Why do Rolex ADs remove protection stickers off brand new pieces before letting you walk out?
I've always been curious about why Rolex Authorized Dealers (ADs) remove the clear stickers from the watches. I've purchased multiple Rolex pieces from different ADs, and in every case, they've taken off the stickers. When I asked them about it, I was told it's a Rolex policy. However, when I looked into Rolex's official policy, I couldn't find any mention of removing stickers.
So, I decided to reach out to Rolex directly through email to inquire about this matter. They directed me to their website, specifically the "buying a Rolex" section. In this section, they outline three key aspects of the Rolex buying experience:
1. Peerless Quality Standards: This section discusses the meticulous quality standards Rolex maintains, covering aspects like movement quality, case and bracelet craftsmanship, and other quality-related details.
2. Preparing Your Watch: Here, they explain what "official Rolex jewelers" do to prepare your watch for you. This includes adjusting the bracelet or strap to the perfect size for your comfort, setting the time, date, and day, checking the watch's functions, and ensuring the crown is tightened. They also mention providing you with the user manual and filling out the Rolex guarantee card.
3. The Five-Year International Guarantee: This section pertains to the warranty coverage provided by Rolex for a period of five years, which is self-explanatory.
You can find more details here: [Link to Rolex's "buying a Rolex" section]
https://www.rolex.com/en-us/buying-a-rolex/buy-a-rolex-watch
As you can see, there is no mention of de-stickering or removing any stickers from the watch in their official policy.
In my experience, every time I've purchased a Rolex, the AD has adjusted the bracelet, cleaned the watch, set the time and date, and, finally, removed the stickers, all after I've completed the payment process. This raises a valid question: once I've paid for the watch, and the AD has registered it in my name, doesn't it become my property? If so, what rights do they have to modify or touch it without my consent?
I'm curious if anyone else has asked an AD about this practice, or if there are any legal experts who could provide insight into the legal perspective on this matter.
Might be a preventative measure against flipping.
Used to have that cool green sticker on the case back that eventually fell off with wear. That's not a thing anymore 😕. Glad you still have a line on getting new Rolex models at list.
Might be a preventative measure against flipping.
I understand that ADs may do that to prevent flipping, but they know who the flippers are because they buy 10-20 pieces a year.
if you spend some time and browse through the grey market dealers, you'll notice new models with stickers still on with warrenty card showing it was purchased within a week or two.
Used to have that cool green sticker on the case back that eventually fell off with wear. That's not a thing anymore 😕. Glad you still have a line on getting new Rolex models at list.
they are becoming more attainable now. the grey market has softened up which is great for people like us who buy them to wear.
One is only entitled to the product the dealer promises to deliver, nothing more. There is no legal standing and one has no legal recourse unless they failed to deliver on the promised offering, which does not include packaging and film meant to protect the watch during shipping.
Every company has internal policies and procedures they do not (and will not) make available to the public. From my AD; Stickers are meant to protect the watch from scratches during shipping and handling. They are also removed prior to delivery to the client to discourage flippers from selling the watch "as new." Lastly, removing the stickers before allowing the client to take receipt allows them to inspect for any scratches that may have happened during production, albeit rare.
The idea of watches being on the grey market with stickers is also suspect at best, especially since the same dealers are infamously known for providing fake boxes, cards, taking links, etc. There is a reason there is an aftermarket community for protective stickers.
Two other common scenarios;
One can pre-order and fully pay for an allocation Porsche, but they will not deliver it to you with the protective film still on the paint, seats, etc no matter how much you ask for it.
Dodge previously shipped some models with bright yellow splitter guards. They were bright to remind dealers to remove them prior to delivery, a few got out there and for some reason it became a thing. They had to remind dealers they were not meant to be given out and eventually changed them to fluorescent pink to further discourage the practice.
In each case, the goal is to deliver the final product meant to be used, not kept in the original packaging or immediately flipped. If one wants a product that will do that, there are plenty of brands that will gladly oblige.
I’ll add it’s not only Rolex. Cartier did the same for me.
They need to remove them forced by Rolex. There is a strict check list what to do when they sell a watch. Remove the delivery box, stickers, bezel protector and white hang tag. Some ADs give parts of that out, like the white hang tag or the bezel protector. If the ADs do not follow this rules they might loose their concession. If there are to many stickered watches in an area on the grey market, Rolex tries to find the source.
And why?! Like the others said, the flipper problem. However, I don’t see that this measure works.
You can always reject the watch and tell them you want the watch the way you want it - stickers attached! Get up and leave and don't look back. Be brave! Stand by your principles! It's your money! They should listen to you and not you them. 😂
One is only entitled to the product the dealer promises to deliver, nothing more. There is no legal standing and one has no legal recourse unless they failed to deliver on the promised offering, which does not include packaging and film meant to protect the watch during shipping.
Every company has internal policies and procedures they do not (and will not) make available to the public. From my AD; Stickers are meant to protect the watch from scratches during shipping and handling. They are also removed prior to delivery to the client to discourage flippers from selling the watch "as new." Lastly, removing the stickers before allowing the client to take receipt allows them to inspect for any scratches that may have happened during production, albeit rare.
The idea of watches being on the grey market with stickers is also suspect at best, especially since the same dealers are infamously known for providing fake boxes, cards, taking links, etc. There is a reason there is an aftermarket community for protective stickers.
Two other common scenarios;
One can pre-order and fully pay for an allocation Porsche, but they will not deliver it to you with the protective film still on the paint, seats, etc no matter how much you ask for it.
Dodge previously shipped some models with bright yellow splitter guards. They were bright to remind dealers to remove them prior to delivery, a few got out there and for some reason it became a thing. They had to remind dealers they were not meant to be given out and eventually changed them to fluorescent pink to further discourage the practice.
