Why YOU cannot get a Rolex
Rolex sells millions of watches a year. They are the largest market player by a large margin year after year. Clearly, people can buy Rolex. Yet I hear the moaning and whining about not being able to get one. It's confused me but I think I have a theory
Those people aren't actually trying to buy a Rolex. They did not walk in open minded, talk about what they have now, look at the options that might fit into a collection or be a next step up in the collecting journey
Oh, no, those are the people who want a "no date sub"
How many times do you think the salesman at the AD hear that request per weekend? At a busy store? ... Hey man can you get me a Sub?
... Yah, sure bro. You want a $9K steel no date Submariner. Sure. I'll call you when I get one. You and the ten other guys who walked in today.... 🙄
I bet if I went to my AD tomorrow and asked about the Day-date 36mm in white gold, I would have a very positive and friendly experience. I might not walk out same day, but in a week or two they'd source me the watch and take my $40,000
That's my theory. Maybe I'm wrong, but next time you want to moan that you cannot get a Rolex, maybe you don't really want "a Rolex." Whip out your black credit card and the salesman will absolutely find you a Rolex if you are open to options and have the cash for platinum or gold.
Welcome to my WatchCrunch profile.
I see what you're saying, but it seems pretty clear that Rolex has integrated the demand into their branding (whether they have manufactured that demand or just harnessed it, I couldn't say, but I would guess the former.)
If there were consistent complaints across the car industry that no one could buy a BMW, they would most likely figure out a way to manufacture more cars. The only way it benefits a corporation to not match the supply to demand is if they are trading on the perceived exclusivity as an ostensible reason to raise their prices.
You got more of that kool-aid?
Maybe they should discontinue all steel Rolexes and only advertise gold and platinum models ?
Rolex knows exactly which models sell the most.
They want you on a waitlist.
Yeah, sure if you go in wanting to buy an unpopular model, you may well be lucky but then what? You buy a watch you didn't actually want? No rolex could easily ditch 80% of their catalogue and focus purely on the subs, op's and daytonas everybody wants but the will not do that.
Why? Because having you on a waitlist reduces your likelihood of buying something else in the meantime because any day you might get "the call". Plus, it's free publicity, feeding their image as a ultra-desirable luxury brand. It makes actually owning the specific rolex you and everyone else want that much more special.
And if they can even get you to buy another rolex as a substitute but it's not what you really wanted so you queue up for that no-date sub anyway, even better.
… They use words like certified, superlative, chronometer. We use these words as the backbone of a life spent waiting on a Submariner. They use them as a punchline. I have neither the time nor the income to explain myself to a salesman who rises and sleeps atop the very credit card that I provide, and then questions the manner in which I provide it! I would rather they just said "thank you" and sent me on my way sub in hand. Unfortunately, they suggest I pick up a pen and stand a post. Either way, they don't give a damn what I think I am entitled to!
Maybe they should discontinue all steel Rolexes and only advertise gold and platinum models ?
That would be a hell of a move, haha. The current available steel models would basically become Grade-A Unobtainium… just seeing a Paul Newman Daytona would scorch the retinas.
If the no date Sub is so high in demand, maybe it's on Rolex to adjust their production lines and meet the demand, rather than on the customers to settle for another consolation watch just for the sake of owning a Rolex (not the one they wanted)...
Interesting idea, if you just want any Rolex they're willing to offer rather than actually want a specific watch, which puts you in the flex bucket imho.
I didn't want a Rolex, I wanted a Date Just. I didn't want a Date Just a wanted a silver DJ fluted bezel and jubilee braclet in 36mm. If I wanted a two tone DJ with diamonds I would have walked out with one on the day. But I didn't want a Rolex. 😉 FYI it turns out a silver DJ is not that difficult to get, I a got the call a few months later. I choose a type of watch not the brand I'm sure most people do the same.
I really don't want a Rolex. But can I be on the wait list, just for the experience, and to bond with other watch enthusiasts?
AD’s only want to sell to certain customers. They create the waiting list or set conditions like you have to be an existing customer, making you buy other stuff before they will sell you a Rolex. Maybe they think it makes the brand more exclusive, but to me, it just pisses me off.
