Dear Rolex: You are a Joke

[droptopman]

WOW! This thread is getting some action. Tend to agree with you Seth. I am glad I am not a Daytona fan. I guess if I was I would have just given in and paid the premium from David or another seller.

Part of me thinks it is the Rolex way of getting back at us for not buying Daytona's for 30 years. If you discuss Rolex with WIS that have been around a while, you will hear that the Daytona was not a popular watch at all until the Zenith models came out. They literally could not discount them enough to get people to buy them. Totally fascinates me that it is the Daytona today that seems to be the most collectible. A good friend bought a Submariner back in 1972 and they "threw" in a Daytona for a $100, I believe list price at the time was 200+. That Daytona is worth about 50K today. I remember in 1990 a collector friend offered me a 6263 Big Red in mint condition for $1000...No one wanted Daytona's back then even through the early 90's.

I have tried 4 Daytona's over the years and they never stick around long so non issue for me. I do get the frustration of others that really want one, but also believe a company has a right to do whatever they want that they think is "best for business". People will vote with their voices and money.

[Vaxe]

I respect your opinion, but every luxury maker at the top has a specific product with demand that exceeds supply - look at the Porsche 991 GT3 and the latest Hermes birkin. I don't think it's just a marketing strategy, but rather, the mfg needs to allocate production to all models, and not just the hottest seller.

Originally Posted by superdog

OK, sorry...I know I am going to piss off some people off with this. I really don't mean to. And I am sorry, but where else am I going to make this comment? I genuinely hope someone from Rolex sees this, even though I am quite certain they could not care less.

I am out of state on business. And after my conference, a buddy and I decide to walk the strip. Of course we see a Rolex store and decide to browse. We meet a really excellent sales guy. He was not overly knowledgable about certain details, but he was polite, attentive and definitely good at what he does.

I finally see the new WG Daytona in blue, which is really an astonishing watch. Anyone out there wearing this watch.... Wow. It is incredible. And krioke, Rolex does blue exceptionally well.

We talk watches for a bit and of course we talk about the new Daytona C. So unless you have a prior sales experience with this AD you are not even on the list. It is not going to happen. Never, ever. If you have a prior sales experience with them, you are likely waiting 7 to 8 years.

OK, wait..what?

As Padi says, this is not a new watch. It is easy for them to make. They can fill the demand, sell a ton of watches and make ton of money...just like most businesses want to do.

They do this for their marketing machine. They do this to create the mystique. And I am sorry, but I just don't respect this. Be a watch company. Make great watches, make people happy selling them great watches.

Do I respect their watches? Yes, they make incredible watches. But this type of sales gimmick just turns me off. Big time. And they have gone from the "tool watch" company to the shiny "look at me" watch company.

I really do mostly love what they put out. And much of what they have has a great redeeming quality to it. But I am just not on board with this.

And yes yes yes...I know, if I don't like it, I should not buy it. Ok, I won't, and I can get one if I want one. It is a forum about Rolex watches and I am making a comment. If you want to respond in kind, great, it is a forum and I will respect and appreciate your opinion.

Sorry to anyone I offend. Rant over.

[ap1]

I can't seem to purchase Apple AirPods either

[Boothroyd]

I remember my AD pulling a Daytona out of the safe to show me a few years ago. I didn't realize it was such an honor for him to offer me the chance to buy one. Luckily, not my cup of tea.

I get the frustration, but for that model, would simply go to Trusted Resellers once the market hype dies down. They always seem to have one available, at least in the past.

[sco]

I get it, and I understand why Rolex does what they do. I don't like it either though. Luckily for me I guess, I 'm not a Daytona guy whatsoever...

[larsr]

Rolex, like all luxury manufacturers, are first, and foremost, brand marketers; and, second, albeit a close second, a manufacturer. To not understand this, is to not understand the Daytona issue.

Are Rolex carrying it to an extreme with decade long waitlists? Probably, but they will always air on the side of undersupply key "brand" watches, of which Daytona is Rolex's preeminent in this regard.

