Not a single Rolex in an AD

[Mis3]

There is a Rolex AD in a mall that I go sometimes. I was there 6 months ago and I noticed that there was not a single watch on display, both exterior and interior.

I was there again last week and again, not a single watch on display. As usual, there is a security person posted outside the store (do not know why). This time I talked to the store clerk and he told me that they did not have any Rolex for sales for many months. He further added that they have no idea when would they receive any.

How do they survive? This is a major mail in the city and rent is not cheap.

[aleexxxxx]

They get watches they’re just all allocated to customers already when they come in. They’re doing fine

[Davidt]

They have plenty for sale, they’re just not on display or available for walk ins. They’re all allocated to existing customers to come in and collect.

[vh2k]

Many car dealerships in the United States are almost completely sold out. Yet largest profits in the history of the automotive industry.

Same thing. Rolex ADs are selling MORE units at HIGHER average transaction prices than ever before. How are they surviving???? They are thriving!!!

[PepsiBezel]

They just are not for sale for you… but all their watches are selling instantly… every watch Rolex ships them nets +38% plus whatever margin they make selling other stuff for people to “build a relationship.”

If they have anything, they keep it in back, so if they bring it out the client feels super “lucky” and buys instantly… it’s genius.

[nachopc]

Originally Posted by Mis3

There is a Rolex AD in a mall that I go sometimes. I was there 6 months ago and I noticed that there was not a single watch on display, both exterior and interior.

I was there again last week and again, not a single watch on display. As usual, there is a security person posted outside the store (do not know why). This time I talked to the store clerk and he told me that they did not have any Rolex for sales for many months. He further added that they have no idea when would they receive any.

How do they survive? This is a major mail in the city and rent is not cheap.

Just come back from my AD today, got 60 watches on the safe…..


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[Malum]

What ???

[Xtralarg]

Originally Posted by Mis3

There is a Rolex AD in a mall that I go sometimes. I was there 6 months ago and I noticed that there was not a single watch on display, both exterior and interior.

I was there again last week and again, not a single watch on display. As usual, there is a security person posted outside the store (do not know why). This time I talked to the store clerk and he told me that they did not have any Rolex for sales for many months. He further added that they have no idea when would they receive any.

How do they survive? This is a major mail in the city and rent is not cheap.

When they say they don't have a watch for sale, they mean they dont have a watch that they want to sell to you. They will get plenty of watches, unfortunately they are all spoken for.

[PureCoconut]

[Seddyspaghetti]

Lol. They are surviving because their product sells without even needing to put them on display.

[Bxtek]

Does this AD also sell other items like jewelry and other watch brands? Ask for a hot SS model and they will tell you that they don't have anything in stock. Start buying some jewelry and other items they have in their showcases with a good size grand total. The SA will probably say....Hold on, we might have something else that you might be interested in! They will come out from the back with a SS GMT or some other hard to get model, and it's available for purchase. Browse around the forum or other watch discussion sites, and there are lots of stories like this!

[MP777]

I have a great relationship with one of my AD and also have the misfortune of buying from another AD who is as shady as shady gets. Can’t wait for the table to turn and for everyone to give the shady AD the when customers no longer feel obliged to bring gifts and kiss up just to buy a Rolex. They only carry Rolex as well, so good luck staying in business then.

My other AD has been treating everyone right even during this shortage, so people will remember them and keep coming back as customers for life.

[SaintMickey]

They are all in the back.

[Harry-57]

Originally Posted by Mis3

How do they survive? This is a major mail in the city and rent is not cheap.

They get regular consignments which are sold without going on display, usually if not now exclusively at MSRP i.e. no discount. They have a selection of Rolex watches in the vault which will be brought out for certain customers under certain circumstances. They don't have anything in stock that they are prepared to sell to you and they haven't received a Rolex for months that they would be willing to sell to you.

If they are a Rolex only boutique they will be sitting on their nice profit margins, which will be considerable. If they sell other things and brands, as many ADs do, they will also be making money from those. People who start spending money on various things (assuming they want them) may well see a change in the Rolex situation once a few grand has been rung up. "Oh, hang on, now I come to think of it, we might be able to get one for you..." Or "I'm not sure but I think I saw one in the vault. It might have sold. let me check with the manager/owner..."

