Rolex AD selling above retail

[redguy]

Long time lurker, first time poster.

The largest AD in Bahrain is openly selling watches at a premium.

126710 BLRO 'PEPSI' 15,550 USD

116610 LV 'HULK' 12,700 USD

These two watches were offered to me at these prices(no discount), other popular steel watches are also being sold at a premium.

If you criticize the new pricing policy, you will be immediately blacklisted. That includes the servicing of watches that you already own.

This AD used to have the best prices in the region...suddenly, their prices shot up.

[Vaxe]

lol if that’s the case, let’s see how long they stay in business

[DoctorA]

Definitely not following rolex rules! What Rolex might do about it is a different story!
I’d rather Rolex increase watch prices and make it more available than that none sense !

[214270Explorer]

Yeh I would not do any business with them. As far as I am concerned, Rolex MSRP is the limit for me. And my AD agrees. Their policy has always been that MSRP is MAXIMUM.

A bit of a discount if you can get it at a particular AD? Great! Some do, some don't.

Think about it -- we already pay a LOT for the finer watches. (I am not just talking Rolex.)

[exador]

Originally Posted by redguy

126710 BLRO 'PEPSI' 15,550 USD

Well at least that’s cheaper than what the Greys are charging

[MattPegler]

It was my understanding that ADs are forced to follow Rolex pricing?

[WJGESQ]

Originally Posted by redguy

Long time lurker, first time poster.

The largest AD in Bahrain is openly selling watches at a premium.

126710 BLRO 'PEPSI' 15,550 USD

116610 LV 'HULK' 12,700 USD

These two watches were offered to me at these prices(no discount), other popular steel watches are also being sold at a premium.

If you criticize the new pricing policy, you will be immediately blacklisted. That includes the servicing of watches that you already own.

This AD used to have the best prices in the region...suddenly, their prices shot up.

Quite low for a Hulk.

[TonyYu]

Originally Posted by redguy

Long time lurker, first time poster.

The largest AD in Bahrain is openly selling watches at a premium.

126710 BLRO 'PEPSI' 15,550 USD

116610 LV 'HULK' 12,700 USD

These two watches were offered to me at these prices(no discount), other popular steel watches are also being sold at a premium.

If you criticize the new pricing policy, you will be immediately blacklisted. That includes the servicing of watches that you already own.

This AD used to have the best prices in the region...suddenly, their prices shot up.

Not alone. It happened in my city for a while……

[Nairn1980]

You’ll probably find they’re an AD but these particular models may be “preowned” even if unworn.

[padi56]

Originally Posted by MattPegler

It was my understanding that ADs are forced to follow Rolex pricing?

As quoted by Rolex there prices are a suggested recommended prices so in theory Ads could charge whatever they like.

Direct quote from the Rolex website
ROLEX PRICING POLICIES
All prices are Rolex's suggested retail price inclusive of V.A.T.

[HK Islandboy]

Makes sense. ADs should be allowed to sell at market prices (either higher or lower than MSRP).

[MattPegler]

Originally Posted by padi56

As quoted by Rolex there prices are a suggested recommended prices so in theory Ads could charge whatever they like.



Direct quote from the Rolex website

ROLEX PRICING POLICIES

All prices are Rolex's suggested retail price inclusive of V.A.T.

Thank you, hadn’t realised that. I would be a bit disappointed were I to get the call from an AD, only to be charged a higher price than the RRP. Part of the game we play, I suppose.


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[harvey]

In different parts of the world, the rules are clearly different...whether they are explicitly stated or not.

For example, here the RRP is the max, not a penny over.

However, earlier this year I was in India. After speaking with the AD manager for maybe 15 minutes I couldnt get an answer as to the price(s) they were selling at.

I asked if they were the ones stated in the Rolex site in rupees. After a convuluted conversation I couldn't fathom what he was trying to say. And not for any language barrier, he spoke English very well.

Trying to join the dots up... say if a hot reference came in, he would contact interested customers...by whatsapp (I kid you not!)...asking them what they would be prepared to pay. Then it appears it would be sold to the highest bidder. Unbelievable really.

To add, they only had seven DJs left in the whole store!

[stash21]

lots of countries have laws that prevent companies fixing the price of the product where it is sold by third parties and not directly by themselves. So would be illegal for Rolex to contractually enforce a watch is sold at RRP - hence the word "recommended" -

I suspect most ADs adhere to RRP as "suggested" by Rolex to avoid losing their status.

[lolo1972sg]

Originally Posted by harvey

In different parts of the world, the rules are clearly different...whether they are explicitly stated or not.

For example, here the RRP is the max, not a penny over.

However, earlier this year I was in India. After speaking with the AD manager for maybe 15 minutes I couldnt get an answer as to the price(s) they were selling at.

I asked if they were the ones stated in the Rolex site in rupees. After a convuluted conversation I couldn't fathom what he was trying to say. And not for any language barrier, he spoke English very well.

Trying to join the dots up... say if a hot reference came in, he would contact interested customers...by whatsapp (I kid you not!)...asking them what they would be prepared to pay. Then it appears it would be sold to the highest bidder. Unbelievable really.

To add, they only had seven DJs left in the whole store!

Welcome to India. Jokes aside, i think this is happening in most part of Asia

[Uggi]

Originally Posted by harvey

Trying to join the dots up... say if a hot reference came in, he would contact interested customers...by whatsapp (I kid you not!)...asking them what they would be prepared to pay. Then it appears it would be sold to the highest bidder. Unbelievable really.

