How AD's go through their waitlist

[ThatSubGuy]

Imagine there's a single AD in a city and a brand new watch comes out; "The Waitmariner". The AD gets the first one in stock in 3 weeks time. Up until now there has been no interest for it.


Customer 1: Normal guy, he walks in with no purchase history and asks 'Can I get The Waitmariner?"

AD: "Absolutely, I'll put you on the list for it"

Customer 2: Here comes local Billy who has already purchased one or two watches from the A.D. Let's say a Navitimer and a Tudor Black Bay Chrono.

AD: "Absolutely, I'll put you on the list for it"

Info: As an already established customer, C2 is now on top of C1.

Customer 3: In comes Paul with his wife, he wears a PM piece and buys a pair of earrings for $7k for the missus, he says he just moved to town and would love to get on the list for The Waitmariner.

AD: "Absolutely, I'll put you on the list for it"

Info: C3 seems like he will be a good (better) customer for the store than C1 & C2 and he now takes first position.

Now imagine if you were a Rolex Boutique. You'd already have 50+ C3 type customers, more than 1000 C2 and every single day you get 10 C1 customers in-store and another 20 calling to get the new Waitmariner.

The AD is a business. They operate to make money, not to please your long wet dream of owning a GMT Pepsi as your one and only watch to wear and cherish for the rest of your life.

Judging by the many posts and upset feelings, I feel like a lot of people don't know how basic business works.

[Etschell]

whoever has the most money wins. it is that simple. if you walk in and buy a bunch of jewelry you will jump most everyone who doesnt. but that is probably a worse play than paying double for a watch unless you actually want the jewelry and like paying 2-3x its street value.

[storm66]

Unfortunately........you’re right.....

[Oxfordian]

Originally Posted by ThatSubGuy

Imagine there's a single AD in a city and a brand new watch comes out; "The Waitmariner". The AD gets the first one in stock in 3 weeks time. Up until now there has been no interest for it.


Customer 1: Normal guy, he walks in with no purchase history and asks 'Can I get The Waitmariner?"

AD: "Absolutely, I'll put you on the list for it"

Customer 2: Here comes local Billy who has already purchased one or two watches from the A.D. Let's say a Navitimer and a Tudor Black Bay Chrono.

AD: "Absolutely, I'll put you on the list for it"

Info: As an already established customer, C2 is now on top of C1.

Customer 3: In comes Paul with his wife, he wears a PM piece and buys a pair of earrings for $7k for the missus, he says he just moved to town and would love to get on the list for The Waitmariner.

AD: "Absolutely, I'll put you on the list for it"

Info: C3 seems like he will be a good (better) customer for the store than C1 & C2 and he now takes first position.

Now imagine if you were a Rolex Boutique. You'd already have 50+ C3 type customers, more than 1000 C2 and every single day you get 10 C1 customers in-store and another 20 calling to get the new Waitmariner.

The AD is a business. They operate to make money, not to please your long wet dream of owning a GMT Pepsi as your one and only watch to wear and cherish for the rest of your life.

Judging by the many posts and upset feelings, I feel like a lot of people don't know how basic business works.

This is so true, I am a C2 based on what you say and I know that, I also know that If I buy something else in the shop, a bit more jewellery or a different brand of watch, then I know that I may graduate to a C2+ customer and so on.

Look after the customers that have looked after you.

[Matt_01]

I think most people’s complaints are with the reception they receive in some ADs when enquiring about a specific model which is ‘hot’. Not the fact there is a long wait. I think most people understand the basic economics, patronising to say otherwise.

Speaking as someone that got a BLNR within a week of request this year, and doesn’t have ‘upset feelings’.... you’re coming across as a bit of a ‘insert word’.

[Pw92676]

This is spot on.. Of course there are exceptions to the rule.

The reason it’s a hard concept to grasp is people, especially first time buyers, struggle with the notion of spending so much on a watch and then when finally doing so, to be told “we won’t accept your hard earned 10k now, you have to wait and it may be a while.”

[snarkq]

What about C4?

The customer who purchases everything he can flip for even or a slight loss. The customer who immediately lists everything on the forums and this is a side hustle or primary source of income.

I don't think people are concerned about C3, I think they are concerned about C4.

[mykii]

Originally Posted by ThatSubGuy

The AD is a business. They operate to make money, not to please your long wet dream of owning a GMT Pepsi as your one and only watch to wear and cherish for the rest of your life.

Judging by the many posts and upset feelings, I feel like a lot of people don't know how basic business works.

This is exactly spot on, and why if you just want 1-2 specific references you're FAR better off saving your time and going Grey. I say that having purchased only from brick-and-mortar stores, too.
.

