AD vs. Grey Market: The Great Debate!

[NAUI1982]

Hey fellow watch enthusiasts,

I hope you're all having a fantastic day filled with horological wonders!

I want to discuss a topic that's as timeless as the watches we love: buying a Rolex from an Authorized Dealer (AD) versus going the Grey Market route.

The Case for the Authorized Dealer (AD):

First off, let's talk about the good ol' AD. Picture this: you walk into an AD, the aroma of leather and luxury fills the air, and a well-dressed salesperson greets you with a smile that says, "Welcome to the club, my friend." You get to try on different models, feel the weight on your wrist, and maybe even sip on some complimentary champagne. Now, that’s an experience! You gleefully tell the AD you’d like the beautiful DJ/SkyD/GMT/etc and are ready to buy it today. After all that pampering, they drop the bomb: “Sorry, we don’t have any of the watches you like in stock. It’ll take a year or more to get it.” Sadness washes over you.

Oh, and then they promise to "register your interest," but do it on a piece of scrap paper! They pull out that plain white pad, a pen/pencil and jot down a few things along with your name and number.

We walk out, the excitement fizzles, and the phone? It never rings.

Still, let’s not throw out the baby with the bathwater. Buying from an AD does have its perks:

Peace of Mind: Your watch is under warranty, and if anything goes wrong, you know where to turn. No shady business, just solid support.
Service History: Your watch's service history is tracked. It’s like having a medical record for your wrist bling. Future buyers (if you ever part with it) will appreciate this transparency. Is this even important?
Authenticity: No need to worry about counterfeit issues. You can sleep soundly knowing your Rolex is the real deal.
Future Perks: ADs often give priority to their loyal customers for new releases. Who knows, you might get the call for that next limited edition model!

The Grey Market Perspective:

Now, let’s flip (pun intended) to the Grey Market side. You find a mint condition or even brand new Rolex available NOW. Tempting, right? Well, not so fast. For most models, we end up paying a premium over retail. Especially for the stainless steel sports models! The only deals we might find are on precious metal (PM) editions that no one seems to want.

Here’s why some folks still swear by the Grey Market:

Availability: Can’t find that dream model at an AD? The Grey Market might have it, no waiting required.
Variety: Grey Market dealers often have a wide range of models, including rare and discontinued ones. It's like a treasure hunt!
But here’s where it gets dicey: the watch isn’t registered in your name. It’s still tied to the person who flipped (or just traded) it.
Authenticity: In the world of SuperClones, do we really know the watch is genuine? What if the watch has been reported stolen, and you happened to acquire it from a TD. Sure it’s genuine, but that doesn’t mean your TD had the right to sell it to you.
ShADy Dealers: There are good ones, and there are questionable ones. Takes some skill to ensure your TD (Trusted Dealer) is legit.
TD Hunting: Not all TDs have what you want, so we’re building relationships with them too, are we not?
Service Issues: Authorized service centers might be reluctant to service your Grey Market Rolex without a warranty card. You might need to find a third-party watchmaker unless you have the warranty card.


This brings me to my big questions for all seasoned Rolex aficionados:

1. What are the real, tangible benefits of having your Rolex registered in your name or buying from an AD solely?
2. Is the AD experience worth the potential extra wait times?
3. For those who have gone Grey, how do you verify the watch is authentic, or is it just on the word of the grey dealer?
4. Should Rolex blacklist dealers that sell to flippers? Shouldn't they protect the sanctity of ownership?
5. Why do you think Rolex hasn’t cracked down harder on the Grey Market? Should they?

Let’s get this discussion rolling! Share your stories, your laughs, your tears (okay, maybe not tears, but you get the idea).

Whether you’re team AD or team Grey, your insights will help us all navigate this fascinating (and sometimes frustrating) world of Rolex buying.

Cheers and happy collecting.

