Rolex encouraging ADs to sell to “new customers”

[jmeds75]

Sales Associate at AD told me several weeks back that they are targeting new customers that are not looking to flip. I asked to be put on the list for the OP41 124300 in Bright Blue - which is what I am really looking to buy. I have a 20 year work anniversary within the next year and a recent bonus that I am looking to celebrate. I am not in their locality, but am in their area every couple weeks for work, so I told him I would check in from time to time-he has been responsive on email also and says he is trying to get the 124300 for me in Bright Blue.

[Yobber76]

Here's one take on new customers. Old customers like myself, are a little offended when my AD tells me I have to buy X amount of jewelry and non Rolex goods before I can buy another Rolex. A new customer, may see this as the normal way of getting that coveted prize and are willing to accept this. Not what Rolex Corp. is suggesting, but how the AD responds.

[vh2k]

This link was sent to me. The same sentiment was mentioned by The Original OC on a recent Tim Write livestream at the 36:00 minute mark. Tim and OC are in NYC.

[Geckobros]

As a new customer to an AD this would be great for me. As a returning customer wanting something specific, I wouldn't like it. As the AD, I would hate it. I want to "reward" my top spenders as quickly as possible. Net result, AD's will allocate how they choose.

As to pulling their AD status, how would Rolex even track "new customers"? Genuinely curious.

[beshannon]

Originally Posted by Geckobros

As a new customer to an AD this would be great for me. As a returning customer wanting something specific, I wouldn't like it. As the AD, I would hate it. I want to "reward" my top spenders as quickly as possible. Net result, AD's will allocate how they choose.

As to pulling their AD status, how would Rolex even track "new customers"? Genuinely curious.

They can't.

This is just more gaslighting. I watch new customers go into an AD and get told there are no watches. And no flippers ever thought to send a new buyer into a store? This entire idea is criminally insane.

[CarlOver]

What the OP stated has been reiterated to me directly by a few dealers. It makes sense to spread the goods amongst various people. Loyal clients, new customers….and many AD are doing this since so many have posted on this forum. It’s a good thing!

[S.Explorer]

Originally Posted by CarlOver

What the OP stated has been reiterated to me directly by a few dealers. It makes sense to spread the goods amongst various people. Loyal clients, new customers….and many AD are doing this since so many have posted on this forum. It’s a good thing!

Exactly, once the existing customers have died / no longer want Rolex then who else will the AD sell to if they have shunned all prospective new customers?

[itsinthebag]

Heard this directly as well. Rolex has heard the complaints about how hard it is for 1st timers. However, like others have said, it's still difficult to get certain models as a 1st watch to prevent flipping. Still need to build into those opportunities. For those with prior history, they're trying to limit the number of watches per year to help spread the wealth. I personally am a fan of this as I'm fine getting 1-2 new watches per year. Keeps it exciting

[Tools]

"Rolex" doesn't have any idea who an AD sells a watch to.

There is no buyer information ever exchanged and the sale reference/serial is only reported to activate a warranty and get a replacement in the pipeline.

"Rolex" never sees or knows any more about a watch they sold to an AD until an owner takes it in for an RSC action.

[aboutadog]

The tide is changing. I picked up a Sub Date just five weeks after my first visit to a new AD. There are many more stories like mine posted here as of late. Which leads me to believe I am not an anomaly.

[JRell]

Originally Posted by aboutadog

The tide is changing. I picked up a Sub Date just five weeks after my first visit to a new AD. There are many more stories like mine posted here as of late. Which leads me to believe I am not an anomaly.

I referred my friend recently and he got his first Rolex, sub date 41 in 4 days. Tides are turning.

[chet]

Originally Posted by TimepieceRPP

Haha. How Rolex can control the ADs? Funny.

Funny? Rolex controls how many watches the ADs receive and whether the ADs continue to be ADs. If Rolex says jump, the AD says, "How high?"

[csaltphoto]

I don't know how much Rolex control Rolex has at the individual customer level but it certainly makes business sense to always be expanding the customer base. It also makes sense from Rolexes "Attainable Luxury" position within the market. They are not RM. Rolex always positioned themselves as something to mark a special occasion in your life. And they are not a silly, high-maintenance bauble either; they really are great watches that can last a lifetime or several lifetimes. While a certain amount of hype is good for the brand being completely unobtainable to a first time buyer can't be good in the long term. Sure, the diligent enthusiast will do the research and pay the price but an awful lot will just head over to the next boutique.

[gerry100]

Rolex is interested in establishing new long term relationships with customers.

Maybe enough old customers have enough new Rolexes.

Flippers will disappear when the bubble bursts.

Some ADs will pay closer attention than others

[samson66]

Originally Posted by Chris

No doubt this will spawn numerous threads what watch should i wear to the interview?

LOL good point.

"Is it ok to wear a Rolex to a Patek Philippe interview?"