[Investr]

Oh Im in TOTAL agreement here! Ive been put off by Rolex for some time now with its their way or the highway mentality. I recently wanted to do a dial change (along with service) on an older model (116518) and Rolex told me to do another specialty dial, you have to swap a specialty dial. OK then. I was looking to swap a Tahitian MOP (which Rolex says is a specialty dial) for a white panda. They will not allow that switch, but would "allow" me to swap to champagne or white only, pay about $2000 for svc and dial swap, AND keep my specialty dial. I told them to K.M.A.!!! I really don't care for Rolex as a company one bit, but I love their watches and I LOVE my AD along with the boutique I shop occasionally. As far as the Daytona fiasco, I was lucky to get mine very early BUT I agree it is BS!! I want to like a brand more than Rolex, but I don't as of yet....

[ap1]

^^^

[masterserg]

So many awesome watches and other (way nicer) brands that will treat you a hell of a lot better. I like the Daytona but they can gently store it where the sun don't shine for all I care.

[brucethemanlee]

It seems the cost/benefit analysis has been done and Rolex is willing to accept some angry consumers, some consumers leaving the brand, and some lost sales vs. increasing/maintaining the mystique and exclusivity of Rolex.

Fortunately or unfortunately, Rolex does not need money nor are they beholden to shareholders so they are able to do stuff like this.

The laws of supply and demand

This is the "game"

...and Rolex is milking it and has been for years. That's the careful brand equity that they built. Always higher demand and cachet for something that you can't get.

[strafer_kid]

Originally Posted by brucethemanlee

It seems the cost/benefit analysis has been done and Rolex is willing to accept some angry consumers, some consumers leaving the brand, and some lost sales vs. increasing/maintaining the mystique and exclusivity of Rolex.

Fortunately or unfortunately, Rolex does not need money nor are they beholden to shareholders so they are able to do stuff like this.

The laws of supply and demand

This is the "game"

...and Rolex is milking it and has been for years. That's the careful brand equity that they built. Always higher demand and cachet for something that you can't get.

Would agree.....Rolex appear to have no problem in accepting the fact that some customers will leave them and go elsewhere, to demonstrate their distaste at the way in which they run their operation. They seem to be able to easily offset such loss by their broader success. They also seem to have adopted a similar attitude and approach to the ADs that they dropped, often at very short notice and with little if any real explanation! They definitely appear to have an unusual way of operating though it still seems to work for them.

[Chewbacca]

i don't understand this thread.

[Lawman77]

Originally Posted by Chewbacca

i don't understand this thread.

X2. Exclusivity. Ego.
For crying out loud, every other thread on this forum is about someone putting IT out on the table for everyone to measure, compare, and take pictures.
Fancy wallets, super cars, wine collections, metal credit cards...

Brilliant marketing and business strategy. The fact this thread is 8 pages (and counting) helps prove the hype is real.

[Aphid]

I was kind of shocked when I walked into the local Rolex boutique to inquire about the SD43 and was told that I would need to buy two watches to even be allowed to purchase it. I personally will never set foot in that Rolex boutique again. I don't think I am included in Rolex's business model and they seem fine with that. It will be interesting to see if this strategy pays off with subsequent generations of children who, grew up without wearing a watch at all. I think this kind of strategy has the potential to alienate a wide range of potential new customers while, catering primarily to "high rollers" who, might not be able to support the company in the long run.

[sensui]

Originally Posted by Aphid

I was kind of shocked when I walked into the local Rolex boutique to inquire about the SD43 and was told that I would need to buy two watches to even be allowed to purchase it. I personally will never set foot in that Rolex boutique again. I don't think I am included in Rolex's business model and they seem fine with that. It will be interesting to see if this strategy pays off with subsequent generations of children who, grew up without wearing a watch at all. I think this kind of strategy has the potential to alienate a wide range of potential new customers while, catering primarily to "high rollers" who, might not be able to support the company in the long run.

