Rolex ever doing the online sale?

[hbombkid]

So I have seen so many threads on low inventory etc. I know people have also commented saying Rolex needs the ADs as much as the ADs need Rolex? What if Rolex does not need them.

I know Panerai you can buy online, but I just saw Omega started doing it. I am not sure how long but it has to be pretty recent. I wonder how many other brands do it.

Do you think Rolex would ever start to do it? If they were really worried about grey dealers (personally I don’t think they care) this would take care of problem. I know online is not for everyone and there would still be ADs but if I knew what I wanted, the AD did not have it, and it was right on the Rolex website I would order right there.

Does anyone think they would ever do it? Would it really negatively impact the brand? Could they already be looking at this and that is another reason for less models in ADs?

[Fleetlord]

Not in the near future. No reason.

Rolex sells more watches than brands with online EBoutiques do...COMBINED....so clearly the internet presence of the other brands is not hurting Rolex sales in any way.

Most of those Rolex purchases are through a dealer network that pays for EVERYTHING. Overhead, displays...etc.

If you want to look at this way, the grey market is Rolex internet channel...for free. Now that pricing is sorted out via limiting distribution, it's working fine.

No reason to incur other costs whatsoever.

[GMT Aviator]

Can’t see why they would.

Every SS sports model would constantly be showing ‘Out of Stock’.

[Bxtek]

Originally Posted by GMT Aviator

Can’t see why they would.

Every SS sports model would constantly be showing ‘Out of Stock’.

This would be very true!

[Bluside]

I wish they would.

My local jewelry store is no longer an AD. I bought 4 Rolex watches from them. I have no relationship with any others. Not a prayer anymore of getting anything that I really want and I don't want to pay GM prices.

[Gospodin]

I think brick and mortar AD is an integral part of the Rolex purchase experience.

[77T]

I do believe Rolex will start online inventory search and online sales.

The first to help ADs sell new pieces. An inventory search widget on Rolex.com would be a foot-traffic driver as well as more effectively link buyers with ADs.

The second to bring order and control to the secondary market where there are replicas being sold every day.

As for when - I don’t have an idea - but timing it just as Holiday shopping starts would be a great idea.


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[watchmework]

I highly doubt Rolex would do that going forward...no way can I see that.

[Gospodin]

Originally Posted by watchmework

I highly doubt Rolex would do that going forward...no way can I see that.

Yes, why change the winning strategy. Why mess with success? Not in our lifetimes. And I plan to live to 125+yo.

[CRM114]

They would be more likely to take orders through ADs than do online sales, yet they still don't do that with no signs they will ever.

[hbombkid]

Those were the answers I expected and I agree I don’t think it would happen.

I was just really surprised Omega was doing it and they even had a couple online exclusives btw they looked good.

I know they are separate, but if they did want to venture into this maybe they would try it out with Tudor first to see how it goes?

[joli160]

I think the brick and mortar AD's are a lost cause as with so many retailers already. Today everything you can buy online and eventually Rolex will have their own online shop imo.

[Flier]

If they did the web.s would crash in a short time
Lol

[HL65]

Hopefully never and if so bye bye Rolex for me!

[Brew]

I think it will be tough to convince most prospective watch purchasers to drop $5k+ on a consumer good without first touching it first.

[MTBer]

No- if Rolex were to sell directly, they’d have to share responsibility when their watches hit the grey market.

[tyler1980]

What makes you think online sales would get you a watch? Rolex is restricting supply, not AD’s. So nothing changes.

Believe me an AD would love to sell as many hot watches as possible. They just don’t get that many and it’s by design


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[AK797]

Can't see traditional old Rolex going online unless calamity has struck their watch market, more likely they will want to exert greater control over distribution by culling the more independent ADs in favour of boutiques and chains.

[Grace]

Rolex have such a strong brand and marketing strategy. I can’t see them changing it. What they do, works.


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[shaunylw]

I think part of the Rolex strategy is people being able to walk in and try on their dream watch, next purchase, etc. I know that was certainly the case for me and quite a few of my friends. If they moved to online sales it would really effect some of their AD's, can't see that strategy happening.

[gccmd]

Rolex is not going to undermine their entire AD network. I think they are unlikely to ever get involved with online sales. Their existing strategy is being perfectly executed.

[4srolex]

Online sales is the eventually going to catch-up to Rolex. Brick and mortar stores are going away, look at what Amazon has done to the mom and pop stores. I would not be surprised if Rolex started to sell online directly to limit the inventory to its customers. Rolex would have the ability to control which buyers get watches and would weed out the flippers by creating a do not fly list. Look at how Tesla is selling cars.

[Vivalas]

Cannot see it myself, however . . . . . . . Almost everything I’ve thought about the Internet has been wrong. The way it’s exploded has been incredible (and a bit sad too). It will be a sad day if it happens but never say never.

[c007]

I don't see that happening anytime soon, they doing just fine this way.

[Quailhunter]

Watches I’ve seen online and lusted after paled sharply once handled and tried on in person. Watches I didn’t like online really appealed to me when seen and handled in person.

If I had handled and tried on a watch and liked it, I would order it online from an AD.

[The GMT Master]

Remember that Rolex themselves have no presence in the actual retailing of their watches - that is delegated out to their dealership network. Even Rolex boutiques are not run by Rolex themselves. If they were to get in to ecommerce, one of two things would have to happen:

1) They let their dealerships use their own ecommerce platforms. That would potentially undermine their current policy on distance selling (at least in the UK), and would open up the system to fraud hugely.

2) Rolex would start retailing their own watches, and that would undermine the relationship with their dealerships. Bear in mind every dealership has a lot of money invested in the brand, as well as spending large sums getting stores to Rolex standards. I could see that being met with opposition.

At the moment, the system works. It keeps the brand luxurious, and gives control over who the watches are being sold to. Experience and exclusivity is the name of the game, you just don't get that with an online purchase

Chris

[Raku]

Originally Posted by hbombkid

So I have seen so many threads on low inventory etc. I know people have also commented saying Rolex needs the ADs as much as the ADs need Rolex? What if Rolex does not need them.

I know Panerai you can buy online, but I just saw Omega started doing it. I am not sure how long but it has to be pretty recent. I wonder how many other brands do it.

Do you think Rolex would ever start to do it? If they were really worried about grey dealers (personally I don’t think they care) this would take care of problem. I know online is not for everyone and there would still be ADs but if I knew what I wanted, the AD did not have it, and it was right on the Rolex website I would order right there.

Does anyone think they would ever do it? Would it really negatively impact the brand? Could they already be looking at this and that is another reason for less models in ADs?

Rolex makes their own strategy, they do not copy other brands, they don't need to, they are on top of the pyramid.
I'm sure if they wanted to sell on-line they would have done it long time ago.

[1William]

That ship has sailed for the watch industry and even the Brands that are doing it are only successful with LE models. Who buys an Omega Speedmaster on-line when you can pick one up from an AD for 5-15% off and if you get serious you can do even better. On-line's future for watches is in the pre-owned watches or LE from some brands. Rolex could care less and it creates a whole lot of other issues.

[brandrea]

Originally Posted by GMT Aviator

Can’t see why they would.

Every SS sports model would constantly be showing ‘Out of Stock’.

[THC]

Originally Posted by Brew

I think it will be tough to convince most prospective watch purchasers to drop $5k+ on a consumer good without first touching it first.

5k??

Trusted sellers and Greys sell many on line every day as it is