The SAGA Continues! - Rolex Pre-Owned Program Exposed!

[@Meowhsss]

Just buy a Pre-Owned Daytona for $35k get it serviced by Rolex, now you have a Pre-Owned Daytona serviced by Rolex for $37k instead of 65k

[@number36420]

They don’t even need service for ten or more years

[@Meowhsss]

@@number36420 Understood, but getting it serviced by Rolex certifies it as a genuine Rolex with all Rolex parts so on par with a Certified Pre-Owned Rolex

[@stopthecap2644]

@@Meowhsss lmao truuuu.... it's LITERALLY cheaper to just buy used, and have it serviced.. and you still maintain the original green paperwork. They're trolling

[@Spazik86]

You might get fucked on second hand market by buying fake or something like that... not happening at AD.

[@stopthecap2644]

@@Spazik86 Possibly, but a lot of services now like chrono24, or even ebay have their own authenticity process.... not saying they do the best job or anything but at the same time, is 20-25k worth that extra sanity check? who knows..

[@Chris-qy3dp]

I spoke with a Rolex store owner that I know here in Vegas. He says they will start this program in April 2023. They will be able to buy the watch for whatever price they want, they will send it to Rolex for service and when they get it back they can sell it for whatever price they want. It will bring a lot of people into the stores, and for Rolex they will make a killing charging $500 to service every one of those watches. It’s a nice little scheme they have going on, forcing the dealer to send them every watch for service before they can sell it.

[@joshuadarrington.]

in a business sense this does make sense. I thought they set the price for certified preowned but if the Ads choose the price it makes a lot of sense

[@jessedavis7555]

I wanted a Submariner before I turned 50 and here I am a year later with my watch and still watching these videos. I got to get a new hobby. I love Eric and CRM but I’m watched out for a bit.

[@jongoodman7563]

Meanwhile, I’m over here enjoying my no-drama Omega. Love the drone footage, tho!

[@kimcoulter806]

I think you nailed every single argument you put forth in this video. I was in the Rolex Corporate Tent at the US Open at Pebble beach and met both types of AD’s. Mine is very nice and very blunt! I’ve bought 8 pieces from my AD and 34 Swiss other watches from the gentleman who owns the not only the Rolex AD but 16 other brand AD’s. My Rolex AD made me wait 17 months for my Daytona (black dial) and actually admitted to they get pieces in every day and that it’s their call as to who gets what and when. The AD told me I’ll eventually get a gold Daytona in 2023 and a panda dial before year end. Here’s the kicker… this AD told me face to face they prefer to sell to a first time buyer of a Rolex as opposed to me who is a collector with 61 watches. While I was stunned (and still pissed) I appreciated this persons candor but… BUT will damn sure never buy a pre-Owned anything from that store. I’ll simply call Watch Eric. 👊

[@wapphigh5250]

Yep spot on - "certified merchandise" from the biggest gangsters of them all.. Rolex AD's are *the* Marfia ... these guys are beyond real.,. I certainly don't want the AD "experience" !

[@javyceo]

WOW that pricing is crazy... Thanks for making this follow up video. I was hoping it would come!

[@travelandwatches8]

Japan has mint pieces and with the yen low (not as low as in mid October) the ADs can buy from the Japanese market. As a tourist in Japan, you can buy tax-free, not sure if that also goes for export of watches from Japan to other countries.

[@martinboulden4388]

I love this channel. Awesome work ERIC. My opinion is as Rolex is about to fall off a cliff and lose the hype of the demand, this is their way of propping up the prices and actually thanking the Grey Dealer for the amazing ride since 2016 !

[@georgewatson7378]

Rolex have thousands of AD that have experience in pre owned Rolex for decades, far more sophisticated than the grey dealers. Eventually: "You have to buy 5 pre owned Rolex before you can buy a brand new Rolex" - and if this is successful, it gonna spill over to AP, Patek, and so on. And ultimately, the secondary Rolex and luxury watch resellers are all dead.

[@ip_freely]

Sorry Eric - I would definitely pay a premium for a vintage 50's - 70's Rolex, serviced/restored by Rolex and certified. It's like the Ferrari Classiche program.

[@ip_freely]

p.s. Rolex is building their 1-Billion facility cuz they just received payment from the Madoff Victims' Fund .... poor Hans. 😂

[@-Medici]

I'm too stupid to get it.. i mean.. ok, i am walking into an AD to get me a Daytona or something. Whatever. The guy says "yeah thats like 15k retail - But you can't get it." Then he walks me over to the cpo watches and says: "BUT! Hey, you can get the exact same watch. Only three years old and a bit used." And i think "whoa, really? Cool, whats it cost?" And he goes like "62k". ...am i missing something? Is that how it works? I love it! This world is getting better and better.