Because they are a business, they think like a business as opposed to a fan/collector, although the staff may be fans and collectors. Being a Rolex AD might be seen as a badge of honour, but it is primarily a licence to make huge sums of money - not just from Rolex sales. If they were not making enough profit out of selling Rolex they would drop the franchise and stock things with a higher profit margin that they could make more money on.

I expect they are surviving just fine. I suspect another AD might give you a different Rolex picture, likely a more honest one.

[Nairn1980]

Originally Posted by Davidt

They have plenty for sale, they’re just not on display or available for walk ins. They’re all allocated to existing customers to come in and collect.

This exactly.
Trust me, they’re doing just fine.

[planemad]

Harry 57 is spot on.

All Rolex ADs have been given less stock generally this year due to the CV-19 causing production constraint as well as global demand but they have all been in the same boat. In a local AD today, (not the one I have a relationship with) and they 2 watches on display for actual sale, both solid gold ladies pieces.
They had the normal display pieces for exhibition, even going back 2-3 years there would be at least 25-30 ladies watches for sale.

[neekon]

As others have stated. They have watches for sale, just not for you or the average buyer.
If you want a Rolex in todays market, you better be ready to spend 2-10x the retail price of it, or wait indefinitely.

If you walk into Omega, you can walk out with a brand new Speedmaster, Seamaster or anything else they sell. The SA will be friendly, kind, offer water, offer a drink, you may even get a bottle of champagne(as i did when i bought my speedmaster). The experience is spectacular.
If you walk into Rolex, you get an empty case, a rude SA and the hope that something will come in, when it finally does you get the "We are doing you a favor even showing you this" attitude. The experience is truly awful. There are a couple Rolexes i want, and honestly, im not so sure i would even buy them if they were offered.

This model may work for some people, but your average watch buyer, or watch enthusiast will see this, and move onto to something else. I know i have.

[dwjez14]

I was in Rolex at caesars palace yesterday. The guy said they are making more money than ever. They are getting pieces in but they never make it to the cases they are presold or have clients for the pieces. Even the women’s I guess for the bundle buyers

[dwjez14]

I believe they have all the watches in back. They are profiling people. If you walk in with a blnr or blro they probably aren’t going to sale you a watch. They think everyone is a flipper. Probably good Idea to send my grandma to buy me one ha

[Bxtek]

Originally Posted by neekon

As others have stated. They have watches for sale, just not for you or the average buyer.
If you want a Rolex in todays market, you better be ready to spend 2-10x the retail price of it, or wait indefinitely.

If you walk into Omega, you can walk out with a brand new Speedmaster, Seamaster or anything else they sell. The SA will be friendly, kind, offer water, offer a drink, you may even get a bottle of champagne(as i did when i bought my speedmaster). The experience is spectacular.
If you walk into Rolex, you get an empty case, a rude SA and the hope that something will come in, when it finally does you get the "We are doing you a favor even showing you this" attitude. The experience is truly awful. There are a couple Rolexes i want, and honestly, im not so sure i would even buy them if they were offered.

This model may work for some people, but your average watch buyer, or watch enthusiast will see this, and move onto to something else. I know i have.

Hahaha! This is SO true! In fact I have visited Rolex AD's where they wouldn't even let me in the store! I think they felt I didn't look wealthy enough. I'm not in the market for an Omega, but I also went into one of their stores to browse. I will agree....At Omega, they're SO friendly, willing to help, had a lot of pieces in stock, willing to answer any and all questions. I got to try on a couple of pieces including the newly released 007 watch at the time. I didn't buy anything, but definitely a great experience there for sure!

[malba2366]

Originally Posted by SaintMickey

They are all in the back.

This is an urban legend...there may be a few hot pieces in the back but no reason to hide PM datejusts, YMII and ladies watches etc. Everything is allocated before it even lands at this point...same situation with car dealers.

There has been plenty of stock this year, just all is being sold. The 3 months of zero production wiped normal dealer inventory and there will not no replenishment of that until there is a demand downturn. The explosion of the grey market has caused some of the lesser ADs (that can fly under the radar) to move more inventory to the gray market.

Also, watch availability depends on the AD you are visiting. Rumor has it that Rolex is diverting more inventory to free standing boutiques, likely to push other dealers give up Rolex or to build a free standing store.