[thenewrick]

I’m my experience my AD said they want to hook up new customers that are local. Now these are not meteorite GMTs these are just DJ and OP and steel GMT type stuff. But after you get 1 you have to wait at least a year for anything else to spread it out. And high demand stuff like Platona does not go to new/smaller purchase history customers. So it seems pretty fair and balanced.

I got an OP after 3 months then a BLNR a year later. My friend got a silver jubilees fluted DJ41 after 4 months(it’s awesome) for his first Rolex.

Will we get anything new for the next year or two? Probably not. But it’s understandable.

My 2 gripes are I wish I knew timelines better to be able to manage my money better as these are mega purchases for me. And 2 that sometimes the higher demand stuff trickled down to newer customers also. But I don’t blame Rolex or the AD for that.

When I first got into watches and made first contact with my AD there were like 5 references that were 100% no chance unobtanium. Now it’s like 15 references that are unobtanium. It’s nobody’s fault really but it’s just a bummer that there’s fewer and fewer options these days.

Personally I want a milgauss(might get), a blue Skydweller on jubilee(won’t get), green and blue dial daytona(won’t get), turquoise OP41(won’t get). So really I’m just on the list for the Milgauss. I think the community has just become too used to the idea of there being 15 references that nobody but heavy hitter whales will get and that’s a bummer. If it were like 5 unobtanium references I’d be like whatev. I don’t want a meteorite GMT or a platona anyways.

Overall I’m totally fine with the current situation though and happy with my AD. I love my watches and my friend loves his new DJ(I like it as well). So we’re just settling in for a nice year+ wait to get anything else and saving up in the meantime.

TLDR: Yes ADs hookup new customers with low/medium demand stuff but not top demand references and that’s okay.

[Rad22]

my SA told me her managers are trying to implement a 1 watch/year rule for existing customers to try to get more new customers. She says she prefers selling to her existing clients. I am expecting to get something soon (fingers crossed), which would put me at 3 over 2 years, so i don't know if they are actually sticking to this recommendation or not.

[nr1416]

I've heard the same thing from my Rolex only boutique as well. Basically spend history doesn't mean as much now since everything sells. So they are trying to hand pick the best people to sell to that won't flip the watch basically and spread steel sports around to new customers not just old ones.

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[bob sims]

Originally Posted by snowgoat

Wtf is a deserving customer. We are talking about buying watches still aren’t we. A watch. Just a watch.

A deserving customer is one who drops tens of thousands on jewelry/diamonds or high margin watches like Hublot, Panerai, Parmegani, Tag, etc.

[Kinnakeet]

AD’s are encouraged to sell 1 out of 4 to a first time buyer.

[beshannon]

Originally Posted by Tools

"Rolex" doesn't have any idea who an AD sells a watch to.

There is no buyer information ever exchanged and the sale reference/serial is only reported to activate a warranty and get a replacement in the pipeline.

"Rolex" never sees or knows any more about a watch they sold to an AD until an owner takes it in for an RSC action.

Too much common sense here.

The world today wants paranoia and conspiracy theories about how everything works, and they happily believe what total strangers tell them.

[WilsdorfNDavis]

Originally Posted by Chris

No doubt this will spawn numerous threads what watch should i wear to the interview?

I thought you were supposed to bring your entire collection with you?


No wonder the SA looked at me funny and told me to leave as soon as I opened my watch box...

[Apheaven]

For some AD’s they will simply translate this as: New Buyer = Straw Buyer…


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[joe&joe]

Originally Posted by Flint

Absolutely ridiculous policy , this practice turns me off completely , I know many would disagree but in long term PP and others who ' interview ' someone willing to spend their hard earned money will lose out to other brands

When you are buying something that once you walk out of the show its value double or triples, you are hardly spending anything...

[thenewrick]

I bet the SA’s know which whales will keep buying jewelry without getting a Rolex and which won’t. And they keep them enticed just enough to keep buying. That’s a good salesman. They could potentially lose sales by allocating a reference to a “good customer” because then they may slow down buying other goods.

Sales is a skill for sure and Rolex/jewelry is a specialty

Fun times to be an SA I think. More power to them. Keep those whales buying. Buy buy buy!

[Chris]

Originally Posted by WilsdorfNDavis

I thought you were supposed to bring your entire collection with you?


No wonder the SA looked at me funny and told me to leave as soon as I opened my watch box...

This question has been posed 'do you take your collection with you when visiting an AD?'

[Chris]

Originally Posted by samson66

LOL good point.

"Is it ok to wear a Rolex to a Patek Philippe interview?"

Almost as daft as the thread what watch should i wear when meeting my boss for the 1st time?

[WilsdorfNDavis]

Originally Posted by Chris

This question has been posed 'do you take your collection with you when visiting an AD?'

Yes, I was referencing that thread, thank you for noticing.

[Pinchy]

My dealer is one of the big ones. They say I cannot buy more than 6 rolex inside a 12-month window. So the next watch should be bought by a family member...

[Carguy87]

Haven’t heard this, but at the same time may explain my recent walk in purchase with no real purchase history. Whatever set it in motion, I’ll take it!