How do AD’s get their SS watches

[my rolex]

Can anyone share some info on how AD’s receive their allocation of watches. It seems the ADs I visit, always have the two tones and the solid gold, but never any stainless steel sport watches.

Does does anyone know if Rolex imposes their AD’s to sell a number of pieces, before sending certain stainless steel sport watches.

Lastly, in your opinion what would be the top three hardest sport watches to get in stainless steel from your AD. THANKS

[Chewbacca]

Many people say the ADs get them from the Classifieds.

[ZOOK]

ADs are selling the S/S watches they receive as soon as the watches arrive. There are too many people interested in buying these watches right now. So ADs can pick and choose who the sell to.


You should have started buying when you first joined this forum. Welcome back.

[Pentameter]

From what I have heard, they have to buy a certain number of watches every month, but they can’t actually choose which ones they want - I think Rolex just chooses which ones to give them based on some arbitrary selection process, so that’s why they don’t just have tons of SS models and no PM or TT.

Obviously that won’t help you out very much, but it’s allegedly how it works.

[WatchLurv]

This is how it goes (not in order necessarily):
-AD requests/sends a list to their Rolex rep and says "give me 10 S/S Subs"
-Rolex sends a bunch of watches depending if it's weekly, bi-weekly or monthly shipments
-AD requests are often times ignored
-AD has to pay for the shipment even if it contains 5 lady datejusts with diamonds in them or an ugly pearlmaster that won't ever sell
-AD is allocated good stock if they sell a lot of the crappy items. If the AD just sells S/S don't expect them to get more S/S
-Rolex forcing ADs to sell X of something and meet targets. Hence, you will normally see an AD push off a YG Sub for a Stainless Sub in a bundled deal.
-If AD doesn't sell enough and don't meet their targets they're at risk of losing their licenseship.

So...If an AD turns to a grey to clear out their stock they also run the risk of losing their licenseship. It's a catch-22.

[Setarip]

Originally Posted by WatchLurv

This is how it goes (not in order necessarily):
-AD requests/sends a list to their Rolex rep and says "give me 10 S/S Subs"
-Rolex sends a bunch of watches depending if it's weekly, bi-weekly or monthly shipments
-AD requests are often times ignored
-AD has to pay for the shipment even if it contains 5 lady datejusts with diamonds in them or an ugly pearlmaster that won't ever sell
-AD is allocated good stock if they sell a lot of the crappy items. If the AD just sells S/S don't expect them to get more S/S
-Rolex forcing ADs to sell X of something and meet targets. Hence, you will normally see an AD push off a YG Sub for a Stainless Sub in a bundled deal.
-If AD doesn't sell enough and don't meet their targets they're at risk of losing their licenseship.

So...If an AD turns to a grey to clear out their stock they also run the risk of losing their licenseship. It's a catch-22.

+1 - I've had a long-standing relationship with Mgr of AD (15+ yrs). From all he's told me over that period of time (even before the SS craze and scarcity) the above is pretty accurate. Rolex seems to allocate more watches in general (and SS) to ADs that have a substantial Rolex boutique-like presence in the store and favors those who limit the other brands they sell, e.g., Breitling, Pan, IWC, etc. I think PP is okay.

[In-Cog-Neeto]

Originally Posted by Setarip

+1 - I've had a long-standing relationship with Mgr of AD (15+ yrs). From all he's told me over that period of time (even before the SS craze and scarcity) the above is pretty accurate. Rolex seems to allocate more watches in general (and SS) to ADs that have a substantial Rolex boutique-like presence in the store and favors those who limit the other brands they sell, e.g., Breitling, Pan, IWC, etc. I think PP is okay.

Has this always been the case or is it now that Rolex are looking to place themselves more in line with the true luxury brands?

[crown&badger]

Originally Posted by WatchLurv

This is how it goes (not in order necessarily):
-AD requests/sends a list to their Rolex rep and says "give me 10 S/S Subs"
-Rolex sends a bunch of watches depending if it's weekly, bi-weekly or monthly shipments
-AD requests are often times ignored
-AD has to pay for the shipment even if it contains 5 lady datejusts with diamonds in them or an ugly pearlmaster that won't ever sell
-AD is allocated good stock if they sell a lot of the crappy items. If the AD just sells S/S don't expect them to get more S/S
-Rolex forcing ADs to sell X of something and meet targets. Hence, you will normally see an AD push off a YG Sub for a Stainless Sub in a bundled deal.
-If AD doesn't sell enough and don't meet their targets they're at risk of losing their licenseship.

