What’s with Rolex - is it terminal?
Passed through Heathrow airport over the weekend (I don’t fly very often - thankfully) and, killing time, I took the opportunity to visit the two main watch shops in the terminal.
The first was a general retailer with small representative selections of watches from a very large number of different high-end brands. Nice to see such a wide cross section in one place but if they didn’t have what you were interested in they were keener to flog you anything they had than to understand why you wanted what they didn’t have. Fair enough, they are there to sell and likely on commission.
They seemed reasonably knowledgeable about what they had but not really about the iconic vintage watches and heritage of each of the brands - again fair enough but probably not the best set up for enthusiasts. I’m guessing perhaps you can call ahead to prepare to see something specific.
Next stop Rolex - now I have had my fair share of dismal shopping experiences but this was right up there and pretty extreme. They probably had 45 display cushions located around the store but had less than 20 of these occupied, these were mainly down one side of the store so the rest of the store looked sad, forelorn and empty.
They didn’t have any of the really interesting models and - unsurprisingly - the displays all had signs saying “All watches for display only and sales are subject to availability”. I did look closely through the cases at a few of the watches and they were grubby, smudgy and with very obvious fingerprints on them. The two assistants were sat in a corner having a chat and completely disinterested in any customers (a few others walked in and out while I was there and none of us got any acknowledgment). Given the time on their hands couldn’t they at least buff the watches so they gleam?
I’ve felt more of a buzz in funeral parlors! It was a pretty awful experience and nothing led me to believe I was engaging with a luxury brand or even tried to reinforce/draw you in to the “magic” of Rolex.
At first glance it seems a complete waste of retail space, rents and rates by Rolex (who obviously have deep enough pockets).
On reflection, I am guessing that what happens is that a few select customers pass through periodically in order to collect their new watches (duty free) at which point the staff are presumably suitably focused and attentive to shower these privileged few with “service”. But to everyone else and presumably for most of the time it really gives a very poor first impression of what is supposedly an amazing brand with luxury products.
Driven to watches (researching and collecting affordably) by the boredom of COVID lockdowns. My - possibly attainable - grail watch would be a 6245 (Seiko or Grand Seiko) in nice condition … someday.
Which terminal was this? I’m flying out of Heathrow in the morning and I want to be ignored by sullen nobodies, too 😁
From what I've read the Rolex factories are working flat out and making close to a million watches a year. Yet the showrooms are still devoid of stock. With Rolex buying Bucherer I can't see this changing any time soon. It must be the easiest job in retail to just add names to a "waiting list" but how long can it last?
It isn’t Rolex’ deep pockets that fund this. It’ll be a local AD or chain that’s paying for the store and associates wages.
Which terminal was this? I’m flying out of Heathrow in the morning and I want to be ignored by sullen nobodies, too 😁
T5 - give it a go and see what you think. Weird.
T5 - give it a go and see what you think. Weird.
Sadly (or not) I'm flying from T2. I'll have to find my own source of insouciance
I’ve been to this Rolex outlet. I tried on a Sub there. Staff were clearly very bored but were nice enough. I think the fact I was already wearing a Rolex probably helped them pay more attention to me.
But very quickly it became clear the staff had zero interest or understanding in the watches. They’d memoriesed a spec sheet, yes, but had no understanding of what any of it meant.
I can forgive them their bordum, they’ve got very little to show and nothing to sell, but a little knowledge and passion for their product would go a long way.
I’ve been to this Rolex outlet. I tried on a Sub there. Staff were clearly very bored but were nice enough. I think the fact I was already wearing a Rolex probably helped them pay more attention to me.
But very quickly it became clear the staff had zero interest or understanding in the watches. They’d memoriesed a spec sheet, yes, but had no understanding of what any of it meant.
I can forgive them their bordum, they’ve got very little to show and nothing to sell, but a little knowledge and passion for their product would go a long way.
Definitely no sub there now.
T5 - give it a go and see what you think. Weird.
