CONFIRMED news regarding the professional line

[jaySL350]

Originally Posted by brandrea

That’s a similar scene to our boutique as well.

Ghostly,,just like London ads,,,

[superdog]

Originally Posted by ALF61

Lots and lots of imagination in this thread. TRF as a whole really lately has become big gossip world.

In my mind I can see Rolex laughing their heads out.

Lately??

You must be new.

[WhiskeyKoffee]

My suspicions are that the reasons for this are actually very simple, and has nothing to do with new movements, Basel, greys, or price.

Simply put, Rolex is playing hard to get. It's just like the game playing in dating. By playing hard to get, one increases the desire and demand. It's not as if Rolex needs to maintain a certain level of immediate sells to stay in business.

In a world being guided by technology, smart watches are totally taking over. Who knows what smart watches will do in the future. They might drive your car or control your vacuum cleaner.

Rolex has to do way more than just stay relevant. Rolex has to stay in ultra high demand. Why else would a consumer pay thousands of dollars for a non smart watch going forward? It's all about keeping their product in high demand. Cutting production is brilliant and it's a long term strategy. It has nothing to do with short term issues.

At least that is how I see it.

[cuibono]

My 2017 experience with the only AD in town.

- call AD re: skydweller in March, get told to wait till September or October

- keep dialogue open with AD all year, stop in etc, go to Basel event...

- AD informs me in October that all deposits have been refunded. No ETA, quantities and configurations unknown, for skydwellers

- Chat with AD in late November. She politely rants about the lack of any popular models.

- Call up ADs in the surrounding areas, including the US. I get lots of chuckles, as in "get in line buddy, it isn't happening anytime soon" or "pay in full like the others did and when it comes in you'll get it"

- Chat with AD in December, they tell me to expect a looooong wait. Basically tell me to adjust my expectations.

- I look at DavidSW inventory, find the white skydweller that I want for the price in Canada after tax. I swap my rolex and pay the difference. Skydweller on my wrist in January

- I go to AD to get it fitted. They are floored. First one in their store.

- I go back yesterday to get it fitted again. Still no skydwellers in sight. But they are putting new Rolexes on the floor. "nothing as nice as yours, just more datejusts"

I felt super uncomfortable going in there, now twice, to get my watch fitted. How can they run a business if Rolex doesn't bother to supply them watches presented 10 months ago? Sales staff are super friendly and I can't imagine the disappointment of not being to sell and instead seeing people get their watches from other sources. Forget the commission, from a professional stand point it must suck.

And now Basel 2018 is around the corner? Like I said in the Basel 2018 thread, I hope to see the 2018 watches in 2019. Maybe I should adjust my expectations and look forward to seeing them in, 2021?

I think I understand what Rolex are doing and why, I just hope they take care of their reps downstream.

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[Trek737]

Originally Posted by Amiroo

I don't care if I have to be late for every meeting for the rest of my life. I am not wearing an Omega...

Originally Posted by HogwldFLTR

There are many competitors who will be happy to take over Rolex Corps market share. Omega, Breitling, Zenith, Panerai, to name a few. This will be great for the rivals!!! What do you think consumers will do; stop buying watches; no, buy another brand. Easy way to permanently lose customers.

I agree... Rolex is in my wheel house in what I am looking at... But I can always save a little more and go find a really nice Patek...

Originally Posted by Kostas

Oh ! The Drama !

Originally Posted by woodsworth

I love Rolex like the rest of you, but if this is indeed their position then I will be looking at other brands -- whether that is above to the "Trinity" or otherwise, I don't see myself fighting to own an SS Rolex model. I am not going to fight to give away $10,000+ of my money lol

Agree as well... as stated above... There are plenty of other quality watch makers to choose from....

