Spending History

[NebHusker23]

I'm sure this has been mentioned a lot, but how much spending history makes a VIP client to an AD??

[Screwly]

I would just ask the particular AD you do business with. I’m sure they are all different with their requirements.

[tyler_win]

Largely depends on the area. I'd guess with the Miami area, it'd be quite a bit.

[shaunylw]

I think it depends on location. In the Midwest, it’s going to be much smaller than say the 200k or more in Beverly Hills.

[SaintMickey]

Enough to "get noticed" by the AD in your town.

[NebHusker23]

The AD and I have a great relationship. I got my Batman on August 30th, 2021 and I saw him in October to get my girl a piece of jewelry. Him and I sat down and I said it's October and still no call from you. He looked at me and said you will not get a call this month. The AD wanted to get some watches out to people who have been waiting for years. My call came in November for the white gold black dial. My point is that he knew I wasn't getting a watch, but he always told me they never know when a shipment comes in.

[Bxtek]

I've been asking for a GMT Pepsi at one of my local AD's. The SA was telling me that they have clients that have spent $100K during the past year or so, and it's hard for THOSE people to get a Pepsi. That basically tells me my likelihood of getting "The call". Lol.

[sevusal]

It all depends upon the area you live in. In California, it’s quite high, probably around $200k+


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[Screwly]

Here’s a question…. Does the money buying a Rolex count towards the spend or is the spend just other miscellaneous items???

[NebHusker23]

Well Bxtek I do hope you get the call soon.

[NebHusker23]

Hey Screwly, yes buying a Rolex and/or a piece of jewelry is all registered with that AD and it is considered a "total spend"

[Screwly]

Originally Posted by NebHusker23

Hey Screwly, yes buying a Rolex and/or a piece of jewelry is all registered with that AD and it is considered a "total spend"

Well thanks because I always thought they didn’t count. Good to know

[KY..]

Originally Posted by Bxtek

I've been asking for a GMT Pepsi at one of my local AD's. The SA was telling me that they have clients that have spent $100K during the past year or so, and it's hard for THOSE people to get a Pepsi. That basically tells me my likelihood of getting "The call". Lol.

Well that kills my hopes and aspirations of ever getting one from an AD in Cali…
I’ve tried several in Cali and it’s always; well, if you want to buy our over-priced jewelry or another watch brand you don’t want then perhaps your odds will be better… Surrrre…

[inadeje]

Originally Posted by NebHusker23

I'm sure this has been mentioned a lot, but how much spending history makes a VIP client to an AD??

I’m in Miami, my spend has been between 40 and 120k annually for the past 6/7 years. In my case the lower year spends were because the AD couldn’t get what I wanted so I didn’t spend. Other years you could say that we were “in synchronization” in so much as when he got what I wanted I was always there ready to pay (this is an often overlooked criterion on this forum) with immediate willingness. SAs need quick fire VIPs that are available and can act quickly with funds, since the SA is also on a stopwatch to unload the piece to a qualified buyer in a short timeframe. Why? Well if he/she doesn’t the opportunity is given to another SA at the AD. I’ve explained how watches are allocated at ADs on other threads. Read those please.

There’s another less known criterion about VIPs and its that your SA may get allocated a piece that isn’t on your wish list. He/she knows this but may propose it anyway because he/she needs help moving it fast, or a given buyer he/she had isn’t available or doesn’t have the money at that exact time. In these cases, the VIP may step up and help out anyway (I’ve been in this situation and ended up liking the piece and keeping it). You’d logically say “why wouldn’t the store just put the watch in the display and sell it that way?” - Well, that would be a good question. The problem is that the AD has rigid rules that certain pieces must be sold only to “qualified” clients. The “qualified” means VIP…only = high spend ratio

I’d say that in Miami you need at least a 50k annual spend to get watches worth 1.5x retail on the grey market. 100-130k for watches 2.5x (pepsi/blnr) to 3 times retail (eg Daytona). However, if you spend 130k it won’t be in one day (usually) so as you progress through that spend amount you’ll get pieces along the way which will gradually build up to the crescendo pieces (those worth 3x or more retail).

