Rolex moving away from ADs?

[pp4daytona]

Saw this post and wondering if this is what Rolex is doing.
Are they going to do the same as AP?

[Roger Lococco]

They should. I hope this is the direction that Rolex heads.


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[bluestreak]

Originally Posted by Roger Lococco

They should. I hope this is the direction that Rolex heads.


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Why? Just make it harder for people to see watches..


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[amphr1]

Then my relationship with AD would be worth nothing. And then I'll be forced to see the Rolex AD on market st in downtown San Francisco where immediately after exiting the Rolex boutique you'll likely encounter one or more homeless and also random crazies yelling into the air, or shading looking characters eyeing at shopping bags with expensive brand logos.

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[tekno]

This would solve so many issues for the guys wanting new watches.

All the BS cut out completely.


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[joli160]

Originally Posted by tekno

This would solve so many issues for the guys wanting new watches.

All the BS cut out completely.


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The boutiques are all owned by AD’s and they sell you the same BS

[dannyp]

Originally Posted by joli160

The boutiques are all owned by AD’s and they sell you the same BS

Except for one thing: the AD-owned boutiques can't engage in non-Rolex bundling. While there are a multitude of reasons for Rolex preferring its watches be sold in branded boutiques, perhaps this is one of them. Rolex can't be too thrilled about the fact that multi-brand jewelers dangle its watches in a way that ensures increased marketshare for its competitors. "Yes, we'll sell you a GMT... after you buy two Omegas and a Breitling" doesn't help the Rolex brand one iota and potentially harms it long-term.

[101031-28]

Originally Posted by joli160

The boutiques are all owned by AD’s and they sell you the same BS

This. Not sure how Rolex "boutiques" would change the game

[Nairn1980]

Originally Posted by joli160

The boutiques are all owned by AD’s and they sell you the same BS

This

[SeaAndSky]

Originally Posted by tekno

This would solve so many issues for the guys wanting new watches.

All the BS cut out completely.


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Don’t log on much any longer as the site is filled with flippers not lovers. But occasionally check in. I couldn’t agree any more strongly than I feel with your statement. Rolex boutiques won’t be underhandedly slipping watches out the back door to the greedy unethical grays. This would definitely be a huge benefit to those of us who love watches, not their monetary value.

[amh]

Originally Posted by amphora001

Then my relationship with AD would be worth nothing. And then I'll be forced to see the Rolex AD on market st in downtown San Francisco where immediately after exiting the Rolex boutique you'll likely encounter one or more homeless and also random crazies yelling into the air, or shading looking characters eyeing at shopping bags with expensive brand logos.
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Exactly this, my 'relationship' with 2 ADs went down the drain because they closed (the only two ADs who have ever sold me a new watch.)

Originally Posted by tekno

This would solve so many issues for the guys wanting new watches.
All the BS cut out completely.
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How is it going to solve anything? Rather than having an AD tell you "It's going to be a 4-year wait" you'll now be hearing it at the Boutique.

Followed by: "Here, we do have a 28mm Lady DJ with diamonds on the face and bezel, full yellow gold throughout. It's yours today if you want it! Hopefully it will increase your gravitas."

[Harry-57]

Originally Posted by amh

How is it going to solve anything? Rather than having an AD tell you "It's going to be a 4-year wait" you'll now be hearing it at the Boutique.

Quite. Many things which appear to change tend to stay essentially the same. You'll just be standing a few feet away from an even bigger pile of stock which is "unavailable" to you.

In the UK there are not many car dealers who sell multiple brands. Some ADs are now opening exclusive Rolex boutiques. Years of planning, discussion and negotiation go into such ventures. Nobody gets ambushed by Rolex.

[amh]

Originally Posted by Harry-57

Quite. Many things which appear to change tend to stay essentially the same. You'll just be standing a few feet away from an even bigger pile of stock which is "unavailable" to you.

Went to an AD today, they had my watch. Pulled out a box and opened it for the first time. (This was not a display piece or demo unit.) But - now I'm merely registered for it, they said it would likely be several years before I get the call.

[Harry-57]

Originally Posted by amh

Went to an AD today, they had my watch. Pulled out a box and opened it for the first time. (This was not a display piece or demo unit.) But - now I'm merely registered for it, they said it would likely be several years before I get the call.

My immediate reaction is "wrong AD" but that's glib. Patience will pay off. Eventually.

[AbeFroman]

I’m interpreting that post as they didn’t have a standalone section dedicated to Rolex only.

We know there’s only 1 or 2 boutiques worldwide that are actually owned by Rolex corporate (none are in the states). The rest are ADs that had to build out a dedicated section in the past few years.

[WilsdorfNDavis]

Originally Posted by AbeFroman

I’m interpreting that post as they didn’t have a standalone section dedicated to Rolex only.

I agree, sounds like they didn't want to shell out the big bucks in this downward facing economy for a store remodel to have a separate Rolex area.

[pp4daytona]

Originally Posted by WilsdorfNDavis

I agree, sounds like they didn't want to shell out the big bucks in this downward facing economy for a store remodel to have a separate Rolex area.

They did have a Rolex section.

[WilsdorfNDavis]

Originally Posted by pp4daytona

They did have a Rolex section.

