Rolex encouraging ADs to sell to “new customers”

[Batman_GMTV2]

Originally Posted by SS Oyster

I’ve heard this now from three ADs … Rolex asking them to sell nice watches to new and deserving customers.

ADs see this as a good thing, but hard as new customers might just flip the watches as they don’t know the “new customers”.

So, to those on here thinking you have no chance, I’d tell the AD that you’re new to the brand, but would love to have a watch you have grown to love. Be specific, know the watch, don’t say “I’ll take anything in steel”. With good attitude, I think you have a good chance.


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This is exactly what I wanted to hear, as someone who is looking to enter the Rolex market, just the confidence boost I needed.


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[Shaitan]

I saw an example of this at Bucherer last week. Was asking for a watch and saw a young French couple talking to an SA at a table. He took a 126618LB out of the display case and said something about “you have to decide within an hour” - looked like he offered them that watch. They were looking at a catalogue checking out models, new clients for sure.

[Thebuzz]

Well, the current strategy is top down. Buy expensive pieces… then fulfill steel sport models for “loyalty” or whatever you want to call it… this doesn’t let customers grow up with the brand.

Theoretically it should hurt their precious metal sales medium to long term.

Prioritizing an approach that doesn’t start at the ceiling makes sense. I would be a
Surprised if they actually do it. Considering the amount of pieces landing in the gray market… it’s going to disrupt existing “mule buyers” relationships for flippers. Just look at TPG


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[RRGHOST1]

I don't believe that they are trying to actively sell to new customers. they cant get watches to people who are on back orders from the AD's, so in the real world the AD's are lying.

[teck21]

How do ADs sell to new customers when the number of new customers increasingly exceeds the numbers of watches they get to sell?

It’s like the R number for disease transmission. It’s greater than 1.


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[Shaitan]

Originally Posted by Shaitan

I saw an example of this at Bucherer last week. Was asking for a watch and saw a young French couple talking to an SA at a table. He took a 126618LB out of the display case and said something about “you have to decide within an hour” - looked like he offered them that watch. They were looking at a catalogue checking out models, new clients for sure.

Then again, at my grey I saw an example of the opposite - was shown a WhatsApp by a Bucherer SA offering him and others in a seller group a Pepsi/Santos combo he can have at retail. Lose money on the Santos but make your cash on the Pepsi. So yeah not everyone got the memo yet

[Gab27]

Originally Posted by teck21

How do ADs sell to new customers when the number of new customers increasingly exceeds the numbers of watches they get to sell?

It’s like the R number for disease transmission. It’s greater than 1.


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They could potentially increase the number of total Rolex-buying customers by selling fewer references to buyers of multiple Rolex models. But I don't think many ADs would wish to do this.

Of the million-ish Rolexes made each year, I've wondered how many actually go to unique customers.

[SlideRacker]

I can confirm this new Rolex policy from a local AD. What I overheard from another customer is that you put in a request for the piece(s) you're interested in and if/when they do come in the SA calls all those who expressed interest. From there it's first-come first- served.

[Escobardee]

Who knows who cares !! So many rumours .. no one knows for sure this is all assumptions that have no real substance . What I did get from a local dealer is from April when the new models are released that it’s not a first come first on the waiting list - so maybe they are allocating a whole new way - that is gospel what he said to me . But what does he mean by that who knows it can be taken in many forms .

[Time Out]

Can other Rolex dealers see customer history or " wish list " inquires ? How would one Rolex dealer know if you've enquired at other dealers for the same piece ?

[Raddoc1]

I heard going forward ADs will have a better idea of what will be coming in but may not know exactly when to expect it. I think lately they just receive a shipment and are surprised by what is in the box, then scramble to call who is “on the list” or has expressed interest in those pieces they have received.

[Raddoc1]

Originally Posted by Time Out

Can other Rolex dealers see customer history or " wish list " inquires ? How would one Rolex dealer know if you've enquired at other dealers for the same piece ?

They wouldn’t unless they talk to each other. There is no actual “wait list.”.

[Laostuh]

Originally Posted by SlideRacker

I can confirm this new Rolex policy from a local AD. What I overheard from another customer is that you put in a request for the piece(s) you're interested in and if/when they do come in the SA calls all those who expressed interest. From there it's first-come first- served.

Which AD is this? I'd like to test this theory.

[Time Out]

Originally Posted by Raddoc1

They wouldn’t unless they talk to each other. There is no actual “wait list.”.

I was saying more on the purchase history side. Id like to hit a couple new AD's as a " New " customer. Just wondering if they can see prior purchases through registration or something.

[noshake]

Originally Posted by SlideRacker

I can confirm this new Rolex policy from a local AD. What I overheard from another customer is that you put in a request for the piece(s) you're interested in and if/when they do come in the SA calls all those who expressed interest. From there it's first-come first- served.

I've heard the same recently.

[JimSnyder]

I'm just trying to figure out how I can get the Omega Moonswatch don't need another Rolex. The one I have tells it's story just fine

[Raddoc1]

Originally Posted by Time Out

I was saying more on the purchase history side. Id like to hit a couple new AD's as a " New " customer. Just wondering if they can see prior purchases through registration or something.

Good question. I also wonder if there is a “database” where Rolex ADs can see when and what timepieces were bought by each of us.

[Mike507]

i have a friend with no history that was able to pick up an explorer 1 recently. They told him that he could place an order with full payment and wait 1-3 months. He went back in to pay and they gave it to him there and then.

[SlideRacker]

Originally Posted by Laostuh

Which AD is this? I'd like to test this theory.

Hyde Park

[Time Out]

Originally Posted by Raddoc1

Good question. I also wonder if there is a “database” where Rolex ADs can see when and what timepieces were bought by each of us.

When I get my next piece from my AD I plan to ask them if they can get me the sales details from my previous purchase at my old AD ( that lost status ).

[ColdWater]

It's probable that if Rolex makes a suggestion to the AD's the dealers take it seriously whether Rolex can enforce their wishes or not.

My AD got a few samples this year. The first time I've seen any Rolex watches in their cases in almost three years. They also hired another SA in addition to my SA.

I asked to trade in my OP 39 for the smaller Explorer 36 December last year and was told absolutely, but haven't heard anything since. I stopped in a couple of weeks ago and learned their Rolex shipments had increased and they were handing out watches as fast as they came in. No word on when I might be able to trade for an Explorer.

[dja]

Just an FYI, I was a first time customer and I waited a little less than four months to get the call on the same watch you want. I didn't think that was too bad.

[whiskyrolex]

Originally Posted by ColdWater

It's probable that if Rolex makes a suggestion to the AD's the dealers take it seriously whether Rolex can enforce their wishes or not.

My AD got a few samples this year. The first time I've seen any Rolex watches in their cases in almost three years. They also hired another SA in addition to my SA.

I asked to trade in my OP 39 for the smaller Explorer 36 December last year and was told absolutely, but haven't heard anything since. I stopped in a couple of weeks ago and learned their Rolex shipments had increased and they were handing out watches as fast as they came in. No word on when I might be able to trade for an Explorer.

Time for a new AD. Explorer 36 is not hard to get.

[Tools]

Thread and conversation of over a year old... time to move on.