Tourneau now has Exhibition ONLY Hot Rolex Models!

[PepsiBezel]

Originally Posted by brandog

As frustrating as this is its actually pretty smart in my opinion from a business standpoint for Rolex. It allows them to continue their scarcity illusion all while still displaying their products to the public. It also allows people to finally try on watches that they've only been able to admire in pictures and now maybe push them over the edge to now pull the trigger on the second hand market, thus driving prices up higher for Rolex. Also when someone walks into Torneau or another store instead of spending 5 seconds walking by an empty display case they will now STOP at the Rolex case and steal time away or a possible sale from another brand. Maybe the salesmen will even convince them to purchase a Datejust or something actually available. I think the empty display cases was a smart marketing move for awhile but wasn't their longterm plan.

Speaking from experience, it is genius. While there is obviously “hype” around Rolex sports models, Rolex is also making some of the best watches in its history. Displaying them for more people to see that will drive more interest.

Rolex boutiques in Asia started using “Display Only” in the summer of 2019. These were real working watches. I am sure that instead of a new watch going straight to a VIP, it would sit as display only for 2-4 weeks and then go.

In 2018-19 I thought the 126710BLRO was cool, but I had only read about it. I was content with my 16710. Then, while in Seoul I cam across a “display only” version. I tried it on at least 2-3 times over a couple days. After that, I absolutely had to have it!!! And shortly thereafter I got one.