Losing self respect by buying Rolex

[@freddyrequena4021]

I go where I am appreciated. Life is too short to wait. No thank you Rolex.

[@Thomgxx100]

Regardless Rolex has a condescending approach towards its customers which is totally unacceptable and unprecedented in this line of business !

[@rickyromano6659]

I have not had that experience, but I understand what your saying. That said exclusivity in the high-end luxury watch world is commonplace. Go into the New York F.P. Journe boutique, or an R.M., Patek, or A.P. boutique and see what that experience is like. Some things take more than just having the money to buy. That is part of what makes them luxury products.

[@Thomgxx100]

@@rickyromano6659 But those other brands in question don't produce one million watches a year like Rolex.

[@BruceWilliams]

Rolex doesn't deal with consumers. Rolexes customers are authorized dealers around the world. The only tome you deal directly with Rolex is at service time. Servicing isn't cheap but they do a good job and with how many service centers they have built, the turnaround time is better than many other luxury brands

[@Thomgxx100]

@@BruceWilliams The Bruce has spoken ;)

[@rickyromano6659]

@Thomgxx100 exactly. Rolex makes and sells around a million watches per year. The demand just far exceeds that. Supply and demand in a free market society is what it is whether 5 are made and the demand is hundreds of people or a million is made and the demand is 10s of millions secondary prices are going to be much higher than retail and you won't be able to just go buy one from an AD today without having been on a waitlist.

[@icalexander]

I used to really dream of owning a Rolex some day. That said once I got in deeper and found GS and other brands I can't say Rolex holds much for me anymore. When I can buy a GS Spring drive powered watch at retail easily that is objectively a better watch for the purpose of timekeeping it makes zero sense to bother with waitlists or other things. Honestly I think with most enthusiasts Rolex is shooting themselves in the foot. Their AD's behavior also does zero to help their reputation.

[@cecaju9516]

If you buy GS, get it pre-owned so you don’t take the massive depreciation hit.

[@icalexander]

@@cecaju9516 oh I know GS may take a hit but I buy to wear not to sell

[@cecaju9516]

@@icalexander hopefully you never find yourself in a precarious financial situation that forces you to sell your GS.

[@icalexander]

@@cecaju9516 Hopefully, thankfully I have several friends who are watch dealers and I'd get a pretty penny for the GS I've been wanting if I had to flip it

[@tygevonsbaek3921]

@@cecaju9516 if you factor in a 5% bargain at retail which is easily obtainable, most GS hold their value perfectly fine. The EU price of a shunbun in good condition is close to retail.

[@PeteMcConvill]

The association with success/status/hierarchy gives the rolex brand a vibe I want no part of so getting a rolex is largely an academic exercise for me but it is a fascinating exercise none the less. One thing I would say however is that I think your caricature of the salty person wanting a Rolex and being angry they couldn't walk out the store with one was unfair. Just about every person I know that is waiting for a Rolex is also perfectly happy to wait if they could KNOW they were getting a watch. What gets people angry is that Rolex has created a system starting with production and ending with retail sales designed precisely to ensure many people are kept dangling, perhaps for years, having no idea even IF they are getting a watch, let alone when. By contrast, I recently purchased a very in-demand, waitlisted watch from another brand through their boutique. The company boutiques are linked directly to the core company, the boutique is able to clear instantly that were I to place a deposit I would be allocated a production place, I got the thumbs up, placed my deposit and went onto a well managed production and delivery system. Every step felt like, well, luxury. I wasnt being yanked around, I wasn't being dangled false hope or "perhaps sir would accept a watch other than than one he really wants...", I never felt I was being played. If the planned production schedule for the watch was fully committed I would have been told and that would be that, again, simple, clean, no games. That's luxury! Now some will be jumping in saying "you don't understand, Rolex doesn't have boutiques, they only sell via ADs!" to which I'd say Rolex has chosen that model and bears responsibility for its pitfalls. Rolex has placed itself at the mercy of ADs, no one holds a gun to Rolexs head, they could change that tomorrow, that they choose to keep the current model says a lot about rolexs commitment to the final buyers as customers.

[@dariokhazaeli3858]

Hey Bruce! Love your content. I simply prefer Omega. It was my dream watch when I was a child, and now that I managed to buy one(current SMP Black dial), I’m just over the moon and can’t imagine going through the process of buying a Rolex. It’s just too annoying. They do build great watches, but taking prices into consideration, I just think that you get less for you money…unless you are really into the brand and what it stands for. Regards from 🇪🇸

[@dj_ath]

Omega for the win. Plus save a bunch of money 💰

[@jmmeares]

My first ever luxury watch purchase was a Hulk, it's a stunning watch that I love dearly. Years on, I now have 2 more Rolex's one of which I purchased from an AD. As someone who loves watch making, I find myself being pulled to more dress and high horology pieces. When I see more affluent people wearing a Rolex I find myself thinking "is that the most amount of imagination and interest you have in watchmaking that the best piece you can find to own and wear is a Rolex?" And I think of myself in the same way... why don't I have a great piece of artisanal workmanship that I can enjoy everyday and that could be a really fun and interesting talking point with friends and people in general. In short, I don't see myself buying another Rolex and I feel I would be more inclined to roll my eyes or simply overlook someone wearing a Rolex these days. For me, Rolex is like my personal email account where I spend most of my time simply clicking "mark as read" or delete without any care or engagement what so ever.

[@jacc88888]

I’ve always been brought up to be careful/frugal with my money and even if i had excess cash to spend I don’t think I could bring myself to buy a Rolex (maybe 4 or 5 years ago when OP 39s were selling relatively cheaply). The lack of availability of Rolex must surely have a physiological effect to enhance the desirability of the brand yet further, also they are beautifully build, great all-round watches and possibly a good investment so I can see why people would want to acquire one even if it means having to build a relationship with an AD and be very patient.