[@marcheezy.]

Someone in this comments section said he tried that watch on in Bucherer. Had a discussion with the salesperson how they came up with 62k. They apparently bought the watch at the height of the market.

[@johnscott4693]

1) In the EU it’s illegal for Rolex to dictate prices in anyway whatsoever. 2) Exchange rates will be a significant factor in these purchases eg. If the dollar rate to GBP is at parity, prices are 40% less than the US. Remember too, these tourists will be walking along Regent Street - not a backstreet in a small town. 3) High prices assist with the proposition of Rolex scarcity …and thus Brand value. A marketing “self fulfilling prophecy”. 4) Small ADs May not be able to actively participate - another reason to slim down the AD network. 5) There will be buying a used model, then re-trading it when your NEW model arrives. Means you get the watch immediately, and don’t overpay too much on the new model (the price lift / cost is just what you lost when selling back).

[@Fredrikwatchesandartwork]

I think a big problem with this is that Rolex ad staff lack knowledge to sell used Rolex watches👎👎

[@mauriebarnes8272]

A 'follow-up' video? You usually don't do those…lol! You nailed it (as usual) this whole thing is to address AD's wanting to get in on the secondary market. They will leverage the 'Certified Pre-Owned' status for all it's worth. As in all things the market will ultimately decide at which price point people will buy.

[@jayboogie1295]

they are going to sell new watches and call them "pre-owned" and jack up the price. Good luck ever getting a new piece....every piece now is "pre-owned". They are using the random serial number now exactly for this reason

[@Nickgantz12]

I think the only thing that’s truly “new” about Rolex AD’s selling pre owned pieces is that they now have an “official program” for it. My local AD in St. Louis has had a used case for years. Since 2015 at least. They are of course the older models (non ceramic submariners, older datejusts, previous generation Explorer 2). Things may have changed in the past few years, but I also saw another AD in Colorado last year in 2021 who also had a pre owned case

[@Nefville]

Same here, in fact every AD I've ever gone to sells used Rolex. I'm not sure how this is good for them either, I can't imagine Rolex would let them sell CPO and non-CPO watches at the same time so they'll get stuck having to sell an already exorbitantly overpriced product at an even higher price than before.

[@rms9224]

We probably have the same AD since there’s only two in St. Louis, but my AD also has a pre-owned case too. Always seems like they have a few pre-owned pieces to offer.

[@MrPaulNewman]

Really enjoy your straight up attitude. It's very refreshing.

[@nickgardener5802]

People have covered most things so I'll throw in a few curve balls. A point to mention is that ADs are spending tens of thousands on premises/Staff training to Rolex specification only to receive a limited amount of watches. Hardly pays for itself. A sweetener for ADs. Watchmaking is an art, and will take years to train people. Current watchmakers will be tasked to train, service and repair the new crop of staff for the 'used' market. Supply down, pricing up...................again.

[@Elviajeroastuto15]

Personally I been looking to buy a Rolex watch for the las 2 months. I live in Miami and I really like your information in your videos and hopefully I will visit your store in the beginning of 2023

[@edgarthejeweler]

And there's me out here :D... I personally believe this will be a great twist for me personally. Since working for and AD and having a KZbin channel have been a challenge to keep the line and with the restrictions, also trying to stay away of viral topics to not upset Rolex. I also have a what club where we used to send all the pieces available but, since the market changed, I had to adapt and find other creative ways to continue getting customers since we also have other brands at the store. In this case i believe the restrictions about social medial in pre owned pieces might be softer. So im hoping i can try to sell to anybody who can see mi videos and contact me just like you Watch Erik and the rest of the gang. I think will be a really interesting year for the market. Let's see what happens and cheers to the community from South Texas..

[@TimG--]

Nice video mate 🥃

[@vincentcatanzaro2273]

My AD had a pre owned case for the past year. I love the fact that they have a pre owned selection vs only the exhibition models...

[@4cds14]

Just a thought but what if Rolex have been holding back stock to the ADs for the last few years thus boosting demand over supply & now are going to flood their ADs with new old stock for them to sale at a premium?

[@joshuadarrington.]

Downfall of the brand imo

[@jh-il5sb]

Why wouldn't they just increase the retail price by 25% or more, and reduce the grey market demand

[@joshuadarrington.]

@@jh-il5sb They are getting too greedy. This is tarnishing their brand reputation and they arent going to notice until its too late

[@SenszR]

@@jh-il5sb they can’t just keep increasing the retail price as if they are supposed to be a high end brand

[@jh-il5sb]

@@SenszR it has nothing to do with being a high brand or not. It's about economics and what the market will bear.