When I read stuff like this from guys in Canada, UK, Asia.....I am so damn glad I am in the US being a Rolex fan. This is terrible practice indeed and if an AD said that to me I would lol in their face. Wouldn't be angry....that's ridiculous to the point of being funny.

And yeah, the universal truth of Rolex ADs/boutiques vs other brands is apparent to me also like others mentioned......I have always been treated with respect and waited on @ Omega Boutiques that I frequent.....the Rolex ADs usually act like they're giving me charity when I buy a watch.....I actually get treated far better by trusted sellers here normally. There are some exceptions but I've been to about 8 Rolex ADs across the world and the attitude seems consistent.

[mementomori1983]

I've learned not to get myself worked up by matters that are determined by free-market forces.

[AlexDimi]

Rolex is a luxury brand for mass market buyers.

These guys they have manage to position their products for target customers who are willing to save more than 2 years to buy their dream watch.
On the other hand is much easier for an end user to buy a Rolex with 15K comparing to an AP or PP for 25K.

If you want a brand new model for yourself is not a problem to pay today MSRP+margin and get it. History proves that most cheap way to buy a Rolex is to buy asap.

If you want to invest on watches means you have already buy some in order to recognise the hype of Daytona C or any other model therefore soon you will have one.

If you want to invest on MSRP and hot models obviously you should be an AD.

[GreatCircle]

I do travel a lot and have seen quit a number of AD's worldwide. Everytime I walk into an new unknown Rolex AD I ask myself how on earth it's possible just ONE (big...) factory in the world can stock all these shops! We all know the pictures of rows of (mostly) ladies in white coats sitting on a workbench assembling Rolex watches. We also know it's probably BS it takes a year to make a Rolex. But still.......
The average 4130 movement isn't something you would call lowtech and easy to produce (by hand or machine!) and since the finish quality of movements, cases, and dials with Rolex is so high , for me it is not that hard to imagine they simply CAN'T make the numbers of DaytonaC's we all would want them to make......

[tomnevers]

I have already said in previous posts that the Daytona 500 is my next Rolex. I am frustrated with the limited availability and I'm not going to purchase another Rolex in lieu of the white dial Daytona. I agree with OP - not a fan of Rolex's strategy here and definitely turned me off on the brand. It's the one Rolex I want and they made a decision they don't want to sell it to me. So I will go elsewhere. Doesn't really bother me too much as I am more of an aficionado rather than a collector. I see something I like; that's what I want to buy. But I'm not going to consider buying a Datejust or Sub when I really want a steel Daytona.


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[mannyv11]

I think it is very hard to blame Rolex for individual AD practices. Sure they could technically produce more daytonas, doing so they would also be scaling back the production of a different watch there are only so many hands in a Rolex factory even though many of the parts are machined.

I also find it somewhat funny when someone goes into an AD they have never gone into before looking for probably one of the hottest watches on the planet right now and get angry when they are told it is a long wait list or they can't put them on the list.

I work with 1 AD who is absolutely incredible, I put my name down the day the watch was announced and just received it a month or two ago. He was honest and upfront that I was on the list and that I would receive the watch just wasn't sure when due to some very heavy hitters being in front of me which I completely understood. I have also spent quite a bit of money there over the years and he put me ahead of some people who are quite famous.

My point is AD's are trying to keep their highest paying customers happy which I completely understand they are the ones that keep that dealers doors open. I would rather the dealer be honest with me that it is going to be a VERY long wait or won't bother putting me down at all because what is the point I will never get one from them because I have never purchased a watch there.

[ocwatching]

this...supply and demand...luxury = perceived exclusivity

Originally Posted by mannyv11

I think it is very hard to blame Rolex for individual AD practices. Sure they could technically produce more daytonas, doing so they would also be scaling back the production of a different watch there are only so many hands in a Rolex factory even though many of the parts are machined.