[@BruceWilliams]

100 percent, people want what they can't have. If everyone wanting a daytona was offered one tomorrow, and was told everyone else who wants one is getting one too, then we would easily see less than half of those people who say they want one, actually buy one

[@jacc88888]

@@BruceWilliams Haha! Good point. You’re probably correct there!

[@kendalltull9854]

I think you're missing the point entirely. Rolex makes a million watches per year so they are not rare in the same way that a Lange is (they make around 5K watches per annum) for example. There are literally over 30K new Rolex watches on Chrono24 being sold at inflated secondary prices. And the games that some ADs play are well known. Personally, I've visited Rolex ADs and been treated poorly and ignored in stark contrast to Vacheron, Lange and JLC for example. I have no interest in buying a status symbol to "show that world that I've made it." I value craftsmanship and hand finishing which aren't things you can find on any Rolex. They are good watches, but far from the pinnacle of watchmaking they are portrayed as being far too often by people who know nothing about watches.

[@samuelburton5576]

This is the dumbest statement I've heard in a long time. Rolex doesn't hand finish any of their watches, false. Fake news that you have heard somewhere and foolishly believe. In addition, Rolex is known for craftsmanship. Do your research before you make foolish uniformed statements!

[@d.b07_01]

I couldn’t have said it any better

[@storck08]

Amen.

[@jodysilvia2]

Fantastic analogy

[@cecaju9516]

Where I live, the Rolex ADs are also Patek, ALS, Cartier, JLC, GS ADs. The treatment is identical regardless of which brand you are interested in. Rolex, Patek, and ALS are waitlisted because the demand is higher than supply, while you can walk out the door with any Cartier, JLC, or GS. The immediate depreciation on the Cartier, JLC, and GS will also reflect that fact.

[@zhan9207]

A friend of mine, wanted to by a Sub, not possible, wanted to by a Pelagos 39, again no possible. He did not want to neither pay above retail, nor join the "waiting list". So, he decided to buy the Seamaster 300 diver instead.

[@BruceWilliams]

Good move

[@TheCharlie2l]

After a long search online and offline, I was incredibly foruntate to come across the white dial OP 39mm two days before Christmas of 2019. Wife bought it for me as a gift for my 30th birthday. They stopped producing it shortly after. I still wear it almost everyday and feel the joy when I wear it. 😊

[@BalazsKertesz]

I never understood the requirement to have a "buying history" for being allowed to buy a Rolex. What if I only want one watch? It's just idiotic to expect someone to waste money on models they don't need before they are allowed to buy what they want. Honestly, this has put me off Rolex even before I started to look around for other brands and finding out that they can be better AND cheaper (not to mention available).

[@BruceWilliams]

It comes down to demand. There is more than supply. So ADs choose to sell to repeat clients more than the individual they will never see again. Frustrating yes, but a reality of the market

[@michaelkessler9467]

Dear Bruce, it looks like your struggling for content. I don’t think most of us here need lessons in etiquette or how to be “nice” Rolex in theory is a product that is being retailed in retail outlets, and that is the end of it. My purchase history should have nothing, I repeat, nothing, to do with whether I can purchase their products. Put them in the display window of the retail shop/boutique and first come, first served. This is the principle of retail, and if you don’t want to honour the trade, then close the shops down and stop ridiculing shoppers. Plus, what I do for a living or how I spend my hard earned money is under no circumstances any business of a trumped up sales manager. Whether it’s my first watch or the watch I’ve saved years for should not concern them. As you can tell, I feel very strongly about this and it’s not sour grapes. I’ve my two tone Subs which will suffice, but if I decided to buy another, no way should I have to prove my worthiness

[@calvinchann1996]

While you say what you have to say, reality is often different. I’m always polite and at my previous AD, from where I previously purchased a Daytona 10 years ago, and have had both my Rolexes serviced a few months prior, they wouldn’t even put me on any list. Needless to say, I no longer consider myself a client of theirs and have a much much reduced interest in the Rolex brand. Since then, I’ve purchased many many watches, Cartier, Breguet, JLC, Grand Seiko and have had a good experience. Rolex’s loss is someone else’s gain.

[@andrewgiblin3468]

I can’t be bothered anymore with modern Rolex, I’m simply not willing to jump through any hoops that the ADs want nor would I pay the grey market mark up. That said I do like buying neo vintage Rolex (late 80s and early 90s). The watches are more attractive in every single respect to me.

[@PeterKotsa]

Hi Bruce, I have been back and forth at 2 local AD's here for many many years now and even though I am a gentleman and patient, I still have not received any calls. I have been on a "list" that doesn't seem to get my name to go up any higher unless I pull the trigger on some other watches they want me to buy first I do touch base with them every several months to say hi and ask if the watch I want has come in and the years click over brother ...sour taste won't go away for me and I continue to be a nice guy and gentleman..these Australian dealers don't like nice guys here, they only respect the $$$ I think I need to pack my bags and come to the United States to live 😊😂 Great video as always bro and happy new year

[@Wooooosaaaaaa]

I’m with buddy. Until you can buy it from an AD at retail, it shows that they can’t get their act together and service the potential customers instead of pushing them to Brietling, Omega, GS, Zenith etc… fake supply games is costing them real customers that would have not only bought one watch but many over a lifetime. So much lost money over the long run.