[jjfesq]

As Teddy KGB once said "I will splash the pot whenever the F I want!" The rule is there are no rules. If an A-List Celeb walks into an AD and wants a Pepsi to splash all over IG and Twitter with a #Tourneau or #Wempe or #some other AD, that celeb is walking out with the Pepsi at RRP or less after taking pics with all the sales people. Also, Don't you think sales people in AD's are selling to friends who then feed the grey's and they split the profit. These people don't make a lot of $ why wouldn't they do it.

[phillycheez]

This is exactly why Rolex should sell direct to consumer.

Get rid of the middle man and their games.

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[Roddypeepa]

You’re missing C5. He’s a premier league footballer, a reality tv star or an actor, celebrity chef etc. But he’s probably loaded. He comes in with no prior history whatsoever but the watch comes out before you say “sharp elbowed to55er”.


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[MyLord]

Originally Posted by thatsubguy

imagine there's a single ad in a city and a brand new watch comes out; "the waitmariner". The ad gets the first one in stock in 3 weeks time. Up until now there has been no interest for it.


Customer 1: Normal guy, he walks in with no purchase history and asks 'can i get the waitmariner?"

ad: "absolutely, i'll put you on the list for it"

customer 2: Here comes local billy who has already purchased one or two watches from the a.d. Let's say a navitimer and a tudor black bay chrono.

Ad: "absolutely, i'll put you on the list for it"

info: As an already established customer, c2 is now on top of c1.

Customer 3: In comes paul with his wife, he wears a pm piece and buys a pair of earrings for $7k for the missus, he says he just moved to town and would love to get on the list for the waitmariner.

Ad: "absolutely, i'll put you on the list for it"

info: C3 seems like he will be a good (better) customer for the store than c1 & c2 and he now takes first position.

Now imagine if you were a rolex boutique. You'd already have 50+ c3 type customers, more than 1000 c2 and every single day you get 10 c1 customers in-store and another 20 calling to get the new waitmariner.

The ad is a business. They operate to make money, not to please your long wet dream of owning a gmt pepsi as your one and only watch to wear and cherish for the rest of your life.

Judging by the many posts and upset feelings, i feel like a lot of people don't know how basic business works.

a++

[Bigblu10]

Originally Posted by phillycheez

This is exactly why Rolex should sell direct to consumer.

Get rid of the middle man and their games.

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Rolex doesn't want to be a retailer.
They are just a watch manufacturer.
This is why AD's still exist.

[Pw92676]

Originally Posted by jjfesq

As Teddy KGB once said "I will splash the pot whenever the F I want!" The rule is there are no rules. If an A-List Celeb walks into an AD and wants a Pepsi to splash all over IG and Twitter with a #Tourneau or #Wempe or #some other AD, that celeb is walking out with the Pepsi at RRP or less after taking pics with all the sales people. Also, Don't you think sales people in AD's are selling to friends who then feed the grey's and they split the profit. These people don't make a lot of $ why wouldn't they do it.

I think you are correct.

I know for a fact some SA do this re sales to grey.

Slightly different twist for celebs: Some celebs that are watch enthusiasts already have pre-existing relationships and get called to be offered stuff. They don’t walk it and have to ask. Other Folks who are A listers have their people do this stuff for them. That’s when it gets tricky; when an AD gets a call saying “I’m so-and-so’s manager/agent/etc and he wants a blro,” the ad has some homework to do quickly to determine the legitimacy. If someone walks in saying I want a watch and I’ll hashtag it somewhere, they are by definition not an A list celebrity.

[phillycheez]

Originally Posted by Bigblu10

Rolex doesn't want to be a retailer.

They are just a watch manufacturer.

This is why AD's still exist.

They got their own boutiques do they not?

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[ZOOK]

Originally Posted by phillycheez

They got their own boutiques do they not?

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No, US Boutiques are owned by ADs as exclusive Rolex stores. The only Boutique Rolex owns is in Switzerland.

[monet33]

Think you forgot grey dealer who probably tops them all

[Swiss Mad!]

That Just about nails it!

Great observation.

Love the ‘Waitmariner’ lol


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[jonathon555]

Or c5

Great purchase history over a decade, not flipping anything

Basically gets all the hot stuff with very little wait

But has been c1,c2 or c3 at some point

[phillycheez]

Exclusive Rolex stores.. sounds good to me.

What's the problem?



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[scottwmitch]

I love the naming of your watch...the Waitmariner. I personally am still waiting for the WaitonaC. I'm a C2 who has no desire to be a C3.

[Linuxpenguins]

wen waitmariner? Been waiting an eternity now. :/

[Likestheshiny]

This is exactly why Rolex should sell direct to consumer.

Get rid of the middle man and their games.

You enormously underestimate the expertise and money involved in renting, designing, hiring for, and then opening thousands of retail locations across dozens of countries and hundreds of legal jurisdictions with different retail and consumer laws.

