How Rolex and Ferrari are the same...

[cszy67]

Maybe it has been discussed previously but it sure seems like Rolex's business model is slowly becoming much like Ferrari's. Read this list of Ferrari requirements and ask yourself if Rolex is slowly adopting, or planning to adopt, many of the same requirements.

#1 - The fastest and most certain way to purchase a Ferrari is used. Going through a Ferrari dealership is a long and tedious process and even if you are able to place an order your vehicle is most likely a year or so away from being delivered.
#2 - Just because you have enough money, Ferrari will not sell you a vehicle. Owners are selected based upon criteria that include how enthusiastic you are regarding the brand, your purchase history, how many official events you attend, etc.
#3 - Ferrari encourages long and lasting relationships with individual dealerships. An unknown person may walk in with a bag of money ready to purchase a brand new, highly desirable model, and only be offered an older used vehicle for an initial purchase.
#4 - Ferrari has a preferred owners list. They will not admit it although many potential purchasers who have had long relationships, strong brand advocacy, etc. still do not have the opportunity to purchase new.
#5 - Ferrari requires an owner to own a vehicle for a minimum of one year prior to offering it for sale to another party. This prevents flipping since many of the most desirable vehicles are worth several times their original price even before being delivered.
#6 - Ferrari has a first right of refusal if you do decide to sell your vehicle. This is an interesting way to control the market.
#7 - Only cool people can purchase a new Ferrari. What I mean by that is if there is a problem you do not go public, post pictures, etc. If a problem is discovered, keep cool, contact the dealer, smile and enjoy your ride.

In summary, it does appear as if Rolex are possibly adopting a similar business model. It would be very interesting to walk into an authorized dealer for the first time prepared to purchase a brand new Daytona only to walk out with a certified pre-owned Explorer, Oyster Perpetual, etc. Then begins the relationship building. Who knows, maybe official Rolex events will become popular in regions.

BTW - I do not own a Ferrari although my son has driven a 458 and 488 on a private racetrack. This information was collected from watching a few videos and doing some reading.

What are your thoughts?

[henrylee]

Yes

[inadeje]

Here’s a thread considering the same aspect

https://www.rolexforums.com/showthread.php?t=818218

[huncho]

hermes has been using this business model long before rolex or ferrari

[Sherpa23]

Wow. There is so much BS in this that I don't know where to start.

This is a lot of old wives tales and urban legend that you're posting here. Have you tried to go out local dealer and order a Ferrari? As long as you're not asking to buy some special limited models but one of the many production models, they will most likely sell you one.

I would like to think that I'm fairly qualified on this as I have four Ferraris and have been on the national board of the Ferrari Club of America for years until I termed out. I have been invited to the factory on several occasions (and went) and even spec’d out a couple of cars while there. I have also had a good many other reasonable interactions with many people there through a variety of other events.

They will sell just about any qualified person a new production model, provided that person will put down a deposit and wait all the time it takes for their car to be built. After the sale, would like for you to give the dealership a chance to buy the car back if you decide to sell it. If someone plays games with the dealership or irritates them, the dealership (just like your local coffee or sandwich shop might do) may not want your business again. It’s a very easy world to navigate where courtesy, good manners, and common sense go a long way.

I'm less qualified to reflect on how Rolex works. I do have three Rolexes but all were bought on the secondary market. Rolex doesn't seem to give dealers watches to sell, at least from what I have seen. I have tried a million times to buy watches at list and I'm not successful because the dealers all tell me that they don't have inventory to sell. So I buy used, which isn't always what I want but I'm happy to get the watches that I want, even though it's not my name on the warranty card.

Anyways, I think the two companies operate quite differently.

[Marcjvr]

Originally Posted by Chet Szymecki

This information was collected from watching a few videos and doing some reading.

What are your thoughts?

Sounds like your research was a flop

[Cwillis0001]

Rolex reminds me more of Harley Davidson circa 1992.