I think part of the reason is that non- watch people are buying them. Rolex is the most famous brand and for many owning one is a symbol of "you made it". I met a medical student at my work, so he was early twenties and wearing a submariner. I asked him about it and he said that his dad bought it for him when he got into medical school. Maybe he was a watch person but the way the conversion did not continue makes me think he wasn't. I think the idea of the Rolex as a status symbol is a large part of it
The whole shenanigans is part of their marketing scheme, gives buyers a sense of alure, rarity, specialness. This watch is that good its so hard to get. Probably got hunners o every model in back of the shop, just no allowed to give it to you the day you ask for it
Gotta say, this is the snobbiest post I’ve seen on this app.
That made zero sense but it's simple be an AD long-term customer and don't spend for the sake of getting Rolex. Spend when you need too like birthday gift and later Rolex will come
So let me get this straight.
correct.
also correct.
could be a Daytona or GMT but correct in principle. I don't see anything wrong with that attitude though.
also correct, seen one the other day for sale.
again, correct.
But what I am supposed to take away from this? That most people are too poor to whip out black Amex cards (correct) which is why they should shut the f@ck up, they don't have the luxury of choice here? Okay, I guess... O'Leary does you one better by saying
"When I buy a maison, I always buy two, up to four sometimes."
I mean if people cannot afford to buy their place in the Rolex circle big time, then how dare they want a specific watch that is advertised on their website for a given price? Clearly they have lost it and they should be fine with anything, "humbled and blessed" I believe is what Andrew Morgan called it.
You know, as much as I can't resonate with that mindset, I'd actually say you are correct if Rolex had the balls to write that on their website. When you click on this little info thing
then at least in the UK (I am in Europe so I went to that site for English) you get
Now if they replace that blue box with
"You will not be able to buy this watch. We estimate it takes about GBP 200,000 of purchases at a major retailer to be allocated this model. The availability is not guaranteed regardless of prior purchases. We recommend selecting a different model."
then yeah. But says for a Daytona the same it says for a White gold Day Date in 36mm. And that's bullshit.
If you think for one second that Rolex arnt artificially inflating the price of their little status symbols then im guessing your blissfully ignorant or naive. Rolex's are built by robots, mostly, every day, day and night kachunk kachunk, churning out watches.
Now, do you think the boys over at Rolex have never heard about supply and demand? A bit like the oil industry slowing down production to keep the barrel price high, or the diamond or gold industry.
You cant get a rolex at the AD because thats what Rolex want, it keeps the price high and gives you the illusion your buying something unique, scarce and "special". Its not rocket surgery 🙄
Respectfully,
All Rolex watches are hand built and tested, not by robots (supply)
All Rolex watches are made from in house materials (supply)
A Rolex watch take an average of 12 months to produce (supply)
Rolex doesn’t control the secondary market, we as consumers do (demand). Rolex and their AD’s only make money the first time a watch is sold.
Rolex watches are significantly less expensive at RRP from AD’s than on the secondary market.
All watch manufacturers from Seiko to Rolex and beyond increase their prices annually (as do manufacturers of all products).
All of this information is readily found online. Here’s a link if you’re interested.
https://www.bobswatches.com/rolex-blog/resources/how-a-rolex-watch-is-made.html
Take good care.
No there not made by hand.
Grand Seiko have more "hands on time" with their watches than Rolex.
If you think for one second that Rolex arnt artificially inflating the price of their little status symbols then im guessing your blissfully ignorant or naive. Rolex's are built by robots, mostly, every day, day and night kachunk kachunk, churning out watches.
Now, do you think the boys over at Rolex have never heard about supply and demand? A bit like the oil industry slowing down production to keep the barrel price high, or the diamond or gold industry.
You cant get a rolex at the AD because thats what Rolex want, it keeps the price high and gives you the illusion your buying something unique, scarce and "special". Its not rocket surgery 🙄
Harley Davidson was using the same approach until the shareholders demanded an increase in production which resulted in a reduction in price. Rolex does not have shareholders.