So...If an AD turns to a grey to clear out their stock they also run the risk of losing their licenseship. It's a catch-22.

Very interesting.
I don't want to be Captain Obvious.... but why don't Rolex just minimise production of the naff pieces & then bulk out the production of the SS Sport pieces that they can move quickly?
Or does that detract from the 'cachet' of the brand?

[WatchLurv]

Originally Posted by crown&badger

Very interesting.
I don't want to be Captain Obvious.... but why don't Rolex just minimise production of the naff pieces & then bulk out the production of the SS Sport pieces that they can move quickly?
Or does that detract from the 'cachet' of the brand?

No one on here can tell you exactly what their strategy is. What I do know is that supply HAS been limited. Comparing orders that AD(s) had to pay in 2015 compared with 2018 for the same month and period there has been a decline. 3-4x to give you an idea.

And someone mentioned that Rolex favours ADs that focus on them instead of others. That's true too. However, Rolex reps will always want the best display and they decide where it will be. You tell them "no" they pull your license. Normally the Rolex side of their business is the money-maker, so they would have to move Breitling, Tag or Omega in order to please Rolex.
Rolex splits ADs into tiers depending on how big, good, how much they sell, etc. If you're at the bottom rank you can expect 1 S/S Sub every month, versus a boutique (who would maybe be getting 1-2 a week) or a group (such as Aurum Holdings) ----- In current market.

Rolex aren't as "nice" as we all believe them to be. They're bullies, but rightfully so, because they're a brand that can bully others, and that includes ADs. There's a saying that goes: Rolex doesn't need the AD, the AD needs them. Basically: "Get on your knees and do as you're told".

[ArtNouveau]

Originally Posted by WatchLurv

What I do know is that supply HAS been limited. Comparing orders that AD(s) had to pay in 2015 compared with 2018 for the same month and period there has been a decline.

My dealer and another big one in town both say their sales are up around 20% this year. They’re getting plenty of watches, the only difference is that many of them are presold so they never hit the case.

[In-Cog-Neeto]

As an aside, I was recently in the home of Swiss watches and speaking to bucherer they told me that their Rolex area is the most popular area of the store.

Everyone who comes in wants to talk about Rolex, and inevitably ask for the models which they do not have / cannot get.

So to think that, even in the spiritual home of Rolex, no one can get a SS prof model, it’s a very strange, clearly engineered, situation.

Further to this, and of course all speculation to a degree, if Rolex produce 800k watches per year, say 10% of which are SS prof morsels, and demand is 1.4m, the majority of which are for SS prof models, then clearly there will be an issue. And from those I’ve spoken to, no one sees an end in sight

Thankfully I have all I want

[nighthawk77]

A local AD recently told me that they get offered a 'batch' of watches from Rolex. Rolex choose what is in the batch, and it's usually a mix of SS/PM, desirable/non-desirable models. The AD then either accepts or declines the batch, but to stay in the good books with Rolex and to meet the waitlists they have with their customers, they will generally accept. The desirable models are easy to shift, and the AD then has to work to get rid of the rest.

That being said, another AD was able to 'predict' that he'd have the watch I wanted (OP39 white) on the next weekly shipment from Rolex, on the basis that one hadn't been sent one in 3 weeks. Not sure if this means they do have some visibility on shipments, or if the shipments they receive are a little more structured/consistent and not completely random.

[WatchLurv]

Originally Posted by nighthawk77

A local AD recently told me that they get offered a 'batch' of watches from Rolex. Rolex choose what is in the batch, and it's usually a mix of SS/PM, desirable/non-desirable models. The AD then either accepts or declines the batch, but to stay in the good books with Rolex and to meet the waitlists they have with their customers, they will generally accept. The desirable models are easy to shift, and the AD then has to work to get rid of the rest.

