Boutiques vs AD's

[OneOwner]

I've read several posts on the discouraging wait lists at AD's. And warnings that unless you are a preferred customer and want something like a sub your not even going to get on the list.

So my question is, are boutique stores any different than your typical privately owned AD. Or do you still have to play the preferred customer game and compete with buyers that just want to flip a watch on the grey market.

New member here btw. I joined having this plan that if a new model of sub was released in the future I could rush down to an AD or boutique and get on a wait list. My preferred fantasy being that they might bring back the milsub design one day.

After reading threads on AD's I'm thinking I'd be sol. Hoping boutiques are a different business model for wait lists.

[Easy E]

As I understand it, boutiques are privately owned just like ADs. The only difference is a boutique dedicated to one product line, Rolex. Same story from both.

[BumbleB]

Getting on a list just for one specific watch will be tough frankly.

The only official Rolex retailer where you can try your ‘luck’ is in airports and cruise-ports (wherever there’s not enough local clientele and relies on heavy tourist traffic).

Having said that, some airport stores seem to play by the rules, whereas others still play the same AD games as well, probably for local High Net Worth frequent travellers.

Otherwise, if you’re only planning to buy that 1 watch you’re better off trying to buy it from a reliable grey dealer if you don’t want the frustration of not knowing when/if you’ll ever get it...


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[thlax]

I am not aware of Rolex boutiques. To my understanding they're all ADs and Rolex does not own any of the stores...if my memory serves me correctly...


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[brandrea]

Originally Posted by Easy E

As I understand it, boutiques are privately owned just like ADs. The only difference is a boutique dedicated to one product line, Rolex. Same story from both.

This ^^^

[Art 1]

I've noticed no difference. They still sell out the back door and hold watches in the back.

[joli160]

Originally Posted by Easy E

As I understand it, boutiques are privately owned just like ADs. The only difference is a boutique dedicated to one product line, Rolex. Same story from both.

Yep, correct

[avidflyer]

Originally Posted by thlax

I am not aware of Rolex boutiques. To my understanding they're all ADs and Rolex does not own any of the stores...if my memory serves me correctly...


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Longs is opening a boutique in Coopley Sq first of the year....Currently under construction, Was told they'd own it just can't have there name on it.... Just Rolex, same as you see on the NY boutique

[2nastie]

Originally Posted by Easy E

As I understand it, boutiques are privately owned just like ADs. The only difference is a boutique dedicated to one product line, Rolex. Same story from both.

Correct, that’s my take as well. If I’m not mistaken only a hand full of brands actually run their boutiques.

However, funny enough with Rolex’s strict advertising and marketing requirements you might as well call any new renovated stores (as “kindly” recommended by Rolex to perform) a boutique. They make you have a dedicated Rolex area if not the majority as Rolex front and centre (visibility, decor, displays, etc.)

I’ve noticed all local ADs who have gone through the transition essentially all look the same.

[Yellowfury]

My AD is converting to a boutique and liquidating all of their other lines (Breitling & jewelry). I’d be interested to see if their stock level improves or if it’s just the layout of the store that changes.

[locutus49]

I don't know about ROLEX but I visited the Patek boutique in Beverly Hills, one of the very few Patek boutiques in the US. They are privately owned by Geary, which also owns the Rolex boutique.
The level of care and watches available was far above that of my local AD (which is very friendly itself). The manager took time to show me a watch I was interested in and offered to find an issue of the Patek magaizne and mail it to me. Amazing service, and I'm guesing the Rolex bouttique would be similar since it is owned by the same company.

[ArtNouveau]

Yes, boutiques are owned by an AD, not Rolex corporate. And not all AD's are run the same, the generalities mentioned here daily are not applicable across the board.
My dealer of choice is a Boutique owned by a family owned chain of a half dozen stores in south Texas. It is in a high traffic luxury mall and is allegedly the third highest dealer in the US by volume.
I think they are pretty democratic on who they sell to, they have to be considering the amount of international visitors as well as locals that come through. That said they would not promise you a watch they couldn't deliver in an acceptable time frame, no "five year" waitlists. They do get plenty of stock, but have lots of customers to satisfy.

[Nikrnic]

I have five close Rolex ADs near me. In my case I bought a Subc at a Rolex boutique store at a high end heavy traffic mall in nov."17 as soon as the shortage was shifting into second gear. I felt after follow up visits I had no chance after that to purchase there once things got worse. I found another smaller AD and established a great relationship with them receiving discounts a on all of the six SS pieces I wanted incl. being offered a Blnr. All near me are franchised dealers but I found it's better to find a non boutique store with less traffic.

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[amilch]

Pretty much the same thing. Is all about how much $$ you spend.

