How Will ADs Ever Have Stocked Cases Again?

[MRBolton]

Aside from exhibition/display models, how can an AD ever have even a 25% stocked case again? Short of a devastating recession, what would it realistically take?

[JonaG]

Sir, prepare for some flame and heat.

I don’t think they’ll be stocked for a very long time.

[Seddyspaghetti]

Originally Posted by MRBolton

Aside from exhibition/display models, how can an AD ever have even a 25% stocked case again? Short of a devastating recession, what would it realistically take?

I mean if covid didn’t do it..

[2loaded]

Rolex to make 3M+ watches a year...not going to happen.

[grimps]

Originally Posted by 2loaded

Rolex to make 3M+ watches a year...not going to happen.

Even if they did make more watches demand would swallow them up , id be surprised if they could make another 100k a year even if they wanted to

[Mendota]

Originally Posted by grimps

Even if they did make more watches demand would swallow them up , id be surprised if they could make another 100k a year even if they wanted to

They are in the middle of expanding their movement production facility in Biel/Bienne to increase production by around 25% but that's not even supposed to go online until 2023. That's such a small amount relative to the massive demand that I doubt we will even notice it.

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[RolexSimon]

Flame and heat......!!! For exhibition only - that's the way to get them 10% stocked.

[Fleetlord]

The dealer showrooms will be reset and remodeled (on their dime) to much smaller display cases that will feature only select references. These will emulate or create a boutique experience, either as a separate entirely Rolex location or an addition to the AD location that will be separate from the rest of the store.

There will be an emphasis on private viewing / purchase areas and Rolexes are not to "sold" across the counter display like a set of brake pads at an autoparts store.

My source for this was an operations manager from an AD who ran a Q&A on TICTOK.

He was very open about how to acquire Rolex from an AD and videoed his store getting shipments from Rolex and unboxing them on camera. He suddenly took down all those videos and paused for awhile to "consult" with Rolex about the content.

He reappeared on TikTOK after about a week and answered a question from a follower about this topic. His store is currently undergoing a refit and he described what it entailed, which I detailed previously in this post.

12hrs or so after he made that video regarding the refit and merchandising strategy, his account was deleted from TicTok.

So, don't worry about display watches anymore as apparently that merchandising model is being phased out.

Stack em high and watch them fly is seemingly NOT the Rolex vision anymore, so the days of showcases FULL of Rolex are essentially over.

[2loaded]

Originally Posted by Fleetlord

The dealer showrooms will be reset and remodeled (on their dime) to much smaller display cases that will feature only select references. These will emulate or create a boutique experience, either as a separate entirely Rolex location or an addition to the AD location that will be separate from the rest of the store.

There will be an emphasis on private viewing / purchase areas and Rolexes are not to "sold" across the counter display like a set of brake pads at an autoparts store.

My source for this was an operations manager from an AD who ran a Q&A on TICTOK.

He was very open about how to acquire Rolex from an AD and videoed his store getting shipments from Rolex and unboxing them on camera. He suddenly took down all those videos and paused for awhile to "consult" with Rolex about the content.

He reappeared on TikTOK after about a week and answered a question from a follower about this topic. His store is currently undergoing a refit and he described what it entailed, which I detailed previously in this post.

12hrs or so after he made that video regarding the refit and merchandising strategy, his account was deleted from TicTok.

So, don't worry about display watches anymore as apparently that merchandising model is being phased out.

Stack em high and watch them fly is seemingly NOT the Rolex vision anymore, so the days of showcases FULL of Rolex are essentially over.

This is the way

[strafer_kid]

Originally Posted by Fleetlord

The dealer showrooms will be reset and remodeled (on their dime) to much smaller display cases that will feature only select references. These will emulate or create a boutique experience, either as a separate entirely Rolex location or an addition to the AD location that will be separate from the rest of the store.

There will be an emphasis on private viewing / purchase areas and Rolexes are not to "sold" across the counter display like a set of brake pads at an autoparts store.

My source for this was an operations manager from an AD who ran a Q&A on TICTOK.

He was very open about how to acquire Rolex from an AD and videoed his store getting shipments from Rolex and unboxing them on camera. He suddenly took down all those videos and paused for awhile to "consult" with Rolex about the content.

He reappeared on TikTOK after about a week and answered a question from a follower about this topic. His store is currently undergoing a refit and he described what it entailed, which I detailed previously in this post.

12hrs or so after he made that video regarding the refit and merchandising strategy, his account was deleted from TicTok.

So, don't worry about display watches anymore as apparently that merchandising model is being phased out.

Stack em high and watch them fly is seemingly NOT the Rolex vision anymore, so the days of showcases FULL of Rolex are essentially over.

