Is this legal from Bucherer?

Evitzee · Oct 20, 2019

Unfortunately this happens with ultra hot items; watches, handbags, shoes, even cars. It's not very good business practice but businesses want to maximize their profits and keep good customers good customers. Back in the '80's I travelled through Switzerland several times per year and got to be a good customer of Gubelin in Lucerne, and became well acquainted with their sales director. He would take my wife and I out to lunch or dinner along with his wife. In 1989 Patek Philippe issued some limited watches for their 150th anniversary and when I visited the store he pulled out the special brochures and said he could get me one if I was interested. There was no premium asked but I knew I got the offer because I had bought a half dozen watches and jewelry over the past six years or so. That's just the way it works in business, good customers are well taken care of. I visited the Gubelin store again for the first time in over 15 years in 2017, and of course all the people I knew had long since retired or passed on, but there was distinctly different feel to the operation, bigger, more impersonal, more focused on selling stuff.

In the OP's case you just have to express your disappointment and move on. I wouldn't play their game. Either go grey market and pay that premium, or see if something else might fit your son as well. It might be a good time to explain how the world works and sometimes you can't always get what you want under normal sales conditions. I can't get too excited about these premiums, a lot of product is discounted but sometimes it is marked up. Sometimes you win, sometimes you lose.

To the moon · Oct 20, 2019

Evitzee
Unfortunately this happens with ultra hot items; watches, handbags, shoes, even cars. It's not very good business practice but businesses want to maximize their profits and keep good customers good customers. Back in the '80's I travelled through Switzerland several times per year and got to be a good customer of Gubelin in Lucerne, and became well acquainted with their sales director. He would take my wife and I out to lunch or dinner along with his wife. In 1989 Patek Philippe issued some limited watches for their 150th anniversary and when I visited the store he pulled out the special brochures and said he could get me one if I was interested. There was no premium asked but I knew I got the offer because I had bought a half dozen watches and jewelry over the past six years or so. That's just the way it works in business, good customers are well taken care of. I visited the Gubelin store again for the first time in over 15 years in 2017, and of course all the people I knew had long since retired or passed on, but there was distinctly different feel to the operation, bigger, more impersonal, more focused on selling stuff.

In the OP's case you just have to express your disappointment and move on. I wouldn't play their game.

Thank you, great story too. I think we resigned to the fact we have lost the piece but the more I think of it the more I feel that not only has Bucherer lost a customer but so has Rolex. The sad part is....... They won't notice or care.

KingCrouchy · Oct 20, 2019

To the moon
Thank you, great story too. I think we resigned to the fact we have lost the piece but the more I think of it the more I feel that not only has Bucherer lost a customer but so has Rolex. The sad part is....... They won't notice or care.

I'm sure both will feel it in the long term as those shenanigans are happening more often. Buy your son that makes you both happy, and don't remind you of being victim of extortion.🤬

Evitzee · Oct 20, 2019

To the moon
Thank you, great story too. I think we resigned to the fact we have lost the piece but the more I think of it the more I feel that not only has Bucherer lost a customer but so has Rolex. The sad part is....... They won't notice or care.

Yes, and that's the sad part, they really don't care about the bad feelings, bad press or lost customers, they worry about the bottom line these days. In prior decades these stores were family owned and run and sons & daughters took over the businesses from their parents. Now most have gotten too big to effectively manage good customers, especially operations like Bucherer and Gubelin who get most of their sales through tourists, especially in Switzerland. Back in the early 80's the big customers were Americans, then it shifted to the Japanese, then South Koreans, then Eastern Europeans after the USSR fell apart, and now it is mainly centered on Chinese tourists. Every group operates differently and expectations vary. What an American or Brit expects is far different than what a Chinese tourist expects.

I have heard from a reliable business insider that the volume of Rolex watches sold by Bucherer at their flagship store in Lucerne is phenomenal, huge multiple deliveries per DAY. I suspect Bucherer is the largest retailer for Rolex in the world, or close to it. I'm sure the company could have secured the watch promised, they just didn't see the business upside. Sad.

DaveCollins · Oct 20, 2019

I don't let the behavior of others determine how I react to life or determine how I feel. If I did, life would be unpleasant. I am not giving advice, just explaining how I feel. In this instance I wouldn't be angry (waste of energy), and what I'd do is purchase the other watch if the Rolex was that important to me. If not, and I wanted something special for my son, I'd find another special watch. Either way, I'd remain happy with life and simply move on.

JwRosenthal · Oct 20, 2019

To the moon
Thank you, great story too. I think we resigned to the fact we have lost the piece but the more I think of it the more I feel that not only has Bucherer lost a customer but so has Rolex. The sad part is....... They won't notice or care.

I had always been an advocate that your power is through the wallet. I think the power of the internet can cut both ways- bringing more brand recognition through platforms like IG and threads like this that just enrage consumers more. I think companies like Rolex (and bucherer) are making a huge mistake by alienating a large consumer base like this- what they don’t realize is the next generation with money is far more web savvy (they do more research) and more aware of social or economic injustice. If they perceive a company is practicing unfair business tactics- they take to the web with a vengeance.

