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mjrennie · 18 August 2011, 11:16 PM

My AD told me an interesting story last week.

Apparently, one of the head honcho's from Rolex, I presume Rolex UK (or whetever it's called) visits ADs to ensure Rolex watches are being
'presented' properly. My AD is very swish, with it's own Rolex Room (very nice it is too). They told me that a number of places had lost the Rolex AD status because they were not up to scratch.

It got me thinking, what is behind it? Perhaps it is about maintaining the image of high-endishness or perhaps they were clamping down on discounters. The variation in disount availablity between Ads is pretty marked, in my opinion.

Just thought I'd pass it on.

Michael.

Dweller of the Sea · 18 August 2011, 11:20 PM

This is the future for many AD´s.
They will probably also use mystery shoppers, get get rid of the AD´s with "inproper" discounts.

mjclark32 · 18 August 2011, 11:22 PM

Quote:

Originally Posted by Dweller of the Sea

This is the future for many AD´s.
They will probably also use mystery shoppers, get get rid of the AD´s with "inproper" discounts.

They probably do that already.

Milgauss-Green · 6 September 2011, 01:45 AM

Quote:

Originally Posted by mjclark32

They probably do that already.

They do it already

Speed · 18 August 2011, 11:24 PM

But according to many on TRF, the "average" discount on a new SS Rolex is 25%.

Hahahahaha

Puffy · 18 August 2011, 11:26 PM

Quote:

Originally Posted by Speed

But according to many on TRF, the "average" discount on a new SS Rolex is 25%.

Hahahahaha

where do i sign???!!!

skyedog · 6 September 2011, 02:59 AM

Quote:

Originally Posted by Puffy

where do i sign???!!!

yeah... I'm in

fleabag · 7 September 2011, 07:08 AM

Quote:

Originally Posted by Puffy

where do i sign???!!!

X2

bodybump · 6 September 2011, 01:44 AM

Where the hell you got this info Bill??? Its not 25%.....Its 50%!!!

Quote:

Originally Posted by Speed

But according to many on TRF, the "average" discount on a new SS Rolex is 25%.

Hahahahaha

Jinder · 6 September 2011, 07:11 AM

Quote:

Originally Posted by bodybump

Where the hell you got this info Bill??? Its not 25%.....Its 50%!!!

I got 25% off on my dads 116710, only because I got a 116713 as well, also at 25%. No lie, no bull!

barstoolman · 6 September 2011, 05:51 AM

Quote:

Originally Posted by Speed

But according to many on TRF, the "average" discount on a new SS Rolex is 25%.

Hahahahaha

It would have to be for me to buy new at an AD with the new, obnoxiously high, prices. Gray Market, Pre-Owned or other brands for me

Dan Pierce · 18 August 2011, 11:31 PM

Independent watchmakers w/ Rolex parts accounts are routinely checked twice a year w/ unannounced visits. Everything from lighting, flooring, storage, and overall organization are critiqued.
dP

TSW · 18 August 2011, 11:50 PM

Quote:

Originally Posted by Dan Pierce

Independent watchmakers w/ Rolex parts accounts are routinely checked twice a year w/ unannounced visits. Everything from lighting, flooring, storage, and overall organization are critiqued.
dP

Correct!

JACBMW · 18 August 2011, 11:59 PM

Hmm, so whats next? Background checks to a potential buyer to make sure he/she has elite status to wear the brand? I can hear it now, No Rolex for you...the Rolex Nazi ala Seinfeld.

Solidarity · 19 August 2011, 12:02 AM

Quote:

Originally Posted by JACBMW

Hmm, so whats next? Background checks to a potential buyer to make sure he/she has elite status to wear the brand? I can hear it now, No Rolex for you...the Rolex Nazi ala Seinfeld.

You're through AD... Pack it up. No more Rolex for you... NEXT!

Numismatist · 19 August 2011, 12:09 AM

Don't laugh, to buy the highest end Vacheron or Patek, you have to be invited by the CEO to even be considered...

MortgageGuy · 6 September 2011, 01:34 AM

Quote:

Originally Posted by Numismatist

It seems Rolex is heading to the boutique method of sales, but recognizes that it just can't switch to it overnight.

So what to do? Root out the bad performing ADs and replace them with boutiques while maintaining the good ADs long enough to eventually replace them too.

, or at least force them to behave in a certain specific Rolex way.

Sad but true... I think this is what will be happening and is happening sooner than later... Who loses? The consumer IMO.

Quote:

Originally Posted by JACBMW

Hmm, so whats next? Background checks to a potential buyer to make sure he/she has elite status to wear the brand? I can hear it now, No Rolex for you...the Rolex Nazi ala Seinfeld.

Yup, this starts right after Bazel 2012

drahthaar · 6 September 2011, 01:50 AM

My local AD told me they were under going a $150,000 remodel in the Rolex part of their store due to the "suggestion" of Rolex. I guess being in good standing gets them some perks....like hard to get watches etc...

