Rolex is no longer a retail brand

CORDER'S COLUMN: Rolex is no longer a retail brand

When the public cannot simply walk into a shop and walk out with a Rolex, it has stopped being a retail brand.

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Here is an interesting take on the Rolex brand no longer an actual retail brand. What's your take?

Cambridge English Dictionary defines “retail” as the activity of selling goods to the public, usually in shops.