Overheard today…

[21321Batman]

Stopped in to pick up the rubber strap for my new Pelagos. While I was waiting, I heard the receptionist answer 3 calls where someone was enquiring about Rolex models available. This was in a 10 minute period

After my SA came back with the strap I asked a simple question “How crazy is it right now with the demand for Rolex?”

I’ll get right to the highlights:
-like nothing he’s ever seen in his 30 yrs in the business
-when they receive a shipment it’s all sold within 24 hrs
-they are not allowed to place orders anymore
-they are secret shopped by Rolex
-they try to vet people as collectors/enthusiasts vs. flippers
-all models are hot
-Rolex is ending relationships with ADs that don’t follow rules
-Production has been increased by 12% but demand is insane (not sure anyone can really verify this)

This was all volunteered after my initial question. Nothing we haven’t heard before. On a good note, I learned I’ve been classified as a collector/enthusiast and he said he’ll look for/try to get me something when I’m ready for another.


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[Kyle3130]

Nice to know, thanks for sharing.

[Jpccarguy]

[WestCoastS]

Thanks for the info

[teck21]

To be fair, none of that is news to anyone who’s been following lately.

The 12% sounds plausible but it’s the not sort of info Rolex would ever share with their ADs.


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[Boaters]

More of the same but thanks..

[Mifune]

I think I have heard the exact same things...

[WatchNutcase]

Same old spiel coming from the sales reps, they love to talk it up.

[dannyp]

Originally Posted by 21321Batman

-they are secret shopped by Rolex

Does Rolex then let its shoppers flip to secondary market dealers ?

[21321Batman]

Originally Posted by dannyp

Does Rolex then let its shoppers flip to secondary market dealers ?

Ha! I forgot to mention, he did say that life events are definitely something the SAs at his store listen for. Now I just need to come up with 1-2 life events every year.


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[dannyp]

Originally Posted by 21321Batman

Ha! I forgot to mention, he did say that life events are definitely something the SAs at his store listen for. Now I just need to come up with 1-2 life events every year.


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"My new girlfriend is having a baby!!!!!"

"Congratulations!"

"So I'll need a new Sub to celebrate... and a 31mm TT DJ as an apology gift for my wife..."

You and your wife will each end up with quite a collection

[macrowatch]

Originally Posted by dannyp

"My new girlfriend is having a baby!!!!!"

"Congratulations!"

"So I'll need a new Sub to celebrate... and a 31mm TT DJ as an apology gift for my wife..."

You and your wife will each end up with quite a collection

So good. Love it.

[horseShu]

Originally Posted by 21321Batman

-they try to vet people as collectors/enthusiasts vs. flippers

Judging from all the whine threads I've seen, they've been working hard!

[DAC2]

Originally Posted by jpccarguy

this !!!!

[Lash L]

Guess you don’t look like a secret shopper

[WatchGuy1966]

Originally Posted by 21321Batman

Stopped in to pick up the rubber strap for my new Pelagos. While I was waiting, I heard the receptionist answer 3 calls where someone was enquiring about Rolex models available. This was in a 10 minute period

After my SA came back with the strap I asked a simple question “How crazy is it right now with the demand for Rolex?”

I’ll get right to the highlights:
-like nothing he’s ever seen in his 30 yrs in the business
-when they receive a shipment it’s all sold within 24 hrs
-they are not allowed to place orders anymore
-they are secret shopped by Rolex
-they try to vet people as collectors/enthusiasts vs. flippers
-all models are hot
-Rolex is ending relationships with ADs that don’t follow rules
-Production has been increased by 12% but demand is insane (not sure anyone can really verify this)

This was all volunteered after my initial question. Nothing we haven’t heard before. On a good note, I learned I’ve been classified as a collector/enthusiast and he said he’ll look for/try to get me something when I’m ready for another.


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I can verify they have shipped more models this year - more than any other year, and it’s only August. My friend at Rolex USA (the corporate organization - not an AD or SA) shared this with me. So, in the past 8 months during the pandemic, they have already shipped more than any other 12 month fiscal year. Yes, demand is up even from 2019.


