Rolex VIP Factory Tour

[inadeje]

So, my background is marketing, at some long ago point in my professional history. Switzerland derives massive national revenue from the tourism dollar influx. Factory tours are available from just about all of the Luxury Brands, especially car manufacturers like Porsche, BMW, Ferrari, Lamborghini. Brands like Montblanc, Cartier, etc. Most offer within their tours collecting a car, item or product. Car manufacturers even sell cars that you can you drive around Europe for x months, and then deliver to a German/Dutch port for pre-arranged shipping back home, with all registration formalities in your home country handled.

Proposal for Rolex

In a deal with the Swiss Tourism Bureau, Rolex starts a Rolex VIP Factory Tour. The cost is $2500 and, includes two nights of accommodation near the factory and, VIP dining 1 night. Guided tour includes all phases of watch production through specially installed external windows along external a tour corridor. A Rolex history museum section with iconic watches on display. A special Rolex VIP Concierge tour is $3500 which includes trying on any 5 Rolex of your (pre-decided when booking) choice. You would then be allowed to by One (1) of those watches, through a special VIP concierge at a special factory flagship boutique on-site. $2500 would be refunded against the eventual purchase.

Benefits

*Increase Brand awareness
*Watch Geeks like us get fast track access to a piece we want
*Rolex increases its historical info. preservation
*Swiss Tourism congratulates Rolex for spearheading tourism development
*Swiss towns and cities near the factory get increased tourism revenue
*Rolex manages to massacre grays through an ingenious win/win proposal
*Rolex covers tour refund against purchase at MSRP from money saved not given to AD 30-40%
*Concierge participants get a special Card linked to their home AD for priority invites and presentations
*Any other upsides you guys can think of?

Now TRF members, would any of you sign up for such a tour? I may talk to a friend at a multinational called RevoluVIP to approach Rolex to put something like this together.

[OysterBracelet]

Don't waste your time.

[Dr. Robert]

Originally Posted by OysterBracelet

Don't waste your time.

[Watch This]

Originally Posted by OysterBracelet

Don't waste your time.

He already did.

[THC]

I dream about Rolex too...

[Alan111]

Originally Posted by inadeje

So, my background is marketing, at some long ago point in my professional history. Switzerland derives massive national revenue from the tourism dollar influx. Factory tours are available from just about all of the Luxury Brands, especially car manufacturers like Porsche, BMW, Ferrari, Lamborghini. Brands like Montblanc, Cartier, etc. Most offer within their tours collecting a car, item or product. Car manufacturers even sell cars that you can you drive around Europe for x months, and then deliver to a German/Dutch port for pre-arranged shipping back home, with all registration formalities in your home country handled.

Proposal for Rolex

In a deal with the Swiss Tourism Bureau, Rolex starts a Rolex VIP Factory Tour. The cost is $2500 and, includes two nights of accommodation near the factory and, VIP dining 1 night. Guided tour includes all phases of watch production through specially installed external windows along external a tour corridor. A Rolex history museum section with iconic watches on display. A special Rolex VIP Concierge tour is $3500 which includes trying on any 5 Rolex of your (pre-decided when booking) choice. You would then be allowed to by One (1) of those watches, through a special VIP concierge at a special factory flagship boutique on-sight. $2500 would be refunded against the eventual purchase.

Benefits

*Increase Brand awareness
*Watch Geeks like us get fast track access to a piece we want
*Rolex increases its historical info. preservation
*Swiss Tourism congratulates Rolex for spearheading tourism development
*Swiss towns and cities near the factory get increased tourism revenue
*Rolex manages to massacre grays through an ingenious win/win proposal

Now TRF members, would any of you sign up for such a tour? I may talk to a friend at a multinational called RevoluVIP to approach Rolex to put something like this together.

Sound great, but Rolex would never go for it, especially at those prices.
I would go with the VIP concierge for $3500, tell them I want to try on a 116500, buy it at MSRP and get a tour+2 night at a hotel + VIP dinner for $1000.

[inadeje]

Originally Posted by Alan111

Sound great, but Rolex would never go for it, especially at those prices.
I would go with the VIP concierge for $3500, tell them I want to try on a 116500, buy it at MSRP and get a tour+2 night at a hotel + VIP dinner for $1000.

That’s exactly the point Alan111. Those watches they sell at this very special concierge factory boutique are MSRP “but” in this instance, its the only place on planet earth where Rolex isn’t selling to an AD, so they’re not ceding the 30-40% to the AD and, can throw in the Tour, in most cases, from within that % disparity

[LandWatch]

What would they get out of it? Would they really want the hassle of running this for a few measly thousand CHF? Of course not, no way!