Gotcha...I searched online and didn't see any pictures of their Rolex area.


Then perhaps they are referring to having a stand-alone Rolex boutique store that sells nothing but Rolex.


There's one like that in San Diego that I just visited that is owned by Foutane all the way up in Carmel by the Sea in Northern California.

[REQUIEMnJADED4U]

Originally Posted by pp4daytona

They did have a Rolex section.

I was told by my AD that having it's a own section was not longer sufficient. Rolex wants AD's to have their own room with own entrance off the street/concourse.

An unrelated former AD in my area that lost it's AD put out a post and said they lost it because they couldn't afford a complete remodel with separate outside entrances that Rolex advised it needed. Who knows?

[ArtNouveau]

Originally Posted by REQUIEMnJADED4U

I was told by my AD that having it's a own section was not longer sufficient. Rolex wants AD's to have their own room with own entrance off the street/concourse.

An unrelated former AD in my area that lost it's AD put out a post and said they lost it because they couldn't afford a complete remodel with separate outside entrances that Rolex advised it needed. Who knows?

A perfect example of the “boutique within the store” would be the Watches of Switzerland store in Hudson Yards, NYC. The Rolex section is in its own room with access both from the main store and directly from the mall. I can’t remember exactly but I think the Rolex section at the WOS Soho store is not enclosed but is on its own level with steps up or down to the other brands. Patek at both locations is also in a separate room.

[SLWoodster]

LOL. There's plenty of BS left. I'm a customer at small town and big town ADs. There's too much demand and not enough watches. Both sell other BS to distinguish you from the relentless stream of people coming in to ask for a GMT, daytona, submariner.

At "Rolex only" boutique, they want you to be "invested" in the brand with ladies, two tone, full gold. They are also selling plenty to grey dealers. I was asked to not think about a GMT, start with a two tone yachtmaster, a datejust, etc. Personally, the yachtmaster doesn't sing to me. I'm not about the yacht life. The datejust, i don't see the point of it after having a skydweller. My wife ain't into women's watches. What you want me to do?

At multi-branded or jewelry stocked ADs, they want you to be invested in the store. I was asked by an AD to spend $10k-30k to get a submariner. He gave me examples of which customers got them. LOL. But I actually also buy other jewelry as gifts, just not $10-30k worth.

Originally Posted by tekno

This would solve so many issues for the guys wanting new watches.
All the BS cut out completely.

I was told this as well. Additional build outs are required to keep its AD status but there's no guarantee on inventory Rolex sends, which makes it harder for ADs to commit.

Originally Posted by REQUIEMnJADED4U

I was told by my AD that having it's a own section was not longer sufficient. Rolex wants AD's to have their own room with own entrance off the street/concourse.

An unrelated former AD in my area that lost it's AD put out a post and said they lost it because they couldn't afford a complete remodel with separate outside entrances that Rolex advised it needed. Who knows?

[malba2366]

Originally Posted by pp4daytona

They did have a Rolex section.

Rolex wants freestanding boutiques, not a section in a store. All the freestanding boutiques in the US are operated by an AD. The investment can not be justified in a lot of smaller markets, especially as the watch market is heading into a downturn.

[Mendota]

Originally Posted by AbeFroman

I’m interpreting that post as they didn’t have a standalone section dedicated to Rolex only.

We know there’s only 1 or 2 boutiques worldwide that are actually owned by Rolex corporate (none are in the states). The rest are ADs that had to build out a dedicated section in the past few years.

Yeah, the founder of Hodinkee said during a recent podcast interview on "Business Breakdowns: Rolex" that they own one store in the world, and this is only because the shop in Switzerland was owned by a close friend of the president of Rolex and is located close to HQ. I forgot what he said the circumstances were regarding why Rolex ended up buying the store but they are close friends and it just morphed into that deal.

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[Robf52]

Originally Posted by AbeFroman

I’m interpreting that post as they didn’t have a standalone section dedicated to Rolex only.

We know there’s only 1 or 2 boutiques worldwide that are actually owned by Rolex corporate (none are in the states). The rest are ADs that had to build out a dedicated section in the past few years.

This.

[byow]

That is my understanding as well.

Originally Posted by AbeFroman

I’m interpreting that post as they didn’t have a standalone section dedicated to Rolex only.

We know there’s only 1 or 2 boutiques worldwide that are actually owned by Rolex corporate (none are in the states). The rest are ADs that had to build out a dedicated section in the past few years.

[Atmwireless]

Don’t see this happening any time soon. Too big to flip the switch overnight

[garyk]

Originally Posted by Atmwireless

Don’t see this happening any time soon. Too big to flip the switch overnight

Agreed but it does seem to be happening...

[S.Explorer]

Not convinced they want the hassle of retail but it seems they're definitely moving to corporate ADs.

[np2016]

Good I had a great relationship with my sa at a local AD. After my sa left I had to start all over again at the exact same AD and now doubt I get any timepieces I want to add to my collection.

[MILGAUSS88]

They are trying to keep the gray market strong.
Prices went down recently, so they are probably hoping this will help the gray dealers out.

Kind of like when they cancelled the popular OP41 colored dials.