NYC AD Thread- Today's Experiences

[NYC2023]

As I mentioned in a separate thread last night, I went to several ADs in New York City today to register my interest in a black Sub. Spoiler alert: y'all were correct about not getting any commitments or hard timeline on this watch. I still found trying on a bunch of different watches and talking to the SAs to be enjoyable, and actually have some new Rolex and non-Rolex watches to add to my "list."

With that being said, the experience I had varied significantly across the various ADs. I thought some members on the forum might find my experiences with the different ADs interesting or helpful, so I decided to write it up.

About Me: ~30 years old, live in NYC/Manhattan, work in finance. No purchase history with any of the ADs I went to.

Stop#1: Bucherer/Tourneau Rolex Boutique, Meatpacking

Location/Store Design:
The Meatpacking District is one of the coolest neighborhoods in NYC, and this boutique is right in the middle of it. I believe it opened in the last 1-2 years and is an absolutely beautiful store. There is a large bar in the center, a Tudor boutique on the right, and a wide selection of (exhibition only) Rolexes in the rest of the store. This is a really impressive store, and probably visually the nicest watch store I've ever been to.

Experience:
This store was the busiest of the four ADs I went to today. It seemed like most of the people there had appointments, and I had to wait a few minutes to talk to an SA. They have a nice place to sit while you're waiting, and I was offered various water/drinks/coffee by the very nice bar attendant.

Unlike the other stores I went to, there were multiple people openly being delivered new Rolexes while I was there, including a relatively well-known celebrity who was receiving a watch with his wife.

The SA brought me to a nice semi-private desk and showed me a number of watches, including the black sub I was interested in. When I expressed interest in a black sub (date or no date) he tried to gently steer me towards other watches which he implicitly indicated were more attainable. Primary focus seemed to be a Datejust, which is unfortunately not a model I'm interested in.

I would say the SA felt a bit more transactional here compared to other locations, and didn't really want to have a longer conversation about watches. He took my information down but I would not say the body language was positive about receiving a Sub in the near future. With that being said, he was quite friendly and the store was beautiful. I would rank this experience third out of the four ADs I went to.

Stop #2: WoS Hudson Yards

Location/Store Design:
For those who don't know New York City, Hudson Yards is a relatively new neighborhood on the west side of Manhattan. This location is located in the brand new mall at Hudson Yards, which is effectively the newest luxury mall/shopping location in the city. The store itself is beautiful and sells a variety of brands ranging from Tag to Patek.

Experience:
I did not have a particularly good experience at this store. Upon entering the store there were multiple SAs standing around and behind the counter. None of them seemed to want to help me, even after spending a few minutes looking around the Rolex section of the store. Eventually I went up to an idle SA and asked for help. He let me try on a few watches, but was not particularly friendly. I asked him about availability and was given the usual comment about too much demand, limited supply, etc. He did take down my information and watch preference (black sub date or non date) via their electronic system, but did not seem particularly optimistic. I would rank this experience last of the four ADs I went to.

Stop #3: Bucherer/Tourneau Bryant Park

Location/Store Design:
This store is on the corner of Sixth Avenue and 42nd Street opposite Bryant Park. This is a decent sized store with a wide selection of watches and a nice pre-owned selection. They don't have a separate Rolex boutique, but have a nice corner of the store dedicated to Rolex with the usual display models.

Experience:
I had a good experience at this store. Upon entering I was almost immediately greeted by a very friendly SA who was also super knowledgeable about Rolex and non-Rolex watches. He complimented me on my watch and asked why I had come in. I explained that I was relatively new to Rolex and was interested in putting my name down for a watch. He took me to the Rolex section of the store and spent a good 20-30 minutes letting me try on a number of Rolex models and explaining the history and nuances of each one. We then went to a different section of the store and tried on some additional non-Rolex watches.

He took my information down on a card, and explained the supply/demand situation in detail. I expressed my interest in a black Sub, which seemed to discourage him a bit. He asked if there were other watches I'd be interested in and I said not at the moment. He said he would put my information in the system, but did warn me that there was no timeline for when watches would be allocated. While my read is that I won't be getting a watch in the near future, the SA was very friendly, knowledgable, and spent a considerable amount of time with me showing and talking watches. Pretty good experience. I would rank this the second best experience out of the four ADs I went to.

Stop #4: Wempe Fifth Avenue

Location/Store Design:
This store is quite different than the other three I went to. The location is on Fifth Avenue in the 50s, in the building that houses the Peninsula Hotel. For those who don't know New York, this part of Fifth Avenue is a famous high end but more traditional shopping location, and there are numerous well known luxury stores (and some watch boutiques) nearby. It is a few blocks south of Central Park and the Plaza hotel. The storefront is definitely a bit more "old school" than the others I went to. Once inside, this is a mid-sized store with a number of different brands represented, including some quite high end ones like Patek, A. Lange & Sohne, and JLC.