[JimSnyder]

Why Jay Leno wears a Seiko and will not own a Ferrari

[Krash]

I always view Rolex as being like a very reliable German sedan. Robust, tough, and you can take it anywhere.

Patek Phillipe is like a Ferrari. Beautiful work of art, but fragile, and definitely don’t take it out in bad weather.


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[SDGT3]

When you have FU money, you don't put up with AD BS.

https://www.youtube.com/watch?v=VUPOvcolNZg

[HideMyWalletPlease]

I was offered to order a new F8 tributo with no Ferrari history. They were very nice abs just wanted a 10k deposit. In the end I decided to do something else but it wasn’t like the fairy tails that you hear. I wasn’t forced to buy a used California.

[Feb_29]

I have both Rolex and Ferrari. Don't need to wait.

[steveclr]

Originally Posted by Sherpa23

Wow. There is so much BS in this that I don't know where to start.

This is a lot of old wives tales and urban legend that you're posting here. Have you tried to go out local dealer and order a Ferrari? As long as you're not asking to buy some special limited models but one of the many production models, they will most likely sell you one.

I would like to think that I'm fairly qualified on this as I have four Ferraris and have been on the national board of the Ferrari Club of America for years until I termed out. I have been invited to the factory on several occasions (and went) and even spec’d out a couple of cars while there. I have also had a good many other reasonable interactions with many people there through a variety of other events.

They will sell just about any qualified person a new production model, provided that person will put down a deposit and wait all the time it takes for their car to be built. After the sale, would like for you to give the dealership a chance to buy the car back if you decide to sell it. If someone plays games with the dealership or irritates them, the dealership (just like your local coffee or sandwich shop might do) may not want your business again. It’s a very easy world to navigate where courtesy, good manners, and common sense go a long way.

I'm less qualified to reflect on how Rolex works. I do have three Rolexes but all were bought on the secondary market. Rolex doesn't seem to give dealers watches to sell, at least from what I have seen. I have tried a million times to buy watches at list and I'm not successful because the dealers all tell me that they don't have inventory to sell. So I buy used, which isn't always what I want but I'm happy to get the watches that I want, even though it's not my name on the warranty card.

Anyways, I think the two companies operate quite differently.

Thanks for actual info Sherpa23. About all that I know of the Ferrari brand is from this forum. I was surprised that your post wasn't just a snob protecting other snobs.

[underpar]

I wouldn't drive a Ferrari if you gave one to me.

[HideMyWalletPlease]

Originally Posted by underpar

I wouldn't drive a Ferrari if you gave one to me.

The people that own them don’t drive them that much either.

Just joking!

Full disclosure, I love Ferraris.

[GoldenSub]

Originally Posted by HideMyWalletPlease

The people that own them don’t drive them that much either.

Just joking!

Full disclosure, I love Ferraris.

Me to! I used to own one and it’s been gone now for 17 years and I still think about it.

[HKP7M8]

Originally Posted by Cwillis0001

Rolex reminds me more of Harley Davidson circa 1992.

I bought my first Harley in 1994. At the time (1993) you went into a dealership to get on a list. Deposits varied from dealer to dealer. My dealer had a spiral bound notebook with a page for each model and wrote my name on the page of the model I wanted. I got on two lists. No deposit. I wasn't a previous customer. They didn't know me from Adam. A year later I get the call for the model choice but not the color. Another year later I got the call for the second one.

As far as Ferrari....

The dealership where I bought my Maserati is also a Ferrari dealer. I actually felt out of place in the waiting room while I was getting an oil change since it is on the Ferrari side. They were friendly nonetheless. Maybe next time I'm in there I'll start asking about the process.

[inadeje]

Originally Posted by Sherpa23

Wow. There is so much BS in this that I don't know where to start.

This is a lot of old wives tales and urban legend that you're posting here. Have you tried to go out local dealer and order a Ferrari? As long as you're not asking to buy some special limited models but one of the many production models, they will most likely sell you one.

