Mofification of 2018 and beyond models by Rolex (theory)

[thomaswentworth]

If Rolex modifies lug width, crown guard width, red on Sub, case diameters, etc. PLUS continues with the mastercard warranty card registration and taking of stickers, this will have the following effects:

1. Grey market dealers won't be able to get the newest modified versions easily with everything in tact. Noticeable changes to each watch or at least the most popular and using tactics to make the watches less appealing unless only purchased from an AD would have the effect of forcing more potential customers into the ADs rather than grey dealers. I am all for grey dealers and pre-owned dealers, but I am only saying if Rolex really is trying to control the supply chain and demand, they seem to be taking the first step with the new policies regarding the stickers, warranty cards, etc.

Now change the 2018 models noticeably and send out a firm letter to all ADs of a no tolerance rule regarding discounting and watches going out the back door through the alley and to the ADs buddy down the block for a discount.

Prediction? Rolex will be making noticeable changes to all sports models this year and you will most likely only be able to get a new Rolex with all the fixin's (stickers, warranty cards, etc.) from an AD.

Rolex needs to protect their ADs. If one were to exaggerate the current state of affairs, some ADs could be in a position in which they can no longer sell any new Rolex at full MSRP. This could ultimately severely damage their business and damage Rolex and the value of their watches.

I believe things will tighten up further in 2018 and beyond. And being able to acquire a new Rolex will be a blessing. Similar to the Soup Nazi episode of Seinfeld.

"No Soup For You! - NEXT!"

[GradyPhilpott]

Even given your scenario, I think the biggest change will be the expectations of those who look for deals in the gray market and possibly some of the markups might be reduced by a tad.