[@louismaltese9538]

Hi Eric, Just to touch on one point of your discussion ,I believe the inventory that Rolex will use is the exposition pieces that all AD`s have in the boutique`s . After a minor service these will be used to start the program , and then a buy back program will proceed for selected pieces from certain clients . But over all I think not very much will change. Some people just will feel better with the company guarantee when making their purchase. Great Job

[@veijo6008]

Correcto😁

[@Hugo-lp2ik]

False ! Minimum 3 years for pieces on Rolex Pre owned. Pieces in exposition are just sold to customer. The Panda at 63k was Bucherer pre owned and not Rolex Pre owned I think ! It was a year ago

[@louismaltese9538]

Hugo I have to differ , If you factor in when the exposition pieces were made and the launch date for the program plus the time to service all the pieces the AD`s turn in . It`s works out to very close to the 3 year time frame hypothetically

[@Hugo-lp2ik]

@@louismaltese9538 i recently buy a Rolex from the exposition piece, the ADs received piece and they have to make a window ! It’s their stock, not watches give by Rolex ! I have a good friend who is director of an AD, all the watches in the windows are their stock, Rolex ask them to make a nice display with the watches in stock !

[@louismaltese9538]

I would want to buy a new watch from a AD not a watch that a 1000 people have had on and scratched up. In the boutique the signage says exposition only ,they have locked movements and are for display. I would consider exposition watches pre-owned

[@matthewhelm3035]

Here’s my scenario…The ADs will set the price for the purchase of the preowned pieces they buy, and the individual ADs will set the prices of the Rolex CPO watches they sell. Each AD will be different in this respect. Rolex the brand and Rolex the company wins. And, like you said, so will the ADs who are presently totally shut out of that huge market. It will be mostly The new Rolex buyers who will buy the CPO watches from their Rolex AD. And so their relationship begins. Cheers man😎

[@rickfowler3710]

Hublot comment was spot on. Perceived value is everything

[@kimcoulter806]

Btw I had to come back and underscore how right you are about how the salespeople act like they are better than you. THAT will piss me off in a cuz I can see it in a millisecond!

[@christophersmith49]

Like a watch guy said, what authorized dealers will now do is say, if you bring your old Daytona back for us to make the money reselling it for profit we will let you buy a new model. So the resellers will no longer be able to get new watches at authorized dealers

[@watchman6141]

Eric, one thing I have heard about the Rolex CPO program is that the watches would only be 3 years and older. So watches recently purchased by flippers and others would not qualify as I understand it. Also ADs would have control of pricing in their market.

[@dr.raymond4337]

My AD just hired two additional Rolex techs. They plan on doing the CPO in house. The AD's have to get these watches from the public (trade-ins or out right buy out), and be competitive with what the grey market will pay for them, -add on the cost of authentication, a service (if indicated) and packaging. This will for sure bring the price up over grey market. The grey market can then up but keep the price below AD prices and come out way ahead, leaving the prices for the public to escalate.

[@madsjessen8162]

Remember one thing, it is not Rolex who control the prices... it is the demand.!! look at the prices right now.. they go straight down, no one knows how the worlds looks tomorrow - not even Rolex ;) great video Eric.!

[@robinireland810]

Interesting and varied comments. My AD also has a pre owned display (in a different room from their Rolex suite). Prices are competitive and realistic. As mentioned in comments, simply have your watch serviced and sell it on with its accompanying 2 year warranty, which is the same as authenticating your watch. The only difference is that you don’t get a beige swing tag and card. Your AD gets the profit from the service which maintains your relationship with them too. Don’t think my AD is going to sign up to the program until they’ve monitored feedback from those who have.

[@robynsjp]

Rolex Certified Greed Programme

[@georgewatson7378]

Buying Rolex is "greed" and today selling Rolex is "brutal"

[@betscho2875]

I am a swiss citizen... and i read it in the local newspaper, that the politics from that small village "bulle" authorised the landbuy to rolex. So it's official but they target to open the factory ariund 2029. So bevor there will be any impact on the market from the new factory it will take almost another 10 years... so calm down ;)

[@matports_live]

Rolex are not building their new facility to ramp up production. This is for product improvement and higher quality control. Churning out and producing more watches will never happen.

[@mrtee6678]

I think the only way Rolex could ever control the secondary market prices is for all the Rolex AD’s buy up all the stock from grey market dealers. That’s a huge cost which personally I can’t see happening. 🤷

[@UGALeaZER]

I think with most things most Rolex owners don’t really know of the second hand market. They buy it because it’s a status and they keep them forever. This is going to allow dealers to reach out to them and say hey remember that watch I sold you “that is now super overpriced” I’ll buy that back from you for what it was sold for and then you can put it towards this one I just got in. So making money on first sale then making money on the buy back and then making money on the next watch.

[@MrGMT1992]

By the time this program hits the states all of the exhibition only pieces will be 3 years old and will all be for sale as a pre owned watch. Oisin has a really good inside scoop on some of the details of this.

