Exhibition pieces - really, what is the point?

[TickTockChuck]

AD's spend a small fortune on displays to comply with Rolex marketing demands, so better to have something on display rather than a bunch of blanks. I experienced this recently while on vacation, although the indolent SA was more interested in his iPad than talking to me even though nobody was around, so it goes. Anyways it was actually nice to see something. Otherwise they didn't have anything in the display counter available for sale, not even the ugliest models....ha! Which leads me to another point...what the heck is the purpose of AD's anyways these days with zero service or available inventory. Rolex might as well sell direct to the public (?).

[JohnTz]

The exhibition pieces have to be purchased by the AD. Rolex marks them as exhibition by not sending along boxes or papers. It just another cost for the AD to market for Rolex. They cannot be sold and all the ADs have no idea what will eventually happen to those watches.

[Smobews]

I think there is some confusion over the non functioning exhibition pieces and AD stock that is going to customers, but put in the display case until delivery. The AD will most likely not allow you to handle an allocated piece. I definitely don't want someone man handling my new Rolex before I get a chance to pick it up.

The non functioning pieces are all showing the 10:10:31 with no movement inside. They are intended for customers to try on and handle.

[Tanalasta]

Originally Posted by JohnTz

The exhibition pieces have to be purchased by the AD. Rolex marks them as exhibition by not sending along boxes or papers. It just another cost for the AD to market for Rolex. They cannot be sold and all the ADs have no idea what will eventually happen to those watches.

That’s not 100% true……..


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[youthagainsttt]

Originally Posted by TickTockChuck

AD's spend a small fortune on displays to comply with Rolex marketing demands, so better to have something on display rather than a bunch of blanks. I experienced this recently while on vacation, although the indolent SA was more interested in his iPad than talking to me even though nobody was around, so it goes. Anyways it was actually nice to see something. Otherwise they didn't have anything in the display counter available for sale, not even the ugliest models....ha! Which leads me to another point...what the heck is the purpose of AD's anyways these days with zero service or available inventory. Rolex might as well sell direct to the public (?).

Esp here in HK, I haven't got a clue why there's literally one on every street corner here & they would be in some of the most expensive streets to rent in HK (and HK does have the most exp retail space in the world). Moreover, if they're there to sell a limited number of watches to those VIP on the waiting list, why would they rent such large outlets?

But to another point, I would be sceptical if those functioning exhibition watches are for clients. Because in any other retail situation "display" products would be marked down/discounted accordingly. And I dont think clients would be very happy that those watches are taken in and out every single day by staff to display, then put back in the safe, wiped down regularly etc.

[Ssunnylee24]

No point for resellers because selling rate is all it matters.

But if intention is to buy and enjoy the watch, it matters.

[dannyp]

Originally Posted by Smobews

I think there is some confusion over the non functioning exhibition pieces and AD stock that is going to customers, but put in the display case until delivery. The AD will most likely not allow you to handle an allocated piece. I definitely don't want someone man handling my new Rolex before I get a chance to pick it up.

The non functioning pieces are all showing the 10:10:31 with no movement inside. They are intended for customers to try on and handle.

No, they all have movements, they just can’t be wound. They can, however, be set.

[Smobews]

Originally Posted by dannyp

No, they all have movements, they just can’t be wound. They can, however, be set.

I handled a sub, an OP green dial, and a Deep Sea at the Bellagio AD. All were non working exhibition pieces that showing 10:10:31. I has a discussion with the sales associate about them.

[Slimpee]

Originally Posted by dannyp

No, they all have movements, they just can’t be wound. They can, however, be set.

That can’t be all exhibition pieces. I definitely wound one up and watched it run. I don’t remember if it was a Daytona or YM or both. All the SA said was that the AD wouldn’t let her sell them.

[oligeo]

The one at my AD display are all just regular one, I saw most of them running......

[dannyp]

Originally Posted by Smobews

I handled a sub, an OP green dial, and a Deep Sea at the Bellagio AD. All were non working exhibition pieces that showing 10:10:31. I has a discussion with the sales associate about them.