[OneOwner]

Thanks. Was hoping a boutique would be less inclined to play favorites with customers. Maybe not.
But at least it sound like they might have a better selection.
I was at an AD last month who had well stocked selections of IWC, Blanc Pain, Glushutte, A Lang & Sohne and Breguet.
I went to there Rolex display and asked to see a sub. AllnI got was a blank look and was told they dont have any. No futher conversation about one becoming available.

I will be checking the boutique soon to see if its any different

[othertbone]

There are no Rolex Boutiques brother. They are all AD’s. And they all will only bring out the hot stock for their good customers.


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[42itus]

Originally Posted by OneOwner

Thanks. Was hoping a boutique would be less inclined to play favorites with customers. Maybe not.

I went to there Rolex display and asked to see a sub. AllnI got was a blank look and was told they dont have any. No futher conversation about one becoming available.

I will be checking the boutique soon to see if its any different

I don't want to rain on your parade but they aren't playing favorites with customers, they are trying to take care of the customers that mean the most to them.

But if it's a sub you're looking for, you should be able to get one with a little bit of effort and a lot of patience.

[OneOwner]

For now I'm still deciding between a 14060m or going with a subc. Trouble is its hard to decide if I cant find a subc to look at.

Also seens odd that if you compare Rolex to Omega. Brands with what I believe have similar production numbers. Its odd that the onega selection available vastly outnumbers rolex. Especially with Omega having a larger market demographic. It doesnt add up. Grey market bulk buying? Hording by AD's? It doesn't appear that Rolex is taking good care of the end user.

[Norbert]

I believe there is factory support when opening a designated Boutique. For example, Rolex made every AD in the mall where a Boutique was opening, stop selling Rolexes when they opened in Houston. And according to the manager, they sent extra inventory to kick start the store. So it may not be owned by Rolex proper but they do support it.

[Steerpike999]

In my experience, in Australia anyway, Boutiques are privately owned and it comes down to your relationship with the store and the individual sales assistant as to whether you get a chance to buy a particular piece.

[OneOwner]

It seems my hope that Boutiques were a more reliable source for a sub was mostly wishfull thinking. But they might have a better selection so thats promising.
Going to check out a boutique tomorrow.
Thanks for all the feedback.

[OneOwner]

I went into the Rolex boutique today and inquired about a ss subc. All they had was a yellow gold one. For ss they said their wait list is at 200 so they have stopped taking names. And they get about 1 subc per month. So that makes the wait list almost 17 years assuming you could get on it.
This is beyond ridiculous.

[Danny83]

Originally Posted by OneOwner

I went into the Rolex boutique today and inquired about a ss subc. All they had was a yellow gold one. For ss they said their wait list is at 200 so they have stopped taking names. And they get about 1 subc per month. So that makes the wait list almost 17 years assuming you could get on it.
This is beyond ridiculous.

Wow you might as well pay a little more than msrp and buy off of the forum

[OneOwner]

First trying to see a subc to find out if I like it better than the older version. Seems unlikely.

[BumbleB]

I visited about 10 ADs on the east coast last month. I was basically told that if you’re not from that area or that state, they’ve been advised by Rolex not sell you any popular SS models.

One AD even ‘interviewed’ me to find out if I was really going to buy it for myself and while I was there they visited my LinkedIn page (i discovered after I left).

They’re taking this very serious... From SA to PI...

By majority I was told to go back to where I came from and build a relationship with an AD near where I live...

In the AD above I was advised to service my existing rolexes with them and buy a DJ that I wasn’t interested in and specifically said ‘to build a relationship’.

Sounds a bit one-sided to me...




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[Bizcut1]

My AD does not like flippers. Frowned upon.

[Director EDTF]

It’s all about the relationship! I know it seems odd that you need to be nice, spend a little money and shmooze to spend your money but that’s the game as thousands have stated before me. The days of discounts and trying on the watches before buying are over for now. Play the game or go grey!

[daOnlyBG]

Policy-wise, no difference.

However, the way "allocation" generally works is that the parent company ships you pieces based off whatever you sell. This is true for watches as is for cars (i.e., Corvette), instruments, whatever.

Naturally, if you're a Rolex AD with multiple brands, your customers will consider buying that Speedmaster when you tell them that you can't source them the Daytona they want. You're likely to get less sales, which explains why companies like Tourneau, Watches of Switzerland, etc opt to create "boutiques" separate from their dealerships that house multiple brands- and why DJ41 wait times at places like CD Peacock (for those in the Chicagoland) seem to go on forever.

So while whatever you gotta do to get that Hulk won't change from a boutique to a regular AD, you'll prob wait a little less time at a boutique. On average, anyway, all other factors equal.

[Nikrnic]

Being the way things are now I left my busy high end AD mall boutique after getting a Subc two years ago, then being treated like cattle I found my new smaller franchised AD and made a good relationship before even buying. I've bought 4 new SS and a used Gmtll since, all with some discount from msrp and a good deal on the 5 digit Gmtll which was a one owner that they sold new in '05.

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