In each case, the goal is to deliver the final product meant to be used, not kept in the original packaging or immediately flipped. If one wants a product that will do that, there are plenty of brands that will gladly oblige.
Good point on the "make sure there are no scratches" on the watch before you walk out with it.
Although I bought the Tudor Black Bay Chrono "Panda", there is a small hair on the dial just under the date window. I took it back to the AD to see it, and they offered to have it repaired, but I decided to keep it. How often do you get an eyelash on the dial under the glass?
Good point on the "make sure there are no scratches" on the watch before you walk out with it.
Although I bought the Tudor Black Bay Chrono "Panda", there is a small hair on the dial just under the date window. I took it back to the AD to see it, and they offered to have it repaired, but I decided to keep it. How often do you get an eyelash on the dial under the glass?
It is probably a part of the neoprene gasket, not an eyelash. I had this problem recently. I returned the watch.
It is probably a part of the neoprene gasket, not an eyelash. I had this problem recently. I returned the watch.
Same watch?
From my understanding, it’s not a Rolex policy, it’s an AD policy to prevent people flipping watches. Realistically speaking, anyone in this day and age can be a flipper. When offered a steel Daytona, even if you don’t want, people will take it to sell it.
But I will say, depending on the relationship with your AD, they will let you keep the stickers.
On one level, they're preparing the watch for real world use, in much the same way that a car dealer takes the plastic covers off the seats and does a dozen other things to set up your new car before you drive it away. On another level, it also marks the watch as definitely second-hand and not factory fresh.
Because there that cheeky they think they still own it even after you have paid for it,and expect you to only sell it if there getting it for less than you paid so they can sell it for more,I love most of rolex models but I'm put off by lots of things around the brand there practices an AD crap cherry on top for me,if I ever bought into the brand it would be vintage and wouldn't be recognizable unless you know an if you know 👌
Same watch?
No
As others have mentioned, it's a way of showing the watch has been sold, and to deter flipping. Anyone who gets a Rolex with stickers has clearly got it 'out of the back of the AD' as ADs always remove the stickers. Hell, my AD removed the stickers on my GMT before I had even picked it up. They did joke they would have been in trouble had I not bought the watch.
To add to the list of weird and mysterious things they do…
😆 but I feel kind of bad for them having to tell everyone that walks into their store (usually politely) that they can’t have a watch.
It’s a flipping thing.
Mine missed the crown guard and a bracelet sticker.
While I like to take off protective wrap, most dealers will remove all protection before delivery. Just SOP. Especially if being displayed in a case.
If you do find protective wrap after delivery, it is a mistake. They simply missed the wrap. Like the Datejust I bought in 2006. I'm wearing it a few months later standing around in bright sunlight and I wondered, why does this side of the case not shine they way the other side does? Then I discovered a piece of protective wrap still on it. Removed it and the sparkle returned.
Well I mean, car dealers usually remove all protective plastics and covers, so this doesn’t strike me as terribly unusual, but if you specifically request the stickers etc stay on and they straight up refuse, I would be a little bothered
It's the experience, they don't want you walking out with something that's looks naff or incomplete .
It's like ordering a steak and them throwing it on a plate covered in the wrap it comes in. Just finish it off when you get home 😉
I think it's about time watch manufactures stopped using tiny pieces of plastic all over the place anyways.
Just wrap the whole thing In tissue paper and use cardboard boxes 💚
Here’s another unique feature of purchasing a Rolex. Stickers ? Really ?
I'd imagine they consider that part of 'Preparing Your Watch'.
I was surprised they left the sticker on my Panerai. Took it off the next day. Really didn't matter much.
When I buy a car I don’t want to have to pull off the delivery plastic same with a watch that costs as much as a car it’s all part of the luxury experience you get something ready to wear in the showroom. Can’t see it doing anything at all to stop flippers only value I can see to leaving it on is if you want to put it in a safe for 30 years and never wear it. then take it to antiques roadshow
Film on can be sold as un-worn where no film is worn therefore used.
In my opinion, this highlights the lunacy involved in this hobby.
I can't think of any reason why anyone purchasing a watch for their own use would care about having the stickers. The only reason I can think of for wanting them when purchasing new from an AD would be if the buyer intends to flip the watch, and wants to be able to get top dollar by being able to sell it as new. Even in this situation, the prospective purchaser can't be guaranteed that the watch is indeed brand new, because as others have mentioned, fake stickers are a thing.
I've purchased several Rolexes from the AD and have never given a rat's ass about getting the stickers because I buy with the intention of wearing the watch and not the stickers.
I know nothing about buying a luxury item. I do understand the joy of an unboxing experience. In the grand scheme of things it's not that important. Yet I still enjoy the peel. In my mind it signifies "freshness" , that my purchase is untouched.
Is it illogical and purely emotional? Yes, and at those prices I deserve that emotion.
It's to prevent re-sale flipping
Aren't you going to wear it anyway?
I think that this are tricky legal questions which you can’t give a general answer. I think this legal questions will be answered differently in every country.
I think there are 2 reasons for removing stickers by the AD. First Rolex got its own idea how a watch should look/work. I‘ve read several articles where Roöex changed parts at a vintage watch in a service without the will of the owner. But in Rolex mind the lume must glow at night even on a vintage dial. Rolex wants to sell you a watch that you wear. And you don’t wear a watch with stickers. The second reason I think is that Rolex wants to control the buying experience. When the AD removed the stickers the grey market dealer can‘t sell the watch with stickers anymore, so everybody knows that it’s not a official AD. So it gets clear that this is no „official Rolex buying experience“