Originally Posted by Amileon

AD in Greenbelt Makati has no SS professional watches since last November. Only a very few pm and usual DJ. Shop was renovated lately and today was empty. It looks rather depressing and I feel sorry for the sales personnel. Next door is Omega, PP, JL, Chopard, Breitling, Panerai. All have decent number of watches on display. Omega was packed with customers others had a few. Wonder how long AD can survive. What ever reason behind what looks more like a shortage than a commercial strategy is for sure hitting the business hard.

Glad my commission does not depend on a product that is never in stock to sell...

Originally Posted by polaris72

I will start looking at AP and IWC. Thanks for the info.

Originally Posted by meganfox17

I feel sorry for the bored AD staff. I walk pass the boutique almost daily and they would be looking down fiddling with their mobiles.With the latest turn of events, why even bother turning up for work.....

Thanks for the pics... After reading about the shortage of supply this is what I was thinking it must look like across the Rolex AD store fronts... Glad I am not relying on Rolex to pay my bills...

And if it comes to waiting 5 to 10 years to get one well I would suspect that most will have other items of interest that will have got ones eye...

[Magwitch]

My world isn't "guided by technology." Everyone jumps on the Smart-whatever bandwagon which creates its own reason for existence. There's probably a line already formed for the I-Chip Implant which will supercede the I-phone.

Rolex is relevant.

[Mystro]

What is the yearly volume of production of AP??

[jdpny]

Makes sense for Basel 18 assuming most models getting the new 3235 or GMT 3235 variation.

Although this is an interesting dream it would be pretty cool IMHO

[Justinmg]

Originally Posted by Amiroo

I don't care if I have to be late for every meeting for the rest of my life. I am not wearing an Omega...

Yeah They only make one of the most iconic watches ever made, I’d rather be put on a imaginary wait list too

[emersm]

Originally Posted by bjw

I know this will be buried in this thread and few will read it, but I fine it amusing how most everyone here thinks what Rolex is doing is bad business. I don’t understand how anyone could out right second guess what a company as successful as Rolex does?! There is so so SO much information that no one here is privy to. Why on earth would one feel they have a better handle in what is in the best interest for a business that is already completely clandestine?

Rolex has been a leader, because they don’t follow trends or take the obvious road. Successful company’s stay that way for that reason

Rolex has been around and will continue to be for a very long time. I think they know exactly what they are doing.





"Opinions are like wrist watches...everyone's watch shows a different time from others, but everyone believes that their time is correct."

Amen

[stainlesssteve]

Originally Posted by WhiskeyKoffee

My suspicions are that the reasons for this are actually very simple, and has nothing to do with new movements, Basel, greys, or price.

Simply put, Rolex is playing hard to get. It's just like the game playing in dating. By playing hard to get, one increases the desire and demand. It's not as if Rolex needs to maintain a certain level of immediate sells to stay in business.

In a world being guided by technology, smart watches are totally taking over. Who knows what smart watches will do in the future. They might drive your car or control your vacuum cleaner.

Rolex has to do way more than just stay relevant. Rolex has to stay in ultra high demand. Why else would a consumer pay thousands of dollars for a non smart watch going forward? It's all about keeping their product in high demand. Cutting production is brilliant and it's a long term strategy. It has nothing to do with short term issues.

At least that is how I see it.

Excellent point. Rolex is planning for the future. What are the Millennials going to buy 10 years from now? I think any way you look at it, the answer is.... fewer mechanical watches. The market is changing.

[Wcdhtwn]

Isn't this going to be great for gray dealers? I ask because of all the rules Rolex has implemented to keep them from getting watches.

However I see the other side too, if AD's get very few of the sports models they are perhaps more likely to sell them to end users and not gray market resellers.

I don't understand how Rolex increases its stature compared to Patek and others simply by limiting supply. I've always believed Patek were superior in manufacture of their movements and their cases. If true Rolex needs to do more than limit supply to catch Patek, they need to make better watches. And maybe that's the plan, stop making the crappy sports models and make more dressy Patek like watches.

