Is buying a Rolex at an AD really as hard as the rumors say?
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Suyoung
Welcome to my WatchCrunch profile.
Kansas City, MO, USA
Member since
Last active: 1 month ago
6.50” / 16.51 cm
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Its definitely harder that buying e.g. an Omega or a Cartier.
You could probably walk out of an AD with a watch the very same day if you're happy to buy an undesirable model. If not then yes, you will probably have to wait a few years.
You could probably walk out of an AD with a watch the very same day if you're happy to buy an undesirable model. If not then yes, you will probably have to wait a few years.
what is an undesirable model?
I get the feeling that reduced demand is starting to ease the supply constraints. Give it a few more months and ADs might start asking you if you would like to buy a Rolex.
what is an undesirable model?
The Milgauss range is an example.
I dunno, but they're easy to buy everywhere else😎
I did last year, but I was lucky and not near a major metropolitan city
I "only" had to wait 9 weeks at the end of last year to get the 36mm Explorer I wanted. I had no purchase history with the AD (although they did ask the question). When I picked up the watch it was clear that flippers are not their favourite customers and that my previously explaining it was a retirement present to myself had helped my case. The problem is that no two ADs are the same.
It’s all relative
The Milgauss range is an example.
I never got the call for a Milgauss (was on the list for over a year) I even wanted the least popular configuration. I ended up getting mine used after they stopped making them.
When you place your order tell them to make it snappy as used prices are falling and you're losing money! 👍
No easy my friend,when I went to the ad in Turkey he threw in free daydate with my sub and some balenciaga sliders 🙄🤣
Every AD is different, and there are some good ones out there apparently.
I can't get one to give me the time of day. Granted I'm not kissing the ring, nor interested in telling them how awesome they are.
From what I hear, be nice, polite, and undertand there's a wait, realize for a popular model you won't hear back from them ever...
Unless you buy several other variants, jewelry, etc.
If it's what you want, go for it.
Theres a lot of other brands out there too, but if it's your dream chase it.
what is an undesirable model?
A Rolex.😂Just kidding. They're beautiful.
I'll give you the (USAF) "weapons school" answer. It depends.
My AD (a mid-Atlantic regional jewelry store chain), no games. I registered my interest in a 36mm Explorer last year about this time. I wore a Tudor Black Bay 58 during the visit and casually mentioned I had purchased it in the same store about a year and a half earlier (when I had no plan to buy a Rolex). I did this for a few reasons, that some may call games; I would simply label them as honesty. First, to let them know I was a previous customer. Second, to let them know I'm a local (AD is in a tourist area). Three, to show I'm not a flipper. And finally, to show I willingly spend stupid money on watches, lol All true statements.
AD took my info, we talked watches for a bit, I tried on an OP exhibition model (they didn't have an Explorer exhibition model) and a few other brands while there. I let the sales rep (a man obviously not into watches I could tell) know I was planning on purchasing a Grand Seiko come December if I didn't get the Explorer by then. I'm still planning on the GS purchase, date and model TBD.
AD never promised a watch or gave a timeframe for getting one. I was never asked or told I needed to make another purchase, be it a watch or jewelry. And I never made another purchase. I never called or emailed to remind them I'm still interested in the watch. I never stopped back in with cookies/cocaine/hookers/etc to butter 'em up.
Four months later, I got a call/text saying they had the watch I was interested in. I went to pick it up a day or two later. In and out with the watch, and a scorched credit card, about 45 minutes later. Timing in life is everything though. I've no doubt if I were to go back today and get on the list for a Sub or YM or pick a model, I could well end up waiting years.
However, I've heard enough horror stories about AD's playing games from enough sources to believe them to be true. So it depends on the AD, because they are not all cut from the same cloth.
It really does depend on the AD. I know for a fact that Rolex corporate absolutely hates the games that consumers have to go through to buy one of their watches. I really believe that the wait period you experience is model/reference number dependent because there are certain models that an AD should be able to get in 3, 6, or 9 months without much hassle.
Then there are other models like the Submariner, GMT-Master, Daytona, and some Datejusts that have so much demand, you’ll likely be on a waitlist for years. Another thing I know ADs love to do, especially with the popularity of Rolex, is to celebrate milestones, achievements, anniversaries, and weddings with the purchase of a new timepiece. Those customers that have a celebratory date approaching are the clients that get top priority in the waitlist order. The next customers to get priority are preferred clients that have a spend history with either the jewelry side or by buying other watch brands they sell.
If I could redo my early collecting days, I would’ve put my name in with as many Rolex ADs as I could drive to in a day. It never hurts to put your name in with multiple stores because you never know which one will call you first. It also helps if you live in an area with multiple ADs. Unfortunately, I live in a state with only two Rolex ADs, so there weren’t many options for me unless I wanted to travel out of state. And boy, have I learned my lesson - take advantage of ADs within a few hours’ drive of home. The moment I started driving a couple of hours to a bigger city, I started seeing the fruits of my work. My 126505 Daytona was the first Rolex offered to me at a boutique just outside my home state. But they only sell watches. If I never took that drive, I would still be waiting for a new Daytona.