[Oystersteel92]

I've done both over the years, always with great success and never been burned. To me, the AD became the best option when everything started going for over retail. Why not do business with a local business in that case, and all the reasons you mention apply.

It becomes a different story if you can get a significant discount from a reputable grey dealer. A dollar is a dollar and I don't know about you all, but I work very hard for every one of mine.

For example, I'd have a hard time right now buying a WG Sub from an AD knowing what they're going for in the open market.

[ArtNouveau]

The only Rolex I bought from a reseller was a DSSD when they came out in ‘08. It was cheaper and quicker than AD at that time.
All since then have been from AD. I consider MSRP to the acceptable cost and I’ve gotten some nice stuff with a reasonable wait. Paying twice retail or more to a reseller for immediate delivery just isn’t worth it to me.

[4reRlxGuy]

I buy when the piece is available from an AD at a $ below the secondary mkt. It provides peace of mind but the "experience" doesn't stick out since I've neve been offered anything special (steel Pepsi, steel / platinum daytona, ...) regardless of what I consider is a high speed history.

In regards to purchasing grey I haven't been concerned about authenticity since everything purchased has come with a warranty card, hang tag, ... .

To describe it best, dealing with ADs has become work while dealing with greys feels like the old days (but at a higher $) in that if you're ready financially they are willing to help.

[Oxfordian]

AD all the way, if I am going to spend a lot of money on a watch then I am buying new and from the AD irrespective of the watch or brand that I am buying.

[Harry-57]

I try to keep it simple, clear and don't overthink it. For Rolex it's a simple three way choice. AD, grey or forget about it, in that order. AD is preferred and has supplied all my Rolex watches bar two, some with discounts. Going grey depends on how much I want it and how much I am willing to pay.

There are other variables which occur on a case by case basis. My wish to buy a Hulk materialised past the mid point of its production life. Although no one knew when it would be discontinued, my AD believed that not everyone on their waitlist would get one. They wouldn't add me so I went grey fast to get in front of future secondary market price hilkes. It was a risk but it turned out to be justified. For the BLRO I asked from day two after it was announced and kept asking. I didn't go on the list until mid 2020 but since I was not prepared to pay the grey premium for this model it was the only way I was going to get it. Had that failed I would have just forgotten about it.

My next Rolex, if I end up making the jump, will be PM. In the 2024 -25 market, grey looks like the best way, although my AD is realistic when it comes to discounts, so never say never.

[Mystro]

I get significantly better service through our trusted sellers. They also know the models better and know my expectations.

[Kinnakeet]

I prefer AD. I have had 2 new watches and my husband 1 that failed soon after buying. It was nice to know that my AD without question replaced these watches.

My husband recently purchased a Breitling from a grey that was listed as new. When he went to activate using the QR he found the watch was 14 months old. So the warranty the watch was advertised as having was false. The watch was a poor time keeper. He sold it a month later and again that grey listed it as new.

Together we recently sold off a handful of watches. They were in very nice condition and less than 1 yr old. Again listed as new on the grey site.

I will not ever buy a grey watch again

[rmlovett1]

When I first started actually collecting, vs having only one, the AD route was easy and the grey dealers offered a great deal on the watches the AD’s had in stock.
Fast forward a few years and it has become the opposite….AD’s have nothing, but you can get on a “list”, play their games , and HOPE you get the privilege of buying at msrp.
Grey dealers have most anything you want, or can get it quickly, however….a premium will be paid.
Time vs money.
I’ve bought both AD and grey, but given the times and how they’ve changed, the last 8/9 yrs I have developed a relationship with a few trusted sellers and have gone that route, as they know exactly my expectations and meet them, whether I’m buying new or pre-owned. So when I’m looking for a watch to buy these days, I don’t bother with AD’s for the most part, and I realize/plan for the fact that I’ll be negotiating and paying a big or slight premium depending on the reference.
If I could get anything I want just walking in an AD’s door and buying it because it’s readily available, I’d go that route, unless it was like it was a few years back, where the grey dealers may have a NIB for under MSRP, I’d probably opt to save the $$$. I don’t NEED the AD experience and their pompousness (from what I’ve experienced with a few) is ridiculous.
I’m not in my 20’s, 30’s, 40’s….so time vs money for me and no AD bs for me.