I don’t only buy Rolex from the AD. I also buy high margin (for them) jewelry and other watch brands from time to time. I never buy the same watch twice (well I did once, a BLNR but I told him I’d given the other as a gift to my brother- I had). Trying to get multiple same pieces is sure fire way of burning the relationship.

I hope that my synopsis wasn’t too convoluted

[77T]

Originally Posted by NebHusker23

I'm sure this has been mentioned a lot, but how much spending history makes a VIP client to an AD??

There’s a two-tier answer to that question. For the well-funded consumer level VIP at a local AD it could easily approach $100-200K per year.

But if you’re a corporate buyer, it tops $500-700K because of the budget for annual service awards, retirements, gifting to clients, etc. Before all the cost cutting and virtualization of awards it was very “watch” focused.

Not all Rolex of course - for example, one year we ran a contest and went well over a million in watches and clocks that year.

I wasn’t into Rolex back then - and those are 1990’s budgets - but I imagine I could have asked for anything. Wore an Omega or a Seiko back then.


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[Ichiran]

I think it is not so much the total spend, but spending on unpopular watches or jewelry is more relevant.

[ndrs63]

I think the potential for future spend is the real factor. There is no hard rule to how an AD estimates that, but past spend is definitely a good starting point


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[afmars]

Originally Posted by ndrs63

I think the potential for future spend is the real factor. There is no hard rule to how an AD estimates that, but past spend is definitely a good starting point

This.

From reading these forums one would think ADs just plug your spend history into an equation and BAM allocation or not. especially all the nonsense about jewelry counting and Rolex not counting or penalizing, etc, It’s all made up and speculatinf. In the real world you will be allocated a watch if you are liked by the right person and have some spend history. That’s it. You may have spent a fraction of what some other whale has spent but get the watch before them for a variety of reasons.

[mrN]

It would totally depend on location and relationship. This year alone I got 8 watches from my AD (7 of them are Rolex and one FP Journe) and every single one is a hot watch (including 2 Daytonas, BLNR, Hulk, etc)

So I probably spent over $100k but the two years before that I spent zero with them because I was living in a different country.


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[TswaneNguni]

Spending on non-Rolex purchases at a Rolex AD over 20 years = 0

Except for the following :

1) I did buy a Mont Blanc travel wallet about 10 years ago which I use daily .Looks like new .Quality stuff.

2 )Mont Blanc refills. (The pens I usually buy used or receive as gifts)

[brucethemanlee]

1k to $1m per year… or more ????

No one really knows because depends on location of AD and their clientele

Bottom line… if one needs to ask if he/she is a vip, they’re probably not

[padi56]

Originally Posted by NebHusker23

I'm sure this has been mentioned a lot, but how much spending history makes a VIP client to an AD??

How long is a piece of string but most of the AD VIP stuff mainly exists in internet land..

[Fleetlord]

Originally Posted by inadeje

I’m in Miami, my spend has been between 40 and 120k annually for the past 6/7 years. In my case the lower year spends were because the AD couldn’t get what I wanted so I didn’t spend. Other years you could say that we were “in synchronization” in so much as when he got what I wanted I was always there ready to pay (this is an often overlooked criterion on this forum) with immediate willingness. SAs need quick fire VIPs that are available and can act quickly with funds, since the SA is also on a stopwatch to unload the piece to a qualified buyer in a short timeframe. Why? Well if he/she doesn’t the opportunity is given to another SA at the AD. I’ve explained how watches are allocated at ADs on other threads. Read those please.