I would like to think that I'm fairly qualified on this as I have four Ferraris and have been on the national board of the Ferrari Club of America for years until I termed out. I have been invited to the factory on several occasions (and went) and even spec’d out a couple of cars while there. I have also had a good many other reasonable interactions with many people there through a variety of other events.

They will sell just about any qualified person a new production model, provided that person will put down a deposit and wait all the time it takes for their car to be built. After the sale, would like for you to give the dealership a chance to buy the car back if you decide to sell it. If someone plays games with the dealership or irritates them, the dealership (just like your local coffee or sandwich shop might do) may not want your business again. It’s a very easy world to navigate where courtesy, good manners, and common sense go a long way.

I'm less qualified to reflect on how Rolex works. I do have three Rolexes but all were bought on the secondary market. Rolex doesn't seem to give dealers watches to sell, at least from what I have seen. I have tried a million times to buy watches at list and I'm not successful because the dealers all tell me that they don't have inventory to sell. So I buy used, which isn't always what I want but I'm happy to get the watches that I want, even though it's not my name on the warranty card.

Anyways, I think the two companies operate quite differently.

Sherpa23 - 599 GTO, F12 TDF, 812 GTS, 488 Pista? You say anyone could buy one of those when produced? Sorry, This is completely untrue. I have two Ferrari’s and have owned many. In the Rolex world there are comparisons mind. You can buy a TT whatever…and an Air King…non blue dial milgauss, and as many sky dwellers as you’d wish so long as it isn’t a blue dial. Daytona SS, BLRO, BLRN, Sub SS…well you’re now in the aforementioned Ferrari territory, I.E. you ain't getting one without a strong purchase history of many many years or significant short term purchase history. Just like Ferrari.

[Sherpa23]

Originally Posted by steveclr

Thanks for actual info Sherpa23. About all that I know of the Ferrari brand is from this forum. I was surprised that your post wasn't just a snob protecting other snobs.

I’m just anti-bs. All that stuff that the OP posted is the standard bs that’s thrown about and has become internet lore for a whole generation.

If I have time, I’ll make a post in this thread how the Ferrari ordering process used to be and how it’s changed and evolved since the mid 90’s.

Then maybe at some point I’ll get a Rolex dealer who says I’m “on the list” to actually call me and say they have a watch for me. But I’m not holding my breath.

[1sttimerolex]

Originally Posted by Krash

I always view Rolex as being like a very reliable German sedan. Robust, tough, and you can take it anywhere.

Patek Phillipe is like a Ferrari. Beautiful work of art, but fragile, and definitely don’t take it out in bad weather.


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I neither own a ferrari nor a patek, but I get your point. I'd always thought of rolex as the Benz of watches - aspirational in a way and luxurious at varying levels, but a well made in most regards (actually the reliability may be more akin to Toyota than Benz).

I rode a ferrari once about 4 years ago cuz my buddy had just bought at 1995 f355. We were both a huge fan of a Sean Connery masterpiece "The Rock" also starring Ed Harris, and he said it was his destiny to buy a yellow f355 at least at one point in his life. It was a really cool experience but the car, understandably, felt not all that I expected a ferrari to be (it was more than 20yo at the time).

Anyways, saw this video and thought his take was very interesting- https://youtu.be/-JgeU3X-2AM

You will notice he's a rolex owner too!

[Chewbacca]

I don’t fit in a Ferrari.

[edisonstar23]

I really hope Rolex doesn’t go the Hermes Route!!! It’s the worse, at least for the customer… I also never understood the business model either, nor I researched. But turning down customers is the exact opposite of what a normal business aims and does.


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[huncho]

Originally Posted by edisonstar23

I really hope Rolex doesn’t go the Hermes Route!!! It’s the worse, at least for the customer… I also never understood the business model either, nor I researched. But turning down customers is the exact opposite of what a normal business aims and does.


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they're selling more watches than ever before with this model

[chet]

Originally Posted by Sherpa23

Wow. There is so much BS in this that I don't know where to start.