[SaintMickey]

Originally Posted by malba2366

This is an urban legend...there may be a few hot pieces in the back but no reason to hide PM datejusts, YMII and ladies watches etc. Everything is allocated before it even lands at this point...same situation with car dealers.

There has been plenty of stock this year, just all is being sold. The 3 months of zero production wiped normal dealer inventory and there will not no replenishment of that until there is a demand downturn. The explosion of the grey market has caused some of the lesser ADs (that can fly under the radar) to move more inventory to the gray market.

Also, watch availability depends on the AD you are visiting. Rumor has it that Rolex is diverting more inventory to free standing boutiques, likely to push other dealers give up Rolex or to build a free standing store.

Maybe an "urban legend" where you live but its a country "Truth" where I live. When I picked up my newest Sub they just put out 3 SS DJ41's and had 3 others that I was shown that were not in the case.

I begged and begged and pleaded to buy 2 but to no avail. And they were shall I say "HOT" models. I still feel like I missed out and they weren't even "mine"... All accounted for...but I should be grateful b/c I am sure someone wanted my SubDate.

I hate to keep saying it but I got 3 this year from AD and my first Sub in June was with zero precious purchase.

[franklee168]

I know everyone says all the watches are in the back. I need a pic to prove it! Pics or it didn't happen!

[SaintMickey]

Originally Posted by franklee168

I know everyone says all the watches are in the back. I need a pic to prove it! Pics or it didn't happen!

Go look at ALL the "Incoming" from AD posts. Those watches were NOT in the display case.

[Danny83]

Rolex is like a US mint to an AD right now

[malba2366]

Originally Posted by SaintMickey

Go look at ALL the "Incoming" from AD posts. Those watches were NOT in the display case.

Right. They are already allocated to buyers when they land. That is different than hoarding watches in the vault waiting for the right customer to stroll in.

[SaintMickey]

Originally Posted by malba2366

Right. They are already allocated to buyers when they land. That is different than hoarding watches in the vault waiting for the right customer to stroll in.

Its exactly the same thing.

[eltonbalch]

My favorite grey dealer has close to 100 Rolex watches for sale; thirty five are listed as “new”. He also sold a TON of watches between November first and now (yes…sadly I watch). Obviously he’s not getting them from the mothership. I don’t ask and I’m sure he wouldn’t tell me if I did though he implied a few years back that he had an AD connection. I’m sure most AD’s view a list price sale like selling money; kind of hard to blame them for being careful who they sell to. I’ll be glad when the craziness is over someday…

[Bill2e]

Originally Posted by neekon

As others have stated. They have watches for sale, just not for you or the average buyer.
If you want a Rolex in todays market, you better be ready to spend 2-10x the retail price of it, or wait indefinitely.

If you walk into Omega, you can walk out with a brand new Speedmaster, Seamaster or anything else they sell. The SA will be friendly, kind, offer water, offer a drink, you may even get a bottle of champagne(as i did when i bought my speedmaster). The experience is spectacular.
If you walk into Rolex, you get an empty case, a rude SA and the hope that something will come in, when it finally does you get the "We are doing you a favor even showing you this" attitude. The experience is truly awful. There are a couple Rolexes i want, and honestly, im not so sure i would even buy them if they were offered.

This model may work for some people, but your average watch buyer, or watch enthusiast will see this, and move onto to something else. I know i have.

I believe this. Try walking into a liquor store to buy a bottle of Pappy or George T Stagg. Even the distributors make the Liquor Stores buy other products the may or may not want to get the Pappy. They are not just selling to anyone walking in.

Last Christmas my wife bought me a watch at Mayors and they had a full case of Rolex, this year not one in the case, but plenty of everything else.

[subby718]

Maybe a way to stop all the craziness is for AD’s to retain warranty cards again? Maybe 12-18 months? I mean I am a genuine buyer, so they can keep my warranty card back and that wouldn’t bother me, but a flipper isn’t going to want to sit on a watch for that long surely?

Another possible solution would be for the AD to require proof of the last Rolex you bought from them to buy another. You have to take the watch in before you can purchase the next. I think these two combined protocols could make a genuine dent in the flipping market.