[@brians2733]

I have an aversion to spending money for ‘prestige.’ I can realistically afford any watch, but I’m also to the point in life where I won’t play games to purchase a product. I have a Rolex but it doesn’t even make it on my wrist these days. Omega gets much more wear time. And that’s likely due to the fact I detest the games Rolex plays and don’t care to advertise for them.

[@BruceWilliams]

I like Omega too. I don't detest any brand outside of fakes lol. I also don't play games but Bremont did gift me a puzzle once

[@martinharrison4245]

Hi Bruce, I like rolex , but unfortunately they are out of my budget these days. I suppose i could have purchased a sub , with what I've spent building my small collection. I'm pretty happy with what I've purchased though . Ive got some sweet watches really for the cost of one rolex, that I might have got bored with anyway. I haven't got any history with any AD , as I've purchased most preowned on ebay, but I wouldn't play the games which is associated with rolex , even if I could .

[@russellalfonso2962]

For your audience members who can't afford luxury watches at retail with ADs, I would suggest the vintage market. I have Grand Seiko, 18k IWC, Rolex, Omega Seamaster, Tudor, 1949 Longines, etc., all vintage, all low cost.

[@connorbauer5128]

The real question would is, would rolex be viewed the same if their watches did not hole or increase in value? I think for the price I think many other brands have more to offer.

[@Kingvoakahustla]

I have a Cartier Roster. Looking at a Rolex what do you recommend for a first time buyer? ☺️

[@SJCB27]

You are quite right, Bruce; courtesy costs nothing... But... It is a two way street and there are some “sales associates” in ADs (and not just watch ADs) who are very rude individuals.

[@jh-il5sb]

the buying experience when trying to get a rolex is no different than many other luxury goods, whether it's high-end cars, womens hand bags, etc.

[@bullitt411]

Rolex has done a phenomenal job at marketing their watches and elevating the brand to the stratosphere. There's some kind of mystique around the brand that is definitely polarizing. As someone who doesn't have an ungodly amount of disposable funds to fuel my collection, Rolex presents 1 major problem. I REFUSE to pay above retail (2x - 3x) for a watch just because the manufacturer and AD are playing games, creating this completely false narrative that I can't just walk in and buy or actually get on a REAL waitlist for a steel Rolex. That foolish game is for someone else, not me.....I'm happy wearing my Tudor BB Pro and Seiko Spring Drive diver which are actually technically/value wise better watches. Great content as always Bruce, thx for the input.

[@andrewshore2898]

That was very condescending of you to suggest how to initially treat an A.D. I don’t need lessons in social etiquette when making a retail purchase.

[@h.l6344]

Good debate. As a Rolex and many other watch brand owners, I think it all just depends on the persons mentality. (not talking about the flippers but actual serious watch enthusiasts) Bruce you need to remember some people dont like to or feel uncomfortable to go into a Rolex AD and start talking about things that dont need to be said like how is your day and what you been up to etc.. to me in the end its a fake relationship with your AD its not like they are your true friend, some people just want to go in buy it and walk out happy days enjoy the watch without having to make up fake talk to AD. Perfect example I experienced how fake the AD is... I put my name down for a Tudor Panda white dial after a few months no sign of it coming in, I even do what you say go in the store now and again say hi chatting etc still no sign of the Tudor.. even on their website they took the Tudor Panda off and I asked they say they dont have it in stock no more...Then after a month later I purchased a preowned Rolex from the same AD and next thing you know the AD staff started to chat about other watches and went to the back door and brought out the Tudor Panda that I put my name on for many months ago🤦‍♂️🤦‍♂️🤦‍♂️ From then on I just know the AD is playing games and I was happy to decline the Tudor... after all the fake happy chatting receiving a lousy Rolex catalogue (making a relationship with the AD) after a month or so I called up the AD to chat with the same staff I was talking to and found out the person have left the job so all that fake chat for nothing 🤦‍♂️ I still pop into the AD now and again, but just seeing the people look so fake and pretentious puts me right off with Rolex brand. The same goes for Omega boutiques asking for the New Green seamaster 300 just to try on and compare, and guess what... none in stock not even to try on so they put me on a waiting list a couple months later they actually called me to say its in stock if I want to buy it even though I have not tried it on yet? So I declined it how can I buy something that I have not tried on? It's not like it's cheap. In the end, this so-called watch collecting journey that all people say is defo not what I want in life playing fake Rolex AD games just headache and tiresome... would rather just go to a local grey market dealer since the watch market is dead now. It's the best time to buy. So, for 2023, enjoy what is actually important in life and not play pointless AD games. Thanks for reading this rant. Keep up the good work, Bruce 👍🤣🤣🤣

[@philo2197]

Love Rolex. Not just the quality of their watches but the way the brand makes me feel overall when wearing them. I’ve tried in the past to sell my Rolex’s and wear other brands like Omega, breitling, h. Moser etc and they just didn’t do it for me and eventually went back to Rolex.

[@doperdr]

a less humanbeing sure feels good after wearing rolex. afterall even my servant knows the name Rolex

[@Leftystrat]

Me too and thousands of others

[@Lee_K_5555]

I've never had a desire for any Rolex watch -- their design language doesn't really speak to me. I acknowledge that they make an excellent product, and stand by that product for decades with easily accessible networks and service parts. That speaks to the robustness of their corporate enterprise and commitment to quality which fosters brand loyalty. I get it. Rolex is a victim of its own success. Their century-long advertising campaign has brilliantly engendered a reverence for the brand name -- something most corporations would die for. Non-watch enthusiasts will almost always answer the question of who makes the best wristwatches in the world, with "Rolex". That single truth permeates throughout the market and into the minds of the general public. It makes their watches more desirable. It makes all the dealer shenanigans understandable. It will never go away unless Rolex seriously stumbles in some mind-bending way. I'm happy with my Omega and Tudor watches. No desire whatsoever for a Rolex, but I can't be condescending towards those who do. Nor should other watch enthusiasts. Be confident in what you like and try not to cast aspersions towards those who don't share your tastes.