[Littletommy]

Originally Posted by Mystro

I get significantly better service through our trusted sellers. They also know the models better and know my expectations.

^^^This.

[bmwsubmariner]

Last watch I bought was 2015. Went gray because it was half of retail. Prior to that was 2014, bought gray because it was $2k less than MSRP.

I'm not in the market for jewelry and other items, so why would an AD want to sell me just the few stainless watches that I want? I don't blame them. Because of that, I'd rather just buy gray, pay the premium. If I lose some money over the course of owning a watch, that is the cost of the hobby. No one complains when they go on a $5k vacation and leave with only the memories.

Regarding the concern of a stolen watch, I would say I'm mitigating that by buying full set watches only with papers. Sure, it could have been stolen out of someone's safe, but highly unlikely. Most robberies are taking place on the street and only the watch will be sold. Is it also possible that papers are fake, yes, but most of the cards will have signs that they aren't legit.

The time I had a concern with a watch (Rolex not flipping date over at midnight) from a trusted seller, they took it back and swapped it out for me. Other time I had a concern, they paid for shipping back to them, took it to their watch maker, and shipped it back to me, no cost. I don't authenticate them with a third party if I bought from a trusted seller, I have a loupe at home and know what to look for with these watches.

AD Experience: means nothing to me. I don't drink, so a glass of champagne when picking up my watch doesn't interest me. I just want the watch, not the fluff.

Wait times: Will my watch ever even come? If my AD told me 5 years for a stainless Daytona, I'd probably wait. But will they lose their AD license in that time? Will they even deliver? Probably not to a customer like me.

[bmwsubmariner]

Originally Posted by Mystro

I get significantly better service through our trusted sellers. They also know the models better and know my expectations.

Also agree with this. It's amazing how quickly they respond to inquiries. Typically within minutes. If you're willing to send money early in the day, new watch will be showing up the next day. I've also received very fair offers from trusted sellers. Back when I was buying selling, I noticed they were typically making a $1-2k spread on the $5-10k watches I was buying. Far from selling a 911 to your dealer at $100k and them selling it for $120k. Sure, the margin is the same, but the $ amount is very reasonable.

[brandrea]

AD is always my preferred route to go.

I’ve bought two watches from resellers (one a grey dealer and one a private seller). Both of those deals went very smoothly.

I guess for me, if I can get the watch from an AD I’ll choose to go that route every time. If I feel I can’t wait, I’d go “private or gray”

[1William]

I have done both and typically buy Rolex and other hard to get models from our Trusted Sellers. The AD's have too many hoops to jump through in order to get watches and will only sell you a limited number over a long time horizon. Most AD's also still think that the watch they sold you belongs to them and should you decide you want to sell or trade they act like you are stealing from them. If you vet the Trusted Seller you will have no issues with authenticity and should a problem arise they will stand behind the transaction. As far as a watch being stolen, it is possible but not probable, and this is a internet situation where someone says it and you would think that significant numbers of stolen watches are being sold to legitimate buyers. The Trusted Sellers live on reputation, so bad business practices will significantly impact the business and may even end them. Rolex will service all watches that they are contractually required to service. No more or less. Have a valid warranty card and you will be good. It comes down most times to money and wait times.

[Tim Plains]

Originally Posted by NAUI1982

Service Issues: Authorized service centers might be reluctant to service your Grey Market Rolex without a warranty card. You might need to find a third-party watchmaker unless you have the warranty card.

Where did you get this from?

[brandrea]

Originally Posted by Kinnakeet

I prefer AD. I have had 2 new watches and my husband 1 that failed soon after buying. It was nice to know that my AD without question replaced these watches.