On a lighter note ... Just imagine how much the package tours would sell for on the grey market!

[KBM]

Originally Posted by HighlandWatch

Just imagine how much the package tours would sell for on the grey market!

[OysterBracelet]

OP, you do realise there isn't a single 'Rolex factory' don't you?

[inadeje]

Originally Posted by OysterBracelet

OP, you do realise there isn't a single 'Rolex factory' don't you?

Yup - same with Porsche, BMW etc. They just use one, which is specially prepared with all the points needs to offer the coherent tour and, annexed to Museum/Boutique.

[OysterBracelet]

Originally Posted by inadeje

Yup - same with Porsche, BMW etc. They just use one, which is specially prepared with all the points needs to offer the coherent tour and, annexed to Museum/Boutique.

Don't give up your day job.

[CharlesN]

Rolex do do a sort of tour.
You done see too much at all. Very little of the manufacturing process.
I know of only 3 people who have been to Rolex.
It’s not something you can apply for. It is by invitation only and then for a reason.
As to a chance to buy an item there .. No that is not an option.
There are plenty of AD’s in Geneva but again you won’t get the sought after pieces .

[Art 1]

Originally Posted by CharlesN

Riled do do a sort of tour.
You done see too much at all. Very little of the manufacturing process.
I know of only 3 people who have been to Rolex.
It’s not something you can apply for. It is by invitation only and then for a reason.
As to a chance to buy an item there .. No that is not an option.
There are plenty of AD’s in Geneva but again you won’t get the sought after pieces .

And I know 2 of those 3. It would be an interesting place to see.

[tng11]

Pie in the sky idea. Rolex is notoriously secretive.

[inadeje]

Originally Posted by tng11

Pie in the sky idea. Rolex is notoriously secretive.

Oh and Porsche, Ferrari, BMW, Mercedes aren’t? Yet all offer these factory tours.

[crownprince]

Originally Posted by tng11

pie in the sky idea. Rolex is notoriously secretive.

+1

[JVM]

+1

Even the most influential members of the horological media have had limited and strictly controlled access to the factory at best. AD’s have little access to the inner workings at Rolex. There is absolutely no benefit to the brand and it would only fuel the endless speculation and conspiracy theories that we already have plenty of.

Originally Posted by tng11

Pie in the sky idea. Rolex is notoriously secretive.

[OysterBracelet]

In fact, I've changed my mind, this is a wonderful idea. I'd suggest booking a flight to Geneva and walking straight into the factory to propose this to the CEO.

[chris242]

if there’s one brand in the world that doesn’t need more “brand awareness,” it’s Rolex


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[Roger Lococco]

I had a very similar tour at Vacheron last year - just my wife and I. Took 4 - 5 hours. They were absolutely awesome and really rolled out the red carpet. Somehow, I don’t see Rolex as being as accommodating...


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[pkincy]

Originally Posted by Roger Lococco

I had a very similar tour at Vacheron last year - just my wife and I. Took 4 - 5 hours. They were absolutely awesome and really rolled out the red carpet. Somehow, I don’t see Rolex as being as accommodating...

Absolutely correct. You could call it secretive or you could call them a bunch of arrogant schmucks. Likely both descriptions are accurate.

On April 23, 1991 I and a group of friends had a morning appointment with Christian Moueix, the owner proprietor of Petrus, arguably the world's best vineyard and producer of Bordeaux year over year with an extremely limited production. On the night of April 21/22 Bordeaux had a hard freeze which occurring after bud break devastated the vines and emerging fruit. 1991 was the last vintage Petrus did not produce a wine after declassifying all grapes that did survive that year. Even given the devastation of his vineyards, both Petrus and several others in St. Emilion, he kept the appointment coming to meet us by helicopter as he was in the middle of that Monday morning survey of the damage. He apologized for not being able to give us a personal tour that morning but did leave us with his Sr VP of Marketing for the morning. I have never forgotten that remarkable act of kindness and hospitality. He was going to sell all the wine he would produce each and every year, but as a gentleman he was going to honor his commitments no matter what other circumstances occurred. To me that is the way to lead a luxury goods company.

Frankly Rolex will never attain that kind of reputation nor, I suppose, do they want to.

[Chadridv]

It’s a lovely idea. Sign me up. Hilarious part though is being able to buy a watch of your choice. Retail on a Daytona is 12.4k. Pay $2500 for the tour and choice of watch to purchase, market value is $25000. Sign me up all day for that deal!

Anyway, the whole “buy a watch of your choice” thing aside, if they could make aometbing like this happen it would be incredible. But don’t think it would happen.