[@jayeyesacks1604]

Somewhere back in 2021, I found myself in an ice cream shop with a friend, when an obviously suburban or at the very least tourist family wandered in from the deep dish pizza restaurant across the street, in search of more saturated fat. The porcine patriarch of this dull brood happened to be wearing what I mistook at first glance to be a white dial OP 39. I sidled up to him, eager to have a chat with a fellow enthusiast and to pay him a bona fide compliment. When I asked him if the piece was in fact an OP, the blood drained from his overfed bulbous face and he began to look around furtively, essentially implying that I was a potential thief who'd found his mark. This boob even managed to stammer in answer to my inquiry something to the effect of "not if you're going to steal it." then muttering that he was actually wearing a DJ (a 41 with fluted bezel as it turned out). It was immediately clear that this was not an enthusiast at all but someone with too much money and comparatively less couth. At times I've thought that those more interested in the Ro-flex aspect of this brand shouldn't be allowed to even cross the threshold of an AD's boutique without being tased into submission.

[@tapirdeaalex7104]

Rolex as a brand is as good as the AD's that represent it and sell their watches.

[@richpaul6806]

I agree completely. I am on an "interest list" at my local ad. I have bought a couple tudors (bbpro and pelagos 39) and a couple spare omega links from them. I also dropped off a few watches for warranty repair. I end up going in once every few months. I am polite but at the same time I dont stop in every week and text my sales associate every other day begging for a watch. Hopefully it will happen eventually but I have plenty of other watches to enjoy in the mean time.

[@hunterphan5506]

Every time I can’t get a luxury watch that I really want, I just tell myself it’s a first world problem then move on. Life is too short to stress out over it. I’m grateful just to be able to afford this hobby at all. And I agree with Bruce. Be understanding about the supply/demand and just be gracious.

[@Dulcedan]

Rolex may not be exactly trying to alienate new customers but they sure as hell ain’t doing anything about their Ads on doing better background or limiting pieces to a single client. It’s shitty on their part but luckily their watches are dropping everyday.

[@Goose619]

I think the problem is that someone who knows about watches is not into Rolex to gain any status symbol. And the way the market is going, it’s only idiots buying them. I personally don’t want to be associated with those clowns. I’ll take a well built watch from any brand.

[@mrcom4359]

I am Omarion07's girlfriend

[@omarion07]

There’s no way this comment is coming from a grown up 😂

[@mattg27]

@@omarion07 did the dig about people who troll through the comments trashing Omega hit a nerve?

[@mrcom4359]

@@omarion07 Yep, no adults allowed into this exclusive club.

[@robertmarley6720]

@@mrcom4359 😂😂😂

[@bonniemay6026]

OMG haha

[@ericroadglide9985]

The nice guy approach has little to do with it. Now if you are a jerk I think they'll tell you to pound sand because they hold the cards. The dealers are going to sell to their best customers primarily as long as they have a reasonably broad customer base. They don't get enough watches to sell to everyone. Period. They will cultivate their big spenders so they'll buy the jewelry now and then which has the truly obscene profit for them.

[@zonkdt]

Thanks for the content as always but from my experience it's precisely the opposite. I go into a Rolex boutique and am nice and polite but it is the SA that has an elite attitude and snarkily chuckles at the mere idea of even getting on a waitlist. Don't get that reaction at Omega or Breitling or IWC boutiques. Also it is far deeper than this, there is obvious manipulation of the market by ADs who are not selling them to customers at retail and are putting them on the grey market. It's a complete clown show. Not sure why people are comparing Rolex to Patek, AP etc. as those are true luxury brands whose retail prices are way higher than Rolex and that wasn't Rolex identity until very recently, it was an aspirational brand that was attainable. I would rather Rolex just increase MSRP to match market price if that is the true value of the watch so at least you wouldn't have this shady game everyone is playing and ADs would have them in their glass cases rather than sneaking them out the back door.

[@dr.merakat]

My issue with Rolex was not the AD games....Personally I wear watches that make me feel happy and special.. I sold all my Rolex watches (have 1 left) because they felt soulless on my wrist.. my opinion is that it is a mass produced, machine made watch off of a robot assembly line.. the case is cut out with cookie cutter robots, picked up by a robot arm which then polishes the case.. same case design in the vast majority of their watches.. same boring black dial, same hands, markers and indices used in all their watches.. all they do is change the color on the bezel and the sheep freak out... and now you have super clones for less than $1k that can only be distinguished by watch makers with a loupe...why would an individual want or desire a product that can be so easily replicated? It cheapens it.. that is why I had to sell all of mine... and lets not get started on the Rolex pedestrian movements that are also being cloned ... Im blessed to own Lange, FP Journe, AP, Omega, Rolex(just one which will be sold soon)..and my GS watches occupy 99% of my wrist time... Real watch lovers buy and wear watches to connect with the time piece.. these are just my opinions and why I dislike the Rolex brand

[@garrisong]

I’ve been lucky I bought my submariner from a doctor caught up in legal issues got it cheap. I got my sea dweller 116600 before anyone actually wanted them and my deep sea I paid a little more for than I should have but eh there’s really no other Rolex I would need to go to a dealer for. Now I of course would like a Daytona but there’s plenty of other chronographs out there I like better so I bought a cheap sugess Daytona homage it’s surprisingly accurate. I’m not paying ridiculous Daytona prices I have to draw the line somewhere.

