Exhibition pieces - really, what is the point?

[youthagainsttt]

I was just walking past 1 of the AD's & they had 10+ exhibition pieces of the models that would obviously be sold straightaway if they were for sale. But really, apart from letting people try them on what is the point of this from Rolex's POV?

Those 10 watches, if we take the AD out of the equation (as it's not the AD's decision to make them exhibition-only but Rolex), if we assume 40-50% profit for each watch. Let's say the average price is US$20k for argument's sake and perhaps every AD doesn't have 10 exhibition pieces. There's 1800 AD's from Google, let's say there is an average of 7 exhibition pieces per AD. By my very rough calculations that's US$125m potential profit from not selling these pieces

Rolex is a business, the demand is already outsripping supply so why do they have exhibition pieces at all?

[EEpro]

Being able to try them on and see them in person has a lot of value. Would have saved me a lot of money buying and selling crap to see what I liked.

[CoolCat#7208]

Looks a lot better than empty windows that's for sure.

Gives people a chance to try them on before they settle down for the long wait too.

[youthagainsttt]

Originally Posted by EEpro

Being able to try them on and see them in person has a lot of value. Would have saved me a lot of money buying and selling crap to see what I liked.

I'm kinda thinking from Rolex's POV, as we know they are masters at Marketing, Branding, manufacturing the most robust luxury watches that are out there. I think it's massively dropping the ball with the concept of exhibition pieces on their behalf

[Jpccarguy]

I think exhibition pieces scratch an itch for some- some people may not want a Rolex they’ve never seen. It may also help those who need to see to see how a smaller case fits someone with large wrists, or vice versa.

YMMV

[Bxtek]

I heard that there were a lot of complaints/feedback that was getting back to Rolex, about showcases always being empty. Nothing to even see, touch or feel anytime a person would walk in.

Cases full of exhibition pieces looks better than empty? Also, people could at least try on pieces that they were never able to see in the metal before?

From what I understand, most of these exhibition pieces have no movements or movements that have been made not to be operable. However, I have run into a couple of AD's that have exhibition pieces that WERE working, but still not for sale.

I also heard that these exhibition pieces belong to Rolex and are only on loan to the AD's. When the model is discontinued or whenever Rolex wants them back, they have to surrender them.

[dannyp]

Originally Posted by Bxtek

I heard that there were a lot of complaints/feedback that was getting back to Rolex, about showcases always being empty. Nothing to even see, touch or feel anytime a person would walk in.

Cases full of exhibition pieces looks better than empty? Also, people could at least try on pieces that they were never able to see in the metal before?

From what I understand, most of these exhibition pieces have no movements or movements that have been made not to be operable. However, I have run into a couple of AD's that have exhibition pieces that WERE working, but still not for sale.

I also heard that these exhibition pieces belong to Rolex and are only on loan to the AD's. When the model is discontinued or whenever Rolex wants them back, they have to surrender them.

From what I've deduced, there are three types of watches in the "exhibition only" cases:

1. Non-functioning watches (that I would imagine belong to Rolex, but not sure).

2. Fully-functioning watches that cannot be sold (or sold yet) because Rolex has withheld the paperwork. AD pays for them, Rolex sends paperwork to allow their sale at "some point" down the line.

3. Watches that are part of the AD's regular inventory that the AD wishes to display, but wants discretion over whom to sell them to/are already allocated.

Today, it seems that only a fraction of the exhibition pieces are actually in group 1. I also think, and this is a complete guess, that any of these owned by Rolex will become the first batch of "certified pre-owned" watches when that program eventually rolls out.

[MTdweller]

Seeing them in person and trying exhibition models on makes all the difference when it comes to choosing your next watch. Smart move by Rolex given the current market.

[Ensign]

Keeps the SAs busy. Otherwise, what would be the point of brick and mortar?

[temporarychicken]

'Exhibition' is just a little tag on the watch.

To remove it, offer to buy some other non-Rolex product from the store.

If your 'jewellery'' offer reaches the required threshold then the 'Exhibition' tag will magically disappear.

[Novartis]

Originally Posted by temporarychicken

'Exhibition' is just a little tag on the watch.

To remove it, offer to buy some other non-Rolex product from the store.

If your 'jewellery'' offer reaches the required threshold then the 'Exhibition' tag will magically disappear.

This was my experience (minus the need for a jewellery offer, though I expect it would have been needed if it was a hot model) - the "exhibition" watch magically became available for sale and was offered to me the next day.

It did bother me slightly that I was gratefully paying full price for something that had been handled and tried on possibly multiple times, that in my youth would have been called "shop-soiled goods" and sold at a discount. But, I took it anyway

As to the benefit for Rolex. They, and other successful luxury businesses, always have to have an eye on sustaining long term demand rather than short term profit. Being able to try on items fuels desire as people can see it on their wrist, and picture it in their life, and if anything will value it more for having to wait for it. Maybe one exhibition model will generate, let's say, 10 future sales of that particular watch and 5 lifelong Rolex customers who buy several watches over the next 50 years, even when demand falls to pre-2018 levels. It means that there will be a steady stream of demand from a large number of customers, which is worth more to Rolex than the profit on a few (relatively speaking) watches bought by passers-by who are minimally invested in the brand.

You could equally ask why Rolex bother to advertise at massive cost to them when every single watch can be sold within seconds of being up for sale at MSRP. Long term planning, keeping the desire for the brand high.