See you’re generalizing with the brand but I don’t think the enthusiast community(such as here on WC) care much about owning the brand. They care about owning a particular watch and not any watch from the brand to brag about. So if you’re post is targeted at those Rolex as an investment people or flippers, sure you’re right. But if you consider enthusiasts, you couldn’t be any more wrong.
I don’t think people should just settle for any Rolex just because the one they want is unavailable. Especially paying far more for an available precious metal model when they really wanted a stainless steel Sub just to have a Rolex. With that thinking, people might as well just go gray, get the Sub model they want and save money. Buy the watch you want. Anything less would just be a regret.
I personally do not wear gold, had given my details a year and half ago for a steel blue dial datejust, the guy didnt even bother it seems, probably never going to get the call, just wanted to point out that people have the money to buy a 7-8k watch at retail, but excuse them for not wanting to pay 12k for it on the resale market
See you’re generalizing with the brand but I don’t think the enthusiast community(such as here on WC) care much about owning the brand. They care about owning a particular watch and not any watch from the brand to brag about. So if you’re post is targeted at those Rolex as an investment people or flippers, sure you’re right. But if you consider enthusiasts, you couldn’t be any more wrong.
Great post, hit it on the head 👏
Harley Davidson was using the same approach until the shareholders demanded an increase in production which resulted in a reduction in price. Rolex does not have shareholders.
Harley did it a different way, but had the same outcome. They went to Ronald Reagan and said the American institution that is Harley Davidson cant compete with cheaper more reliable Japanese bikes, so Ronald Reagan put huge tariffs on imported Japanese bikes making them more expensive. Quite clever from their point of view, we cant bring our prices down, lets bring their prices up 😂
That would be a hell of a move, haha. The current available steel models would basically become Grade-A Unobtainium… just seeing a Paul Newman Daytona would scorch the retinas.
Church ⛪️
Personally, I don’t want options, I spend months researching what I want. I’m not going to buy “A Rolex”, I want to buy THAT SPECIFIC Rolex. I don’t want to be diverted into buying something I don’t want. Im happy to wait.
With that said, I think this bucherer thing will shake up the ADs considerably. I hope the good ADs stick around and those tainting the water get the boot.
A lot of money extra stress and worries. If it get stolen or lost it a day wrecker nah I pass. Rather wear a Casio anytime.
"Life is just too short." Indeed it is, and all I can come up with is that Rolex thinks it's doing you a favor by not selling you a watch so you can't see your life tick away(?)
Ypu sre prtty much rith on target.. I only waited about ten days to get my Gold President and the stainless and platinum yacht master. I do have history with them because Im such a watch nerd.LOL
OP, I agree with you and second @DrewP94 ‘s experience and opinion.
Let’s get real. Rolex is in business to sell watches. AD’s are in business to sell watches. The idea that either the manufacturer or the dealer would withhold product is simply an immature view of how sales works. To your point, Rolex can only produce so many Subs or Daytona’s or any of their catalog for that matter.
Personally, I’ve never had a bad experience at a Rolex AD. If someone wants a Rolex, here are my recommendations.
Do your research on the AD and the watch you want. People interview multiple contractors for small $1k jobs for goodness sakes… you’re about to spend north of $10k on a piece of jewelry. Know what you’re buying and from whom you’re buying it.
Make an appointment with the AD and have a one on one conversation about the watch you want. Try on the exhibition models you think you want and then make a firm decision. Ask questions, demand answers. Request the exact watch you want.
Be okay with the wait. AD’s receive a shipment from Rolex every two weeks, largely based on what they have uploaded to Rolex that their clients want and their sales history. How do I know this? I asked.
I did all of the above when requesting my Rolex. I was told it could be a year. My answer? No problem. Call me when it gets here and I’ll collect it. I don’t care how long it takes. 15 weeks later, I got the call and I collected it.
We live in an instant gratification society. The idea that you can walk into any high end boutique and walk out with exactly what you want is a silly notion. These places aren’t Walmart.
I would have to respectfully disagree with the broad generalised view of a Rolex AD. The experiences I have had in different Rolex ADs differed significantly. One AD literally scoffed when I said I wanted an 18K solid yellow gold bluesy Submariner and another AD straight up said - when I enquired about Pepsi GMT - without purchase history I would not receive a call and there is no point in waiting.