This is a lot of old wives tales and urban legend that you're posting here. Have you tried to go out local dealer and order a Ferrari? As long as you're not asking to buy some special limited models but one of the many production models, they will most likely sell you one.

I would like to think that I'm fairly qualified on this as I have four Ferraris and have been on the national board of the Ferrari Club of America for years until I termed out. I have been invited to the factory on several occasions (and went) and even spec’d out a couple of cars while there. I have also had a good many other reasonable interactions with many people there through a variety of other events.

They will sell just about any qualified person a new production model, provided that person will put down a deposit and wait all the time it takes for their car to be built. After the sale, would like for you to give the dealership a chance to buy the car back if you decide to sell it. If someone plays games with the dealership or irritates them, the dealership (just like your local coffee or sandwich shop might do) may not want your business again. It’s a very easy world to navigate where courtesy, good manners, and common sense go a long way.

I'm less qualified to reflect on how Rolex works. I do have three Rolexes but all were bought on the secondary market. Rolex doesn't seem to give dealers watches to sell, at least from what I have seen. I have tried a million times to buy watches at list and I'm not successful because the dealers all tell me that they don't have inventory to sell. So I buy used, which isn't always what I want but I'm happy to get the watches that I want, even though it's not my name on the warranty card.

Anyways, I think the two companies operate quite differently.

This.

I have a Ferrari and an 812 GTS that just arrived in NJ from Italy--it should be to my dealer in Chicago in a week or two. I also have placed a deposit for a third which hasn't been officially announced yet--296 GTS.

Anyone wanting to order a regular production model in the last 5 years could have done so by visiting a dealer, choosing a model and placing a deposit. Depending on the model, it might have taken 6-24 months to get the car. Now, however, nothing new will be delivered for a minimum of ~36 months if ordered today.

Believe it or not, Ferrari dealers want to sell more regular production models because it gets them a higher allocation of the limited editions. And yes, they reward their best customers with limited edition allocations.

[chet]

Originally Posted by inadeje

Sherpa23 - 599 GTO, F12 TDF, 812 GTS, 488 Pista? You say anyone could buy one of those when produced? Sorry, This is completely untrue. I have two Ferrari’s and have owned many. In the Rolex world there are comparisons mind. You can buy a TT whatever…and an Air King…non blue dial milgauss, and as many sky dwellers as you’d wish so long as it isn’t a blue dial. Daytona SS, BLRO, BLRN, Sub SS…well you’re now in the aforementioned Ferrari territory, I.E. you ain't getting one without a strong purchase history of many many years or significant short term purchase history. Just like Ferrari.

If you read Sherpa23's post, you would have noted that he mentioned regular production cars--599 GTO, F12 TDF and 488 Pista are all limited edition models but you should know that if you're knowledgable about the brand.

812 GTS is a regular production model that my dealer was accepting orders until the factory closed the order book. That doesn't mean that the factory will accept all orders. BTW, my 812 GTS just landed in NJ.

[inadeje]

Originally Posted by chet

This.

I have a Ferrari and an 812 GTS that just arrived in NJ from Italy--it should be to my dealer in Chicago in a week or two. I also have placed a deposit for a third which hasn't been officially announced yet--296 GTS.

Anyone wanting to order a regular production model in the last 5 years could have done so by visiting a dealer, choosing a model and placing a deposit. Depending on the model, it might have taken 6-24 months to get the car. Now, however, nothing new will be delivered for a minimum of ~36 months if ordered today.

Believe it or not, Ferrari dealers want to sell more regular production models because it gets them a higher allocation of the limited editions. And yes, they reward their best customers with limited edition allocations.

You bought a 812 GTS by walking into a dealer with no history and placing a deposit? I strongly doubt that, I’m sorry.

As for regular production comparisons, Rolex is the same as I wrote above.

Ferrari Roma = Any TT Rolex, Air King, Any non blue dial SS Milgauss/AirKing, eg: less desirable pieces
296 GTS = SS Daytona, BLRO, BLNR, SS Sub

[chet]

Originally Posted by inadeje

You bought a 812 GTS by walking into a dealer with no history and placing a deposit? I strongly doubt that, I’m sorry.

