordered these months ago, waiting lists are not just Rolex they feature in other brands as well.
 
harrymai86
Posts
1,258
Likes
2,728
Martin_J_N Martin_J_N
We are all different, if the watch I want isn't immediately available and I have to wait then so be it, it will be my decision whether to wait, if I am not prepared to wait then I can go elsewhere and choose something else. Omega have waiting lists, my new Seamaster isn't due until November, I ordered it in June so a 5 month wait, people are still waiting for their Apollo 11 50th limited editions, many ordered these months ago, waiting lists are not just Rolex they feature in other brands as well.
Yep especially the Nautilus, just imagine how long is the list
 
Fatcat
Posts
1,486
Likes
1,914
I made today 5 Rolex boutique in Las Vegas, a little bit better than I saw in EU the last weeks, even a full gold Daytona available in the Tourneau boutique in the Caesar Palace and the Bellagio , but plenty of day, day date etc... makes the shops attractive than others full of empty.
 
squarelug
Posts
246
Likes
183
Remember, in 2015 swiss watch sales were declining and the markets weren't looking much better. No one would have predicted the run up from 2016-2019, and Rolex certainly didn't. Hence, I think, the current shortage. Things will normalize, eventually.
 
JwRosenthal
Posts
16,307
Likes
44,913
squarelug squarelug
Remember, in 2015 swiss watch sales were declining and the markets weren't looking much better. No one would have predicted the run up from 2016-2019, and Rolex certainly didn't. Hence, I think, the current shortage. Things will normalize, eventually.
Nothing like a little recession to take all that new money away and the bling crowd to flood the market with their now used Rolex’s...oh the elasticity of economy.
 
KeithS
Posts
1,305
Likes
16,601
JwRosenthal JwRosenthal
Nothing like a little recession to take all that new money away and the bling crowd to flood the market with their now used Rolex’s...oh the elasticity of economy.

Then let it recess! I need one of those blingy new Sea Dwellers 😀
 
chows99
Posts
563
Likes
1,356
I would love to have the chance to buy a SS or PM sports model from AD eventually. It's still near to impossible in my region.
 
larryganz
Posts
2,808
Likes
8,338
KeithS KeithS
Then let it recess! I need one of those blingy new Sea Dwellers 😀

Which is more Blingy?

Mine
IMG_1552.jpeg


Mine
IMG_0998.jpeg


Not mine - on the list...
Rolex Deep Blue Screenshot 2019-07-17 23.10.25.png
 
larryganz
Posts
2,808
Likes
8,338
KeithS KeithS
The 126600! Gimme gimme 😁

I've decided that I am indeed blessed to have a 1 yr old Hulk, and a 6 month old SS Pepsi GMT II and Sea Dweller 43mm (both with the new movement).

I do miss the BLNR, Polar Explorer II, and SubC No Date that I had to trade to help me each of the new ones in the past 12 months. I can live without TT blue Sub 16613 and the Yachmaster 40mm, and several of the 40mm Explorer II that I've sold and traded over the years, but I also kinda miss my 16710 Coke Bezel GMT II.
 
JwRosenthal
Posts
16,307
Likes
44,913
larryganz larryganz
I've decided that I am indeed blessed to have a 1 yr old Hulk, and a 6 month old SS Pepsi GMT II and Sea Dweller 43mm (both with the new movement).

I do miss the BLNR, Polar Explorer II, and SubC No Date that I had to trade to help me each of the new ones in the past 12 months. I can live without TT blue Sub 16613 and the Yachmaster 40mm, and several of the 40mm Explorer II that I've sold and traded over the years, but I also kinda miss my 16710 Coke Bezel GMT II.
Can we assume you are a fan of Rolex?🙄
 
larryganz
Posts
2,808
Likes
8,338
JwRosenthal JwRosenthal
Can we assume you are a fan of Rolex?🙄

Note sure, with only 3 Rolex and 15 Omegas at home - I'm not a fan of the company and their latest tactics though.

I currently have the same number of Victorinox as Rolex, and my 5 Luminox are more. At one point I had as many as 6 Rolex, for a brief period.
 
Archer
Posts
27,646
Likes
70,276
wsfarrell wsfarrell
So let me see if I have this right: executives at Rolex, genius marketers that they are, decided to constrain production of certain watches so that

(a) Honest ADs would piss off customers and lay off staff because they have no watches to sell;
(b) Dishonest ADs could make greater profit selling them out the back door to grays;
(c) Flippers and gray dealers could turn huge profits selling watches online and via non-authorized dealers;
(d) Average citizens wanting a Rolex would get tired of 5-year waitlists and 2X prices and so would turn to other brands like Omega.

Brilliant!

Well, there's one thing I know for sure. Rolex doesn't give a rat's ass about their AD's or their employees.

They are a ruthless company when it comes to business, and if they think restricting supply will benefit them in the long run by being more exclusive, being able to raise prices, get PM watches moving as incentives, or whatever, they will do it without regard for the consequences for their AD network.
 
S
Posts
333
Likes
325
Hi Guys,

Not sure this is the right thread. I am looking to buy a Rolex sub or Explorer I and I visited an AD to see if I can get on the waiting list and I was told indirectly I needed to buy a Rolex first to be eligible to get on the waiting list. Do you need to buy a Rolex from the AD before being eligible to be on the waiting list for a sport model? Your feedback/experience will be appreciated. I am from the UK.

Best
 
1301 More Posts...
Sign up or log in to reply...

Similar threads

bgrisso

I don't understand this scam out of South America

bgrisso Open Discussion
bgrisso
bgrisso
Posts
12
Views
1K
WhatYourWatchSay

I don't understand the bidding on this watch

WhatYourWatchSay Vintage Omega Watches Help, Discussion and Advice
Screwbacks
Screwbacks
Posts
11
Views
2K
LouS

I don't understand the interwebs

LouS Forum News & Member Support
bill5959
bill5959
Posts
13
Views
2K