[inadeje]

Originally Posted by Chadridv

It’s a lovely idea. Sign me up. Hilarious part though is being able to buy a watch of your choice. Retail on a Daytona is 12.4k. Pay $2500 for the tour and choice of watch to purchase, market value is $25000. Sign me up all day for that deal!

Anyway, the whole “buy a watch of your choice” thing aside, if they could make aometbing like this happen it would be incredible. But don’t think it would happen.

Thats the whole point. Aficionados like us get the piece we want. Rolex gets true buyers. Maximum 1 factory tour annual (no exceptions). Swiss Tourism gets a boost. Rolex sells at MSRP and builds a true “real buyer” following who actually took the time to visit the factory and see its heritage. Rolex doesn’t sell to AD at -30-40% in these specific sales, thus covering Tour refund. Grays get slaughtered. Rolex creates an elite club of true brand loyalists who get a special card linked to their home AD which raises their profile with that AD through reference received from corporate.

[Fleetlord]

Originally Posted by inadeje

Thats the whole point. Aficionados like us get the piece we want. Rolex gets true buyers. Maximum 1 factory tour annual (no exceptions). Swiss Tourism gets a boost. Rolex sells at MSRP and builds a true “real buyer” following who actually took the time to visit the factory and see its heritage. Rolex doesn’t sell to AD at -30-40% in these specific sales, thus covering Tour refund. Grays get slaughtered. Rolex creates an elite club of true brand loyalists who get a special card linked to their home AD which raises their profile with that AD through reference received from corporate.

Some counterpoints.

"Factory Tours" are really only necessary in either highly competitive industries where the brand is trying to "ground" their customer or for a brand trying to increase their market share with "new" business from first time consumers or users..

The difference here is that Rolex essentially doesn't have any real competition in the luxury watch market.

Sure there are posts on here about "I'm going to buy an Omega because I can't get a Rolex"!....those numbers are absolutely insignificant.

Rolex just owns the market for this sector. Their dominance is so total that I would be concerned other brands might end up going out of business. They simply cannot compete..in fact they are the ones who might make use of a "factory tour" to tell people..."Hey we make cool and desirable watches too"!!

As for your "greys get slaughtered" portion of this plan, Rolex has NO intention of doing that. The grey market is a very important component to their strategy. It is a free and alternative channel for watches to be sold through and as a manufacturer, selling units is the goal.

The grey market also serves very effective price and promotion roles. The FOMO drive is spurred by elevated secondary market prices and the subsequent promotional narrative of value retention. It is an AWESOME prime mover for units.

Just look at brands that have drastically lower than MSRP prices on the grey market...Breitling, IWC, Omega.....All of Richemont...lol

The brands are soft, weak and undesirable. Richemont was so desperate to stop this brand deflation of their overproduced references that they bought them back themselves to stop the bleeding...

So, Rolex wouldn't need to host trips like this, but brands like Breitling, IWC and the other usual softies might benefit from them...oh and make better watches in fewer qtys...

[Largoshark]

Originally Posted by inadeje

Aficionados like us get the piece we want. Rolex gets true buyers. Grays get slaughtered.

Greys don't only sell to "Aficionados"...I don't see how this would crush the greys in any way. If anything it would just creat more frenzy. We'd see 20 year factory tour waitlists, and people selling their spots in line for 500% + markups. Meanwhile, the existing grey market would remain more or less unchanged.

It's a nice pipe dream, but you seem to be implying that this idea would solve all of Rolex's perceived problems, when it simply would not, and would more likely only create new ones.

Regardless, this was an interesting read, and I appreciate you sharing your thoughts.

[SlideRacker]

Originally Posted by Largoshark

We'd see 20 year factory tour waitlists, and people selling their spots in line for 500% + markups.

This.

[inadeje]

Originally Posted by SlideRacker

This.

Terms of booking: “non transferable”

[Coolex]

Better yet!! Since Rolex is a non-for-profit company, why don't they just give way free watches??

[SlideRacker]

Originally Posted by inadeje

Thats the whole point. Aficionados like us get the piece we want. Rolex gets true buyers. Maximum 1 factory tour annual (no exceptions). Swiss Tourism gets a boost. Rolex sells at MSRP and builds a true “real buyer” following who actually took the time to visit the factory and see its heritage. Rolex doesn’t sell to AD at -30-40% in these specific sales, thus covering Tour refund. Grays get slaughtered. Rolex creates an elite club of true brand loyalists who get a special card linked to their home AD which raises their profile with that AD through reference received from corporate.

1 tour per lifetime would be more feasible.