What am i Missing - why isn't this being discussed.

There has been tons of discussion over the last few years related to the supply/demand situation with Rolex. Several people have suggested that Rolex has been deliberately restricting supply, while it's my understanding that the official Rolex stance has been that they simply can't keep up with demand. Given the fact that they have announced a new facility (which I first heard about in this post from @thekris ), why isn't this a major discussion topic?  I realize that 2029 is a long way away, but I'm really surprised that nobody seems to be talking about this. What am I missing? Will they be closing other facilities when this one opens??

https://robbreport.com/style/watch-collector/new-rolex-factory-switzerland-1234776450/

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AI will have murdered all of us by 2029. Ain’t no point in talking about a facility that will open after we’re all dead. 

Regardless, I think the T-1000’s will be able to handle sitting on the waitlist better than us fleshy humans. 

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HotWatchChick69

AI will have murdered all of us by 2029. Ain’t no point in talking about a facility that will open after we’re all dead. 

Regardless, I think the T-1000’s will be able to handle sitting on the waitlist better than us fleshy humans. 

this

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It seems to me Rolex did add a ton of capacity by being more aggressive with the Tudor brand.  It seems to me they are trying to slide Tudor in and move Rolex up to more exclusivity.  Tight supply gives you (drum roll) price control.

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HotWatchChick69

AI will have murdered all of us by 2029. Ain’t no point in talking about a facility that will open after we’re all dead. 

Regardless, I think the T-1000’s will be able to handle sitting on the waitlist better than us fleshy humans. 

Yeah, can't really see Skynet relying on mechanical timekeeping...🤣

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I doubt much will change with Rolex. You will be able to get something some day... kind of like right now = wait for a year or two (maybe 5) and get a call. The new factory will probably make all Titanium models we can't get

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SurferJohn

It seems to me Rolex did add a ton of capacity by being more aggressive with the Tudor brand.  It seems to me they are trying to slide Tudor in and move Rolex up to more exclusivity.  Tight supply gives you (drum roll) price control.

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SurferJohn

It seems to me Rolex did add a ton of capacity by being more aggressive with the Tudor brand.  It seems to me they are trying to slide Tudor in and move Rolex up to more exclusivity.  Tight supply gives you (drum roll) price control.

People have been using the argument that "if Rolex cared about their customers they would increase capacity to meet demand".  There seems to be some misplaced hatred towards the brand due to the secondary market prices, with many seemingly blaming Rolex themselves as the reason for those inflated after market values. Unless this new facility is intended to replace existing capacity, it sounds to me like Rolex is actually attempting to do something to satisfy the demand by investing in facilities to allow them to increase supply.

I'm not trying to defend Rolex in any way - I'm just curious why a topic like this seems to have received so little attention on WC. Like them or hate them, Rolex is a large enough player that their actions can have an impact on the overall watch market, so I had kinda expected that this news would have received a bit more attention.

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"why isn't this a major discussion topic?"  Rolex is becoming insignificant.  Watch enthusiasts have had enough of their shit and are buying elsewhere.   

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I think there are two reasons it's not really big news. 

  1.  The facility won't be open until seven years from now. That's a long time to wait to get excited about something. 
  2.  Rolex by both price increases, and limited supply is not really as attainable to the "everyman" as it used to be. Why would average watch enthusiasts get excited about a factory to make watches they'll likely not buy? 

Rolex is what it is now because it was the "everyman's" attainable luxury watch, while also being the watch of CEOs and Presidents. Rolex today is only interested in the CEOs and Presidents, the "everyman" can get a Tudor and he'd better be glad the AD will sell it to him. While it might make sense for Rolex to move up market, it also makes sense for average people to care less about a brand that isn't for them. 

As an example from another hobby of mine, anyone who knows guns knows Holland & Holland make amazing firearms, but they don't generate a lot of traffic on forums because they are well outside the price range of most people. Remington, Sako, CZ, Winchester, etc., do generate a lot of traffic on forums, because most people can afford one. 

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Because (a) I don't care enough about them and (b) even if I did it's difficult to be excited about something that is planned to be inaugurated in 7 years when I can barely remember what I'm supposed to do next week.

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okay well, you dealing with one of the biggest marketing machines companies in the world, then they make watches, this facility isn't an idea they came up with today, they have been talking about it for years, why now announce it? well cause the watch market is taking a beating and worst is yet to come, what's better than saying we making a new facility to keep up with the "huge demand" which is now twiddling! marketing at its finest, here we are talking about Rolex and making them look "good to their people" why not appease and say that mid April of 2022!!!

2029 is a great lengthy time to "gauge out" what's happening. 

this is a stunt brother! enjoy and while I looooveee the Rolex watches, and only buy Rolex, I hate the company and their cronies AKA ADs. they all are POS. 

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2029 is a long way away still. I think @SurferJohn and @TimeJunkie hit the nail on the head. Furthermore, @HotWatchChick69 had a great post the other day covering the consequences of not keeping up with demand.

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It is big news; I’ve seen it reported everywhere. Do you mean it’s not being discussed here on WatchCrunch aka Seiko Central 😉

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Even if they are restricting supply, I just don’t personally care to harp on it. I feel like it’s over discussed.

If they want to restrict supply and people continue to buy them, then people can decide to stop buying or Rolex will keep up their successful business model. 

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Rolex aren't restricting supply overall, just per customer. 3 per year per customer per AD. They make the same amount of watches. The new facility could be for anything! A new Cellini? Titanium? More space to stick even more gems on things? More automation (probably this)? Making and selling 900k rolexes to their standards isn't easy, but it works. And yes, taking 7-9% price increases every year is a very good business model for them and the entire industry.

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I might actually get an OP sometime they fix production before prices become too high 🤔