This does sound very plausible indeed - bit sad that it might go that way though!

[vh2k]

Originally Posted by Fleetlord

The dealer showrooms will be reset and remodeled (on their dime) to much smaller display cases that will feature only select references. These will emulate or create a boutique experience, either as a separate entirely Rolex location or an addition to the AD location that will be separate from the rest of the store.

There will be an emphasis on private viewing / purchase areas and Rolexes are not to "sold" across the counter display like a set of brake pads at an autoparts store.

Everyone knows all the best brake pads are behind the counter -- not in the aisles. You have to ask for them.

[AdamW]

Originally Posted by vh2k

Everyone knows all the best brake pads are behind the counter -- not in the aisles. You have to ask for them.

Well played!

[stubim]

Originally Posted by Fleetlord

The dealer showrooms will be reset and remodeled (on their dime) to much smaller display cases that will feature only select references. These will emulate or create a boutique experience, either as a separate entirely Rolex location or an addition to the AD location that will be separate from the rest of the store.

There will be an emphasis on private viewing / purchase areas and Rolexes are not to "sold" across the counter display like a set of brake pads at an autoparts store.

My source for this was an operations manager from an AD who ran a Q&A on TICTOK.

He was very open about how to acquire Rolex from an AD and videoed his store getting shipments from Rolex and unboxing them on camera. He suddenly took down all those videos and paused for awhile to "consult" with Rolex about the content.

He reappeared on TikTOK after about a week and answered a question from a follower about this topic. His store is currently undergoing a refit and he described what it entailed, which I detailed previously in this post.

12hrs or so after he made that video regarding the refit and merchandising strategy, his account was deleted from TicTok.

So, don't worry about display watches anymore as apparently that merchandising model is being phased out.

Stack em high and watch them fly is seemingly NOT the Rolex vision anymore, so the days of showcases FULL of Rolex are essentially over.

My local AD has already had their makeover, maybe more to come I don;t know

But instead of six sections in each cabinet with watches in each of these removable inserts, alternating sections now have other/descriptive inserts so cutting down on empty watch slots. I was told it was mandated from Rolex (who knows)

Effectively cutting down on viewable stock by 50% but no empty spaces now

[brandrea]

Originally Posted by Fleetlord

The dealer showrooms will be reset and remodeled (on their dime) to much smaller display cases that will feature only select references …

There will be an emphasis on private viewing / purchase areas and Rolexes …

So, don't worry about display watches anymore as apparently that merchandising model is being phased out.

My AD is going through the latest Rolex mandated remodel right now … I’m anxious to see what it’ll look like, but I’m guessing there will be less display case and more waiting area

[BroncoOne]

Originally Posted by Fleetlord

The dealer showrooms will be reset and remodeled (on their dime) to much smaller display cases that will feature only select references. These will emulate or create a boutique experience, either as a separate entirely Rolex location or an addition to the AD location that will be separate from the rest of the store.

There will be an emphasis on private viewing / purchase areas and Rolexes are not to "sold" across the counter display like a set of brake pads at an autoparts store.

My source for this was an operations manager from an AD who ran a Q&A on TICTOK.

He was very open about how to acquire Rolex from an AD and videoed his store getting shipments from Rolex and unboxing them on camera. He suddenly took down all those videos and paused for awhile to "consult" with Rolex about the content.

He reappeared on TikTOK after about a week and answered a question from a follower about this topic. His store is currently undergoing a refit and he described what it entailed, which I detailed previously in this post.

12hrs or so after he made that video regarding the refit and merchandising strategy, his account was deleted from TicTok.

So, don't worry about display watches anymore as apparently that merchandising model is being phased out.

Stack em high and watch them fly is seemingly NOT the Rolex vision anymore, so the days of showcases FULL of Rolex are essentially over.

That’s the guy in Providence, right?

In any event, the only brand new Rolex watches I’ve seen in an AD are display models that aren’t for sale; they are there just for the public to try on.

[ArtNouveau]

Originally Posted by Fleetlord

There will be an emphasis on private viewing / purchase areas and Rolexes are not to "sold" across the counter display like a set of brake pads at an autoparts store.

My AD, a Rolex only Boutique, has already been like this since it opened 5-6 years ago or so and has been “refreshed” once already. The showroom is upfront, a seating area around a coffee table follows, then a desk set back in the corner with a private room across from that.
My first watch there, a BLNR, was presented and sold at the corner desk. My BLRO was presented in the private room, this was only their 12th unit and they probably didn’t want anyone random seeing it.
My Daytona was presented at the coffee table area, several customers were picking up at the same time and the desk and private room were occupied. Last but not least I was shown a red OP41 at the desk but did not take it at the time, now waiting again.
All of these came straight out of the coffin, none were in the case. I have witnessed a couple of walkins buying watches out of the case. They are whisked to the desk when it’s time to pay. Also nothing as crass as pulling out the credit card reader from under the case…the SA takes your card to the backroom, a few minutes later the “logistics” guy brings your completed paperwork to you. He is also the one that does the bracelet sizing out of sight.