[@timeservices697]

I own a Rolex , Omega , GS and love watches etc , Rolex aren’t the best by far in terms of quality , movements etc, certainly wouldn’t spends thousands over list for an average watch, the marketing and supply and demand issues have created a market that the public have been duped into, so glad I have woken to other makes of watches which are superior, because it’s expensive doesn’t mean it’s good 🤔

[@Milofchg]

Unless you’re a big fan of Rolex and collect just because you like to collect. More power to you. Personally I like most Rolex watches but I would only own 2 or 3. Even if I had the money to buy the whole catalog. I know I would only wear one or two Rolex references. Buying a Rolex for me and a good number of men will tell you “Every man should own one Rolex in his life” at least until the next best thing comes around. It’s just like every man should own a good fitting tailored suit. We come from that school of you work hard, save money, and buy one new Rolex for life. All you really need is one. The Rolex watch should be a one and done, and that reflects your lifestyle. It’s an accomplishment, milestone, celebration for everyday use watch. I bought my Rolex because it’s really quality and it’s something that can be handed down. I bought my Rolex when you become of age when I was ready and I took care of other life goals first. Obviously ANYONE with money can buy one at any age, but I feel a Rolex is watch that a man should earn. I respect more the older guy with that 90’s Day Date before a young guy in his 20’s or 30’s rocking a platinum Daytona.

[@philiplauzon1743]

Salty story with purchasing a Tudor Harrods. Sold it - Waiting on a list for an Oyster Perpetual, don’t want it and don’t care for it anymore. Oh and I’ve heard too many Rolex thefts stories, don’t want to be a target. Rolex dealers are simply arrogant and don’t give any respect unless you know someone or have spent crazy money on jewelry. There are no lists. The dealers decide who gets and doesn’t get the watches and that is that. I refuse to be associated with this type of product and marketing when there are plenty of other great watch companies out there and their products are more available and attainable

[@tods.9947]

The difference is that Rolex is an excellent marketing company that makes a very good (if not excellent) watch. Omega is an excellent watch manufacturer who is very good at marketing. There is a big difference here.

[@Talon173]

Tbh I’ve owned a Rolex Airking, loved the watch, it was fantastic but it just wasn’t me….I have to love the watch brand and history. I’ve found my happy place with IWC and Omega. Do Rolex make a better all around watch? Probably, but I just can’t get over Rolex on the dial. I prefer brands like Omega and IWC that work harder for your money, constantly innovate etc.

[@aussieexpatwatches]

Im polite with my rolex AD. Ill down right grovel for an AP though 🤣

[@BAF605]

I bought my first Rolex when it was not difficult to do so, and that is not long ago. The explosion in demand for the brand has made it harder to buy at retail but even now it is not impossible. The present economic circumstances won't have ADs begging customers to come and buy but it will make things easier. The crazy prices on the secondary market, which have dropped considerably, will ease further making a secondary purchase more viable. For those who have moved on so be it. but for Rolex lovers 2023 is going to be a year of opportunity.

[@ohbennyboy]

Dude. What? You concede that you need a sales history to have a chance. You're taking extremes just to justify your favour for Rolex. Rolex doesn't need to be defended.

[@CapitanHarlockisback]

I would never buy a Rolex from a reseller, the risk of buying a fake (I.e. a franken watch) is too high.

[@MegaBlackley]

It's hard to believe a company can charge as much as a new car and still ship their product in a shitty plastic green box.

[@DMBVR4]

A lot of luxury watch buyers dont buy for the way it makes them feel, they buy for the way it makes them look. Enter: Rolex.

[@algernonwolfwhistle6351]

Rolex used to be a brand that I respected.

[@jeremydahm2124]

I say get over it. Buy the new green Seamaster, the Pelagos LHD, or the BB58 and enjoy the heck out of it. I enjoy my Tudors at least as much as any Rolex I have. The new Aquaterra 38s are soo good. Oris? Zenith? IWC?. Or if you're really considering market price for that Daytona or Starbucks, there's a whole world of higher level watches you won't see every time you hit the bar or the country club. Rolex are great but not the best or only choice.

[@khonjel_singh]

Watch is watch. I have no strong emotion towards Rolex. But in my opinion any self-respecting man/woman would get Omega moon watch or speedmaster rather than rolex daytona.

[@kerryjgee]

I wonder what damage Rolex hype has done to other brands. I guess they just go under or get swallowed by the conglomerates

[@nelsonc6173]

I can't justify spending such monies on a watch. And I don't understand the need to justify one's success with an expensive watch. That seems silly. I'd rather enjoy my success with my friends and family. But that doesn't mean I don't enjoy watches and watch collecting. I enjoy the craftsmanship, engineering and designs that a watch can offer. But I buy a watch based on those characteristics, not the brand name. My budget won't exceed 2 grand which is already a lot of monies. I don't love watches enough to be spending 10's of thousands of dollars. I have to many other hobbies and relationships to spend my good hard earned monies on and with. Plus with so many microbrands emerging, the 2000 dollar and under market is filled with beautifully made watches to purchase. Right now on my wrist sits a Le Jour Le Mans Chronograph that retails for 1400 USD. Beautiful watch. SW500 Swiss movement, domed sapphire crystal, engraved caseback, fitted with beautiful oyster style bracelet. It has the heritage to boot. All for 1400 USD. I actually got it for a lot less and that is something Rolex and other luxury brands will never offer...discounts. I don't mind people spending the monies on Rolex, Patek, AP, or Richard Mille watches. It's their monies. I just think it is rather silly doing so.

