rolex - a marketing blueprint on how to continue to tighten the screws on john Q

pIoNeErOfThEnILe · Aug 22, 2019

so what will become of rolex and their desirable models?.

this withholding of certain model watches really peaking and getting worse.. anger and hate abound is an understatement.

AD's that won't sell to the public unless you buy let's say over 50k of other watches if not more.

AD's that sell back door to grey's above retail..pay 60% for watch sell @ 120%..nice this is a gravy train for AD's

AD's that sell to employees as a bonus or for xyz reasons. AD's to sell to friends

only peeps getting screwed are the peeps that the watch is intended for...

now if you're rolex what do you do about this to keep the hounds at bay and keep the AD's honest.

one possibly solution is to slowly fill the orders on these watches and put trust in your AD's to do the right thing...lol..sounds easy enough by concept, but AD's won't do the right thing unless they flood the market.

what is another potential option that won't harm the brand or put them in an even worse light?.

well,....ez...come out with a few new models, heritages, LE, etc, etc..you name it,...you disguise the awfulness that is rolex 2019.

you can still keep the status quo and withhold the same watches, it becomes more palatable if peeps have other new and hard to get options to get.

really, it's that simple.....just continue to do so but with more options or like desirable models

can't really see things staying the same way.....rolex's current business model is like nafta, good by initial concept but a frikken mess of a deal that crippled our industrious usa.

make rolex gr8 again...lol

jaguar11 · Aug 23, 2019

You seem to have a lot of hatred toward Rolex. If I were you I would avoid them.

gbesq · Aug 23, 2019

Whatever Rolex is doing or not doing isn’t keeping me up nights. I’m generally not a fan of their watches anyway, at least the modern ones, so I’m happy to give my business to Omega.

Canuck · Aug 23, 2019

Rolex is the “dominatrix” of the watch world. Regardless of how Rolex abuses their customers, their customers keep going back for more flogging. Those who put up with Rolex’s antics surely must have a persecution complex! As to the tricks ADs play, it must be part of the fact that you must maintain a minimum level of inventory, and you must maintain a sales level in order to keep your franchise. The ADs are between a rock and a hard place. Sell at MSRP or lose your franchise. Have your sales slump, and lose your franchise. So stuff goes secretly out the back door. The ADs must have a persecution complex too. I was in the retail jewellery business up until 30 years ago. Before things changed. I don’t miss the foolishness.

kingscourt15jwls · Aug 23, 2019

Sorry, if I were Rolex, I would do absolutely nothing.

STANDY · Aug 23, 2019

We should start a waiting list on new posts about Rolex Marketing.

I’m taking names for the next Rolex thread.

pIoNeErOfThEnILe · Aug 24, 2019

Canuck
Rolex is the “dominatrix” of the watch world. Regardless of how Rolex abuses their customers, their customers keep going back for more flogging. Those who put up with Rolex’s antics surely must have a persecution complex! As to the tricks ADs play, it must be part of the fact that you must maintain a minimum level of inventory, and you must maintain a sales level in order to keep your franchise. The ADs are between a rock and a hard place. Sell at MSRP or lose your franchise. Have your sales slump, and lose your franchise. So stuff goes secretly out the back door. The ADs must have a persecution complex too. I was in the retail jewellery business up until 30 years ago. Before things changed. I don’t miss the foolishness.

yuuupppp,

seems like with each passing month the outrage gets even stronger against them.

i'm with a few posters. the newer models don't do much for me either, but i still look and stay in the loop

gbesq · Aug 24, 2019

STANDY
We should start a waiting list on new posts about Rolex Marketing.

I’m taking names for the next Rolex thread.

I’ll volunteer to take charge of putting together the waiting list for getting on the waiting list.

STANDY · Aug 24, 2019

gbesq
I’ll volunteer to take charge of putting together the waiting list for getting on the waiting list.

You have to buy a Date-Just in two tone gold first I’m sorry 😉

gbesq · Aug 24, 2019

STANDY
You have to buy a Date-Just in two tone gold first I’m sorry 😉

Oops, you’re right. Please put me on the waitlist for one of those.

igatomic · Aug 24, 2019

If you don't like Rolex and their current inventory, don't buy any. And if you think that Rolex is the only company that plays favorites, try buying a limited Ferrari without first buying half a dozen other models. Retail is going to reward their best customers. That's how they stay in business. If I ever get around to selling my GMT, I will never buy another at full retail or higher. It doesn't make financial sense to me. To others, maybe. But to me, not at all.

Creating exclusivity is one way to ensure that your brand succeeds. Whether it is Yeezy shoes, Rolex watches, or Ferrari's, they all appeal to the public, and restricting supply is in the best interests of the company.

Andreas · Aug 24, 2019

STANDY
We should start a waiting list on new posts about Rolex Marketing.

I’m taking names for the next Rolex thread.

i don't want to start a new rolex marketing thread but put me on the list anyway...
if by any chance my turn comes ill sell the rights to another member for a profit ::stirthepot::

JwRosenthal · Aug 24, 2019

Canuck
Rolex is the “dominatrix” of the watch world. Regardless of how Rolex abuses their customers, their customers keep going back for more flogging. Those who put up with Rolex’s antics surely must have a persecution complex!.

I love this analogy!! They are the dom of the watch world. I just recently saw a thread in which someone was bragging about how “lucky” they are to have been bumped up the list and only has to pay MSRP...I’m sorry, did I just cross the bridge into crazy-town? Lucky is the AD accidentally charging your credit card $9.99 instead of $9.9k and they never catch the mistake.
I have always been of the mind that a retailer is lucky to get my money, not the other way around.

blufinz52 · Aug 24, 2019

pIoNeErOfThEnILe
so what will become of rolex and their desirable models?.

this withholding of certain model watches really peaking and getting worse.. anger and hate abound is an understatement.

