Decoding the Rolex AD

[@huratan]

Just walked into the AD, said whats up and they gave me a puzzle day-date and a LAMON.

[@marcgoldbergdogtrainer]

Haha well as we know,’you are da boss.

[@gtcih]

I purchased several high end Seikos from AD#1 and went on the waiting list for a Rolex Sea Dweller 43. I was on that waiting list for a few months. I walked into AD#2 to look at their Grand Seikos. We couldn’t make a deal on the one I wanted. As part of the conversation I had with the salesperson, I mentioned that I was on a waiting list at AD#1 for a Rolex. The salesperson followed up with me on the Grand Seiko. I told him I got a tremendous deal from the grey market. Within one week he called back and told me he had the Rolex I wanted! He said he just wanted to take care of me. I got my Rolex.

[@JakeLian]

15:40 "Don't blame the brand...." So we are just supposed to pretend that Rolex is not guilty for not doing anything to enforce their own distribution policies that they are imposing on their ADs? OK bud. No point in having distribution policies if you are doing literally nothing to intervene and you're not consistently auditing and checking up on your ADs (e.g. using mystery shoppers) to enforce your policies. Your distribution policies are as good as irrelevant at that point. So yes, blame the brand AND the ADs. Nice try though.

[@ericcarlin]

If an AD doesn’t want my business, they aren’t getting it!

[@RealExpertsPro]

My acquisition of a submariner story begins with popping in to a store I had never been to before while driving through a city on vacation... Of course they didn't have anything available but I was sold a Tudor and left them a raving glowing Google review and then 24 hours later got a call that magically a submariner showed up and I could pick it up on my way back home traveling through town again. Catch more bees with honey 😊. Thanks for the stories and the video I found it very entertaining and educational.

[@bt9765]

I have no patience for middle men (ADs) exercising their ego trip over me. The only thing worse is Rolex owners thinking they’re superior because they sucked one off to get a man Explorer.

[@LRS11B]

Marc people are turned off by Rolex ADs due to the past five years all display cases were empty. It's no surprise grey market resellers were buying bulk inventory from ADs.

[@robdavid1419]

I have good and bad experiences with the “wait list” or what I like to call a client list. I deal with two different AD’s I have been able to buy from, and I have acquired several pieces and declined several as well. I also have an AD I travel to on my way to visit my Daughter at her University that has me on a list for an Explorer 2 polar dial. No purchase history and they contacted me recently to see if I was still interested. So I’m on the client list and they are honoring it. It’s all about being pleasant and patient.

[@mdcapital1172]

Talking about paying retail for diamonds and watches from ADs, truly sucked into the hype, their business model fully intact.

[@TheJMedia]

Beautiful Panda Daytona! Recently picked up my Root beer from my AD and next on the list is a Daytona!

[@mikekellyco]

Congrats on getting your Daytona! 🎉 Btw, the Rolex AD makes 47% on Rolex Watches.

[@cascocatcommunity5382]

Big congratulations on the panda. I will say I was on the list for close to 3 years. I think it was my fifth watch from the Dealer. I stopped by at least every two months to say hi and talk about watches, and then out of the blue; I got the phone call in 2022 since I received the telephone call for Tiffany, which I went in and picked up before Christmas. Patience is the virtue

[@slide_drexler]

Here in The Philippines, one of the most active grey market sellers is a grandchild of the owner of a Rolex Authorized dealership.

[@KramerTheWatchGuy]

Great video! You really understand the AD’s well. You did forget to mention 1 key point. They want the watch to celebrate an event of some kind. They really like that a lot. If you’re local… keep stopping by to remind them of that event. Make sure the event is real. Maybe you’re getting married next year and you want to wear the sub at your wedding. Maybe your 30th birthday is coming up… They love that

[@ricflair8863]

A lot of viewers need to show me on the doll where Rolex hurt them. Grown men crying over their mean step-Dad (Rolex). LOL

[@Syhbw]

I get Daytonas/GMTs/Subs are already designated for regular customers however many ADs are pretending that likes of DJs and Explorers are highly wanted is kind of going overboard.

[@jh-il5sb]

i agree with you that most of the incoming watches are already spoken for, but the demand for precious metal models is diminishing and they are available for purchase.