[emkwan]

Originally Posted by stainlesssteve

Excellent point. Rolex is planning for the future. What are the Millennials going to buy 10 years from now? I think any way you look at it, the answer is.... fewer mechanical watches. The market is changing.

I’d disagree... I review tech and watches on YouTube and social media like Instagram. I’m genuinely shocked at how many millennials are buying automatic watches including Rolex vintage and sports models. I’m regaulalry contacted by young people asking specific questions related to watches including Rolex models.

[NLYogi]

Less production does still mean tens of thousands I guess

[amh]

Originally Posted by omx5o

Perhaps Tudor will take over the sports side of Rolex.

They already have. That is, they have taken over the space occupied by Rolex a long time ago: an affordable 'tool' watch

Originally Posted by Exploradori

This is just not true. I talked with two close ADs and they don't know anything about this letter. Which makes no sense anyway...
We're being trolled.
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Maybe they just didn't get their letter yet

Originally Posted by Krash

In November, I was told by multiple local ADs that it could be a year or so before they get another Sub No Date in stock. Last week I got a call from 2 of them telling me that one just came in.
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My local ADs have been claiming stock will improve early this year, as in Feb/March.

Originally Posted by Amiroo

I don't care if I have to be late for every meeting for the rest of my life. I am not wearing an Omega...

Me neither!

Originally Posted by nick c

Here is are boutique

What's the point of these boutique pictures? ADs seldom seem to be busy.

Originally Posted by douglasf13

You may be right, but I don’t think everyone here is criticizing the decision because they’re worried about the company. They’re criticizing the decision because they want to buy watches, because they’re customers, not Rolex employees.

To me, building up exclusivity on something like a dive watch is ridiculous, and it makes me like the brand less. I don’t want a freaking Birkin bag. I just want a solid watch.

Exactly.


But I think there has been oversupply until now. Before you could either go to an AD and pay full MSRP or get it from any grey (local or online) for 15-20% off and pay no tax. In the future you will be happy to pay MSRP at the AD after waiting for your order to come in. Meanwhile greys will mark up by 10% if you want that watch today.

[sager]

Originally Posted by emkwan

I’d disagree... I review tech and watches on YouTube and social media like Instagram. I’m genuinely shocked at how many millennials are buying automatic watches including Rolex vintage and sports models. I’m regaulalry contacted by young people asking specific questions related to watches including Rolex models.

I agree with your point.

I enjoy your videos by the way. Keep it up.


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[sager]

Originally Posted by Wcdhtwn

Isn't this going to be great for gray dealers? I ask because of all the rules Rolex has implemented to keep them from getting watches.



However I see the other side too, if AD's get very few of the sports models they are perhaps more likely to sell them to end users and not gray market resellers.



I don't understand how Rolex increases its stature compared to Patek and others simply by limiting supply. I've always believed Patek were superior in manufacture of their movements and their cases. If true Rolex needs to do more than limit supply to catch Patek, they need to make better watches. And maybe that's the plan, stop making the crappy sports models and make more dressy Patek like watches.

Crappy sports models? IMO it seems like the sports models are big hits and arguably outsell the other models.


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[Flier]

people who really like them will continue the quest
This will filter the people who care from the ones who just want to show off...to a point
Not that Rolex did this for the above reason
My inner thoughts say that this will be a rise in the price and reduce in house costs as
Less watches with a higher profit margin will be better for them

[douglasf13]

Originally Posted by amh

They already have. That is, they have taken over the space occupied by Rolex a long time ago: an affordable 'tool' watch



Maybe they just didn't get their letter yet



My local ADs have been claiming stock will improve early this year, as in Feb/March.



Me neither!



What's the point of these boutique pictures? ADs seldom seem to be busy.



Exactly.


But I think there has been oversupply until now. Before you could either go to an AD and pay full MSRP or get it from any grey (local or online) for 15-20% off and pay no tax. In the future you will be happy to pay MSRP at the AD after waiting for your order to come in. Meanwhile greys will mark up by 10% if you want that watch today.