Just my take on it. Not an expert

[Macnavara]

These are actually customers watches waiting to be collected….I was in an Ad this weekend as they were explaining that the display models are indeed already sold …..infact minutes later a customer turned up and collected a sub from the display only watches

[amanbra]

to try them on and see if they fit or are actually like what you had in your head. In the current market situation do you know how many watches I purchased blind to see if they worked or not for me?

[Chris]

Originally Posted by Macnavara

These are actually customers watches waiting to be collected….I was in an Ad this weekend as they were explaining that the display models are indeed already sold …..infact minutes later a customer turned up and collected a sub from the display only watches

You could hardly sell this as new unworn, if it were a car demonstrator surely you would expect a discount.

[Jay2101]

The exhibition models in Japan are not for sale and I don't think they even work. They are all stopped at the exact same time down to the second with the crown pushed in. Highly unlikely with real products.

They don't even let you try them on here. Gotta go to the greys to try them.

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[BiG JeEzY]

I don't mind the exhibition pieces at all. Its a lot better than looking at empty cases if you ask me.

[Novartis]

Originally Posted by Macnavara

These are actually customers watches waiting to be collected….I was in an Ad this weekend as they were explaining that the display models are indeed already sold …..infact minutes later a customer turned up and collected a sub from the display only watches

I know this is done but I really don't like it.

[youthagainsttt]

Originally Posted by Jay2101

The exhibition models in Japan are not for sale and I don't think they even work. They are all stopped at the exact same time down to the second with the crown pushed in. Highly unlikely with real products.

They don't even let you try them on here. Gotta go to the greys to try them.

Tapatalk を使用して私の CPH1943 から送信

Yep same here in Hong Kong. Look but don’t touch (and can’t be bought)!

[MrMikee]

Most/All exhibition models I have seen in the UK are definitely working. As someone mentioned above, the watch has already been allocated or will be allocated. Having an exhibition piece at least lets you try stuff on. I wouldn't put myself on a 'waiting list' for a watch I haven't tried on or at least something similar.

[Harry-57]

If you walk into a car showroom, would you be happy to see photos instead of demonstrators?

[teck21]

Damned if they do and damned if they don’t.


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[Daveh777]

Personally I find this very irritating.
Fast forwarding a bit, I wonder if we could end up in the ridiculous situation of having a market, high demand and trading of these non-functioning Exhibition Models?

[mountainjogger]

Originally Posted by MTdweller

Seeing them in person and trying exhibition models on makes all the difference when it comes to choosing your next watch. Smart move by Rolex given the current market.

Agree. Don't understand the issue OP.

[Jay2101]

Originally Posted by Daveh777

Personally I find this very irritating.
Fast forwarding a bit, I wonder if we could end up in the ridiculous situation of having a market, high demand and trading of these non-functioning Exhibition Models?

Heard from someone that ALS used to give out steel replacements for their customers during service to help them pass the time. Then some kept these instead of returning them and they had a high premium. Total word of mouth though, no idea if it's true.

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[brandrea]

Originally Posted by BiG JeEzY

I don't mind the exhibition pieces at all. Its a lot better than looking at empty cases if you ask me.

Exactly

[dannyp]

Originally Posted by Macnavara

These are actually customers watches waiting to be collected….I was in an Ad this weekend as they were explaining that the display models are indeed already sold …..infact minutes later a customer turned up and collected a sub from the display only watches

Originally Posted by Chris

You could hardly sell this as new unworn, if it were a car demonstrator surely you would expect a discount.

Originally Posted by MrMikee

Most/All exhibition models I have seen in the UK are definitely working. As someone mentioned above, the watch has already been allocated or will be allocated. Having an exhibition piece at least lets you try stuff on. I wouldn't put myself on a 'waiting list' for a watch I haven't tried on or at least something similar.

I've heard conflicting reports as to whether people are actually allowed to try all of these on, or if it's strictly a "look, don't touch" policy. Most places allow try-ons but the ones I've been in have had non-functioning models. Wonder if it's different when it's customers' watches vs. true for-display-only pieces?

[Tach24LMS]

I tried on nearly all of them at a Chicago AD.

And I was happy to be able to. It let me see and feel The different case sizes.
I was surprised I loved the GMT case so much, I was surprised how much I LOVED the Jubilee bracelet on (up to that point I thought it was kind of stupid tbh). And I was super surprised to see how the Daytona wore. I had a much different image in my head. And the GMT felt twice as big on the wrist. Didn’t love the way the Exp II sat on me either.

All things I’d have never known.
And they white gloved every one on and off, and let me take pics as much as I wanted. And gave me a free hardback catalog book to take home while I wait for the BLNR.

[HHIslander]

Empty cases are the bane of any retailer. It’s unused space, it draws negative attention, creates other problems. The exhibition pieces are an easy remedy. I kinda like them, empty cases look so sad to me.

[Mystro]

Expedition pieces are the clear sign from Rolex that Rolex never intends on filling display cases again like they were 10 years ago. It was actually a huge indication that Rolex knows what’s going on and is in total control of the lack of inventory and market perception of the brand. That acknowledgment also speaks volumes on where and how the brand is going more up market.

[enjoythemusic]

The point is having the ability to see it, feel it, and of course try it on before you make the commitment to buying it. Am sure none of us would prefer empty cases. As someone who has worked retail luxury sales, am sure they'd love to sell you each and every example you so desire.

Have you ever considered becoming a watchmaker and 'helping out' the industry you love?