[@MAELOB]

2 year wait with my local dealer for a simple oyster perpetual -

[@SkuttleBug1974]

i went in my AD few days ago to get on the list for a Datejust Blue w. Jubilee bracelet. we hit it off talking about watches & movements, he said hang on, went to the back and came out with the Blue DJ. I had only bought a Hamilton watch there in the past, and had some Tudor warranty work. Left the stor with my new DJ on. AND he said a no date sub is very doable with a bit of a wait. i use a wheelchair, so maybe you should try that... lol. True story!

[@richardmorris7063]

Nice watch, ill have it someday but in the meantime I got its little brother this week. Tudor BB Panda is a great watch & will keep me satisfied till the bottom drops out & people sell for a reasonable rate. Congrats

[@campbellb219]

Got my Pepsi from James and Sons in Naperville!!

[@marcgoldbergdogtrainer]

Wow! Super good buy!

[@Peltwerk]

We have been taught by the ADs that the best way to actually buy a Rolex is to go to the Gray Market dealers. For stainless you pay a premium not for the watch but not have to deal with the wait. If you want a precious metal you get a discount on the Gray. With dealers selling the display models that have been handled by everyone for months even your new Rolex is effectively a used watch anyways. Luxury isn't a decoration of a store or being offered glass of Champaign when you're spending a ton of money on a watch. Luxury is being able to buy whatever you want when you want it. Rolex ADs are the opposite of Luxury. If I ever buy a Rolex again it will be through the Gray Market dealers.

[@jacstoneu]

You need to a standalone Rolex AD not a store that will try and sell you diamonds

[@willclarkfinancial]

This video is a month old. That dial looks like the old variant of the Daytona with the fatter hour indices. Is that a used Daytona?

[@GabrielHernandez-o9o]

All of these tactics are all fun and games until the hype dies down. Yes, during Covid days, this tactics would have been "okay". But with more and more inventory, it would be difficult for these AD's to sell just like how it was pre-covid. From the stories I've heard, AD's were struggling to sell pre-covid with some of the models are even discounted. Models such as the Sub Hulk. AD's keep playing these games with customers willing to pay 10k plus, when the tides turn which it will, they will struggle to sell. Gotta keep in mind to, 3 new Rolex factories will be opening soon!

[@phil96813]

I was able to get a Pepsi after one week because the associate liked my story. He has allergies and I gave him some honey from my hive. See, you can get more Rolexes with honey than vinegar. I really think it was because I was real, and building a relationship along with a good story.

[@Mrr.London]

Marc is in the house 🎉👏🏽👏🏽!!!

[@mr.godiva5376]

There is no Waitlist. They just put on your profile the watches you are interested in. Then based on relationship and buying history for the most desired watches, then they hook you up. But you have to stablish a genuine relationship with your salesperson and dealer, plus knowing that you are not a flipper, of course helps.

[@key4duty]

Every AD is indeed different and has their own policy. The AD I go to works with deposits, when you request a certain model the sales associate goes to the back of the store, asks if they still take requests for that model. And then comes back and tells you it’s for sale. If it is you are able to confirm the request with a small deposit. You cannot change configuration afterwards so it’s guaranteed to arrive. You just don’t exactly know when, but it’s never longer than a year. They also told me beforehand they always check availability, because they don’t want customers to wait for years. In my opinion a pretty good and honest way to deal with the high demand of certain models. First come first serve as it should be. And they never ever asked me to buy other watches or jewelry or to come by another time. They have in a certain way no waitlist, they told me they can estimate what watches come in per year but don’t exactly know when they receive the requested models.

[@robertsullivan4773]

I was just able to get a Explorer II polar after waiting a month. I had just purchased a Tudor Ceramic previousl month. I have a good purchase history with this family owned store. I am now on wait list for a Daytona. I have high hopes I'll get one eventually.

[@martinkaplan1805]

Brilliant! And very helpful. I subbed.

[@bradkramer838]

I have been waiting for a TT Daytona with a national AD for over 2 years. Five months ago I was offered the current reference with diamonds, which has gold subdials, but it wasn't my taste. I said I'd wait for the regular black dial rather than purchasing one I didn't love. During the wait, I have purchased a Cartier Santos, a watch I really like, from the same salesperson. Hopefully the Daytona becomes available soon.