That doesn’t mean oversupply to me. You should be able walk in and buy a watch at an AD, no???

[Wcdhtwn]

Originally Posted by sager

Crappy sports models? IMO it seems like the sports models are big hits and arguably outsell the other models.


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Sorry, I was being facetious. Their watches are anything but crappy. But if Rolex feels it needs to up it's game against Patek then Rolex must think of them as crappy as they currently don't compete. That's the point I was trying to make.

[yannis]

Rolex is no ordinary company and no ordinary methods have been employed over time in order for them to market/sell their products. In this sense, skyrocketing demand is going to be a foreseeable result in the light of bringing supply further down to the point that a Rolex is unobtainable. To me that does make sense in Rolex terms.

We had a taste of things to come last year. After March-April, sourcing a SS Rolex watch was a heck of a task. So Gerardo's info does make sense.

Of course Rolex is taking it to another level had this information been true and frankly i am glad i have what i need!

[douglasf13]

Originally Posted by sager

Crappy sports models? IMO it seems like the sports models are big hits and arguably outsell the other models.


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I think his point was simply that reducing supply on a Mercedes doesn’t make it a Bentley.

[krh7]

in 2018, it makes sense for rolex to put 3235 in popular sport models. can't announce in advance of basel, so "old" stock 3135 shipments are low until march. after march, everyone wants the new movement watches and grey dealers are "stuck" with old models and those prices are forced down, while dealers sell new at msrp.

[rolexgiants]

Originally Posted by rossi46

Exactly how I feel about. Rolex is not PP, VC, or AP. The day they try to claim that a Submariner isn't a mass produced aspirational product, I'm out.

If this slowdown is worldwide, and not just for a particular set of retailers, I'd think it's just in terms of the movement switchover. There's no precedent for Rolex wanting to cut back on sales; they're happy to be top of the heap in global sales.

I vote Subs with 3235 at Basel.

I agree 100%. I would rather now pay triple for Pateks!!

[sager]

Originally Posted by Wcdhtwn

Sorry, I was being facetious. Their watches are anything but crappy. But if Rolex feels it needs to up it's game against Patek then Rolex must think of them as crappy as they currently don't compete. That's the point I was trying to make.

Sorry misunderstood. I do agree with what you are saying though.


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[Ruud Van Driver]

Whatever’s going on, the grey market is insane. I’ve just been looking on Watchfinder and a two year old 116520 black dial with box and papers is up for £16,750 (US$ 23,750) and anyone willing to pay that needs their head looking at. A twelve year old black dial with no box and no papers is up for £10,250 (US$ 14,550].

A one month old 116500 is cheaper than the two year old 116520.

Someone talk me through that BS!

[aquatimerfla]

Originally Posted by Wcdhtwn

Sorry, I was being facetious. Their watches are anything but crappy. But if Rolex feels it needs to up it's game against Patek then Rolex must think of them as crappy as they currently don't compete. That's the point I was trying to make.

Rolex would need to cut production 90%to even get into Pateks league.

Than they would need to 'refine' their movements with much better finishing. Rolexes 3235 is just another modern mass produced movement just like Omegas 8900.

[rossi46]

Originally Posted by NLYogi

Less production does still mean tens of thousands I guess

Try hundreds of thousands. Rolex makes between 800k and a million watches per year.

[Fleetlord]

Originally Posted by Smarties

IMO, by limiting the supply of SS model, the grey market dealers are more than willing to pay an even higher premium to source from AD since they can always raise the selling price higher due to ever-higher demand created by scarcity in supply.

Ultimately, those grey market dealers are the people who benefit from Rolex's "austerity measures".

Perhaps..i guess we are going to find out shortly

[SpeedyTuomas]

I think this has been the case for over a year now which is why Rolex has received zero revenue from me unlike in prior years. My opinion is that this is a silly tactic but I guess Rolex knows better. My logic would be to satisfy the market..SS sports customers will not be interested in less poplar models even after this..