There’s another less known criterion about VIPs and its that your SA may get allocated a piece that isn’t on your wish list. He/she knows this but may propose it anyway because he/she needs help moving it fast, or a given buyer he/she had isn’t available or doesn’t have the money at that exact time. In these cases, the VIP may step up and help out anyway (I’ve been in this situation and ended up liking the piece and keeping it). You’d logically say “why wouldn’t the store just put the watch in the display and sell it that way?” - Well, that would be a good question. The problem is that the AD has rigid rules that certain pieces must be sold only to “qualified” clients. The “qualified” means VIP…only = high spend ratio

I’d say that in Miami you need at least a 50k annual spend to get watches worth 1.5x retail on the grey market. 100-130k for watches 2.5x (pepsi/blnr) to 3 times retail (eg Daytona). However, if you spend 130k it won’t be in one day (usually) so as you progress through that spend amount you’ll get pieces along the way which will gradually build up to the crescendo pieces (those worth 3x or more retail).

I don’t only buy Rolex from the AD. I also buy high margin (for them) jewelry and other watch brands from time to time. I never buy the same watch twice (well I did once, a BLNR but I told him I’d given the other as a gift to my brother- I had). Trying to get multiple same pieces is sure fire way of burning the relationship.

I hope that my synopsis wasn’t too convoluted

This is is EXACTLY what people need to know. 100% this.

High spend, blended margin (not only Rolex, but jewelry and "other brands") quick acting VIP's are who get the watches @ retail that everybody else just talk about.

It's a great relationship. The AD keeps VIP supplied to keep them loyal and in return the VIP BUYS (not just Rolex) and buys without hesitation.

New buyers, who live in larger markets and suffer from onetits (Rolex only) along with no or limited purchase history have pretty much 0.0% of acquiring the "hawt" references.

They are going H2H with established, valuable clients and the dealer will absolutely NOT "waste" a "scarce" reference by supplying it to an "inferior" opportunity.

At this point in the game, if the AD isn't calling you to let you know they have references available for you to acquire, it just won't happen.

[Cigars&Watches]

Originally Posted by inadeje

I’m in Miami, my spend has been between 40 and 120k annually for the past 6/7 years. In my case the lower year spends were because the AD couldn’t get what I wanted so I didn’t spend. Other years you could say that we were “in synchronization” in so much as when he got what I wanted I was always there ready to pay (this is an often overlooked criterion on this forum) with immediate willingness. SAs need quick fire VIPs that are available and can act quickly with funds, since the SA is also on a stopwatch to unload the piece to a qualified buyer in a short timeframe. Why? Well if he/she doesn’t the opportunity is given to another SA at the AD. I’ve explained how watches are allocated at ADs on other threads. Read those please.

There’s another less known criterion about VIPs and its that your SA may get allocated a piece that isn’t on your wish list. He/she knows this but may propose it anyway because he/she needs help moving it fast, or a given buyer he/she had isn’t available or doesn’t have the money at that exact time. In these cases, the VIP may step up and help out anyway (I’ve been in this situation and ended up liking the piece and keeping it). You’d logically say “why wouldn’t the store just put the watch in the display and sell it that way?” - Well, that would be a good question. The problem is that the AD has rigid rules that certain pieces must be sold only to “qualified” clients. The “qualified” means VIP…only = high spend ratio

I’d say that in Miami you need at least a 50k annual spend to get watches worth 1.5x retail on the grey market. 100-130k for watches 2.5x (pepsi/blnr) to 3 times retail (eg Daytona). However, if you spend 130k it won’t be in one day (usually) so as you progress through that spend amount you’ll get pieces along the way which will gradually build up to the crescendo pieces (those worth 3x or more retail).

I don’t only buy Rolex from the AD. I also buy high margin (for them) jewelry and other watch brands from time to time. I never buy the same watch twice (well I did once, a BLNR but I told him I’d given the other as a gift to my brother- I had). Trying to get multiple same pieces is sure fire way of burning the relationship.