[@brasus8159]

More often than not a “wait list” is a email distribution list, unless the AD trusts the customer or one has purchase history.

[@truthseeker1581]

I feel like waiting for any significant time for a watch is pure idiocy

[@johnprosser5035]

I've got a fantastic relationship with my AD. They're great, you have to be patient..... That's it. Keep in touch, ask questions etc. You're right thry confirmed that they have absolutely no idea what going to be arriving.... They get a consignment, open it and see what it is and then go to their list to see who will want what. And the person you build a relationship has a say on who gets those watches next.... The sales people chat.... Put their case forward for you and you get the call. Rolex make over a million watches a year but the demand is for more. No AD wants to turn customers away or not sell to everyone, they're a business afterall. I first got my Explorer 40 and had gad my name down for a GMT Sprite on Jubilee (as left-handed) was on the wait list for 2.5 years but got the call last month and picked it up..... It means so much more because I waited for it rather than just walking in and getting.

[@KeepingWatchUK]

Spot on. Congrats on the Sprite.

[@tonymartin4097]

If ADs don't want my money, then I walk away. I'm not playing their stupid games.

[@streetmoney21]

Interesting video. A lot of truth. I’m in Orange County and what I see is that the vast majority of buyers go for steel pieces because that can save money to obtain them. In some cases they will stretch their cash with a credit card to make the purchase. Now when you move up to precious metals you can get those watches in a really reasonable amount of time. Most people can’t afford those watches especially a day-date, gold Sky Dwellers, gold anything 😂. I have spend history with my AD and was able to get the new Guinness GMT in two weeks. The steal pieces take a much longer due to high demand. If you go in to buy a gold piece you’ll be surprised at how fast they will move for you.

[@genesultry6447]

Marc, this was a very informative video. Thank you, Sir! PS That Panda looks stellar!

[@americantarmacker514]

It’s all a scam

[@gabe9074]

I live in fl and i was visiting Pittsburgh pa (originally from there) i walked into a ad and was able to purchase a 136660. I even put my name for a pepsi.

[@edblair1]

The muppet boiler room secondary grey luxury watch market is dead and so are rolex sales for most AD'S.

[@kevinkant6817]

Sunscreen is important

[@jacstoneu]

The Rolex store in Florence is great

[@Superdada]

Agreed. We went there on a vacation a few years ago. Very friendly.

[@Rainy_Day12234]

Demand for luxury watches has crashed, and ADs now have inventory that won’t sell. If you waited to buy a Rolex, it’s now time to buy one.

[@richardmorris7063]

Sure at suggested retail! Not played 30 anything for a 15k watch.

[@Mr35000000]

Good luck trying to buy a Daytona, Pepsi, Batman at your local Authorised Dealer.

[@Syhbw]

@@Mr35000000even steel 36mm DJs with popular dials not easy to get.

[@Mr35000000]

@@Syhbw Yeah, or OP's with popular dials or Skydweller, or Subs.... I was just listing the hottest models, to highlight the original poster, doesnt know what they are talking about.

[@abnercarrera]

I was in Europe (4 different countries) went to Rolex stores-2-3 year wait list. Tell me where there is inventory and I'll buy a few of them.

[@davidgomezjimenez2495]

Congrats! Glad you're back again.

[@bhstennis04]

The largest Rolex AD in my city in Texas has the Rolex counter and display in the back of the store.

[@soneeeee4440]

makes sense if they have nothing rolex to sell. better off having cheaper/other brands at front that are in stock, and can outsell rolex 30 to 1 in a year. Rolex pulls them into store then they buy something else when the scarcity perception machine shatters the time horizon and sheds light on omega, vacheron, breitling, etc., unless poor new customer gets sucked into taking unpopular rolex model/s to buy future AD love (the opposite of "give the customer what they want")

[@Dr.Sheffield]

Marc great analysis as always as you are one of great collectors I remember I bought deep sea James Cameron and still love it because of you ✌️

[@watchmaker85]

Marc, great run down. Spot on!