[@Z-S-H]

Your beliefs on being polite, treating people correctly in professional situations and respecting other people are spot on Sir. I tip my hat to you for saying what is probably an unpopular opinion in todays world but an opinion I completely agree with. Videos like this are why I love your channel Bruce. My best to you and yours. 🙂👍

[@jscar7298]

If you need to be told to be polite and respectful and you are just to get what you want, You don't deserve a Rolex and to be honest not much of anything else.

[@hugohernandez3651]

What I can say...my AD is great and they have got me the watches that I wanted. It has been a relationship that has grown with time. I have never been offered something that I didn't like or asked to buy something else instead. 🤷‍♂️. Thanks for the video Bruce.

[@photoisca7386]

I lost all my self-respect buying a Rolex but I still had to brag about being inducted into the hallowed halls of the chosen.

[@Harpreet06]

I like the rolex watches without the cyclops, hope they make more of them

[@MrKeaneNg]

Finding a good AD is like finding a good girlfriend. You’ll have to blind date a few bad ones to find a good one and once you do, be sure you have a little something to give too. It helps to be honest and nice. Hopefully will buy several watches over time and be grateful. I might not grovel but I show gratitude when I get an offer 🤷🏼‍♂️

[@tooroptube4980]

Absolutely love Rolex watches could never afford one... Doesn't hurt to dream... 🙂

[@jacobelx5841]

Well said Bruce, well said. For those being salty about the current Rolex market, the cold hard fact is, you can actually own whatever Rolex piece you want now. Just pay the secondary market price while waiting to hear from the AD. You can always sell it back without losing too much money (if not making more). The model you want may not be available by the time ADs call you anyway. For example I like the bigger supercase of the older models. And the discontinued pieces like Hulk or 40mm Sea Dweller are no longer obtainable at the ADs. If you really want it that bad, get it now and enjoy it. Life is too short. Paying a premium for products in extreme high demand is not something to be ashamed of. Why aren’t you guys complaining about a house in a nice suburban area that should cost only $500k, not $800k? Why does it deserve so much more? If you don’t want to do it, just don’t do it and let the retail price pieces find you. If you want to be lucky so bad right now, try a trip to Vegas.

[@pierremartin9048]

I’d stay away from this specific Rolex subject.

[@cyberwapx]

I have money , i want to buy rolex , i went to AD ROLEX retailer and waitlist me , fck em

[@russellalfonso2962]

What you say makes sense and is good advice

[@dalevandyke7628]

I don't get the hostility toward Rolex & their ADs versus other luxury watch brands (Patek, AP, RM, Lange, etc.). It's just as difficult and frustrating, if not more so, to purchase their watches at retail. Perhaps, it's simply Rolex's lower price point?

[@samuelburton5576]

Good point. Its becoming fashionable to hate on Rolex and success in general. Envy plays a part.

[@BruceWilliams]

It's true. Try buying a RO, Overseas, Nautilus, or Aquanaut lol

[@paigeh10]

Yes, with an openning price point of 6ish K and making a million watches a year they simply arent the same conversation as those other brands.

[@popoyancheta5447]

Well seriously in reality any rolex ad has its own waitlist right ? You got tons of cash right ?? If you are in a rush then head to the grey market & goodluck … it was the demand that rolex can’t fix overnite …would you wear one with poor quality ??? ANGRY WOLVES ….. relaxxxxx …. Peaceeee …. Mr.Bruce ?? …you are perfectly right !!!!

[@anthonyvogt6620]

Love your content about watches. That being said, I don’t know why you feel you need to make a Rolex AD apologist video every so often. You already gave them $ for a product. You don’t owe them anything else!

[@BruceWilliams]

I'm no apologist Anthoney. Just trying to bring a little distinction to the fallacies bandied by emotional fans

[@jonnyg84]

I can’t speak for anyone other than myself, but the current situation definitely has been a downer for me. I’ve gone through the stages of groveling, being a bit snarky, and eventually accepting things as they are. But I feel if you truly just desire one or two special pieces and that desire remains strong after waiting several years, maybe consider buying second-hand. Save up for that extra price and enjoy and celebrate your watch!

[@charlierauh8011]

As always, I love your perspective and positive attitude towards the hobby, Bruce!! I would add one thing though - when you mention the other high end brands you have bought (and many of us have bought), how many of those ADs or boutiques told you that if you buy 4 watches, they can try to see about getting you the watch you came in to buy? After buying one Panerai watch last year, I was invited to a holiday party with their other NYC clients at a very nice restaurant and the reps from the boutique followed me on social media to stay in touch. When I bought my Reverso at JLC's boutique in NYC, they saw it was my birthday when I filled out the warranty info and gave me a $200 hardcover book about the Reverso as a gift to wish me a happy birthday. Not only were the watches available to me as a first time buyer, but the staff and brands made efforts to show appreciation for my business. Compare these examples to Rolex. It sadly is just a fact that they do not value enthusiasts, they are comfortable exploiting us as consumers in several different ways (like gracing us with the option of paying 2 times their OWN price for a used version of the watch they'd otherwise make us wait years to buy AFTER buying several other pieces for the privilege). I honestly don't feel many enthusiasts are entitled about Rolex - just disgusted with their lack of integrity. And as I mentioned in my previous two examples - there are high level watch makers out there who are grateful to have their pieces on our wrists, so why should we bother playing Rolex's ridiculous games?

[@mirfir]

I LOVE MY MOVADO! ❤❤❤❤

[@robertschmidt9584]

Surprised Bruce hasn’t flipped the Sky Dweller.

[@Sovereign_sparky]

Its not just Rolex, the amount of money in the world at the moment with QE taking place everywhere you cannot buy a AP, PP, RM, Ferarri, Private jet, the list just goes on and on.