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[fskywalker]

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[Danny83]

The secret shoppers going to try to buy the display cases lol

[ThatOtherGuy7]

Originally Posted by WatchGuy1966

I can verify they have shipped more models this year - more than any other year, and it’s only August. My friend at Rolex USA (the corporate organization - not an AD or SA) shared this with me. So, in the past 8 months during the pandemic, they have already shipped more than any other 12 month fiscal year. Yes, demand is up even from 2019.


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Can your friend help get everyone here a Daytona? 😆
Just kidding but not really kidding.

[gastown604]

From what I have learned, the secret shoppers can be communicating through emails, making phone calls to AD, or showing up in-person.

Sales can't just ignoring emails, not answering the phone, having a two sentence conversations, or responding emails with one sentence.

[Mendota]

Originally Posted by teck21

To be fair, none of that is news to anyone who’s been following lately.

The 12% sounds plausible but it’s the not sort of info Rolex would ever share with their ADs.


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Well, once the new addition to the movement manufacturing facility in Biel/Bienne is completed next year, they are projecting to be able to produce ~25% more movements by the end of 2023 after it goes online. It's under construction right now. Another member on a different forum lives there and drives past it every day on the way to work. He posted pics and you can see the huge construction cranes and addition under way.

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[Gab27]

What exactly do secret shoppers shop for? Other brands?

[scombs263]

Thanks for the info…..

[TswaneNguni]

Sounds about right,but not so sure about 12% increase in production .Usually its 3% annually .Unless they increased manufacturing facilities,I dont see how they can get to 12%.

[dannyp]

Originally Posted by TswaneNguni

Sounds about right,but not so sure about 12% increase in production .Usually its 3% annually .Unless they increased manufacturing facilities,I dont see how they can get to 12%.

I think it depends on whether it's 12% over a "normal" year, or 12% over FY20. Let's say FY19 was 800,000 watches, FY20 dropped 6% (to 752,000), then FY21 is up 12% from the previous year (to 842,500). It is a record year, but still only about 5% above a "normal" year.

My numbers are, of course, entirely made up.

[dannyp]

Originally Posted by Mendota

Well, once the new addition to the movement manufacturing facility in Biel/Bienne is completed next year, they are projecting to be able to produce ~25% more movements by the end of 2023 after it goes online. It's under construction right now. Another member on a different forum lives there and drives past it every day on the way to work. He posted pics and you can see the huge construction cranes and addition under way.

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Plus I have to imagine production increases as fewer and fewer different movements are manufactured. The past few years have seen a migration from 31xx to 32xx movements, with both in side-by-side production for a period. 2021 saw the end of the majority of 31xx (only a few 15200, plus the MG/AK) so I would assume production increased as a result.

[Mendota]

Originally Posted by TswaneNguni

Sounds about right,but not so sure about 12% increase in production .Usually its 3% annually .Unless they increased manufacturing facilities,I dont see how they can get to 12%.

They are in the middle of a major construction project right now at their movement manufacturing facility in Biel/Bienne. Will be completed by the end of 2022 and by the end of 2023 they are projecting a ~25% increase in movement production.

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[RealMadrid1988]

Originally Posted by Mendota

They are in the middle of a major construction project right now at their movement manufacturing facility in Biel/Bienne. Will be completed by the end of 2022 and by the end of 2023 they are projecting a ~25% increase in movement production.

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I'm confused by this. There seems to be tension between this idea that Rolex is significantly increasing production and the common wisdom that Rolex enjoys the unobtainability of its current models. While I understand the desire to increase revenues, Rolex has always been about the long game.

[21321Batman]

Originally Posted by gastown604

From what I have learned, the secret shoppers can be communicating through emails, making phone calls to AD, or showing up in-person.

Sales can't just ignoring emails, not answering the phone, having a two sentence conversations, or responding emails with one sentence.

That was the sense I got. Rolex may secret shop to make sure the SA is vetting the customer properly and following the rules they ask of ADs.

-pick up watch in person
-not ship watches
-collectors vs flippers
-Jordan vs. LeBron


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[DC116710LN]

Originally Posted by RealMadrid1988

I'm confused by this. There seems to be tension between this idea that Rolex is significantly increasing production and the common wisdom that Rolex enjoys the unobtainability of its current models. While I understand the desire to increase revenues, Rolex has always been about the long game.

We don't know which movements will be produced and for which cases. Perhaps the increase will be to allow more precious metal and ladies pieces, which are also in short supply at the moment. Very difficult to say.