My husband recently purchased a Breitling from a grey that was listed as new. When he went to activate using the QR he found the watch was 14 months old. So the warranty the watch was advertised as having was false. The watch was a poor time keeper. He sold it a month later and again that grey listed it as new.

Together we recently sold off a handful of watches. They were in very nice condition and less than 1 yr old. Again listed as new on the grey site.

I will not ever buy a grey watch again

That’s really disappointing to hear Michelle

[metallic]

Like most things in life, it depends.

Depends if you want new or used. Depends on availability. Depends on the price. Depends on your comfort level with the grey.

If price and availability are equal, of course you go AD. If the watch is made of unobtainium and you simply must have it and can stomach the price, you go grey. If you want to save big money on a watch that is typically discounted (not named Rolex), go used and grey. If you want a discounted new Rolex, you may be able to save on a PM Rolex going grey.

Some folks will only buy new cars. Some prefer discounted used cars. Watches of course are very different as watches do not typically endure the wear and tear of an automobile.

I think the short answer is go AD when you can. If you want a PP Nautilus or an AP Royal Oak, grey may be your only option.

[S.Explorer]

Always AD unless a discontinued model.

[60sec]

I’ve done both and had great experiences every time. I’ve never been worried about authenticity, as the warranty, when registered, always verified the age of the watch (new, when sold as new).

As far as cost, I’ve been comfortable paying above retail for more “desirable” models applying the calculus of tax, plus the cost of a few likely price increases while I’m waiting, plus the cost of my time.


Sent from my iPhone using Tapatalk

[Calatrava r]

Originally Posted by Tim Plains

Where did you get this from?

I think this is true. Rolex says they will not service any watch without now a photo of the warranty card. If you lost the card and your AD will go to bat for you maybe they will service but my AD told me no card no service. If you buy a used watch without the card with no AD to back you up, I think you are up the proverbial creek without a paddle to get free warranty service through Rolex. Buy complete when buying used watches still under warranty.

[Gearjockey]

First purchase: bought the standard stainless steel model we all started with from a person on Reddit. It did not go well. Did my best to vet the process, multiple refs, phone calls, etc. but when I received the watch, it was not as described: scratch on the crystal, polished-unsure it was even genuine until I brought it in to a local (non AD) dealer to open the case back.
Seller gave me a few bucks back, but not nearly the amount that it cost to make the situation correct. Explained that it was part of a three-way trade and that unfortunately, he had already made things happen on his end so no returns. The dealer who helped ascertain it’s authenticity offered to exchange the watch for the same model, excellent condition, full set.

So decided never to use that method again for something that expensive, maybe $5K or less.

At that point, I just decided to exclusively use trusted dealers and I have never had an issue since. I also have bought from AD’s but like everybody else, it is difficult to get the model you want without purchasing things I do not want.

[Tim Plains]

Originally Posted by Calatrava r

I think this is true. Rolex says they will not service any watch without now a photo of the warranty card. If you lost the card and your AD will go to bat for you maybe they will service but my AD told me no card no service. If you buy a used watch without the card with no AD to back you up, I think you are up the proverbial creek without a paddle to get free warranty service through Rolex. Buy complete when buying used watches still under warranty.

Are you referring to a free warranty repair or a paid service? RSC not taking your $1,000 because of a missing plastic card makes no sense.

[KatGirl]

I’ve bought 4 modern Rolexes, 2 from an AD and 2 from grey dealers. All went well. The 2 from grey dealers were before the market went wonky. As long as I can trust the sellers, I will go whichever way I need, in order to get what I want. About 15 years ago, I was a big time Omega collector. Times were different. I could buy a brand new P.O. at a 30% discount from a grey dealer, wear it for awhile, then resell it, without losing any money. Those were the days! I owned every modern Omega you can think of, at one time or another. For me, it just depends on the circumstances, at the time I want to buy. Currently, I’m content to wait and pay retail for brand new watches. The premium greys charge is too high, for me. My AD does not require a spend history, and generally what I want is not that hard to get. Patience is the key in this current climate, if you want to go the AD route. Also, building a good relationship with an AD is a real thing, despite the fact that some folks here think it’s not.