And then after all that effort, Rolex would be in exactly the same position they were in before with regards to managers selling watches out the back door.

There is a reason that no major watch brand has done this, and the reason is not that it didn't occur to anyone.

[TheVTCGuy]

I wonder what C I am? I have bought eight SS Rolexes from this AD in the last 12 years. Am I C 2 1/2?

[Robf52]

It's a shock to some people to learn the hard truth of capitalism. AD's are not charities. If you owned the AD business what would you do differently? You've got 10X-100X people asking for same watch. I don't blame them for trying to maximize their efforts.

[phillycheez]

Originally Posted by Likestheshiny

You enormously underestimate the expertise and money involved in renting, designing, hiring for, and then opening thousands of retail locations across dozens of countries and hundreds of legal jurisdictions with different retail and consumer laws.

And then after all that effort, Rolex would be in exactly the same position they were in before with regards to managers selling watches out the back door.

There is a reason that no major watch brand has done this, and the reason is not that it didn't occur to anyone.

Thousands of locations? For what purpose?

I'm actually confused by this argument. I go to AD now and there is nothing to look at or try on anyways. Majority of people are buying online sight unseen already!

Open exclusive Rolex stores that have display only models. Sell direct to consumer or shipped to Rolex store for pickup. There really doesn't need to be that many stores in this virtual world.

Rolex has F U money and the benefits in a complete in-house operation from supply to distribution would do wonders do their efficiency and price control. Including the ability to prioritize distribution to high value clients.

[Ec2016]

But it’s not fair! It’s a scam! I’m through with the brand!

Too many cry babies on this forum. They don’t understand why they can’t buy a hot model even though they have the cash to pay MSRP. They think because they have $8k with limited or no purchase history, they should be entitled to walk into a store and buy a Sub without wait.

To further illustrate the point, why stop at a Sub? Insert Pepsi or Daytona above.

[Ec2016]

Originally Posted by phillycheez

Thousands of locations? For what purpose?

I'm actually confused by this argument. I go to AD now and there is nothing to look at or try on anyways. Majority of people are buying online sight unseen already!

Open exclusive Rolex stores that have display only models. Sell direct to consumer or shipped to Rolex store for pickup. There really doesn't need to be that many stores in this virtual world.

Rolex has F U money and the benefits in a complete in-house operation from supply to distribution would do wonders do their efficiency and price control. Including the ability to prioritize distribution to high value clients.

The direct to consumer model benefits the consumer, but I’m not sure it benefits the brand. The current model seems to be working beautifully for Rolex. They have a watch brand that almost all other brands are enviable of. They have real estate at ADs and boutiques, even though most of that is empty. People want a SS Rolex so badly that they will buy other Rolex to satiate that desire while they wait.

From their POV, I’m not sure why they would change anything now.

[Gary.]

You forget the guy who comes in every couple of months and buys three gold pieces plus a GMT or Daytona that you've kept in the safe for him. You know they're going straight on his website or chrono24. He is always at the top of the list.

Originally Posted by ThatSubGuy

Imagine there's a single AD in a city and a brand new watch comes out; "The Waitmariner". The AD gets the first one in stock in 3 weeks time. Up until now there has been no interest for it.


Customer 1: Normal guy, he walks in with no purchase history and asks 'Can I get The Waitmariner?"

AD: "Absolutely, I'll put you on the list for it"

Customer 2: Here comes local Billy who has already purchased one or two watches from the A.D. Let's say a Navitimer and a Tudor Black Bay Chrono.

AD: "Absolutely, I'll put you on the list for it"

Info: As an already established customer, C2 is now on top of C1.

Customer 3: In comes Paul with his wife, he wears a PM piece and buys a pair of earrings for $7k for the missus, he says he just moved to town and would love to get on the list for The Waitmariner.

AD: "Absolutely, I'll put you on the list for it"

Info: C3 seems like he will be a good (better) customer for the store than C1 & C2 and he now takes first position.

Now imagine if you were a Rolex Boutique. You'd already have 50+ C3 type customers, more than 1000 C2 and every single day you get 10 C1 customers in-store and another 20 calling to get the new Waitmariner.

The AD is a business. They operate to make money, not to please your long wet dream of owning a GMT Pepsi as your one and only watch to wear and cherish for the rest of your life.

Judging by the many posts and upset feelings, I feel like a lot of people don't know how basic business works.

[ArtNouveau]

Originally Posted by jonathon555

Or c5

Great purchase history over a decade, not flipping anything

Basically gets all the hot stuff with very little wait

Haha, this kind of fits me. My Rolex buying has been in waves over the last 30 years. In the latest one I have received three "hot" models in three years because of my 20+ year relationship with the same SA. Spend helps but it's never 100% just about the money.