The Rolex AD is under pressure to reach sales goals. They receive certain watches by allotment based on sales volumes. In turn they sell multiple watches to the same buyers because these buyers will buy everything to get the opportunity to buy all the steel sports. No shortage of supply of Rolex steel sports, there are hundreds of Daytonas , or GMT, etc, for sale everyday on the secondary market. You too, can get a Daytona at retail but first you just have to buy every watch they offer to you. So if the AD has a limited supply of certain high demand references, then the AD will sell to premium client before a guy who just wants one watch. I have no idea what they were doing at CDPeacock, but certainly they were selling multiple pieces to the same client. In the state, out of the state I don't know, I just know that every AD wants every piece out of the store, let the secondary market deal with holding the inventory.
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