[@qazeqaz]

I do like that watch overall. But the Omega is a close comparison IMO. At my local store the Rolex bench/area is in the back right.

[@yz8096]

Good one, Marc. Definitely points to consider. I agree somewhat that one can end up ahead of the game just going to the secondary market and I'm on the fence with that decision currently. Hey, what's going on in those outbuildings back there? Are you moonlighting as a mechanic?

[@rafaelacosta304]

Wait list is BS. It’s a business where sales employee gets an extra tip behind the scenes when the sell to flipper. Rolex send quota of watches without telling AD what’s coming

[@CaptainAhab-im3kd]

Imagine you are in High School and the best looking Cheer Leader is your Rolex AD, except, that SHE is the actual Rolex ... so, ask yourself, how are YOU going to get that Rolex ...

[@oceanblue5794]

Awesome pickup. The Daytona panda is the holy grail of Rolexes. When will you doing live streams again? It's been a while.

[@clarence0075]

I recently bought a Rolex from duty-free had no problems except my bank. Wanted to know what was going on. 😂 (41 datejust)

[@okidoki2952]

I can’t complain with my AD, it’s took time but I’ve landed a few nice steel pieces had to play the waiting game but no issues as I’m in no rush to flip them. I’ve also only purchased a few other items from them that I was going to buy anyway, just worked for both if I bought from them…. I’ve not purchased anything I didn’t want just to build spend…..currently 2 year in now for sprite 🤞

[@dave23q.18]

Great job 👏🏼

[@ericfroment4065]

Have not see your chanel for a long time, nice to found it again

[@alexpiptom]

Channel

[@j.t1682]

My wife and i walked into Rolex AD and asked for daytona. The question they asked is, would your wife be interested in roae gold diamond ladies datejust too?

[@ameeral-shammaa9012]

After waiting for years for my gmt master batgirl I bought it grey market for much more than what I would have paid 3 years ago on the grey market itself. Rolex keeps increasing their prices by 10-15% every year and the grey market prices increase accordingly. My grey market dealer is buying all the hot desired models from the same AD through the back door. Rolex has to take ownership of their boutiques and not let these ADs scam people and tarnish Rolex name for extra profit.

[@georgemoscahlades7473]

Waitlists are real if you have a relationship with the AD. You will get the call eventually.

[@jgkcpa]

Completely off topic lol but i love those glasses you are wearing. Can you tell me make and model? They look like Ray Bans…

[@structurescience]

Love your work, Marc!

[@edblair1]

I got my panda 2 years ago after buying a gold and white gold model. Sorry for those who can't afford to be ripped off.

[@johnlacroix1639]

WOW amazing TY so much ,,Keep up the great work

[@therapiststeve3294]

Welcome back!

[@david.9633]

Thanks for the video, Marc

[@aussieexpatwatches]

it's definitely not a "wait" list....

[@greenrush4313]

Hey Marc how many rolexs do you have? I just bought my first. Full gold bluessy 24 date new. I bought from Grey market about 4 k cheaaper then the ad. I am now going into ad and am starting to build a relationship with them.They said they will have a Guiness in the next few weeks. The manger also said they can get a pepsi. I told them i want a few two tone and 2 full gold. I already have my full gold sub. I also want the white gold pepsi. Then every gmt steel and daytona etc.This may take some time but im sure i will get threw them some. I stop in evey few months now.

[@markkazlauskas8852]

Been on a list with James ans Sons for 3 months for rolex, no call yet, bought a GO

[@marcgoldbergdogtrainer]

They have sold me a number of watches. Depending on the model I have waited between 6 and 24 months. Hang in there.

[@vincet6730]

Yes, go in and let them serve you a cappuccino!

[@MichaelBoelton]

you said we are not rolex' customer. i contend that we're not even the rolex ad's customer. the secondary dealers are. WE are just mere suckers being strung along.

[@chuckhancock5834]

All true. I'm new to the area I now live. No buy history. Expressed interest in 3 Rolexes. OP, AK, and DJ. I own 4. I actually brought them in on my first visit. Like, hey I wear mine, not a flipper. That said, I suspect I have zero chance. Not spending a penny on items I don't want. By grey when prices hit retail plus tax. Frustrating.