Maxseven · 6 September 2011, 01:52 AM

I was told by a source that Rolex is reducing the number of AD franchises in the United States and at the same time, increasing their presence in China and the Mideast. The logic here is to put more stores/dealers where the money is, and that is China. They are gobbling up luxury goods to no end.

There is an article here that sort of corroborates the source's claim:

Rolex Looks to Renew Classic Brand

Michael M. · 6 September 2011, 07:25 AM

Quote:

Originally Posted by Speed

But according to many on TRF, the "average" discount on a new SS Rolex is 25%.

Hahahahaha

Quote:

Originally Posted by Puffy

where do i sign???!!!

Boothroyd · 19 August 2011, 03:02 AM

Quote:

Originally Posted by Dan Pierce

Independent watchmakers w/ Rolex parts accounts are routinely checked twice a year w/ unannounced visits. Everything from lighting, flooring, storage, and overall organization are critiqued.
dP

Also, do they wear glove when presenting watch to prevent fingerprints, do they have green-leather blotter with Rolex logo to rest watch on, rather than lay watch on display case, etc. etc. All manner of presentation and business requirements.

Several AD's in Minneapolis have lost the line based on failure of such spot checks in past years. One couldn't by back into Rolex line even with a $5M offer..true story.

Jason71 · 19 August 2011, 04:47 AM

Quote:

Originally Posted by Boothroyd

Also, do they wear glove when presenting watch to prevent fingerprints, do they have green-leather blotter with Rolex logo to rest watch on, rather than lay watch on display case, etc. etc. All manner of presentation and business requirements.

Several AD's in Minneapolis have lost the line based on failure of such spot checks in past years. One couldn't by back into Rolex line even with a $5M offer..true story.

Well, I will tell you that it is one of my pet peeves when'd a sales associate carelessly handles my watch while I carefully inspect and try-on their watch. I have had them treat my watch very poorly before. These ADs SHOULD lose their AD status.

Dr.Brian · 6 September 2011, 08:45 AM

Quote:

Originally Posted by Jason71

Well, I will tell you that it is one of my pet peeves when'd a sales associate carelessly handles my watch while I carefully inspect and try-on their watch. I have had them treat my watch very poorly before. These ADs SHOULD lose their AD status.

I don't let anyone handle any of my watches. It's not a trade in. If they go for it, I simply say, "please don't touch my watch." They comply. Usually with a "oh, that's a nice watch". Yeah, no kidding.

dpkong · 6 September 2011, 03:33 PM

Quote:

Originally Posted by Dr.Brian

I don't let anyone handle any of my watches. It's not a trade in. If they go for it, I simply say, "please don't touch my watch." They comply. Usually with a "oh, that's a nice watch". Yeah, no kidding.

don't touch mine if i can't touch yours....

Timber Loftis · 6 September 2011, 09:39 AM

Quote:

Originally Posted by Dan Pierce

Independent watchmakers w/ Rolex parts accounts are routinely checked twice a year w/ unannounced visits. Everything from lighting, flooring, storage, and overall organization are critiqued.
dP

That doesn't seem to cover some of the independent watchmakers I know. They keep hours at the AD, but also run their own shops. The fact that they coexist between the two allows them to let perks from the AD side of the business (e.g. access to OEM parts) trickle over to the private side.

Chris B · 18 August 2011, 11:39 PM

Probably just another one of those things that sounds as if it should true, but isn't.

tulsaokusa · 18 August 2011, 11:46 PM

I wanna sign up to be the secret shopper! I wonder what kind of budget Rolex gives them?

Numismatist · 18 August 2011, 11:50 PM

It seems Rolex is heading to the boutique method of sales, but recognizes that it just can't switch to it overnight.

So what to do? Root out the bad performing ADs and replace them with boutiques while maintaining the good ADs long enough to eventually replace them too.

, or at least force them to behave in a certain specific Rolex way.

DG123 · 19 August 2011, 01:08 AM

Rolex Boutiques are owned and operated by independent AD's, not Rolex.

Quote:

Originally Posted by Numismatist

It seems Rolex is heading to the boutique method of sales, but recognizes that it just can't switch to it overnight.

So what to do? Root out the bad performing ADs and replace them with boutiques while maintaining the good ADs long enough to eventually replace them too.

, or at least force them to behave in a certain specific Rolex way.

Numismatist · 19 August 2011, 01:09 AM

Quote:

Originally Posted by DG123

Rolex Boutiques are owned and operated by independent AD's, not Rolex.

Sure, but this method Rolex has total control, no other brands in store, etc.