[@galaga8834]

I tell you something Bruce, we have had similar journeys with watches. I like Rolex, Omega Seiko and Tudor in that order. I can't take Grand Seiko seriously even though I know they are fine time pieces. The only difference is that I don't sell Rolex sports watches especially if they are discontinued. Please never sell the Hulk. Just don't do it. You will regret it. You have given your subscribers plenty of advice now it's time you took one of ours. ;) Take care mate and have a great 2023.

[@FightingMango]

I have been into watches for 15 years and have known my AD for almost as long. So I did have to wait but my AD delivered a Panda Daytona and a blue dial skydweller in the same year. The sky dweller I put my name down for the day it was released in steel. So waited over 5 years. The panda I asked for to be a birth year watch for my daughter. I didn’t beg or grovel. I really enjoy the sales associate and we have hours long discussions around all kinds of watches. So Bruce is on the money. Just be a decent person. My purchase history was very short as well. A Panerai in 2017. Black GMT in 2019. White date just 36 for my wife in 2021.

[@timepiece_enthusiast]

2:21 holy smokes, how did you mangage to do that?

[@georgebeebe2385]

Great video, Bruce, and in my opinion, you nailed it. I’ve been stopping into the local Rolex AD through the pandemic, just to talk watches and chat. Yes, they knew I wanted a Rolex through our chats. My contact mentioned one day that the manager does give him a “walk in” watch every so often and that I should stop by more often. I did just that in September and walked out with a Datejust 41. I hadn’t purchased anything from the store before. I’ve been offered 2 watches since - one when I stopped in and he called me on another. I declined on those. Just being nice and not demanding seemed to work for me. I’m not in a rush for watches and have bought other Brands elsewhere - including yours an RR’s discord groups. I understand that folks get upset if they have to wait, so Rolex right now won’t work for them.

[@scottwexlin6456]

I just don't like being strung along. My AD, with whom I have purchased 4 watches (1 Rolex and 3 Tudors) over the past two years still hasn't produced a couple on my list. (The SD 43 and the YM Rhodium). I attempted to start a relationship with another area AD, then my SA left! So I have to start over with that one. I think my next purchase is going to a Speedy, and Bruce, you know where I'll be buying that one - at a little place in Lancaster where they appreciate your business, and treat you well!

[@BruceWilliams]

One hundred percent! I hope Brent Miller gets more brands. You want to give a good AD like that, as much of your purchases as realistically possible

[@lajuntahighschool]

Totally agree with this video. It’s not fun having to wait and put in face time in order to get something that you want, but I don’t really agree with the overly negative reactions that people have to ADs not having watches in stock. First of all, most Rolex models are still selling higher than retail on secondary market (prices that are set by buyers, not by Rolex). When that’s the case, it’s not realistic to expect that a lot of watches will be sitting on the shelves. If they were, I would never have to work another day in my life. I would just walk to the Rolex boutique, but 10 Daytonas, sell them for double the price the next day, and repeat. Plus, a lot of people think that they can’t get Rolex at an AD, but that’s just not true. Rolex Ads sell 1m watches a year. Some are going to flippers or mega collectors with $1m+ of spend at their AD, but most are just going to regular people. If you want one, you just have to be patient. You might not be able to get a Daytona this year, but something like a datejust or OP (which are also great watches) is possible for anyone.

[@JinxCanada]

Dude I'm sorry but you're full of it. You absolutely DO get Rolex at retail.becauee you're a KZbin channel. It had nothing to do with how polite you are. I like you but give you head a shake

[@gfxdaddy]

Began with Omega and have owned several watches from many brands. Always come back to Rolex (fortunately all at RRP). Currently consolidating and surprise: mostly Rolexes remain - great all-round watches with build quality that’s second to none.

[@lukewalker1051]

Hey Bruce. You should get with your buddy Random Rob. He is done with Rolex. Funny, he doesn't seem to the same animus for other high end watch brands. I would consider him a watch expert, wouldn't you? Who can deny that Rolexes are beautiful? But make no mistake, people who can't really afford them buy them for ego aggrandizement way more than those who can really afford them. With the cost of raising a family today, the cost of everything from college to a big enough house to maybe a sportscar for weekend getaways to a 2nd home or cottage, owning a Rolex or collection is economically irresponsible. But, if you have a money tree in the back yard, why not? And if you leave it in the Bugatti you left in the Hamptons because you forgot to bring it on your private jet? Who is keeping score? Truthfully, I pretty much don't own one for the negative stereotype. Trying not to be that guy....lol. PS. you guys ever notice that most men that work in AD's don't speak very good English? 😉

[@alexlilano1931]

I used to hate on Rolex, but it makes sense for Rolex to move into the more exclusive market. The watch enthusiasts love Tudor and Rolex watches will probably cannibalize Tudor sells if they move into the market before. The watch enthusiasts market is complete filled by Tudor. I know watch enthusiasts hate watch investors, but they are a thing now. If I were Rolex, I'll move Rolex and Tudor up market. Rolex can be the grail for Tudor fans. Seiko and Grand Seiko are already doing this.

[@robocopvn]

M Safrons said all I want to say!!

[@Super3xtr4]

I feel like that's at least the third video with the same topic. Poor old Rolex has some people who don't like them.

[@jonaskalen1759]

I hope to have my Sub no date in 18 months.