[@robdavid1419]

Not true Mark. At my local AD the Rolex areas are in the back. Maybe because they consider it more private.

[@michaelblack8265]

I have been offered a ss sea dweller from 3 different AD all within 2 weeks-what does that mean???

[@marcgoldbergdogtrainer]

God wants you to buy one

[@michaelblack8265]

I almost spit my beer out of my mouth- good one Marc 😂

[@jcj2718]

Rolex bought bucherer, so now they are technically an AD as well.

[@aussieexpatwatches]

Bought all mine from Bucherer........

[@d.av.s2798]

I miss Andriqos 😢

[@gabrielw7929]

Why is there so much preferential treatment given to previous purchasers when demand far exceeds supply? Wouldn’t it make some sense to produce more net new Rolex owners and future customers of the store and brand? You shouldn’t have to buy your way into the brand. It used to just be the Daytona and limited release stuff. Now it’s essentially every watch!

[@davidbrown9947]

Perfectly well said. The issue in the UK is , Rolex have culled most independent/family owned ADs. Wos, dominate .Only yesterday the Regional Sales Director told me WoS, account for 70% of the whole of UK supply.

[@marcgoldbergdogtrainer]

That’s unfortunate because it concentrates a lot of power in very few hands.

[@davidbrown9947]

@@marcgoldbergdogtrainer agreed. That said I have bought 4 Rolexes, in two years, only two in the last 8 months. Never been forced/asked to buy shit

[@spiritualized8212]

And of the percentage that isn’t WoS a chunk is Bucherer which Rolex now owns.

[@talkingtimepieceswithtony]

Great vid! 🤙🤙

[@edblair1]

Stop maintaining these flim flaming cockaroaches go fast red car and CRM Jewelry raffle sketches

[@jdwxflyer]

Once again, you’ve nailed it. Relationship is key. You build a relationship by buying stuff from the AD. It might take years but that’s how it’s done - unless you get lucky with a random walk-in or unless the market changes drastically. We don’t like to hear that, but I’ve come to believe it. That’s why my next Rolex will most likely be a 5-digit or something a couple generations old, purchased from a secondary dealer. Not because I don’t like my AD, but because I don’t want to wait. Edit: let me add, a relationship isn’t built by dropping in and chatting from time to time. We’re talking about a financial relationship. You walk in with money, give it to them, and walk out with assorted shiny baubles (not Rolex watches). Then you can chat about your love of Rolex. Do that for awhile (who knows how long) and one day when you show up the AD might actually have a Rolex for you.

[@socaljmac7720]

“Let them know you’re interested, but you’re patient.” Great advice as usual from a guy whose counsel is backed by being offered a panda from his AD. Listen to the dog trainer.

[@stockholmpublishings2937]

watch market is DEAD marky. floating face down in TPGs backyard pool

[@travelswithpapajohnsutton601]

Great video!

[@lcbtcethada3957]

I bought my Rolex from James and Sons👍

[@CoopsXKE]

ADs have the power and strength in numbers to change the game. Rolex makes more watches than any luxury watch company in the world. They could easily fill AD cases with watches if they wanted to. I’ve owned 14 Rolex watches over the past 20 years. I sold the precious metal ones Pre-Covid and released another 4 or 5 in the last three years. I’ve bought birth year DJ watches for my 3 kids when they turned 30. I still own and wear 6 SS Rolex watches, all 5 numeral models. I’m done with Rolex. Why? Because there are numerous companies building much better watches at better prices and making them available when I want them, not when they want me to have them. I’ve never considered owning a Rolex a special privilege, just the tangible result of years of saving and hard work. Now it’s just a flex to own a Rolex. Makes me sad.

[@JuanSegarra-td6yr]

I walked into an AD and walked out for my wife a day just smooth white dial 41 mm. I put myself on the “list” for a Starbucks sub. I then walked in two months later and purchased a pre certified Rolex. I then got the call after 10 months for my Starbucks

[@alexpiptom]

Are people still playing these stupid games in 2024? Christ.

[@scottc6946]

And if you need to remember just one thing: Never sell Rolex

[@wmdouglas3]

You should not have to have a purchase history (of other jewelry)…..my money is just as good as the next person.