I also find it somewhat funny when someone goes into an AD they have never gone into before looking for probably one of the hottest watches on the planet right now and get angry when they are told it is a long wait list or they can't put them on the list.

I work with 1 AD who is absolutely incredible, I put my name down the day the watch was announced and just received it a month or two ago. He was honest and upfront that I was on the list and that I would receive the watch just wasn't sure when due to some very heavy hitters being in front of me which I completely understood. I have also spent quite a bit of money there over the years and he put me ahead of some people who are quite famous.

My point is AD's are trying to keep their highest paying customers happy which I completely understand they are the ones that keep that dealers doors open. I would rather the dealer be honest with me that it is going to be a VERY long wait or won't bother putting me down at all because what is the point I will never get one from them because I have never purchased a watch there.

[Lordofrolex]

It does suck a little that they do that. But to be honest if it was widely available you also wouldn't want one so bad. Kind of a catch 22. If you can get it easy, you don't want it. If you cant get it, you want it bad.

[GMT Aviator]

Originally Posted by Lordofrolex

It does suck a little that they do that. But to be honest if it was widely available you also wouldn't want one so bad. Kind of a catch 22. If you can get it easy, you don't want it. If you cant get it, you want it bad.

^^This precisely.

[mjclark32]

I didn't read through this whole thread since it's so long
I'm sure Rolex, and AD's, want to create some kind of insane demand for the Daytona like they have in the past. And they have. The lists are crazy long, as mentioned.
Now that the demand is real and the lists are long, why not increase production a bit. No one would really know. The lists would still be pretty long (over a year).
AD sells more, makes more $$$ as does Rolex, and the customers are "happy"

[Dirt]

Originally Posted by mjclark32

I didn't read through this whole thread since it's so long
I'm sure Rolex, and AD's, want to create some kind of insane demand for the Daytona like they have in the past. And they have. The lists are crazy long, as mentioned.
Now that the demand is real and the lists are long, why not increase production a bit. No one would really know. The lists would still be pretty long (over a year).
AD sells more, makes more $$$ as does Rolex, and the customers are "happy"

Yes, but they also have to make all the variants of all the other models as well.

People are missing the point.
Of course they could change the mix of what they produce but that would upset what makes Rolex or for that matter a Rolex wristwatch and their respective positions in the market place.

IMO, everybody who don't like it should stop trying to tell Rolex what they should or should not be doing.
Besides, we as consumers and forum junkies just don't have any skin in the game.

[Investr]

Pretty lively thread here!! Some are missing it, its not just about the Daytona C. Its also about how some feel that Rolex just simply isn't up to par in customer satisfaction and giving customers what they want. I give Rolex "D" in that dept, but I don't think they really care

[Etschell]

Originally Posted by Investr

Pretty lively thread here!! Some are missing it, its not just about the Daytona C. Its also about how some feel that Rolex just simply isn't up to par in customer satisfaction and giving customers what they want. I give Rolex "D" in that dept, but I don't think they really care

they give me what i want, an excellent wrist watch.

they don't give the reigns to customers in terms of design (which is what everyone complains about) - probably a good thing.

[SMD]

I think it goes beyond the Daytona, it's the constant games ADs play. Whatever model you are looking for is rare, last one, just got it in, sorry cannot discount that Dj that has been sitting for six months because rolex does not allow it, sorry cannot buy hulk/blnr/Sub whatever unless you buy something else. And on and on. I really don't even go into Rolex ADs anymore because it's about as pleasant as patronizing a used car dealer.

[mahefa]

7-8 years is too much, i would say 2 years is somehow approriate. But it still is a part of Rolex that it actually takes quite a long time to produce one single watch. 7-8 years, it is about 10% of average human life.

But Rolex makes good quality. I personally enjoy being obsessed with superior quality no matter what product.

[Dirt]

With respect to the OP.
There's plenty of other brands out there to choose from if you really don't like the way Rolex goes about its business.

Move on to preserve your integrity.