AD's that won't sell to the public unless you buy let's say over 50k of other watches if not more.

AD's that sell back door to grey's above retail..pay 60% for watch sell @ 120%..nice this is a gravy train for AD's

AD's that sell to employees as a bonus or for xyz reasons. AD's to sell to friends

only peeps getting screwed are the peeps that the watch is intended for...

now if you're rolex what do you do about this to keep the hounds at bay and keep the AD's honest.

one possibly solution is to slowly fill the orders on these watches and put trust in your AD's to do the right thing...lol..sounds easy enough by concept, but AD's won't do the right thing unless they flood the market.

what is another potential option that won't harm the brand or put them in an even worse light?.

well,....ez...come out with a few new models, heritages, LE, etc, etc..you name it,...you disguise the awfulness that is rolex 2019.

you can still keep the status quo and withhold the same watches, it becomes more palatable if peeps have other new and hard to get options to get.

really, it's that simple.....just continue to do so but with more options or like desirable models

can't really see things staying the same way.....rolex's current business model is like nafta, good by initial concept but a frikken mess of a deal that crippled our industrious usa.

make rolex gr8 again...lol

I copied your post and sent it along to Rolex. I'm sure they'll make changes based on your recommendations 👍

Martin_J_N · Aug 24, 2019

I have just added my name to waiting lists for a DJ41, according to the AD the DJ is going to be around 10-12 weeks, I intend to pop in to the shop on a regular basis to ensure that the AD knows that I am serious about buying and not wasting their time. I'll update on a regular basis.

MCC · Aug 24, 2019

I suspect Rolex are doing just fine.

The waitlist/sell to grey is a recent phenomena not that long ago you could buy pretty much any Rolex at or below list. Supply has not really changed so in my view either they have hit on particularly desirable watches or the market is being skewed by people that are really looking to make a profit rather than own a watch.

ericinexile · Aug 24, 2019

Because I am very eager to by a nice automatic watch with I GMT function, I've joined a bunch of forums. What I have learned is that the Rolex craze, whether sinisterly orchestrated by Rolex or not is totally within their right. They make a million watches. Ten million people want those watches. The math is pretty simple. And I don't even really want a Rolex. I just want the Explorer II because it looks nice, solid and sporty and has a GMT function which I feel I need. Nobody else builds a watch that checks the same boxes. Omega comes close but one is way too thick for me and the other is a tad dressy. The Grand Seiko has no lume--or does but only in quartz or in a thick model similar to a PO. Anyway, I am sort of enjoying the hunt. Part of me imagines that I will be a little sad when its over, next week or next president.

blubarb · Aug 24, 2019

Remember that the end consumer (the public) is not the direct (or arguably the indirect) client of Lollex. Lollex is a manufacturer who sells to their clients and that is solely their AD distribution network. What they ADs do with their allocations is, unfortunately, up to them, do they keep them for in their shop cupboards, offer them up to their AAA clients, throw them to the grey market or even sell them to themselves and then on the used market for (in some cases) double retail seems to be a winning game for the ADs. Patek do the same. Unless you can't live without a Rolex SS sports or a PP Nautilus, et alia, then you will be obliged to pay up and pay up you will! Thankfully I have no such desire. There but for the grace of God, and bank balance, go I.

@ericinexile note that Omega make a great looking GMT and as for technology Omega, imho, wins hands down - Omega Co-Axial Master Chronometer Calibre 8906, self-winding, 25,200 vph, 60 hour power reserve, anti magnetic to 15,000 Gauss, Co-Axial escapement with Si14 silicon balance spring, GMT function.

The best Rolex can do in regards to anti magnetic, I believe, is 1,000 Gauss with the MilGauss.

Martin_J_N · Aug 25, 2019

blubarb
Remember that the end consumer (the public) is not the direct (or arguably the indirect) client of Lollex. Lollex is a manufacturer who sells to their clients and that is solely their AD distribution network. What they ADs do with their allocations is, unfortunately, up to them, do they keep them for in their shop cupboards, offer them up to their AAA clients, throw them to the grey market or even sell them to themselves and then on the used market for (in some cases) double retail seems to be a winning game for the ADs. Patek do the same. Unless you can't live without a Rolex SS sports or a PP Nautilus, et alia, then you will be obliged to pay up and pay up you will! Thankfully I have no such desire. There but for the grace of God, and bank balance, go I.

@ericinexile note that Omega make a great looking GMT and as for technology Omega, imho, wins hands down - Omega Co-Axial Master Chronometer Calibre 8906, self-winding, 25,200 vph, 60 hour power reserve, anti magnetic to 15,000 Gauss, Co-Axial escapement with Si14 silicon balance spring, GMT function.

The best Rolex can do in regards to anti magnetic, I believe, is 1,000 Gauss with the MilGauss.

I am sure that there are some unscrupulous AD's who feed the grey market, but it would be wrong to put every AD into this category however as not every AD does this, many AD's will be genuine dealers who will take you onto a waiting list and provide you with the watch you are after, you may have to wait a while, maybe a year or three for popular models, but they will come through.

Lonestar · Aug 25, 2019

Martin_J_N
I am sure that there are some unscrupulous AD's who feed the grey market, but it would be wrong to put every AD into this category

It is not about being unscrupulous - it's just sensible business.

Please show me someone on this forum whohas gotten one of the most desirable rolexes lately, as a result of signing up on a "normal" waiting list without being a AAA customer...

This is just not happening.

and still Rolex is delivering 1 million pieces to market yearly....

AD's are more than happy to sell to gray dealers at + 50% and I would do the very same if I were them.