Experience:
I was actually a bit intimidated walking into this store given the location and high end brands represented. However, that was immediately put to rest by the super friendly doorman who let me in. I walked over to Rolex section, which is to the right when you enter the store. I would say this section was somewhat compact compared to some of the other stores, but had a quite good selection of exhibition watches.

Once in the Rolex section I was greeted by an incredibly friendly SA who asked what I was looking for and showed me a wide range of watches. I was offered water or coffee immediately. We had a great conversation about my background, my watch collection, and what I was looking for in a watch. Unlike the other stores, she did not actively try to steer me away from my desire for a sub, and indicated that at the end of the day I should request what I truly want (I think this is legitimately good advice!). Even though there were other customers in that part of the store, she gave me her full attention, and we actually ended up having a great conversation about Rolex and watches in general that probably lasted 30+ minutes while also trying on a number of models.

She indicated that these watches are difficult to get for new customers, but that she would keep me updated as they get additional supply. I didn't get the feeling that I would get one of these watches soon, but certainly got the feeling it was a possibility within a moderate time frame.

Overall the SA and entire store staff was awesome here. I would rank this the best experience of the four ADs.

Anyway, I know I've been pretty long-winded here, but hopeful that someone on the forum might find this useful!

Thanks,

NYC2023

[BlondesNwatches]

Thanks for sharing your story from your visits. What made you want to get a Rolex now versus any other time?

[jb335]

Thanks for sharing, now I want to go to NYC...

[PossumDixon]

Just go grey, save the effort

[csaltphoto]

I would say compared to a year or two ago those all sound pretty positive. The exhibition watches at least provide for a point of interaction with customers too which has to help on both sides. Beats going into a store with nothing to see and being told there is nothing to buy...

[Chiboy]

Really nice write up! Hope you get your Sub. NYC has to be an especially tough nut to crack.

[NYC2023]

Originally Posted by BlondesNwatches

Thanks for sharing your story from your visits. What made you want to get a Rolex now versus any other time?

I’ve always been into watches, but have recently been getting really into Rolex. Just find the brand and history fascinating. I also think the whole AD situation is unique and presents a bit of a “challenge.” I wanted to learn more about the brand and see what experiences were like at the ADs, which is why I went to the stores today.

Even though I don’t think I will be getting a call any time soon, I actually quite enjoyed two or even three of the visits. Good conversations on Rolex and watches/life in general.

[codecow]

TL;DR - Went to a bunch of stores to buy a watch which nobody had and couldn’t give any guidelines on when it might be available.

[Tridor]

So, let me get this straight ... all watches at these ADs are for exhibition purposes only, and you can't buy one on the spot like before?

[Oldfellow]

Thanks for posting your story.
This is a good way to start your Rolex journey, and I hope you get a Sub eventually.

[NYC2023]

Originally Posted by codecow

TL;DR - Went to a bunch of stores to buy a watch which nobody had and couldn’t give any guidelines on when it might be available.

Yep! And don’t forget spending an hour writing it up so my experiences could at least be helpful to other members in the same spot…

[NYC2023]

Originally Posted by Tridor

So, let me get this straight ... all watches at these ADs are for exhibition purposes only, and you can't buy one on the spot like before?

Correct. Tons of exhibition watches. Subs, GMTs, Sky Dwellers, PMs of every variety. At least plenty of stuff to try on!

[Tridor]

Originally Posted by NYC2023

Correct. Tons of exhibition watches. Subs, GMTs, Sky Dwellers, PMs of every variety. At least plenty of stuff to try on!

Well, then, I consider myself lucky that all of mine were bought on the spot. Thanks for the description of your experiences today. I went into Wempe once, and was treated poorly ... glad that it was different for you.

[Big Kahuna 0311]

Thanks for sharing! I would say about a year wait. It’ll be worth it though

[NYC2023]

Originally Posted by Big Kahuna 0311

Thanks for sharing! I would say about a year wait. It’ll be worth it though

Thanks!

[Polyesterpig]

My bet is your is your first AD call will be from Tourneau Bucherer.

[cerendigit]

Go to one of the trusted sellers on this forum, get your watch tomorrow, move on with your life.

[Ny325]

Just Picked up the new Air-King at Wempe.

[whatsthetime?]

Originally Posted by PossumDixon

Just go grey, save the effort

Originally Posted by cerendigit

Go to one of the trusted sellers on this forum, get your watch tomorrow, move on with your life.