[@ridewith7480]

My sla043 is way better than my rolex submariner

[@hantusmostert]

Rolex is a tool, same with Omega, AP etc. not luxery. The prestige is false due to targeting famous folks. Look for a scarce art piece. Marketing knows this, it is extortion of people especially in the social media age. The money is in fipping watches these days. Folks are sheep due to ego. The money turner wears a casio

[@markbowman7240]

the experiance i had getting my 1st and grail a no date sub was i have to say anazing at my ad a rolex boutique , no ass kissing , snobery , just a great experiance in a timescale that was perfect

[@TommyRibs]

I want a Rolex GMT Master II badly. Either a BatMan or a Pepsi. I can’t get one from my AD, so I put my name in for an Explorer II, Polar Dial. It’s been two years. I don’t even want it now. I am keeping my name on the list just to see if it ever actually gets offered to me.

[@BruceWilliams]

If it's been 2 years and you haven't heard anything it is likely never coming.

[@foodfamily9984]

Get it if you have the chance. I have the recently discontinued one. It's an amazing watch.

[@TommyRibs]

@@BruceWilliams I don’t even want it now. I just want to see if I ever get the call. We will see.

[@BruceWilliams]

@@TommyRibs in my experience... two years is the fake list

[@kk7sm]

I think to me it really comes down to relationships. I like to have a personal relationship with a brand, if possible. Rolex creates relationships with their ADs but not really with their customers. To me, Rolex is just a cipher. Say, JLC, I have friends who work at JLC and we speak. With Omega, it's the same thing. With Rolex, I literally know nobody. It's an item in a case marked "For Exhibition Purposes Only" that I can express my interest and go dig ditches until I hear back from my AD. To me, that's just not a luxury experience. It's the watch purchasing experience of standing out in the shmuck line outside a trendy bar hoping the bouncer will let you in and when you get in, you know literally nobody. In other words, I like mutual appreciation in my relationships. Rolex doesn't want, nor do they need me. It can only ever be a one-way relationship, slightly dysfunctional, "what have you done for me today," and that just does nothing for me. The one Rolex I own, that has a fantastic story I've told you involving my wife and mother-in-law. But it was also from a time, not that long ago, when you could walk into an AD and find a watch. It was a watch from a more civilized time. 🙂

[@h.s.2667]

I get your point, mate, and I am a 100% on the same page. However, this waiting list gameplay isn't for me. They have their rules, that's fine, but I'll never put my name on a list just to get a watch. There are so many nice alternatives out there with friendly staff, too. Let them have my money instead.

[@jamessymington2466]

As someone who has had Rolexes in the past I find that the vulgarity now surrounding them is overwhelming and I have found refuge in buying Vacherons and Breguets. It’s a shame as I quite like a couple of them but I would be frankly embarrassed wearing Rolex these days. I hope that changes.

[@BruceWilliams]

I hope so too. I love VC. I've yet to try Breguet outside of an AD though

[@jamessymington2466]

@@BruceWilliams I strongly recommend you try a Breguet Marine or two. I have one as well as a newly acquired Overseas and in some regards the quirkiness of some elements of the Marine are more ‘fun’ than the Overseas.

[@BruceWilliams]

@@jamessymington2466 I could see that. I love the design of the marine. Especially in precious metal. Congrats to you!

[@aboner2551]

I always worn Seiko quartz watches, but only the last two years I'm really interested luxury automatic watches. I have no interesting buying a Rolex in the grey market or being on a waiting list. No dreams of one day owning a Rolex at all. To mainstream for me.

[@kevincorkery6292]

I am one of the salted. Breitling was my last chronograph.

[@impexRQ]

Rolex are amazing watches - working horses with great accuracy… the negative comes because of the market situation

[@eglenn73]

If AD's were flush with Rolex's in the case and we could walk in off the street and buy one whenever we wanted to, like an Omega (or a Seiko), would we still want them? would they still hold the same meaning to us? would the youtubers still be creating the same content over and over? Also, the idea that an AD should sell a Rolex to anyone and everyone, regardless of buying history, only works in a world where you can buy them off the shelf because that would indicate the secondary market for them is dead. But it's not dead. An AD selling us a new stainless steel sports Rolex at retail is a gift of reciprocation... "thanks for supporting me with those "non-Rolex" purchases throughout the year, here's a $9k Sub that's immediately worth $12/13k and looks pretty dope on your wrist, enjoy."

[@terrydaigle8356]

You buy a rolex and wear it a while you realize you can sell it and get just as much enjoyment from a 500 $ hamaliton

[@grammarboy1318]

I get more enjoyment from my Grand Seiko SBGM221 than any of my three Rolexes. They’re all in the safety deposit box because you make yourself a target wearing one.

[@BruceWilliams]

I have a ton of fun with many brands regardless of price or cost

[@grammarboy1318]

@@BruceWilliams It’s taken me a long time to learn that it’s not only about expensive. This week my G-Shock GAB2100C-9A arrives. The yellow Bluetooth solar Casioak. I’ve waited months, and can’t wait!

[@Paul_F_C]

My AD is great I have always been nice to them and they have always been nice back to me, I have built up a relationship with them and I’ve managed to get Rolex from them and now waiting for more , hopefully this year

[@russellalfonso2962]

Also be aware arrogant game playing sales people

[@edteach3r]

Rolex videos always dramatically raise the rate and temperature of comments 😊. If you like Rolex, hold on to your money and persist in your search… eventually you will find your watch, even if it takes years. I am not a Rolex fan (I acknowledge the quality of their watches) and much prefer Omega as a brand. I cannot afford either of the two, but I have learnt that it often takes patience to find the correct piece I am looking for (e.g. Seiko 6139)… the waiting game is just part of the hobby. If you become impatient, buy the G-SHOCK GWM5610 in the meantime… it is a great watch that will not disappoint. Cheers, Bruce!