Kat


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[huncho]

i was recommended a great family owned rolex AD by a member here 6 years ago and bought a day date off them, sadly they got dumped by rolex during the pandemic because that would obviously be my go to for rolex. i don't have the kind of money needed to play the AD games here in nyc so my only option is going grey after that happened. tried a few times here with rolex and AP and it didn't go anywhere so it is what it is

it helps that there's not really anything i want in the current catalog when it comes to rolex anymore either, and every other AP i'd want (besides the one i have) is out of reach. would probably get some more vintage pieces in the future too

i will say that the service from the trusted sellers is top tier though, and they actually care about you and the experience regardless of whether or not you're paying a premium while most ADs these days are like robots that don't even wanna engage in conversations

[sampelligrino]

There's no such thing as a free lunch, and everything has a price. Trusted sellers for me 100000%, and I've sadly spent the kind of money that could have likely fostered a nice relationship with an AD. But what happens if there is a break up, AD gets bought or sold, AD plays games behind the scenes or doesn't deliver on a promise, a bigger whale comes in and wants what you want, etc..

Trusted sellers, make it very simple smooth and easy. Wire this price, get your watch as described and promised overnighted via FedEx.

[2000-NJDEVILS]

Originally Posted by Kinnakeet

I prefer AD. I have had 2 new watches and my husband 1 that failed soon after buying. It was nice to know that my AD without question replaced these watches.

My husband recently purchased a Breitling from a grey that was listed as new. When he went to activate using the QR he found the watch was 14 months old. So the warranty the watch was advertised as having was false. The watch was a poor time keeper. He sold it a month later and again that grey listed it as new.

Together we recently sold off a handful of watches. They were in very nice condition and less than 1 yr old. Again listed as new on the grey site.

I will not ever buy a grey watch again

EVERY WORD YOU SAID IS 100% FACTUAL -
Most Grey Equals STAY AWAY!!

[43Airking]

I have only been “watching” for a little over 2 years. Due to the mark up I have not considered grey. If the market shifts and the grey option represents a significant savings I would consider.

[NAUI1982]

Originally Posted by rmlovett1

so when i’m looking for a watch to buy these days, i don’t bother with ad’s for the most part, and i realize/plan for the fact that i’ll be negotiating and paying a big or slight premium depending on the reference.

If i could get anything i want just walking in an ad’s door and buying it because it’s readily available, i’d go that route, unless it was like it was a few years back, where the grey dealers may have a nib for under msrp, i’d probably opt to save the $$$. I don’t need the ad experience and their pompousness (from what i’ve experienced with a few) is ridiculous.

yup!

[NAUI1982]

Originally Posted by Calatrava r

I think this is true. Rolex says they will not service any watch without now a photo of the warranty card. If you lost the card and your AD will go to bat for you maybe they will service but my AD told me no card no service. If you buy a used watch without the card with no AD to back you up, I think you are up the proverbial creek without a paddle to get free warranty service through Rolex. Buy complete when buying used watches still under warranty.

Originally Posted by Tim Plains

Are you referring to a free warranty repair or a paid service? RSC not taking your $1,000 because of a missing plastic card makes no sense.

My understanding is card required for warranty services, anything out of warranty, no card required and you'll get a new "Service Card" in your name from the RSC after service. That's the value add of using the RSC instead of inhouse certified watchmakers at a local AD.

[Calatrava r]

Originally Posted by Tim Plains

Are you referring to a free warranty repair or a paid service? RSC not taking your $1,000 because of a missing plastic card makes no sense.

Right. I am only talking about warranty service. Paid for servicing has not relationship to any warranty.