Can an AD sell above list price?

[lefty1999]

last week I found a black ceramic Daytona in an AD display and the asking price is $15,750. Can they do that?

[Singslinger]

In one word, yes.

It's common practice in my part of the world for "hard-to-get'' models like the ceramic Daytona and the Deepsea Blue, though Rolex recently wrote to ADs in Singapore to stop doing it.

[Old Geezer]

Even though it was in an AD, I wonder if it was a new piece or perhaps previously owned.

[SeaDweller50]

COUGH-Only to grey dealers-COUGH

[Smarties]

I think Rolex expects AD to sell at MSRP. However, Rolex can't do much to stop them from doing so.
Where do you think those grey market watches come from.....AD can sell through backdoor if they offer higher price.

[Toivonen]

No

[beshannon]

Originally Posted by lefty1999

Can they do that?

Why not?

[brandrea]

Yes they can. There are many threads here where this has been mentioned.

It's not the worst price either

[mjclark32]

To my knowledge. They cannot in the USA. (Unless things have changed)

[THC]

Originally Posted by brandrea

Yes they can. There are many threads here where this has been mentioned.

It's not the worst price either

so true

[george023]

They can't. Went to an AD in Australia last week and they told me they can't.


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[GB-man]

Yeah. It's theirs.

[RMC12]

I was told by an AD (so probably BS) that Rolex requested to see all of their sales receipts so they could check they weren't selling for a discount or a premium. If they were found doing either they risked losing their AD status.

[RichM]

It's on the Rolex Website as a "manufacturers suggested retail price" not a mandated price.

Selling above MSRP seems to have been more prevalent in the overseas market. Looks like things could changing.

[Clasper]

Goldsmiths always sell at retail in UK

[Smarties]

Originally Posted by RMC12

I was told by an AD (so probably BS) that Rolex requested to see all of their sales receipts so they could check they weren't selling for a discount or a premium. If they were found doing either they risked losing their AD status.

Sales receipt and visa card receipt are different things......

[RMC12]

Originally Posted by Smarties

Sales receipt and visa card receipt are different things......

Very true!

[77T]

We have different experiences it seems. At Rolex Boutiques, where only Rolex is sold, over-MSRP is less likely.
But at the independent AD's it is up to the scruples the owner possesses. At my nearby AD, he is not doing that with any model. At least once each a month I visit to see any new incoming pieces for Rolex, Tudor and Omega. We talk shop and when I share the various market prices for the rare ones he always comments about his practices to never do such things.
At the end of the day he is just one AD but I believe there are many more with his philosophy. It's the minority of AD's that are sharp dealers who give a poor impression.

As an aside, let me pose a rhetorical question - a 6239 with PLN dial is worth many thousands over its original price because of its rareness and market demand by vintage buyers. If an AD sold one for $50,000+ should you feel the same? Of course not - but the rareness of a 116500 (albeit Rolex influenced) and the high demand will continue to fetch high prices by sharp AD's.

[Rolex addict]

I can't believe it's been a year and the hype is still strong with the DaytonaC. I would just about pick a PM anything over it and there isn't that much of a price difference.

[MCO1]

Sounds like it depends if they are risk takers or not. My AD try to play by the rules as another AD in town and one down in another town west of us got their AD status pulled for practices that Rolex didn't like.

[HL65]

Not in the USA but overseas a different story.

[AK797]

Originally Posted by Rolex addict

I can't believe it's been a year and the hype is still strong with the DaytonaC. I would just about pick a PM anything over it and there isn't that much of a price difference.

It's the same with the Nautilus, I saw one almost new one selling for £10K above retail in the UK from the biggest dealer! A couple of years ago used ones were selling for 10% off. Looks like all sellers are going to roll out the D500 spiel on other models, esp the new ones, and prices will be hard for a while.

[bbbb]

If in stock and rare watch, I would say yes. If not in stock and a new order... big no!

[Rachaphon]

The ADs over here (Bangkok, Thailand) sell above retail all the time. For instance the I got quoted 18.5k USD for a ceramic Daytona.

[lefty1999]

At Rolex Boutiques, where only Rolex is sold, over-MSRP is less likely.
But at the independent AD's it is up to the scruples the owner possesses.

Not only it is a Rolex Boutique but its the sole agent in the eastern part of the country for the past 70 years.. I never saw them do anything like that before and I am customer for the past 5 years.

Ferrari and McLaren give their hyper cars to their special customer to make them happy knowing fully well that they are going to flip it, Ticket Master sells out a hot concert instantly and the guys in the black market make the premium but not Ticket Master, I find it so odd that they can do that in the Official AD.

[zjd168]

Yes they just did

[jcr847]

Absolutely. It varies in different parts of the world whether or not this will take place at the retail customer level; however, in the US it is very common for an AD to get a unit in and call a trusted grey dealer and offer it to them above list before selling to someone on their waiting list.

This is just reality. The AD is in the business of making money and if they can sell to a grey broker for a couple thousand more, they will.

[rolexnub]

Not only do some ADs sell above MSRP, but some also ask you to buy other Rolex watch(es) before you can buy a Daytona.

[77T]

Originally Posted by lefty1999

Not only it is a Rolex Boutique but its the sole agent in the eastern part of the country for the past 70 years.. I never saw them do anything like that before and I am customer for the past 5 years.

I'm surprised the Watch wasn't already earmarked for a customer.
This is not indicative of the values Rolex aspires to demonstrate.
The only thing I believe you can do is to write the CEO in Switzerland about this incident. Without such a step the problem will continue or get even worse.