As for regular production comparisons, Rolex is the same as I wrote above. Ferrari Roma = Any TT Rolex, Air King, Any non blue dial SS Milgauss/AirKing.
296 GTS = SS Daytona, BLRO, BLNR, Sub

I never said I had no history. I have had my Ferrari serviced at the dealership for ~10 years. I had an F12 on order and then decided to move to its successor. Then when they announced the convertible version, I switched to that when I was at a Ferrari event at the Indianapolis speedway--they also announced the F8 there. As I said, my 812 GTS will be at the dealer in a couple of weeks--then I will have ceramic coating and film which will take another 2 weeks and then it's up to Chicago weather.

And I have placed a deposit on a 296 GTS which hasn't officially been announced yet.

If you're being treated poorly by your dealer, switch dealers.

[inadeje]

Originally Posted by chet

I never said I had no history. I have had my Ferrari serviced at the dealership for ~10 years. I had an F12 on order and then decided to move to its successor. Then when they announced the convertible version, I switched to that when I was at a Ferrari event at the Indianapolis speedway--they also announced the F8 there. As I said, my 812 GTS will be at the dealer in a couple of weeks--then I will have ceramic coating and film which will take another 2 weeks and then it's up to Chicago weather.

And I have placed a deposit on a 296 GTS which hasn't officially been announced yet.

If you're being treated poorly by your dealer, switch dealers.

Thanks for the clarification. My point was concerning Rolex and the similarities to Ferrari purchasing. It isn’t a good example, but since the OP raised it, here we are.

There are comparisons, which is all I’m saying. You want a Ferrari Roma (aka a TT Rolex whatever) then great, as you say, place a deposit if you want a specific build spec or take what’s in the lot, you’ll find one, just like you’ll find a TT Rolex pretty easily. A different topic is a Daytona SS, Meteorite Dial whatever, BLRO or BLNR, that’s your upcoming 296 GTS. That’s your special Ferrari that you ain’t walking in with a deposit and getting easily, and even if a dealer did take your deposit, it may never be confirmed by the factory. Again, it isn’t a perfect comparison, but similarities do exist. Ferrari selects its buyers for specific models, Rolex does the same.

[chet]

Originally Posted by inadeje

Thanks for the clarification. My point was concerning Rolex and the similarities to Ferrari purchasing. It isn’t a good example, but since the OP raised it, here we are.

There are comparisons, which is all I’m saying. You want a Ferrari Roma (aka a TT Rolex whatever) then great, as you say, place a deposit if you want a specific build spec or take what’s in the lot, you’ll find one, just like you’ll find a TT Rolex pretty easily. A different topic is a Daytona SS, Meteorite Dial whatever, BLRO or BLNR, that’s your upcoming 296 GTS. That’s your special Ferrari that you ain’t walking in with a deposit and getting easily, and even if a dealer did take your deposit, it may never be confirmed by the factory. Again, it isn’t a perfect comparison, but similarities do exist. Ferrari selects its buyers for specific models, Rolex does the same.

There are exceptions--I believe a person with no history could have ordered an 812 GTS when the values of the 812 SF were tanking--shortly after their introduction.

There are also exceptions with Rolex. I have purchased two Rolex watches so far--both at MSRP and both SS Daytonas. The first was last gen whiteface during the financial meltdown ~12 years ago--I cold called dealers around the country and found one that an auto dealership owner had ordered and then refused. The second was a blackface ceramic Daytona ~3-4 years ago from a buddy who owns a huge jewelry store. I know I got a good deal but he owed me a favor. I told him that I am a buyer and he didn't need to worry about my flipping it.

[edisonstar23]

Originally Posted by huncho

they're selling more watches than ever before with this model

I am aware of that, however I don’t think Rolex will go in this direction because I think majority of the “new “ demand has come from people “investing” in tangible assets while we are in inflationary times. The demand will soon shirk and hopefully we go back to the old times.


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