18 August 2011, 11:16 PM	#1
mjrennie Banned Join Date: Aug 2010 Real Name: MJR Location: Midlands, UK Watch: 116618 LB Posts: 878	AD gets 'visited' by Rolex My AD told me an interesting story last week. Apparently, one of the head honcho's from Rolex, I presume Rolex UK (or whetever it's called) visits ADs to ensure Rolex watches are being 'presented' properly. My AD is very swish, with it's own Rolex Room (very nice it is too). They told me that a number of places had lost the Rolex AD status because they were not up to scratch. It got me thinking, what is behind it? Perhaps it is about maintaining the image of high-endishness or perhaps they were clamping down on discounters. The variation in disount availablity between Ads is pretty marked, in my opinion. Just thought I'd pass it on. Michael.

18 August 2011, 11:31 PM	#12
Dan Pierce 2024 Pledge Member Join Date: Dec 2006 Real Name: D'OH! Location: Kentucky Watch: Rolex-1 Tudor-3 Posts: 36,216	Independent watchmakers w/ Rolex parts accounts are routinely checked twice a year w/ unannounced visits. Everything from lighting, flooring, storage, and overall organization are critiqued. dP __________________ TRF Member# 1668 Bass Player in TRF "AFTER DARK" Bar & NightClub Band Commander-in-Chief of The Nylon Nation The Crown & Shield Club Honorary Member of P-Club

19 August 2011, 12:09 AM	#16
Numismatist "TRF" Member Join Date: Nov 2007 Real Name: Chris Location: Camden ME & STT Watch: 116600 Posts: 6,350	Don't laugh, to buy the highest end Vacheron or Patek, you have to be invited by the CEO to even be considered... __________________ Rolex 116600 Sea-dweller Montblanc Solitaire Doué Black & White Legrand FP Montblanc Solitaire Doué Black & White RB Montblanc Meisterstück Diamond Mozart BP Montblanc Meisterstück Mozart BP

6 September 2011, 01:52 AM	#19
Maxseven "TRF" Member Join Date: Jun 2010 Real Name: Joe Location: Bloomfield, MI Watch: Submariner Posts: 467	I was told by a source that Rolex is reducing the number of AD franchises in the United States and at the same time, increasing their presence in China and the Mideast. The logic here is to put more stores/dealers where the money is, and that is China. They are gobbling up luxury goods to no end. There is an article here that sort of corroborates the source's claim: Rolex Looks to Renew Classic Brand __________________ Hooper: Watch it! Damn it, Martin! This is compressed air! Martin: Well what the hell kind of a knot was that! Hooper: You pulled the wrong one! You screw around with these tanks and they're going to blow up!

18 August 2011, 11:50 PM	#28
Numismatist "TRF" Member Join Date: Nov 2007 Real Name: Chris Location: Camden ME & STT Watch: 116600 Posts: 6,350	It seems Rolex is heading to the boutique method of sales, but recognizes that it just can't switch to it overnight. So what to do? Root out the bad performing ADs and replace them with boutiques while maintaining the good ADs long enough to eventually replace them too. , or at least force them to behave in a certain specific Rolex way. __________________ Rolex 116600 Sea-dweller Montblanc Solitaire Doué Black & White Legrand FP Montblanc Solitaire Doué Black & White RB Montblanc Meisterstück Diamond Mozart BP Montblanc Meisterstück Mozart BP

18 August 2011, 11:20 PM	#2
Dweller of the Sea "TRF" Member Join Date: Jul 2010 Location: EU Watch: ing TRF Posts: 576	This is the future for many AD´s. They will probably also use mystery shoppers, get get rid of the AD´s with "inproper" discounts.

18 August 2011, 11:24 PM	#5
Speed "TRF" Member Join Date: Aug 2009 Location: USA Posts: 19,706	But according to many on TRF, the "average" discount on a new SS Rolex is 25%. Hahahahaha

18 August 2011, 11:59 PM	#14
JACBMW "TRF" Member Join Date: May 2011 Real Name: Juan Location: Jax, FL Watch: 16613LB Posts: 64	Hmm, so whats next? Background checks to a potential buyer to make sure he/she has elite status to wear the brand? I can hear it now, No Rolex for you...the Rolex Nazi ala Seinfeld.

6 September 2011, 01:50 AM	#18
drahthaar "TRF" Member Join Date: May 2009 Real Name: Travis Location: Arizona Watch: Sub-C & SD43 Red Posts: 74	My local AD told me they were under going a $150,000 remodel in the Rolex part of their store due to the "suggestion" of Rolex. I guess being in good standing gets them some perks....like hard to get watches etc...

18 August 2011, 11:39 PM	#26
Chris B "TRF" Member Join Date: Aug 2006 Location: Peterborough Posts: 9,631	Probably just another one of those things that sounds as if it should true, but isn't.

18 August 2011, 11:46 PM	#27
tulsaokusa Member Join Date: May 2010 Real Name: N/A Location: N/A Watch: 2010 SS/Black SubC Posts: 773	I wanna sign up to be the secret shopper! I wonder what kind of budget Rolex gives them?

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