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[Maiden]

Originally Posted by SS Oyster

So you are saying (?) the correct strategy for Rolex is as follows for the next 25 years:
1. Brick and mortar
2. Frustrated customers
3. Build whatever watches you wish in whatever ratio you feel like
4. Hope customers remain loyal

I believe this is correct. Rolex is preparing for the day they may only sell 400,00 watches as opposed to what they sell today. The next generation does not care for watches, I see it with the children/millenials in my life. So if you are going to be the rare niche consumer who buys a watch for college graduation 20 years from now, they want you to want a Rolex.

Exclusivity and brand awareness will keep them alive.