I hope that my synopsis wasn’t too convoluted

Well said

[greeneyedguy]

There is no shortcut or easy way to get in with a Rolex AD these days. I will share my path and while it has worked for me there is only one me so your results will vary. Firstly I shop at a family owned business, and my SA and I have become very good friends over the years. There are a few things that make me family with their company. One of the things that make me a stand out is that my interest in horology is genuine and has evolved and matured over the years. Our shared interest in horology has evolved along side each other and the reciprocal feedback we share on a month to month basis keeps me relevant and engaged with the company. Our conversations have led to at least one successful brand expansion in the store and the owner is quite happy with the new addition to the ranks. This is about as good as gold when it comes to getting hard to get pieces because they get new customers all the time with deep pockets but no relationship and they are simply told no due to the fact that there are 100 people on the list for watch "X" and they simply do not know who you are. Spend history is important, If you've been a loyal customer for X amount of years and can afford to spend on gifts for the holidays this will be noted. It's also important to make good on your part when the call comes. If you are trying to allocate a certain piece then make damn sure you can pony up the cash or credit when the time comes. Some of these watches only come around once a year if that and there are a lot more people wanting them so come correct. I hear stories of people turning down unicorns like the white sky dweller and just cringe at the fact that someone would have the audacity to ask for it again after they have turned it down. I know this isn't exactly what you've asked but I wanted to shine some light on the other side and what I feel is even more important than spending history. To answer your question, I've spent about 10K a year for the past 6 years at my AD maybe a little less but my heart has always been in the right place and my mind has always been on appreciating horology.

[NebHusker23]

Originally Posted by inadeje

I’m in Miami, my spend has been between 40 and 120k annually for the past 6/7 years. In my case the lower year spends were because the AD couldn’t get what I wanted so I didn’t spend. Other years you could say that we were “in synchronization” in so much as when he got what I wanted I was always there ready to pay (this is an often overlooked criterion on this forum) with immediate willingness. SAs need quick fire VIPs that are available and can act quickly with funds, since the SA is also on a stopwatch to unload the piece to a qualified buyer in a short timeframe. Why? Well if he/she doesn’t the opportunity is given to another SA at the AD. I’ve explained how watches are allocated at ADs on other threads. Read those please.

There’s another less known criterion about VIPs and its that your SA may get allocated a piece that isn’t on your wish list. He/she knows this but may propose it anyway because he/she needs help moving it fast, or a given buyer he/she had isn’t available or doesn’t have the money at that exact time. In these cases, the VIP may step up and help out anyway (I’ve been in this situation and ended up liking the piece and keeping it). You’d logically say “why wouldn’t the store just put the watch in the display and sell it that way?” - Well, that would be a good question. The problem is that the AD has rigid rules that certain pieces must be sold only to “qualified” clients. The “qualified” means VIP…only = high spend ratio

I’d say that in Miami you need at least a 50k annual spend to get watches worth 1.5x retail on the grey market. 100-130k for watches 2.5x (pepsi/blnr) to 3 times retail (eg Daytona). However, if you spend 130k it won’t be in one day (usually) so as you progress through that spend amount you’ll get pieces along the way which will gradually build up to the crescendo pieces (those worth 3x or more retail).

I don’t only buy Rolex from the AD. I also buy high margin (for them) jewelry and other watch brands from time to time. I never buy the same watch twice (well I did once, a BLNR but I told him I’d given the other as a gift to my brother- I had). Trying to get multiple same pieces is sure fire way of burning the relationship.

I hope that my synopsis wasn’t too convoluted

I think this is a great synopsis. Well my journey started in March of 2021. I ordered 2 Date Justs one 41mm for me and a 36mm for my fiancé. Roughly both pieces were 12,000.00 a piece. Two weeks later I bought a Vacheron Constantin fifty-six for 32,000. My AD called me 2 weeks later after my Vacheron purchase with a Daytona two tone black and gold. two months after my Daytona purchase got a call for a Batman, then 3 months later for the white gold blue bezel with a black dial. My total spend with buying these watches and earrings for my fiancé is at 127,000 through today December 25th. I hope to keep getting a call every 2-3 months for the watches I registered for.

