How AD's go through their waitlist

[phillycheez]

Originally Posted by Ec2016

The direct to consumer model benefits the consumer, but I’m not sure it benefits the brand. The current model seems to be working beautifully for Rolex. They have a watch brand that almost all other brands are enviable of. They have real estate at ADs and boutiques, even though most of that is empty. People want a SS Rolex so badly that they will buy other Rolex to satiate that desire while they wait.



From their POV, I’m not sure why they would change anything now.

Allowing ADs to haggle customers on Rolex's behalf helps the brand? People don't want a SS so badly that they will buy a Rolex while they wait. They do it because it's necessary to be put on the wait list to buy the Rolex they want. There is a difference and one does not help the brand.

Having no models on display helps the brand?

Sent from my Pixel 4a using Tapatalk

[Rado63]

Originally Posted by ThatSubGuy

Imagine there's a single AD in a city and a brand new watch comes out; "The Waitmariner". The AD gets the first one in stock in 3 weeks time. Up until now there has been no interest for it.


Customer 1: Normal guy, he walks in with no purchase history and asks 'Can I get The Waitmariner?"

AD: "Absolutely, I'll put you on the list for it"

Customer 2: Here comes local Billy who has already purchased one or two watches from the A.D. Let's say a Navitimer and a Tudor Black Bay Chrono.

AD: "Absolutely, I'll put you on the list for it"

Info: As an already established customer, C2 is now on top of C1.

Customer 3: In comes Paul with his wife, he wears a PM piece and buys a pair of earrings for $7k for the missus, he says he just moved to town and would love to get on the list for The Waitmariner.

AD: "Absolutely, I'll put you on the list for it"

Info: C3 seems like he will be a good (better) customer for the store than C1 & C2 and he now takes first position.

Now imagine if you were a Rolex Boutique. You'd already have 50+ C3 type customers, more than 1000 C2 and every single day you get 10 C1 customers in-store and another 20 calling to get the new Waitmariner.

The AD is a business. They operate to make money, not to please your long wet dream of owning a GMT Pepsi as your one and only watch to wear and cherish for the rest of your life.

Judging by the many posts and upset feelings, I feel like a lot of people don't know how basic business works.

This is a good summary of how the process probably works. Where I live their are also a lot of corporate clients. Clients who want to buy multiple pieces maybe multiple times a year. Then there are the gray dealer clients who also will purchase multiple pieces and have long histories with several AD's across the country. Just getting to the so called level C3 client in your scenario can be difficult at many AD's.

[L_S_SHOE]

I think the general idea is correct, but the actual number of people on any kind of list is probably much smaller. Also, I think friends and families of SAs probably still have an in, regardless of their purchase history.


Sent from my iPhone using Tapatalk

[Oaker1]

It is as simple as who has the most money now, and who will have continuing funds over the short/medium term to continue buying watches (including non desirables) from them.

[RJRJRJ]

Originally Posted by phillycheez

Thousands of locations? For what purpose?

I'm actually confused by this argument. I go to AD now and there is nothing to look at or try on anyways. Majority of people are buying online sight unseen already!

Open exclusive Rolex stores that have display only models. Sell direct to consumer or shipped to Rolex store for pickup. There really doesn't need to be that many stores in this virtual world.

Rolex has F U money and the benefits in a complete in-house operation from supply to distribution would do wonders do their efficiency and price control. Including the ability to prioritize distribution to high value clients.

Your argument contradicts itself. If they are selling everything they've got sight unseen, what would be the purpose of showing customers a watch that they can't buy?

[Ec2016]

Originally Posted by phillycheez

Allowing ADs to haggle customers on Rolex's behalf helps the brand? People don't want a SS so badly that they will buy a Rolex while they wait. They do it because it's necessary to be put on the wait list to buy the Rolex they want. There is a difference and one does not help the brand.

Having no models on display helps the brand?

Sent from my Pixel 4a using Tapatalk

A ton of people will buy another Rolex while they wait. It feeds into sales of DJs, TT and other less desirable models. If they can’t get a SS Rolex, they’d still rather wear a Rolex than Omega. Both scenarios help the brand. Like it or not, the gray and secondary market also tremendously helps the brand and “value” of the watch at retail stores.

And yes, seeing empty shelves in Rolex stores helps the brand. People still see the watches they can’t get on Instagram, websites, billboards, etc. Going to a Rolex store and finding out these are difficult to get feeds into the frenzy and demand.

[phillycheez]

Originally Posted by RJRJRJ

Your argument contradicts itself. If they are selling everything they've got sight unseen, what would be the purpose of showing customers a watch that they can't buy?

So they can actually see the model in person before putting down a deposit. This would also give a more accurate waiting list as it will only be those who want it after seeing it in person.

Anyways, I really don't care. I have the Rolex I want. It sounds like customers are fine with Rolex's current business philosophies. Why even try to better, right