So, you’ve got to work the system a bit. I understand the people that don’t want to play these games, but in reality, the Rolex game is nothing compared to the hoops you have to jump through to get a Patek Philippe or an AP - especially now that AP closed dozens of doors in the US.
You started with a Daytona … Wow
The Milgauss range is an example.
Bad example. It’s discontinued
what is an undesirable model?
One watch lover’s trash is another’s treasure. What I’ve seen lately is that some ADs have precious metal models actually in stock. The steel versions are still hard to come by. Hope that helps.
Ok I guess I'm an anomaly. I walked into a Rolex AD 11 months ago for the first time ever on vacation no less and walk out with the Explorer ll Polar. The model I wanted. No fuss or waiting list. It happens so go to an AD and ask. It never hurts to ask. You might get lucky.
Actually, Craig, it happens more than you think. A friend of mine, a psychiatrist who travels a lot for work, has gotten no less than three Rolexes by walking into a random boutique near his hotel and walking out with a brand new watch. As a walk-in customer, he’s bought an Explorer-II polar dial, a Milgauss, and a Wimbledon Datejust. This was all in 2023. It’s unbelievable the luck he has at these boutiques. I’m convinced they want to sell to people with reputable careers, and when they do a Google search and realize he’s a psychiatrist, I think they call him up and say, ‘We have a watch for you.’ That’s my theory because his batting average is insane.
Actually, Craig, it happens more than you think. A friend of mine, a psychiatrist who travels a lot for work, has gotten no less than three Rolexes by walking into a random boutique near his hotel and walking out with a brand new watch. As a walk-in customer, he’s bought an Explorer-II polar dial, a Milgauss, and a Wimbledon Datejust. This was all in 2023. It’s unbelievable the luck he has at these boutiques. I’m convinced they want to sell to people with reputable careers, and when they do a Google search and realize he’s a psychiatrist, I think they call him up and say, ‘We have a watch for you.’ That’s my theory because his batting average is insane.
I'm going to try again next month. I'm going back to that same AD. I want to know if lightning will strike twice.
Yikes! Just reading these stories drives me nuts. I'm never waiting in a line at Disneyland...and I'm certainly never waiting for a watch. I could care less what the brand.
I'm going to try again next month. I'm going back to that same AD. I want to know if lightning will strike twice.
Craig, you never know what will happen. I’ll be praying you get lucky! 🍀 I know there’s probably a whole bunch of psychological reasons to this, but when you don’t expect to come out with a watch and they offer you one that you want it’s a huge rush of dopamine that makes the whole experience better, in a weird way. I’m not saying it should be like this for every purchase but maybe for those in demand references they might try and maintain an element of surprise so you have a truly natural reaction to the offer and experience it all organically.
The other side of it is knowing that you’ll get it in a year or two and it actually comes around the time when you expect it. I’m totally capable and willing to wait if I know that it’ll actually show up in a time frame that’s reasonable and just a little transparent- like how they manage the process of ordering a special allocation Porsche, or even an F.P. Journe. With Journe, they ask their collectors/clients to submit a couple references that they would like to acquire in the upcoming year and then at the beginning of that following year they let the lucky clients know which piece to expect so that you can get your expectations in order. I’m not sure Rolex will ever do this, however. Sorry for my rambles. Have a good time with your family.
Some that are connected to a jewelry store basically won’t sell to you unless you’re an existing costumer. If you ask to put your name on the list but don’t regularly buy jewelry there they’ll politely take your info and trash it when you leave.
You never know until you ask. I played no games, didn't grovel, never bought anything I didn't want and didn't have to get qualified. Good luck if you go the Rolex route.
One watch lover’s trash is another’s treasure. What I’ve seen lately is that some ADs have precious metal models actually in stock. The steel versions are still hard to come by. Hope that helps.
It's because the precious metal ones are now available secondary below retail. No more flippers.
Sadly, I believe it is, sir, yes. Heck, back in '03 I walked in my AD and out with a bluesy; it was $5700, I believe - those were the days.
it is not that hard imo. i have been put on the list for a black bay 58 without ever entering the store. i wrote an email to them and asked if they can put me on the waitlist. this was in 2020 in vienna, austria. then a few months later i got the call. when i picked up the black bay face to face i asked them if they can put me on the list for an explorer 36 and they said yes of course. then another 6 months later i got the explorer. i am now on the list for a gmt master 2. they said, that this will take longer than the 2 watches before. i have no problem with waiting. i just enjoy my other watches in the meantime ✌️ so everyone who wants a rolex can get one imo. just ask to be put on the list and wait, it is not that hard...
Bad example. It’s discontinued
That just means new models will not be made, not that old models are not sitting in the back of some ADs safes.
Nope…it’s worse.
Its definitely harder that buying e.g. an Omega or a Cartier.
oh the market manipulation games that Rolex plays--price hikes, etc. sure there is a limited supply, but think of it from the AD perspective. they'd love to sell in high volume, but it's Rolex's game.