[@marcgoldbergdogtrainer]

True enough in a perfect world. But it’s not a perfect world.

[@wmdouglas3]

…..that is a tactic known as “tying” (saying, “we can get you a watch if you purchase our other jewelry first”)…..and it is illegal.

[@BLR653]

Here is the ironclad way to build the AD relationship without buying crap you don't want. I visit the AD and buy gifts for the following ocaisions: birthdays, Christmas, valentines day, graduation gifts, wedding presents, ect, ect, ect. Deal with the same salesperson each time. Hello SA its me again back for XYZ purchase. Let that associate who you have purchased a lot of items (numerical count) know you are interested in a Rolex and let them know the specific model. If you want a Sub tell them a Sub and only a Sub and you are willing to wait for it. Don't buy a Datejust because you feel like you have too. Using this method costs you no additional money (you would buy these presents anyway) and almost all ADs have items priced from $50 to $50k. Who doesn't like a nice watchbox! Repeat customer is the key.

[@stephenfarrell4796]

Ha ha

[@watchdork]

Marc rolex is indeed responsible for the ADs that distribute their watches. If Nike sells to foot locker and foot locker puts out some woke BS ad it will hurt Nike sales, no? People are tired of rolex and their games with its consumers. I will never buy another rolex especially when they are available again inevitably at the ADs

[@dvp36]

Do guys still care about all this still . Thought people for the most part have moved on .No longer keep track but shouldn’t imagine flippers would make anything on most models these days ..

[@_Root_Beer]

How about Bucherer ADs? Rolex own them so, is a Bucherer customer a Rolex customer? 🤔

[@garyd599]

Marc the fact is you "got" the call because of who you are. Period.

[@marcgoldbergdogtrainer]

Devastatingly, handsome?

[@georgebeebe2385]

@@marcgoldbergdogtrainer - humble 🙂

[@matthewfriend6672]

I’m tired of the games. I’ve been on a waiting list for over a year, I visit frequently as you’ve suggested. Nothing in stock, or so they say- screw Rolex and the AD, they lost my business, and I bought a Ginault Ocean Rover2. Don’t care about getting a Rolex Submariner anymore, and will not even try again ever! So if the AD ever calls me, I’m laughing in their face, and telling them -/Already have a Replacement- move on to the next waiter in line, I’ve already acquired an excellent time piece, that does Everything yours does for 1/5th of the price, and my wait was time for Ginault to make me one, built only for me. So Rolex loses another customer for their bad business and game playing. Rolex Ads, need how to read people, because there’s Always somebody else who will sell you another Excellent time piece. Matt😜

[@richardmorris7063]

There's plenty of great watches out there to satisfy. I'm just as happy w/ my Black Bay Tudor Panda as he is w/ his Daytona. Ill never say never,things change,the economy changes. There's as many watch brands as there are stars in the sky,people think they need to have that brand that everyone recognizes.

[@robynsjp]

No no. I have a Rolex from Rolex Montres SA, not from an AD. It never ever went to an AD. Better : Rolex Montres SA didn't charge a penny for it, and instead engraved "Rolex Awards for Enterprise" on the caseback before handing it over to my father.

[@marcgoldbergdogtrainer]

Very cool and special piece with a lot of meaning. What year was that and what model?

[@robynsjp]

@@marcgoldbergdogtrainer a classic 2 tone DJ 1984 36 mm. It came with the 1984 Rolex yearbook "Spirit of Enterprise" with the description of all recognised projects worldwide, and a huge Rolex Montres SA scroll, now framed on a wall here.

[@robertbachmann8141]

I couldn’t care less about Rolex ADs. Not wasting my time

[@blackice4867]

The wording should be: "Is it a hobby or is it an illness?" Please change it for the better.

[@richardsandoval5323]

Hay man I have been watching you since day one and I would like you to consider this please stop saying fist watch check its cringe bro it’s not cool at all not one ounce not one inch just stop saying it I’m trying to be your friend on this one, bro

[@marcgoldbergdogtrainer]

Maybe one millimeter? I theorize it’s the entire reason you’ve been watching for so long-and thank you!