Rolex should follow Apple's lead

[dysert]

Given the games being played by ADs these days I wonder what would happen if Rolex did what Apple did and converted their distribution model to the company store approach leaving their current dealers to be in the used watch business. it would take all the doubts out of the buying approach and probably result in happier and more loyal customers. I do not want to have to buy jewelry or other things I do not want just to be able to buy the watch I want in a reasonable period of time. What do you think?

[037]

I think you need to find a different AD.

[aleexxxxx]

It would cost Rolex billions and take generations to build enough stores around the world. Great idea but don’t think it’s realistic. Plus what’s to stop a Rolex employee at one of their company owned boutiques to sell something through the back door to greys like how ADs currently do.

[D O C]

So go to the so-called gray dealer; they won't make you buy two PM models, a necklace and earrings. Get what you want rather than try and change a whole company to suit you.

[79280_116520]

Rolex is a luxury goods brand. Apple is a "consumer" goods brand. It's not an exact apples vs. oranges comparison.

[Jack T]

Originally Posted by 79280_116520

It's not an exact apples vs. oranges comparison.

Yes it is!!

[Rodolfo_4]

Rolex is the one making this, not the AD

SS SHORTAGE, making a hype for the entry level models

Forcing people to TT and PM

and making those SS models availible just to VIP CLIENTS, who already have more special timepieces, but feel rewarded to be able to adquire an entry level watch, just to show regular clients they can have it, and they dont

Sick game, but it is working wonders for them

[imgook]

Everyone's so bitter... I love the fact that you just can't walk in and buy a highly sort after time piece.

[joli160]

This would be perfect

[exador]

Apple has the exact same issues as Rolex when they release a new iPhone. They initially can't keep up with demand and many phones get bought and then flipped for profit.
The difference is when the Chinese factories crank up, demand is quickly met.
So in a nutshell, Rolex needs to move production to China

[Ichiran]

If Rolex wants to do the distribution and retail themselves, they would have done so many decades ago. They are sticking to an approach that works best for them and will continue to work for them.

[replicator]

Originally Posted by imgook

Everyone's so bitter... I love the fact that you just can't walk in and buy a highly sort after time piece.

Competition for almost anything just makes it more lust worthy. I don’t mind that the hardcore Rolex fans got theirs first - they paid their dues. Paying the premium doesn’t make me feel too bad - this is a luxury item after all.

The thrill of the hunt...

[SoCal_Batman]

Makes the hunt that much better! Even though we all complain about it, the level of satisfaction that comes with finding one in the wild or getting the "call" more than makes up for it.

[Fleetlord]

Rolex has a worldwide network of dealers who pay for everything, why would Rolex incur the costs of the boutique network?

When stores build out a separate Rolex "boutique" who pays for that?

The AD does. Every penny of it.

All the overhead attributed to running the store? The AD pays all that.

Rolex just sells them one of the most sought after luxury goods in the world and the AD will do whatever Rolex wants....because IF they don't? Adios.

[tom2517]

Originally Posted by Fleetlord

Rolex has a worldwide network of dealers who pay for everything, why would Rolex incur the costs of the boutique network?

When stores build out a separate Rolex "boutique" who pays for that?

The AD does. Every penny of it.

All the overhead attributed to running the store? The AD pays all that.

Rolex just sells them one of the most sought after luxury goods in the world and the AD will do whatever Rolex wants....because IF they don't? Adios.

Yeah, and don't forget, most of Apple's iPhone is not sold though Apple store, it's through the telecom companies.

[genkifd]

Apple what?????

[YachtMaster22]

Rolex cares about exclusivity, Apple doesn't. Apple could have their highest tier computer in everyone's hands and Apple would be happy about it and would crank out tons to fill demand. Rolex doesn't want everyone to have a steel Daytona, etc. So no, it wouldn't look like Apple, it would look more like Hermes. With Hermes they have their own boutiques, but try going in there without being/knowing someone and/or having purchased tons of products in the past and asking for a Birkin bag. They'll say they don't have any in stock. The minute someone that has a history with them walks in, suddenly a Birkin bag will appear. So, in short, you are wrong. You wouldn't be able to trust them more, and additionally they would never give a discount on any of their watches. Go walk in an Audemars Piguet, Hublot, etc. boutique and ask about discounts, they'll say 0%. Go to a local authorized Hublot dealer though and they'll give you at least a 20% discount.

