Does Rolex CPO make the brand more exclusive?

[collector76]

Hi all. My first post! Have been reading many threads on the forum and thanks so much for the info and entertainment! Have had many LOL moments!

I have been thinking about how the new CPO program will operate at ADs. Then it dawned on me. We all know about the waitlists for the pieces we want. So this new program adds a new layer to the mix on how customers get allocated a watch. Examples:

1.) New customer walks in no spend history wants a Pepsi(good luck)
2.) Customer has some purchase history for jewerly and a couple non rolex watches
3.) Customer has a long history of spending a bunch with the AD waiting on the Pepsi

And now #4 new angle

Customer with no spend history is new in town. Walks into an AD and says I am looking for a Pepsi. AD says "thanks for your interest do you have a Rolex you are looking to trade?" Customer says actually I do I have a Stainless Steel Submariner but, I am only letting that go if I can get the Pepsi. Now if this conversation changes the game for hard to get sports models then having a Rolex to trade may be a super helpful way to get the new Rolex you want thus making the brand more exclusive. One last example exisiting customer walks in that bought a Batman 4 years ago and wants a Pepsi willing to let go of the Batman.......

[RyanJ]

So far, this is yet another way for Rolex to gouge its customers and perpetuate perceived exclusivity.

What would be a great outcome:
You walk in and trade in a 3 yr old watch, pay the difference, and walk out with your desired upgrade.

What will probably happen:
You walk in, they offer you a ridiculously low price for your trade-in and then they "sweeten" the deal by putting you high on the list for your the new watch you want.

So, you walk out with no new watch and your old watch sold for thousands under what the secondary market would give you.

Rolex opens your watch to authenticate it, maybe does a quick polish, then marks it up by 200%, slaps on some new labels, then laughs at how customers will do anything to just be promised a new Rolex.