[Singslinger]

Originally Posted by Fleetlord

The dealer showrooms will be reset and remodeled (on their dime) to much smaller display cases that will feature only select references. These will emulate or create a boutique experience, either as a separate entirely Rolex location or an addition to the AD location that will be separate from the rest of the store.

There will be an emphasis on private viewing / purchase areas and Rolexes are not to "sold" across the counter display like a set of brake pads at an autoparts store.

My source for this was an operations manager from an AD who ran a Q&A on TICTOK.

He was very open about how to acquire Rolex from an AD and videoed his store getting shipments from Rolex and unboxing them on camera. He suddenly took down all those videos and paused for awhile to "consult" with Rolex about the content.

He reappeared on TikTOK after about a week and answered a question from a follower about this topic. His store is currently undergoing a refit and he described what it entailed, which I detailed previously in this post.

12hrs or so after he made that video regarding the refit and merchandising strategy, his account was deleted from TicTok.

So, don't worry about display watches anymore as apparently that merchandising model is being phased out.

Stack em high and watch them fly is seemingly NOT the Rolex vision anymore, so the days of showcases FULL of Rolex are essentially over.

Very interesting, thanks for this.

[Harry-57]

Originally Posted by Fleetlord

The dealer showrooms will be reset and remodeled (on their dime) to much smaller display cases that will feature only select references. These will emulate or create a boutique experience, either as a separate entirely Rolex location or an addition to the AD location that will be separate from the rest of the store.

There will be an emphasis on private viewing / purchase areas and Rolexes are not to "sold" across the counter display like a set of brake pads at an autoparts store.

This is now the situation at my AD. You go to a dedicated area to talk to someone about buying a Rolex or to pick one up when it arrives. No other brands are displayed in this area, all of the furnishings, fittings and livery are Rolex. You can look at a picture of any model you want but you won't see most of them on display, even as blanks.

Walk around the corner into the main watch department and there are racks of IWC, Tag Heuer, Omega, Breitling, Longines, Chopard, Tissot, Gucci, Tudor etc. And a couple of cases (plus one in the window) of new watches at sale prices. Buying a used Rolex is done back in the boutique area and having sat near someone who was picking up a used DJ, the experience looked no different from buying a new one. Now that the dedicated boutique area is up and running, I wouldn't have any idea of what someone else was buying (apart from knowing it is a Rolex) because the tables are positioned and spaced for privacy.

[watchmavan]

I heard on a Podcast today that Rolex AD'S had watches on display that were only for display purposes. The hands didn't move, no movements and crowns didn't move.

UK based podcast.

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[Bizcut1]

Rolex is a buy.

And hold.

[MP777]

Crazy times

[Gab27]

It would presumably take Rolex making drastically more watches. With respect to the difficulty in obtaining most Rolex models through ADs and the pricing we see at secondary dealers, it suggests that for every new Rolex made that there are probably quite a few willing buyers for that watch.

Even if Rolex doubled production, I think it's possible we still might see empty cases (at least with respect to stainless models). The demand for them is just absolutely immense and I think growing markets in China and India could result in that demand increasing further.

[Marcjvr]

Probably not at ADs but the cases at grey dealers will be packed

[Mini2]

They won't but the safes in the back will be stacked to the hills

[DonRickles]

I'm in 100 % agreement with Fleetlord, the Rolex "Shopping" experience we have known and loved, is no more.....

Another thread make me wonder, if an individual AD can "hold" onto incoming deliveries, until they have a display case filled with goodies. Not for sale of course.

Or are they each under direct order from corporate, to leave them practically empty???

[beshannon]

Originally Posted by MRBolton

Aside from exhibition/display models, how can an AD ever have even a 25% stocked case again? Short of a devastating recession, what would it realistically take?

People to stop buying

[Mystro]

They won’t and the fact that Rolex had to come up with exhibition models for their AD’s cases confirms Rolex says this is the new normal for their brand.

[beshannon]

Originally Posted by Mystro

They won’t and the fact that Rolex had to come up with exhibition models for their AD’s cases confirms Rolex says this is the new normal for their brand.

Exactly

[sj24k]

I really hope not.

Exclusivity and limited supply is part of what makes my watches more meaningful to me. If they were easy to acquire, this hobby would be a lot less enjoyable.


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[fliegenwulf]

Whats the allure of a 'Rolex' if it is loses its exclusivity?