[archer1021]

I think there’s a lot of people spending 100k plus at ADs. More than most think.

I think true VIP customer (with access to the hot watches at MSRP) it most likely 250-500k per year.

Then again, I’ve been at my AD when a guy was buying 2 minute repeaters for 650k each and it was a Wednesday!


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[inadeje]

Originally Posted by NebHusker23

I think this is a great synopsis. Well my journey started in March of 2021. I ordered 2 Date Justs one 41mm for me and a 36mm for my fiancé. Roughly both pieces were 12,000.00 a piece. Two weeks later I bought a Vacheron Constantin fifty-six for 32,000. My AD called me 2 weeks later after my Vacheron purchase with a Daytona two tone black and gold. two months after my Daytona purchase got a call for a Batman, then 3 months later for the white gold blue bezel with a black dial. My total spend with buying these watches and earrings for my fiancé is at 127,000 through today December 25th. I hope to keep getting a call every 2-3 months for the watches I registered for.

It sounds to me that you’ve started a great relationship. Since it is pretty new, one aspect you should add (if you haven’t already) is the personal touch. Have his or her whatsapp. Share chatter about our hobby, but remember that its his/her profession so the emotions may be different, however, the underlying passion is the same. If it’s possible and your age group is similar, try to meet outside of the AD. Even if it’s just one dinner or a drink. At the end of the day the relationship has to be genuine, but when it is you’ll have no issues whatsoever getting the pieces you want, and sometimes even pieces you hadn’t even considered

[NebHusker23]

Originally Posted by inadeje

It sounds to me that you’ve started a great relationship. Since it is pretty new, one aspect you should add (if you haven’t already) is the personal touch. Have his or her whatsapp. Share chatter about our hobby, but remember that its his/her profession so the emotions may be different, however, the underlying passion is the same. If it’s possible and your age group is similar, try to meet outside of the AD. Even if it’s just one dinner or a drink. At the end of the day the relationship has to be genuine, but when it is you’ll have no issues whatsoever getting the pieces you want, and sometimes even pieces you hadn’t even considered

Well said. I'm a Wine Director for a restaurant chain and I give him the best wines and champagne every time he calls. For a Christmas gift I just gave him a Perrier Jouet Belle Epoque Magnum and a 2011 Dominus magnum.

[inadeje]

Originally Posted by greeneyedguy

There is no shortcut or easy way to get in with a Rolex AD these days. I will share my path and while it has worked for me there is only one me so your results will vary. Firstly I shop at a family owned business, and my SA and I have become very good friends over the years. There are a few things that make me family with their company. One of the things that make me a stand out is that my interest in horology is genuine and has evolved and matured over the years. Our shared interest in horology has evolved along side each other and the reciprocal feedback we share on a month to month basis keeps me relevant and engaged with the company. Our conversations have led to at least one successful brand expansion in the store and the owner is quite happy with the new addition to the ranks. This is about as good as gold when it comes to getting hard to get pieces because they get new customers all the time with deep pockets but no relationship and they are simply told no due to the fact that there are 100 people on the list for watch "X" and they simply do not know who you are. Spend history is important, If you've been a loyal customer for X amount of years and can afford to spend on gifts for the holidays this will be noted. It's also important to make good on your part when the call comes. If you are trying to allocate a certain piece then make damn sure you can pony up the cash or credit when the time comes. Some of these watches only come around once a year if that and there are a lot more people wanting them so come correct. I hear stories of people turning down unicorns like the white sky dweller and just cringe at the fact that someone would have the audacity to ask for it again after they have turned it down. I know this isn't exactly what you've asked but I wanted to shine some light on the other side and what I feel is even more important than spending history. To answer your question, I've spent about 10K a year for the past 6 years at my AD maybe a little less but my heart has always been in the right place and my mind has always been on appreciating horology.

Excellent points. Your relationship is genuine, and thats the key. You provide both personal time investment and relevant commercial advice (which as we all know advice can be an expensive commodity).