I see no problem with this at all. Why wouldn't he try to maximise his profit?

[joli160]

AD is right, why give the profit to a flipper while the AD has to pay rent, marketing and labour expenses. Not to mention the Rolex set up in the shop.

[harvey]

Originally Posted by Uggi

I see no problem with this at all. Why wouldn't he try to maximise his profit?

Erm really? Ok I will play along here. Let's say that happened here...you would be unlikely to get any reference, given the oligarchs, lottery winners and footballers with money to burn! So you would be prepared to pay the 50% markup like Watchfinder charge for stainless steel references? Good luck with that

[Uggi]

Originally Posted by harvey

Erm really? Ok I will play along here. Let's say that happened here...you would be unlikely to get any reference, given the oligarchs, lottery winners and footballers with money to burn! So you would be prepared to pay the 50% markup like Watchfinder charge for stainless steel references? Good luck with that

That is exactly how Rolex sells watches. Preferential buyers with big spending history get first dibs on desirable pieces. Everyone else waits years on non-existent lists or pays grey. Nothing new or unusual here. Just current reality.

[tyler1980]

lets shame AD's openly discounting as well

Discounting is worse for brand image than any premium will ever be. Discounts make your watch a sale item and thats awful for a luxury image.

either retail is negotiable or not, cant have it both ways without being hypocritical. I get the MSRP argument so then just pay it, every time for every purchase (including non in demand watches) and most AD's do sell at MSRP. The fact that those watches were presumably available anyway is because the price was higher so you have to be patient otherwise.

At "retail" and no way they offered them to you at all, as they would be long sold before you walked in and we wouldn't be having this discussion, but since you could have bought at a price that makes them available, we are.

[padi56]

Originally Posted by harvey

In different parts of the world, the rules are clearly different...whether they are explicitly stated or not.

For example, here the RRP is the max, not a penny over.

However, earlier this year I was in India. After speaking with the AD manager for maybe 15 minutes I couldnt get an answer as to the price(s) they were selling at.

I asked if they were the ones stated in the Rolex site in rupees. After a convuluted conversation I couldn't fathom what he was trying to say. And not for any language barrier, he spoke English very well.

Trying to join the dots up... say if a hot reference came in, he would contact interested customers...by whatsapp (I kid you not!)...asking them what they would be prepared to pay. Then it appears it would be sold to the highest bidder. Unbelievable really.

To add, they only had seven DJs left in the whole store!

It's no difference whatever part of the world you live quote taken from Rolex UK site suggested retail price,and there has been quite a few reports of UK ADs asking over MRP.
Direct quote from the Rolex website

ROLEX PRICING POLICIES

All prices are Rolex's suggested retail price inclusive of V.A.T.

[hchj]

It is a norm for ADs in Asia to sell popular models above retail except Japan. EU and North American ADs are not known for doing that. But I suppose things can change.


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[travisb]

I've seen it.

[GeeRam]

Originally Posted by harvey

Trying to join the dots up... say if a hot reference came in, he would contact interested customers...by whatsapp (I kid you not!)...asking them what they would be prepared to pay. Then it appears it would be sold to the highest bidder. Unbelievable really.

Hardly unbelievable, its India afterall

[Devildog]

Originally Posted by padi56

It's no difference whatever part of the world you live quote taken from Rolex UK site suggested retail price,and there has been quite a few reports of UK ADs asking over MRP.
Direct quote from the Rolex website

ROLEX PRICING POLICIES

All prices are Rolex's suggested retail price inclusive of V.A.T.

Peter, I fully respect you have a far greater knowledge on many things Rolex than I do, but I’m afraid you are wrong on this one.

That quote is legally to protect whatever Rolex entity is responsible for the site from claims being raised against that entity or Rolex SA by someone who buys a watch from an AD and finds out someone else paid less. Or is unable to purchase a watch for the price indicated on the website. Nothing more, nothing less.

It has nothing to do with Rolex pricing policy in individual world markets and the ADs Rolex contract with in those markets.

UK Rolex ADs are contractually bound not to sell a new watch over the advertised suggested retail price. Unless both the owner of the chain I spoke to and the Rolex rep were plain lying to me.

[Innocenti]

They are already maximising profit by selling to grey market dealers

[AK797]

Originally Posted by Uggi

I see no problem with this at all. Why wouldn't he try to maximise his profit?

The issue is Rolex do not have a consistent uniform policy on this, some countries seem to get away with this while others, like UK and USA get punished for doing so. All this does is create division and angst esp as with the internet we can all see these practices. Far better for Rolex to just raise prices uniformly across the globe.

[Uggi]

Originally Posted by AK797

The issue is Rolex do not have a consistent uniform policy on this, some countries seem to get away with this while others, like UK and USA get punished for doing so. All this does is create division and angst esp as with the internet we can all see these practices. Far better for Rolex to just raise prices uniformly across the globe.

Yeah I agree. Perhaps to around £15k at which all the "never more than MSRP" people will be happy to buy!

[aleeboy]

Nothing unusual here. In Singapore and Hong Kong, ADs explicitly say they are selling at premiums. They will never have stock unless you say you are willing to pay more!!

[brandrea]

I’ve never seen it here in my locale

It’s interesting to see how prices vary at AD’s in different parts of the world.