[S/Z]

Originally Posted by Fleetlord

Rolex has a worldwide network of dealers who pay for everything, why would Rolex incur the costs of the boutique network?

When stores build out a separate Rolex "boutique" who pays for that?

The AD does. Every penny of it.

All the overhead attributed to running the store? The AD pays all that.

Rolex just sells them one of the most sought after luxury goods in the world and the AD will do whatever Rolex wants....because IF they don't? Adios.

This. Talk to any AD. They will drop trou for Rolex. And to a slightly lesser extent for PP and, in some cases, AP.

[Brew]

Why would/should Rolex want to deal with the rest of us commoners?

[HL65]

I think it’s an awful idea and if they were ever that foolish to implement I would simply just stick with Patek and say bye bye Rolex.

Here’s a better idea go out and find a good AD and start to build a good long term relationship with them. Don’t bother with a sales person either but deal with the owner.

[tyler1980]

Originally Posted by dysert

Given the games being played by ADs these days I wonder what would happen if Rolex did what Apple did and converted their distribution model to the company store approach leaving their current dealers to be in the used watch business. it would take all the doubts out of the buying approach and probably result in happier and more loyal customers. I do not want to have to buy jewelry or other things I do not want just to be able to buy the watch I want in a reasonable period of time. What do you think?

i will never buy an AP again and a big part of it is the brand owned boutique model that they are moving to. I dont want to only buy one brand and i also refuse to build relationships with multiple sales outlets. I dont buy a lot of Rolex but i buy a lot of watches and as a result i got my AD's first BLRO in central london. No way that happens with a brand owned boutique as im not a mono brand purchaser. I would probably not buy another Rolex again.

A bad experience with the brand owned boutique and you get turned off of the brand entirely. Bad experience with an independent AD and you find another AD and your brand experience is not necessarily ruined. So its a lot more pressure on the brand to be customer facing.

Rolex in general is getting off pretty easy with the shortages as the blame is being projected onto AD's who have no control over how many watches they get or when. Why in the world would Rolex want to jump in front of that? Even your post is blaming the AD and implying Rolex could provide you watches, they wouldn't as they want them to be scarce.

Plus in my experience the politics of dealing with the brand directly is far worse than any games AD's play as those are small by comparison. Other brand owned boutiques i know of have flat out said buy a 250k watch to get a SS rare watch and thats the brand saying that, not some AD. They have way more leverage as they are holding all the stock themselves and are not competing with AD's so you can't shop somewhere else if you wanted.

[dmhines]

You can buy Apple watches everywhere. Not just Apple Stores.

[brandrea]

Originally Posted by imgook

Everyone's so bitter... I love the fact that you just can't walk in and buy a highly sort after time piece.

I agree Rob, even tho it drives me nuts

[Divingdeep87]

This is what Audemars Piquet is doing.

[harvey]

It's a naive idea. Things are fine as they are...

[AK797]

The under-supply and anger is generally bad PR for Rolex, a bit of hype is good but hysterical teenage-type hype devalues the brand as a serious watch company and Rolex are not about that at all, and so I expect market moves to balance the market next year. Otherwise might as well let Kris Kardashian manage the brand and have done with it.

[SearChart]

Rolex should just carry on doing it their own way. It worked for more than 100 years, the most recognisable watch brand ever.

[beshannon]

Originally Posted by imgook

Everyone's so bitter... I love the fact that you just can't walk in and buy a highly sort after time piece.

I agree

So many come here and want to be able to buy anything today at a discount. Then they want their watch to hold value or become collectible. When they cannot they brand it as unfair.

So many absurd contradictions when trying to buy a piece of luxury high end jewelry.

[tyler1980]

Originally Posted by beshannon

I agree

So many come here and want to be able to buy anything today at a discount. Then they want their watch to hold value or become collectible. When they cannot they brand it as unfair.

So many absurd contradictions when trying to buy a piece of luxury high end jewelry.

exactly. You either want to be able to sell it and not lose half or you dont. Cant have it both ways with value retention and available.

[greggsiam]

Rolex being a charitable trust, I would think there would be some legal complications.