Did you unscrew the crown and attempt to set? The hands should move then. Last year I noticed a couple in the case of an AD that weren’t at 10:10 and remarked “oh, so some are ‘real’ it seems?” He said they couldn’t be wrong but could be set and with some, the SkyD in particular, people were curious how to actually set them.

So they’ve been modified not to run, that’s for sure, but there’s a movement inside unless the guy was lying.

Originally Posted by Slimpee

That can’t be all exhibition pieces. I definitely wound one up and watched it run. I don’t remember if it was a Daytona or YM or both. All the SA said was that the AD wouldn’t let her sell them.

Nope, definitely not all. As I’ve said before, anecdotally there seem to be three classes of displayed Rolexes you can’t buy:

1. True exhibition, that aren’t working and can’t be wound.
2. Fully functioning watches purchased by AD, but supplied without cards or boxes, for display only (at least for now).
3. Dealer’s regular allocation, just being reserved in public for the “right” buyer (or already allocated and awaiting pickup).

Sounds like the ones you’re describing are either category 2 or 3 (depending on whether the dealer won’t let her sell or Rolex won’t let her sell).

[Kevin of Larchmont]

Originally Posted by Smobews

I think there is some confusion over the non functioning exhibition pieces and AD stock that is going to customers, but put in the display case until delivery. The AD will most likely not allow you to handle an allocated piece. I definitely don't want someone man handling my new Rolex before I get a chance to pick it up.

And also a third category, new watches in inventory for sale that happen to be displayed in the Display Model Only case for plausible deniability when the AD doesn’t want to sell it to you.

[Nico81]

Exhibition pieces are all sold or will be offered for sale
Point is to have them be presented so people can try them on

Im not thrilled as I have 115519 daytona that arrived but cant pick it up for another 2 weeks
So it will be on display for others to try it


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[Nico81]

Originally Posted by Bxtek

I heard that there were a lot of complaints/feedback that was getting back to Rolex, about showcases always being empty. Nothing to even see, touch or feel anytime a person would walk in.

Cases full of exhibition pieces looks better than empty? Also, people could at least try on pieces that they were never able to see in the metal before?

From what I understand, most of these exhibition pieces have no movements or movements that have been made not to be operable. However, I have run into a couple of AD's that have exhibition pieces that WERE working, but still not for sale.

I also heard that these exhibition pieces belong to Rolex and are only on loan to the AD's. When the model is discontinued or whenever Rolex wants them back, they have to surrender them.

Both of what you heard is wrong
They are real watches that are already allocated

My daytona 116519 is currently on “exhibit” for others to try it


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[Kevin of Larchmont]

One of the pieces that I saw running in the Display Only case was offered to me for sale a few days after I viewed it. It’s foolish to imagine there is only one possible scenario.

[Smobews]

Originally Posted by Kevin of Larchmont

And also a third category, new watches in inventory for sale that happen to be displayed in the Display Model Only case for plausible deniability when the AD doesn’t want to sell it to you.

There really aren't many new watches at an AD that are not spoken for. The wait lists are pretty deep.

The new signage of "display only" for the non functioning pieces allows the AD to empty the safes and fill the cases with the watches during the day that are waiting for delivery. They can now plausibly deny you from touching the functioning ones waiting to be picked up.

[Kevin of Larchmont]

Originally Posted by Smobews

There really aren't many new watches at an AD that are not spoken for. The wait lists are pretty deep.

The new signage of "display only" for the non functioning pieces allows the AD to empty the safes and fill the cases with the watches during the day that are waiting for delivery. They can now plausibly deny you from touching the functioning ones waiting to be picked up.

So in other words there are some new watches that aren’t spoken for.

[Smobews]

Originally Posted by Kevin of Larchmont

So in other words there are some new watches that aren’t spoken for.

The ones that I have seen over the last few years are usually two tone DJ41, diamonded DJ41, and the small ladies DJ.

[Rado63]

There must be more to this than just allowing clients to touch and try on the watch. Ultimately may leed to some form of ordering from the AD in the future. Just my .02.

