Dear Rolex: You are a Joke

[mannyv11]

I think it is very hard to blame Rolex for individual AD practices. Sure they could technically produce more daytonas, doing so they would also be scaling back the production of a different watch there are only so many hands in a Rolex factory even though many of the parts are machined.

I also find it somewhat funny when someone goes into an AD they have never gone into before looking for probably one of the hottest watches on the planet right now and get angry when they are told it is a long wait list or they can't put them on the list.

I work with 1 AD who is absolutely incredible, I put my name down the day the watch was announced and just received it a month or two ago. He was honest and upfront that I was on the list and that I would receive the watch just wasn't sure when due to some very heavy hitters being in front of me which I completely understood. I have also spent quite a bit of money there over the years and he put me ahead of some people who are quite famous.

My point is AD's are trying to keep their highest paying customers happy which I completely understand they are the ones that keep that dealers doors open. I would rather the dealer be honest with me that it is going to be a VERY long wait or won't bother putting me down at all because what is the point I will never get one from them because I have never purchased a watch there.

[Lordofrolex]

It does suck a little that they do that. But to be honest if it was widely available you also wouldn't want one so bad. Kind of a catch 22. If you can get it easy, you don't want it. If you cant get it, you want it bad.

[mjclark32]

I didn't read through this whole thread since it's so long
I'm sure Rolex, and AD's, want to create some kind of insane demand for the Daytona like they have in the past. And they have. The lists are crazy long, as mentioned.
Now that the demand is real and the lists are long, why not increase production a bit. No one would really know. The lists would still be pretty long (over a year).
AD sells more, makes more $$$ as does Rolex, and the customers are "happy"

[ocwatching]

this...supply and demand...luxury = perceived exclusivity

Originally Posted by mannyv11

I think it is very hard to blame Rolex for individual AD practices. Sure they could technically produce more daytonas, doing so they would also be scaling back the production of a different watch there are only so many hands in a Rolex factory even though many of the parts are machined.

I also find it somewhat funny when someone goes into an AD they have never gone into before looking for probably one of the hottest watches on the planet right now and get angry when they are told it is a long wait list or they can't put them on the list.

I work with 1 AD who is absolutely incredible, I put my name down the day the watch was announced and just received it a month or two ago. He was honest and upfront that I was on the list and that I would receive the watch just wasn't sure when due to some very heavy hitters being in front of me which I completely understood. I have also spent quite a bit of money there over the years and he put me ahead of some people who are quite famous.

My point is AD's are trying to keep their highest paying customers happy which I completely understand they are the ones that keep that dealers doors open. I would rather the dealer be honest with me that it is going to be a VERY long wait or won't bother putting me down at all because what is the point I will never get one from them because I have never purchased a watch there.

[Investr]

Pretty lively thread here!! Some are missing it, its not just about the Daytona C. Its also about how some feel that Rolex just simply isn't up to par in customer satisfaction and giving customers what they want. I give Rolex "D" in that dept, but I don't think they really care

[Etschell]

Originally Posted by Investr

Pretty lively thread here!! Some are missing it, its not just about the Daytona C. Its also about how some feel that Rolex just simply isn't up to par in customer satisfaction and giving customers what they want. I give Rolex "D" in that dept, but I don't think they really care

they give me what i want, an excellent wrist watch.

they don't give the reigns to customers in terms of design (which is what everyone complains about) - probably a good thing.

[SMD]

I think it goes beyond the Daytona, it's the constant games ADs play. Whatever model you are looking for is rare, last one, just got it in, sorry cannot discount that Dj that has been sitting for six months because rolex does not allow it, sorry cannot buy hulk/blnr/Sub whatever unless you buy something else. And on and on. I really don't even go into Rolex ADs anymore because it's about as pleasant as patronizing a used car dealer.

[kunlun]

Originally Posted by superdog

And I respect your opinion.

I respect your respecting of his opinion.

[GMT Aviator]

Originally Posted by Lordofrolex

It does suck a little that they do that. But to be honest if it was widely available you also wouldn't want one so bad. Kind of a catch 22. If you can get it easy, you don't want it. If you cant get it, you want it bad.

^^This precisely.

[mahefa]

7-8 years is too much, i would say 2 years is somehow approriate. But it still is a part of Rolex that it actually takes quite a long time to produce one single watch. 7-8 years, it is about 10% of average human life.

But Rolex makes good quality. I personally enjoy being obsessed with superior quality no matter what product.

[Dirt]

With respect to the OP.
There's plenty of other brands out there to choose from if you really don't like the way Rolex goes about its business.

Move on to preserve your integrity.