Agreed 100%.
AD's are a joke with their lists and waiting games, as well as Rolex teasing buyers by showing you what you can't have. I went gray recently (again) and have absolutely no regrets at all. And, IF my SA that I did many transactions with calls, I can't wait to tell him thanks, but no thanks, I'm already wearing it.

[Tzachi]

And a great write up.

As for the “attitude “ of SA, that’s the main reason I stopped visiting many shops. Not fun anymore,

Would rather spend my watch chat time at Cellini :)

[Andad]

While your experiences were different at each store the outcomes seemed to be the same as they have been for a long time.

You need a a more forceful approach and a big stick son?

[NYC2023]

Originally Posted by Tzachi

And a great write up.

As for the “attitude “ of SA, that’s the main reason I stopped visiting many shops. Not fun anymore,

Would rather spend my watch chat time at Cellini :)

Thanks! Yes Cellini is awesome!

[Calatrava r]

Wempe is a first-rate store.

[swish77]

I’ve been going to Rolex ADs in NYC since the ‘80s, and have bought numerous new Rolexes, and as recently as last year. Everybody’s experiences will be different, but I find they’re all pretty lame, and they’ve definitely gotten worse over the last five years for obvious reasons. I’ve tried them all.

Wempe is my least favorite, and that’s where I bought a new Daytona C after a yearlong wait. Disinterested, corporate and not that friendly. I think guys in smaller markets have more success. It’s just a zoo in NYC.

OP, check out the Watches of Switzerland in Soho. They’re the best of the bunch nowadays, IMHO, and they also have a good, albeit overpriced, vintage section.

[slm9555]

From what I’ve read you can register interest at as many locations as you want but if it’s the same owner they will see you are already registered at another location and that could hurt your chances there.


Sent from my iPhone using Tapatalk

[amh]

Originally Posted by Big Kahuna 0311

Thanks for sharing! I would say about a year wait. It’ll be worth it though

With zero history it's a long shot. Chances of getting a SS Rolex is proportional to spending at the AD.

Formula: [Spend/100] (units of $1000)

Examples:
0/100 = No chance. You stalled your engine at the starting grid!
50/100 = 50% chance. Sub or GMT possible.
100/100 = 100% chance. You may get a Daytona!


I'm at position 20, so 20% chance. The wait time quoted by the AD never decreases as the years pass so I have high confidence in my analysis.

[JRell]

What a tremendous description of the stores, the environment, the communication with the SAs, and your overall review. You created a visual for me as if I was there! I agree the best chance is store # 4. If you have their contact information, it might help with a follow-up thank you and next steps email. Create some call to action for a timeframe. Suggest you will be traveling but intend to visit back on a certain date. That might help make the situation more real. Also mention your birthday month or any other upcoming achievement. I would also let them know you are an active member of the forum, the “whats in it for them” is receiving a nice review.

[NYC2023]

Originally Posted by amh

With zero history it's a long shot. Chances of getting a SS Rolex is proportional to spending at the AD.

Formula: [Spend/100] (units of $1000)

Examples:
0/100 = No chance. You stalled your engine at the starting grid!
50/100 = 50% chance. Sub or GMT possible.
100/100 = 100% chance. You may get a Daytona!


I'm at position 20, so 20% chance. The wait time quoted by the AD never decreases as the years pass so I have high confidence in my analysis.

So you have 20k spend and still feel you have a small chance of getting a SS watch?

[Beo3]

Thank you for sharing you story. I almost feel as I was sitting besides you the entire time.

Wempe is my go-to, as I was able to purchase a BLNR and CHNR without any prior history both within the time span of 11 months. The associate (Cheers Donny if you're reading this) that I purchase from is ACES! He has offered me additional watches that I have displayed interest in and is totally understanding if I pass.

WOS always leaves me feeling that I was blown off, and my only purchase from Tourneau/Bucherer was facilitated by another gracious member here. (Cheers to you too Daniel) If not for his intervention, I would probably still be waiting.

Most of my watch perusal is done after work, which normally means I do not look like a person who has the funds to afford a luxury timepiece. That may also play into why I do not receive the preferential treatment.

Just my two cents.

Good luck on your quest.

[NYC2023]

Originally Posted by JRell

What a tremendous description of the stores, the environment, the communication with the SAs, and your overall review. You created a visual for me as if I was there! I agree the best chance is store # 4. If you have their contact information, it might help with a follow-up thank you and next steps email. Create some call to action for a timeframe. Suggest you will be traveling but intend to visit back on a certain date. That might help make the situation more real. Also mention your birthday month or any other upcoming achievement. I would also let them know you are an active member of the forum, the “whats in it for them” is receiving a nice review.

Thanks! Definitely some good ideas!