[Kevin of Larchmont]

Originally Posted by Smobews

The ones that I have seen over the last few years are usually two tone DJ41, diamonded DJ41, and the small ladies DJ.

Sounds like a limited data set.

[Michael T]

Originally Posted by Jay2101

Heard from someone that ALS used to give out steel replacements for their customers during service to help them pass the time. Then some kept these instead of returning them and they had a high premium. Total word of mouth though, no idea if it's true.

Tapatalk を使用して私の CPH1943 から送信

Hublot has service watches.

I think the dispay watches have a good purpose. What if you wanted an SD43 and where unsure of the fit? In 2018 Patek’s boutique in Geneva had all exhibition watches.

[boricuajr]

Originally Posted by Harry-57

If you walk into a car showroom, would you be happy to see photos instead of demonstrators?

well said.

I agree its better than looking at an empty case although there is still that slight rush of seeing it on display and wishing for a sale
that being said. I got to see and try a few on that I wouldn't have considered, so I like the idea as much as I would prefer to see it on my wrist instead

[youthagainsttt]

Can anyone in HK confirm if an AD has let them try on the display models? And how abt Singapore / Japan?

[DonLee]

First of all. The watches look better in person than on a computer screen.
Second of all, it's a lot better to see the fitting of a watch at a rolex store than to do that at a grey dealer. If you're going to wait in line for a watch for years, better know it suits you or not.

[youthagainsttt]

Originally Posted by DonLee

First of all. The watches look better in person than on a computer screen.
Second of all, it's a lot better to see the fitting of a watch at a rolex store than to do that at a grey dealer. If you're going to wait in line for a watch for years, better know it suits you or not.

That’s true. Perhaps in Hong Kong there are so many grey dealers that you can easily try on any watch, even those 1 of a kind RM etc so perhaps why exhibition pieces at ADs can’t be tried on.

[Eric-London]

Originally Posted by Bxtek

From what I understand, most of these exhibition pieces have no movements or movements that have been made not to be operable. However, I have run into a couple of AD's that have exhibition pieces that WERE working, but still not for sale.

I also heard that these exhibition pieces belong to Rolex and are only on loan to the AD's. When the model is discontinued or whenever Rolex wants them back, they have to surrender them.

I have not come across any exhibition piece that are non working. They are standard watches. The AD's are under obligation where they must keep back to 'show' a certain number of pieces (the number depends upon the size of the dealership). They are not loaned pieces. They are standard stock watches.

I was offered one which I subsequently purchased.

[BNA/LION]

Still get the touch and feel many need to make a final decision on a specific watch model before getting on "The List".

[enjoythemusic]

I wonder what this thread reads like to, you know, normal people.

Curious....

[DJ2020]

Originally Posted by Smobews

I think there is some confusion over the non functioning exhibition pieces and AD stock that is going to customers, but put in the display case until delivery. The AD will most likely not allow you to handle an allocated piece. I definitely don't want someone man handling my new Rolex before I get a chance to pick it up.

The non functioning pieces are all showing the 10:10:31 with no movement inside. They are intended for customers to try on and handle.

ALL my AD's " exhibition only" Rolex's are fully functional watches. The put on the gloves, wind them up, set date and time then present them to you running.

[subgreen]

Originally Posted by youthagainsttt

I was just walking past 1 of the AD's & they had 10+ exhibition pieces of the models that would obviously be sold straightaway if they were for sale. But really, apart from letting people try them on what is the point of this from Rolex's POV?

Those 10 watches, if we take the AD out of the equation (as it's not the AD's decision to make them exhibition-only but Rolex), if we assume 40-50% profit for each watch. Let's say the average price is US$20k for argument's sake and perhaps every AD doesn't have 10 exhibition pieces. There's 1800 AD's from Google, let's say there is an average of 7 exhibition pieces per AD. By my very rough calculations that's US$125m potential profit from not selling these pieces

Rolex is a business, the demand is already outsripping supply so why do they have exhibition pieces at all?

Rolex is not a business…..it is an actual Charity Foundation. Look it up….they can never, ever be sold and receive tax benefits of a charity.