[Dirt]

Originally Posted by mjclark32

I didn't read through this whole thread since it's so long
I'm sure Rolex, and AD's, want to create some kind of insane demand for the Daytona like they have in the past. And they have. The lists are crazy long, as mentioned.
Now that the demand is real and the lists are long, why not increase production a bit. No one would really know. The lists would still be pretty long (over a year).
AD sells more, makes more $$$ as does Rolex, and the customers are "happy"

Yes, but they also have to make all the variants of all the other models as well.

People are missing the point.
Of course they could change the mix of what they produce but that would upset what makes Rolex or for that matter a Rolex wristwatch and their respective positions in the market place.

IMO, everybody who don't like it should stop trying to tell Rolex what they should or should not be doing.
Besides, we as consumers and forum junkies just don't have any skin in the game.

[rollee1]

You are right, Rolex does not care about common opinion, never had probably never will. The company is not even listed hence they are accountable to no one but themselves.
They can sustain the take it or leave it attitude, praise is to the unity of direction of Rolex.

I dislike the owners who pays a premium on their watches, feeding the hungry ADs. Take the Daytona 116500LN you are to beg for one; whereas in Asia one is made to feel priviledged by paying a hefty premium, and beg with a smile to be consider as a customer.

[ras47]

I don't know if I buy that the wait will be seven years. Especially on this forum. Maybe look at another AD in six months and see what has shaken out.


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[ras47]

Originally Posted by Kevin.S

High demand / control supply = $$$

I agree Seth, I am not a fan of this type of marketing, but it is the way of the world.

seems to be working, a lot of hype over this model.

When enough people vote against this practice with their dollars Rolex will modify their behavior. Until then it's their way of protecting their brand cachet. I don't like having to wait for something I want, but if that's the way Rolex wants to play it then so be it. It's not like this is life-saving medicine being monopolized by Pharmabro. We all do have options. Vote with your dollars folks.


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[Calatrava r]

Originally Posted by breitlings

I respect Rolex for limiting output.

So basically no one can get and the ones that do get them sell them into the aftermarket where the prices are 3 to 4 over retail. Who benefits other than the resellers. Limiting output is one thing but Rolex is wrong here. They do it for one reason, money, to increase the sale of the gold/steel and gold versions.

[superdog]

So I would just like to thank everyone here that read the post and posted on it, for being super civil. This was a great discussion.

And I heard some really great responses that made me think. One thing I very much realized is that its tough being an AD. I know for fact that my Rolex AD is nothing short of exceptional. I mean they are just awesome in every way. And it appears they have a tough challenge in the grand scheme of things.

This AD in Chicago was good too. The sales guy was great. I am realizing that it is the mother ship that has created a certain environment. I suppose that it is good for them. But it feels wrong to me, and I kind of feel bad for the AD.

It was brought up that after taking and spending on dozens of slow sellers, the AD finally has that chance to make a few extra bucks. Instead of lowering their price, they can make a few extra dollars by actually getting list price. They also clearly can't be faulted for taking care of their regular customers.

Cheers to the AD's. But I am still not on board with the brand as a whole. I don't blame them for the practice of creating exclusivity. They are clearly masters in that regard. I just don't like it.

Anyway, great discussion and many thanks.

[Chiboy]

With luxury or other unnecessary items of lust -- be it a cool car that has a waitlist or dealers are charging a premium, a watch, or anything else that is a privilege to buy -- there is a limit as to how wound up I will get if I can't buy one at the right price (sticker or less). Sure there have been cars I've wanted and the dealer was charging a markup over list because it was hot. So I didn't buy it, and perhaps crossed that dealer off the list for future consideration. But I moved on. It's the same with watches. Sure, it sucks when Rolex comes out with a white dial Daytona and it looks great and is only 8x as expensive as the new DJ I bought way back when, and then I find out it's going to be a long wait. That's the curse of wanting to buy something that everyone else also wants and is priced low enough that people will stand in line for it.

I don't think the OP was in any way whining. He was just saying that it turns him off and he will go elsewhere. To me, that's the perfect response. It's a big world out there, and if getting a SS Daytona for $12.4 is a fantasy, then decide what else would make you happy that you can actually get your hands on.

[SMD]

Originally Posted by superdog

So I would just like to thank everyone here that read the post and posted on it, for being super civil. This was a great discussion.

And I heard some really great responses that made me think. One thing I very much realized is that its tough being an AD. I know for fact that my Rolex AD is nothing short of exceptional. I mean they are just awesome in every way. And it appears they have a tough challenge in the grand scheme of things.

This AD in Chicago was good too. The sales guy was great. I am realizing that it is the mother ship that has created a certain environment. I suppose that it is good for them. But it feels wrong to me, and I kind of feel bad for the AD.