That being said, another AD was able to 'predict' that he'd have the watch I wanted (OP39 white) on the next weekly shipment from Rolex, on the basis that one hadn't been sent one in 3 weeks. Not sure if this means they do have some visibility on shipments, or if the shipments they receive are a little more structured/consistent and not completely random.

There are no two ways about it. You accept that shipment and that's the end of it. You have ZERO say as an AD. You get given, and you have to make that work and make ends meet.
Rolex doesn't care if you have 100 people on your waitlist. That's none of their concern. In fact the only reason there's a Rolex rep is just to feel out what the market is saying and doing.

What comes in a shipment is as big guess as the AD. Normally only the boss sees the shipment and then hands it out to everyone else to put in the store window. Rest can go into their private safe in their office.

[amh]

I'm guessing they don't actually receive them - they're drop shipped directly from Rolex to the AD's favorite grey

[R G]

Originally Posted by amh

I'm guessing they don't actually receive them - they're drop shipped directly from Rolex to the AD's favorite grey

[inadeje]

Originally Posted by nighthawk77

a local ad recently told me that they get offered a 'batch' of watches from rolex. Rolex choose what is in the batch, and it's usually a mix of ss/pm, desirable/non-desirable models. The ad then either accepts or declines the batch, but to stay in the good books with rolex and to meet the waitlists they have with their customers, they will generally accept. The desirable models are easy to shift, and the ad then has to work to get rid of the rest.

That being said, another ad was able to 'predict' that he'd have the watch i wanted (op39 white) on the next weekly shipment from rolex, on the basis that one hadn't been sent one in 3 weeks. Not sure if this means they do have some visibility on shipments, or if the shipments they receive are a little more structured/consistent and not completely random.

+1

[DTap]

I imagine a big spinning wheel like roulette. All the black and red positions are various flavors of models nobody wants. Then the two green positions correspond to sport watches.

If it’s black or red: ladies date just
If it’s green: There is a runofff in a second wheel.

The second wheel is marked sub, gmt, etc (mostly sub) and of course 0 and 00 correspond to the two Daytona models.

Sound about right?

[WatchLurv]

Originally Posted by DTap

I imagine a big spinning wheel like roulette. All the black and red positions are various flavors of models nobody wants. Then the two green positions correspond to sport watches.

If it’s black or red: ladies date just
If it’s green: There is a runofff in a second wheel.

The second wheel is marked sub, gmt, etc (mostly sub) and of course 0 and 00 correspond to the two Daytona models.

Sound about right?

I'd say there's a higher chance of getting the 0 and 00 if you start selling enough black and red

[Mr.Rolex1]

The employees buy them first

[AK797]

Rub a lamp.

[JR16]

Originally Posted by AK797

Rub a lamp.

Who’s lamp?



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[AK797]

Originally Posted by JR16

Who’s lamp?



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I love lamp.

[imperio]

Top 3 hardest to get (in no particular order):
SS Daytona red dial
GMT Coke
Ceramic bezel explorer II

[jbnjbn]

Originally Posted by imperio

Top 3 hardest to get (in no particular order):
SS Daytona red dial
GMT Coke
Ceramic bezel explorer II

LOL!



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[johnjm]

They send an order list to Rolex once a month, and Rolex allocates what they choose to.

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[nick800]

FedEx Or UPS

[stylinleems]

Originally Posted by nick800

FedEx Or UPS

I was under the impression they get it delivered by Armored truck and boxes get delivered by UPS/Fed-Ex.

I think the ADs place their orders are Basel for what they would like to receive throughout the year. Any special orders are placed during the year hopefully to be fulfilled by Rolex.

Who really knows?!?

[DTap]

This is like a creative writing class.

[locutus49]

Another day another whine about SS shortage.

[ejell]

My local store is very small and is part of a large chain. The store manager gets a call about SS pieces that are available from HQ. From there he/she makes calls out to see who wants it.

I obtained my Daytona this way; got the call and said yes, had until the end of the day to get down and pay for the watch. Once it was paid for (all in one go, not across credit cards I was told) then HQ would ship the watch to the store. Had my Daytona the next week.

I'm sure larger stores get a chance to order. The only thing I was told that they could specifically order was Tudor.