Rolex: who are their customer?

[txbikerdude]

So what do you think, does Rolex see their customer as the AD or the individual that purchases the watch from the AD?

[bradg]

I would hope us folks who buy them and not the AD

[biggums]

Rolex spends millions on what they think consumers will want. AD's are hard working folks that spend lots of hours showing 90% of their walk in's who would like one but could never afford one these wonderful works of art.

This is what makes them special to own.

Quality products are getting more rare but thankfully are still available!

[txbikerdude]

so does the AD purchase the watch from rolex then resell, or are they on "loan" from rolex?

[luger]

Originally Posted by txbikerdude

so does the AD purchase the watch from rolex then resell, or are they on "loan" from rolex?

as a result of some negative interaction or another, between Rolex and a big former national discount jeweler, Rolex now keeps a "security interest" in the products in the A.D.'s stock. The A.D. said that Rolex "owns" the watches. Is that what you are referring to? I do not know if any part or parts of this information is/are true or if it was simply mis-information from someone who had no idea what they were talking about but just wanted to talk; sometimes people do that.

[chriseskew24]

Originally Posted by txbikerdude

so does the AD purchase the watch from rolex then resell, or are they on "loan" from rolex?

If they are on loan how do they get to the grey market?

[kyle L]

I know my watch place was thinking about being an Omega AD, and they said in order to become an AD, they would have to buy a certain amount of watches from Omega and slowly pay them back. Don't know if ths goes for rolex though...

[biggums]

Not sure if the Ad's own the stock or not. I'm not affiliated with Rolex in anyway except spending lots of money on their watches.

As in cars, boats, motorcycles etc. dealers "floor" their high end products which is really paying rent to have the manufacturers product monthly in their inventory. That's why at car dealerships some cars are a real steal because the floor rent is up usually after 90 days and they either pay the rent or make money and sell the item.

This costs the AD's money so many that have the bucks own their own inventory by which they will deal more (less overhead).

[chicagowatchman]

I believe ADs have to purchase and stock a certain $$$$ of inventory as well as certain watches including some black sheep such as the Cellinie line.

[sea-dweller]

The individual, you can see this based on how the advertisements position Rolex as an adventurers watch, etc.

Originally Posted by txbikerdude

So what do you think, does Rolex see their customer as the AD or the individual that purchases the watch from the AD?

[Yume-sama]

Rolex gives each AD an allotment of watches, you don't really get to CHOOSE what they put in your store, if they tell you you are going to stock a Platinum DD at your location not only do you have to stock a Platinum DD, you have to BUY the Platinum DD from them I hear it is always a surprise to open the shipments and see exactly what came. Rolex keeps a pretty tight control over who has what and where. They are smart people who know the local markets in a lot of cities very well. They do a good job at meeting everyones requirements, so long as you meet all of theirs.

[jtvision]

Interesting.