It was brought up that after taking and spending on dozens of slow sellers, the AD finally has that chance to make a few extra bucks. Instead of lowering their price, they can make a few extra dollars by actually getting list price. They also clearly can't be faulted for taking care of their regular customers.

Cheers to the AD's. But I am still not on board with the brand as a whole. I don't blame them for the practice of creating exclusivity. They are clearly masters in that regard. I just don't like it.

Anyway, great discussion and many thanks.

I agree with you. But FYI, omega ADs did this with the snoopy. I was offered one by a US AD for 15k!

[superdog]

Originally Posted by SMD

I agree with you. But FYI, omega ADs did this with the snoopy. I was offered one by a US AD for 15k!

I believe this is why Omega seems to be gravitating towards boutiques. And from what I know, no boutiques were gouging.

And the snoopy was actually limited. Similar to many LE watches omega produces.

I would like to emphasize though that I don't fault AD's at all. I explain a bit more above. Imho, the AD must wish they got more of these. It would be Rolex giving them a chance to really make some good money.

But instead of taking care of the AD, they anchor them with minimal product.

[sensui]

Originally Posted by SMD

I agree with you. But FYI, omega ADs did this with the snoopy. I was offered one by a US AD for 15k!

Omega didn't purposely constraint production on a non-limited production watch. The Snoopy Apollo Anniversary was announced as a limited edition and all allocated/spoken for quickly upon Basel that year.....This particular AD decided to capitalize on the situation....which IMO isn't doing anything wrong as MSRP says "suggested" for a reason....they can sell it for whatever they deem....same way they can discount a watch at leisure if it makes sense for them on a sale. The boutiques that are directly under Omega won't and cannot sell for over or under MSRP.

This thread has been great, I agree with superdog it's nice to see level headed responses throughout to learn new things/build new understandings. But I'm sure if Rolex caught wind of this thread, it'd just encourage this practice more/make them laugh because they know what they're doing is working hah.

[RaceDoc]

I don't buy this AD crap. I was in Kuwait last summer and I walked to a Rolex boutique and asked for BLNR, the sales guy brought one right away and even better gave me 10% discount. I asked about the Daytona, he said they didn't get one in 2 years. I asked if there is a list? He laughed and said no list sir! if you are here when it comes it is yours but it will be for list price no premium nor discount.

[The Libertine]

Originally Posted by superdog

And they have gone from the "tool watch" company to the shiny "look at me" watch company.
Rant over.

This is my biggest issue with Rolex today - the styling.

[GMT Aviator]

Maybe Rolex should pass a decree down to their AD's and ban lists. First come, first served....always.

They'd probably gain additional income from incidental unintended purchases just from people being in the Dealers shop every 5 mins seeing if the unobtainium has arrrived that day.

[Thatguy]

I would agree that the practice is annoying but it is part of the reason Rolex watches hold their value. If they suddenly flood the market with the popular models the resale values would tank and that would piss off more people than the ones leaving the brand because they can't get a new Daytona. Just a thought...


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[superdog]

Originally Posted by Thatguy

I would agree that the practice is annoying but it is part of the reason Rolex watches hold their value. If they suddenly flood the market with the popular models the resale values would tank and that would piss off more people than the ones leaving the brand because they can't get a new Daytona. Just a thought...


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Good solid point. Hadn't thought of that at all. Thanks for the perspective.

[Sublovin]

It is absolutely a strategic marketing gimmick, but let's be honest, all of it is. Any company who can get people to part with thousands of dollars for an item that isn't as accurate as their phone has to be good at marketing.
As far as them going from a tool watch company to a shiny look at me....lets be serious, Rolex has been making the diamond encrusted look at me stuff for decades.
Again, I understand your frustrated, but this is nothing new.
Part of this is why I like Panerai...you don't see them on every wrist and they don't sell very many diamond dials
I know people have knocked them lately, which kind of makes me like them more...I like the fact that not everyone knows what it is.

[Ticknaway]

There's a decent article in the economist magazine about the state of the Swiss watch industry. It suggest the the condition of the major brands may be in trouble, with that being said it is possible that Rolex may release more watches to meet demand as a way to maintain revenue. Now I know Rolex is a private foundation with profits not necessarily being the company's driving factor, they still need to fund the operation.

[MDMax]

What I think is funny is that people are still surprised that a SS Daytona is hard to get. This has been going on for decades now. It is part of the mystique of the watch and I doubt that will change. I do know that if made me want it more and made it that much better when I got it truthfully. If someone just wanted a chrono, they could go buy a Tag in several styles at a discount... that isn't it. The Daytona is special and frankly I hope Rolex keeps it that way.


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[slowturbo]

I understand your frustration. I was at a local AD here in NoVA and they said they had 80 people on the waiting list for the Daytona C for each color! So much for ever getting one there :-/