Rolex has an ass-whoopin’ comin.

Evitzee · Oct 20, 2019

JwRosenthal
Rolex has an ass-whoopin’ comin.

Let's hope so, and there are a few other ones that need a 2x4 up alongside their heads, too. A good attitude adjustment.

orlis · Oct 20, 2019

Those practices are so short sighted...they will eventually loose a lot of customers by continuing it.

what I would do? Write a nice e-mail to Rolex HQ (suggest to find direct mail to someone from senior management responsible for customer care + distribution network) and describe what happened and how you feel about it and ask them to state their position.

if they do not reach to Bucherer to investigate it and make it right, you have clear indication that the brand accepts such practices and its maybe a time to find other watch producer that will give you better experience.

BlackTalon · Oct 20, 2019

This 'practice' has been discussed multiple times in one of the Rolex threads about ss models. This is not an isolated instance according to info from many on that thread.

Larry S · Oct 20, 2019

orlis
Those practices are so short sighted...they will eventually loose a lot of customers by continuing it.

what I would do? Write a nice e-mail to Rolex HQ (suggest to find direct mail to someone from senior management responsible for customer care + distribution network) and describe what happened and how you feel about it and ask them to state their position.

if they do not reach to Bucherer to investigate it and make it right, you have clear indication that the brand accepts such practices and its maybe a time to find other watch producer that will give you better experience.

+1...Rolex should be aware of this practice.

DaveCollins · Oct 20, 2019

To the moon
So I've purchased a few watches from Bucherer and had pleasant experiences with them. However, we have had our name down for a Rolex LV for 14 months with the hope of getting the piece in time for our sons 21st birthday. I have had monthly conversations and updates regarding timings and reassurance that the assistant manager is doing all he can to meet the timeframe. Well it's within a month of our sons birthday so I contact the store and receive the news that there is a possibility that they can secure the piece for this week but now there is a catch... I have to purchase an additional piece of equal or greater value and of not of a desirable model, to which I was given a few choices ie, Bucherer blue editions or maybe the new Bremont? Well this has never once been mentioned before but as I've now apparently been bumped up the list this is what's required.... Surely this is blackmail?? Or at least under handed practice. My wife and I are devestated as you can imagine. I've written an email after visiting the store and actually being presented with LV and the choice of the additional pieces to which I declined and he couldn't of been quicker to put the Rolex back in the safe..... Any advice? Apart from, don't return to the store 😕

If devastation has indeed happened, then instead of continuing from an angry, negative reaction stance, stay positive and do something positive. I doubt that angry reaction will accomplish anything but wasting emotional energy. So by positive action, I would suggest simply purchasing a brand new Rolex and having it in hand in approximately 2 days. I just purchased a brand new Oyster Perpetual 36mm and had it in 2 days for under retail. There is a well known retailer who provides this service. That way you get your watch and since you aren't fuming about something you can't change, you, your wife, and your son are all happy and continue your lives without that devastating emotion consuming you.

gatorcpa · Oct 20, 2019

Larry S
Rolex should be aware of this practice.

I'm sure they are. And I don't think they care at all.

Otherwise it wouldn't be happening.
gatorcpa

JwRosenthal · Oct 20, 2019

There was an old saying when I worked in retail back in the dark ages:
One satisfied customer tells 3 people, one dissatisfied customer tells 10. I think we can magnify that by 1000 now that the internet exists. Rolex (and Bucherer by this thread), will feel that in time. They may not care now, but we do...and we choose where to spend our money- so at some point they will feel it.

Dsloan · Oct 20, 2019

Man, these stories are ridiculous. I appreciate the quality and design of Rolex, but this is getting as abnoxious as Birken bags. Treating you as if your money just isn't not good enough for them seems a vulgar manipulation. I'd suggest denying them the satisfaction by refusing to play this game.

That said, these sorts of threads also make me consider selling off most of my collection to grab a used Explorer I before they appreciate out of my reach. The fear of missing out is a terribly effective marketing strategy.

mzinski · Oct 20, 2019

JwRosenthal
There was an old saying when I worked in retail back in the dark ages:
One satisfied customer tells 3 people, one dissatisfied customer tells 10. I think we can magnify that by 1000 now that the internet exists. Rolex (and Bucherer by this thread), will feel that in time. They may not care now, but we do...and we choose where to spend our money- so at some point they will feel it.

You know, I really want to agree with you. I really want these silly Rolex games to be over with. And I’d really like there to be some repercussion for treating potential customers this way.
But I just don’t see it. People love Rolex. People post their excitement to wait in line for a new one. People pay well over retail to get them.
With the demand and the way people subjugate themselves to Rolex and AD’s I don’t really foresee much changing until the demand isn’t there. Basically, at this time, it’s hard to imagine the minority (the ones who actually aren’t buying into the hype) having a voice.

kkt · Oct 20, 2019

This is well known for many sorts of luxury goods. Rolex knows it happens, the dealers know everyone is doing it. Particularly egregious in this case was not being told that further purchases of undesirable models would be necessary until the last minute. But I don't think complaining to the dealer or Rolex would do anything. Yes, consider a birth year or other vintage model, or a grey market or lightly used one.

sjg22 · Oct 20, 2019

This is becoming a larger and larger issue as certain watches, cars, etc. have become increasingly difficult to obtain.

