The AD

[Goodwatch]

Does anyone of you knowledgeable people know if there is a fixed and known set of requirements to become an A.D.? I ask because we can see some boo-boo’s here once in a while. Rude behavior, selling way over list (not a crime, I know), trying to pass off demo models as new, etc. I’m in a part of the industry were certification is important (ISO 9002, HACCP, ISO 14XXX, etc.) and once certified you’ll receive an audit every year and a re-certification audit every 3 years. Real and perceived value of these certificates and audits maybe another point of discussion but you have to keep putting in the effort. How is this with A.D’s? What does it take to become an Authorized Dealer and more important, what does it take to remain an A.D.? Sales figures alone? It would be nice if there was something like the Michelin inspections or mystery buyers (yes, yes, I want to become a mystery buyer. Please make me a mystery buyer, please…). Any thoughts on this?

[C.J.]

I asked my AD this very question. His was response was; The establishment had to be a high quality, well established, fine jewelry store. The establishment had to be tastefully decorated and well maintained. A minimum square footage was necessary, although I didn't ask what it was. The sales personnel had to be trained to Rolex satisfaction in the sale of it's watches. Certain brands, Omega being one, could not be sold in the store. The shop could not advertise the Rolex product on billboards, sale circulars and the like. No other products could be mixed in with the Rolex displays. Certain products and brands could not be in adjoining displays. There can be no other AD within twenty five miles, but the licensed AD can have other shops within that range and still sell Rolex. (and I'm sure a healthy dose of arse kissing is required, as well. )

I know for a fact that the twenty five mile limit is . There is an AD in the Borgata casino that has no affiliation with my AD and is less than ten miles away.

I've only asked this one Ad this question. Seeing that he fibbed about the twenty five mile limit, I can only assume that there may be some other inconsistencies here, as well.

[mailman]

Originally Posted by C.J.

I know for a fact that the twenty five mile limit is . There is an AD in the Borgata casino that has no affiliation with my AD and is less than ten miles away.

I've only asked this one Ad this question. Seeing that he fibbed about the twenty five mile limit, I can only assume that there may be some other inconsistencies here, as well.

The billboard thing is also. You can see one here when you drive across the major highway here. Don't know if it has the AD's name on it or not. Daren is pretty tight with his AD, maybe he can help us out here.

[Goodwatch]

Originally Posted by C.J.

I asked my AD this very question. His was response was; The establishment had to be a high quality, well established, fine jewelry store. The establishment had to be tastefully decorated and well maintained. A minimum square footage was necessary, although I didn't ask what it was. The sales personnel had to be trained to Rolex satisfaction in the sale of it's watches. Certain brands, Omega being one, could not be sold in the store. The shop could not advertise the Rolex product on billboards, sale circulars and the like. No other products could be mixed in with the Rolex displays. Certain products and brands could not be in adjoining displays. There can be no other AD within twenty five miles, but the licensed AD can have other shops within that range and still sell Rolex. (and I'm sure a healthy dose of arse kissing is required, as well. )

Thanks. Yes, the 25 mile radius is crap. In Rotterdam, two very reputable A.D's are less then 500 meters apart and the Omega thing is non sense as well. Still it makes me wonder. I know of several dozens of watch shops in Rotterdam but only 4 (2 each) are A.D's. This can mean 2 things: Rolex DO have some minimal standards or the others just don't care. By others I mean shops that sell Panerai, Jaeger, IWC, the works.

[C.J.]

Originally Posted by Goodwatch

Thanks. Yes, the 25 mile radius is crap. In Rotterdam, two very reputable A.D's are less then 500 meters apart and the Omega thing is non sense as well. Still it makes me wonder. I know of several dozens of watch shops in Rotterdam but only 4 (2 each) are A.D's. This can mean 2 things: Rolex DO have some minimal standards or the others just don't care. By others I mean shops that sell Panerai, Jaeger, IWC, the works.

I can't say that I think too highly of my AD. It sounded like he was talking up how high his standards were and how nice his shop is rather than legitimately answering the question. He does sell almost every other watch brand except for Omega. He added that he was trying to get Panerai but was denied because another AD is so close to him

I was in a jeweler in Philadelphia recently who sold Rolex and Omega. I don't know if different states or markets have different rules. I can't see why they would

[mailman]

Originally Posted by C.J.

I can't say that I think too highly of my AD. It sounded like he was talking up how high his standards were and how nice his shop is rather than legitimately answering the question. He does sell almost every other watch brand except for Omega. He added that he was trying to get Panerai but was denied because another AD is so close to him

I was in a jeweler in Philadelphia recently who sold Rolex and Omega. I don't know if different states or markets have different rules. I can't see why they would

My AD had another store in a different city and he couldn't get a Rolex delarship there. This was due to the fact that there was already another AD in the same city and was told by Rolex they were too close. It's a alrge city with alot of people too.

[newrider]

I thought AD are not allowed to sell over list price? When I bought my SS Sub I asked them about the SS Daytona, they told me they rarely get them in and when they do, there best customers get the first shot of buying them; and the kicker was, they sell the watch at list price! because they are an AD, and not allowed to sell the watches over list. Is this true?

[mailman]

Originally Posted by newrider

I thought AD are not allowed to sell over list price? When I bought my SS Sub I asked them about the SS Daytona, they told me they rarely get them in and when they do, there best customers get the first shot of buying them; and the kicker was, they sell the watch at list price! because they are an AD, and not allowed to sell the watches over list. Is this true?

I thought that was the case also.

[Rto]

As per what I know the AD CANNOT sell over list price as well as cannot "officialy" sell bellow it...I called Rolex US the other day inquiring them about the sales policy (Iwas kind of pis**** with the local ADs with that BS of whom they can or cannot sell a SS Daytona etc...) and was surprised with what the sales manager there told me: ...he simply told me that Rolex does not care to the AD's policy with the Rolex products.

[dman]

Good thread Fransie!!

I know it takes a boatload of money, and up front at that. I am not sure exactly though.

I know with Panerai it is a bit harder since they make such a small number of watches, the dealers are limited. But they still screw Joe Customer the same way that some Rolex AD's do.

[JJ Irani]

Good post, Frans.

Mansor's sells OMEGAs too apart from several high-end brands. However, the other Rolex AD, About Time Ltd., was given an ultimatum from Rolex to give up OMEGA or else...

So he gave up OMEGA. However, he's a small dealer, but at least he's genuine. BTW they are both well within a vicinity of 25 miles.

JJ

[dman]

Originally Posted by JJ Irani

Good post, Frans.

Mansor's sells OMEGAs too apart from several high-end brands. However, the other Rolex AD, About Time Ltd., was given an ultimatum from Rolex to give up OMEGA or else...

So he gave up OMEGA. However, he's a small dealer, but at least he's genuine. BTW they are both well within a vicinity of 25 miles.

JJ

Let me get this straight JJ, About Time sells real Rolex watches and Mansors sells the knock offs?

[JJ Irani]

Originally Posted by dman

Let me get this straight JJ, About Time sells real Rolex watches and Mansors sells the knock offs?

Something like that....but Mansor's has the better cleavage....so I prefer to shop there!

[dman]

Originally Posted by JJ Irani

Something like that....but Mansor's has the better cleavage....so I prefer to shop there!

Touche!!