Been there, same experience 😅
I never understood the Rolex stores in air ports becuase they have no perfered clinents to sell to. I heard it’s just first one to ask if it’s in stock gets it in airports
I never understood the Rolex stores in air ports becuase they have no perfered clinents to sell to. I heard it’s just first one to ask if it’s in stock gets it in airports
It’s certainly a bizarre business model as I took nothing positive away from my visit.
I have previously visited some high end stores that have been incredibly engaging and have left those feeling incredibly positive about their brands … and have subsequently bought gifts from those brands (and in some case the very same stores). Admittedly I have visited others and received positive receptions but determined that their stuff was not for me (whether to own or to gift).
I think that might be my first visit to a Rolex-only store and I won’t be heading back. I hope their bubble doesn’t burst as I’m not sure they know how to deal with customers.
What planet did you parachute in from to make your connection in London? Only kidding of course! Rolex is stupid-ridiculous depending on where you shop.
I walked into a RLX store in Buenos Aires, AR a few months ago and walked out with a Sky Dweller at retail, was the only person in the store and was treated like a human being (not royalty or trailer trash.) Mind you, it was the exact color/bracelet combo I wanted.
When I got back to the US I had it sized at the local AD. The SA at the AD is the same knuckle-head I purchased an OP36, Sub no date and Datejust 41 over the past 4 years. Now, I am on a list for a XPLR II or 36mm XPLR I and was told I need to spend $10K on other items because the manager saw my purchase history and it was only for watches. The douchebaggery of Rolex persists.
Final note/rant: I am not a flipper. I still have a 1986 - 168000 that I received when I graduated from college and five other RLX pieces... I purchased from the SA mentioned above YMMV - cheers and bon - chance....
Sadly (or not) I'm flying from T2. I'll have to find my own source of insouciance
T2 has the same two shops. Interestingly, I was offered champagne and a look at a diamond-bearing watch (that I would never buy: diamonds make a watch ugly imho). This was before COVID though. Maybe the quiet-quitting-bug has also manifested in T2 by now. In any case, I was interested to see an Explorer and I believe they were willing to sell it to me, but I didn’t have the guts to go ahead with it. I still don’t own one, but my brother does, so I’ve lost interest.
Sadly (or not) I'm flying from T2. I'll have to find my own source of insouciance
T2 has the Watches of Switzerland Rolex boutique.
I've had a very different experience at the T2 Watches of Switzerland Rolex boutique. Katherine sat down with me, offered me Tea or Coffee and proceeded to show me any of the watches I asked to see. They had all the GMTs apart from the full gold. Yacht Masters, OPs, DateJusts.
I registered my interest for the Air King, but it was hinted that unless I was coming through very regularly, I wouldn't get a call.
I've had a very different experience at the T2 Watches of Switzerland Rolex boutique. Katherine sat down with me, offered me Tea or Coffee and proceeded to show me any of the watches I asked to see. They had all the GMTs apart from the full gold. Yacht Masters, OPs, DateJusts.
I registered my interest for the Air King, but it was hinted that unless I was coming through very regularly, I wouldn't get a call.
Just checked and both the T2 and T5 Rolex “shops” are run by Watches of Switzerland.
Just a couple of pics online but the T2 one looks like a harder set up to ignore customers in as it seems smaller and wide and shallow. Whereas T5 was deep with a side room and a couple of good corners to maximize distance from customers.
Glad your time was useful.
Mine was useful too as it snuffed out my interest! 😉
I have banned Rolex from the very beginning
because of their behavior... 🫤
they're great watches, but far from being superb,
so if they don't want my money Omega will have it.
I have banned Rolex from the very beginning
because of their behavior... 🫤
they're great watches, but far from being superb,
so if they don't want my money Omega will have it.
A wise move - as you note plenty of other good candidates.
In truth I have admired a few Rolexes but none to such an extent that they were desirable to the exclusion of all other watches.
I won’t trouble them again.