I would feel better about this if Bucherer had been up front with you from the start: “we have a number of customers interested in purchasing this watch - as such, we are giving customers whom we have sold a number of watches in the past the first opportunity to purchase. If you have some other watches in mind to buy, perhaps you could get on our list.” - rather than playing you for an extended period of time and springing a quid pro quo at the last minute.

When selling the GT, Ford requires prospective buyers to essentially write a letter outlining why they are deserving of a highly desirable car - it’s then on the buyer to show that they are a good customer with a history with the Ford brand. They also require buyers to sign a document guaranteeing they won’t sell the car within a certain time period - if they do, Ford has standing to sue them.

Perhaps this isn’t feasible for relatively large production models like the Sub LV.... but the current system is broken. It’s not leading to the watches getting into the hands of the people that actually want them for good reasons such as the OP’s. That’s not good for anyone involved - rolex and bucherer should quite keenly want to support and continue the tradition of the gift of a watch on a special occasion. This sort of bullshit is going to eventually kill the very traditions that support what are essentially obsolete but romanticized playthings.

Walrus · Oct 20, 2019

As far as the watch part goes it really sounds almost like a scam to me but it obviously works and people must go along with it or they wouldn’t be doing it. Seems like a strange way to do business. At least ford lets you know beforehand the deal, I’m not saying it’s a good way to operate but being upfront makes it a bit more palatable. I know there are a hundred of these types of threads on this forum but I see why and I think it is justifiable for people to start new ones when they deal with this nonsense.

JwRosenthal · Oct 20, 2019

sjg22
When selling the GT, Ford requires prospective buyers to essentially write a letter outlining why they are deserving of a highly desirable car - it’s then on the buyer to show that they are a good customer with a history with the Ford brand. They also require buyers to sign a document guaranteeing they won’t sell the car within a certain time period - if they do, Ford has standing to sue them.

And in my letter to Ford I would state that I want my thank you for the $5.9 Billion they borrowed from me in 2009- and they can go fυck themselves. Thank goodness I had no intention of ever owning a Ford....I’ll stick with my old German and Jeeps.

I don’t play these games, it’s an immediate walk out for me. I am the customer, I’m not your “guest”, not your friend, not your subject...I have the money, I have the power - goodbye.

And this kind of treatment doesn’t create angst or drama for me- I actually laugh and find it humorous- we call it chutzpah. It makes my choices much easier when it comes to finding things to spend my money on...I go with the one I respect and who shows me respect. This should be the key to any relationship.

I think what steams me the most about this is not the way these companies are conducting businesses (although back in the day when you were getting screwed, you didn’t even realIze it- those were professionals, these guys are fυcking amateurs). What gets me is that people are gullible enough to actually think they are being done a service and are “lucky” to get this exclusive product. It’s a great physiological game they are playing- although still amateur....if they were that good you wouldn’t have even seen it.
The op recognized he was being screwed, and had the sense to stop in disbelief....are they really trying to ass-fυck me right here, with no wine and kisses, romance or lube...and make me pay for it??? No- this is not the way business is done, nor should it be- don’t allow them to screw you and perpetuate the abomination.

sjg22 · Oct 20, 2019

JwRosenthal
And in my letter to Ford I would state that I want my thank you for the $5.9 Billion they borrowed from me in 2009- and they can go fυck themselves. Thank goodness I had no intention of ever owning a Ford....I’ll stick with my old German and Jeeps.

I don’t play these games, it’s an immediate walk out for me. I am the customer, I’m not your “guest”, not your friend, not your subject...I have the money, I have the power - goodbye.

And this kind of treatment doesn’t create angst or drama for me- I actually laugh and find it humorous- we call it chutzpah. It makes my choices much easier when it comes to finding things to spend my money on...I go with the one I respect and who shows me respect. This should be the key to any relationship.

I actually disagree with this, although understand that writing a letter begging to buy a $400,000 car certainly sounds patently absurd.

However, there are definitively more buyers for these cars than cars available. Furthermore, there is a massive issue with flippers in the car world, as there is in the watch world. So I do credit them for at least trying to find a way to get the small amount of cars into the “right” owner’s hands. The other options are what? Leaving it to retailers to try and bully customers into buying 3 solid gold rolex before allowing them the privilege of buying one steel submariner? Or the equivalent with Fords?

The current system is broken, which is what my point was - that it’s at least admirable some brands are trying to think outside the box on how to solve this issue.

Is this legal from Bucherer?

Evitzee

To the moon

KingCrouchy

Evitzee

DaveCollins

JwRosenthal

Evitzee

orlis

BlackTalon

Larry S

DaveCollins

gatorcpa

JwRosenthal

Dsloan

mzinski

kkt

sjg22

Walrus

JwRosenthal

sjg22

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