[@mrp9498]

What happens when those are all sold?

[@MrGMT1992]

it's basically up to the AD. But apparently they really are only wanting to take in watches that they have sold or know about. Obviously there are exceptions. But just watch his video.

[@Patrick_B687-3]

I remember when you went Grey Market to save money and sales tax. All you had to do was decide which one to go with. But yea, meeting demands would cure it, but this ain’t gonna cut it. Not even close.

[@garyguest1885]

Rolex are not silly.. They are a massive company where things are planned years in advance & this is just the first phase.. By entering & eventually controlling the market & bringing used prices down to below retail.. it will kill the grey dealers & flippers overnight - Game over👍🏻

[@bostoncollector]

Grey market is in big trouble. Why mess up your relationship with an AD to sell to the grey market? Just trade in and get a new piece. Easy

[@WatchEric]

We’ll see

[@andrew811ful]

Most realistic opinion about this subject!

[@m4urlife1]

Hey Eric, you pretty much nailed it.

[@abdallaalali6236]

The big question, why not just sell the new ones with the same gray market price? they know if they did the market will collaps and no one will even buy any watch excpt the ones who pay premium

[@smiconsulting8434]

So is the thought that prices will keep going down into 2023 or have we seen the bottom and prices will start going up?

[@stevenfoleyuk9404]

Here in the UK were we have strong consumer rights . Price fixing is taken very seriously . I love Rolex and they should be available to most People in life .

[@douglasmstewart]

Any chance that Rolex starts tacking on extra fees for service for non CPO watches?

[@Jack-S4097]

No idea what I’m missing here.. My AD has a pre-owned section with generally 5 or more Rolex on hand at all times.. They are displayed in the general part of the store with the other pre-owned watches.. I’m guessing they will eventually get certified by Rolex and displayed with the Exhibition pieces you can’t buy.. I don’t know 🤷🏻‍♂️

[@Michael-go8ri]

Come on guys we all know about the backend WhatsApp channel with the AD getting kick backs for watches. It’s been going on for years.

[@bigupthebeast]

Picking my 116500 up tomorrow didn’t have to go on a list I may get the meteorite GMT as well could be my lucky day 😊

[@alternativeopinion310]

😶‍🌫️

[@patrasctoni3201]

Hello bro, I apreciate all the work you put here. Im in a waiting list for a damn no date sub for 2 years now, and i really sick of all this mambo jambo rolex game. There are a lot of great brands and watches out there who deserve more attention... I really advice you to dig down a little about this 3235 new rolex 70h power reserv movment. A lot of ppl complain about faulty design and loosing time after 6 months or 1 year after brand new. This is a real prob. for me, u cant ask 10k minimum for a watch that start loosing time hard after u pretend to be one of the greatest watch brand out there.

[@marcheezy.]

Interesting info on the 70h. Might that be a reason why supply has been so low? They're tweaking the movement as secretly as possible?

[@gniffub]

Blankey guys, wazzup! Great video again Eric!

[@Nefville]

Beyond making the used market watches look like much better deals I don't see this doing much more than replacing the not-for-sale Rolex watches with watches that are for sale but no one will want to buy. IMO I don't see it lasting, it doesn't make sense.

[@frankespinal2086]

I think it’s insane that Rolex getting into the grey market charging above grey market prices. I expected them to charge a premium but not over retail price. There’s no incentive to buy from a retailer used inventory when you can buy new. I know there’s a wait and you might not get it but this only going to straighten grey market dealers.

[@Ballsyone]

Thank you Eric. I just don't see them, Rolex Boutiques, selling a used Panda above retail. ADs maybe but not a Rolex Boutique. Ahh, I gotcha card. I'll get back to ya.

[@juancarlostorres7998]

😂😂 Yoooo my guys through out shade like it was in sale. He hit everything on the money tho!

[@skyworks1621]

Rolex are kings of hype. Let the people know that we can sell more than 3 year old watch for 3 times the price of new. Crazy they can get away with that kind of plan. Consumers are treated like fools... I did get my 2022 model from AD and Iam glad I dont get to go trough this buying process again or in the near future.

[@georgewatson7378]

Who is the largest investor in Nasdaq - you will be surprised Rolex is the biggest donors in the creation of NASDAQ, youtube google. If they can inflate a company making losses for decades to value in billions $ and eventually making huge profit - inflating Rolex Daytona for decades is too easy.

[@Spazik86]

It is only question of supply and demand. Customers are causing the fact watches are selling over retail, not Rolex.

[@danielr701]

The thing about to increasing production and supplying demand… is that you need qualified watchmakers and those don’t grow in trees 😂

[@georgezagr6627]

Very true.

[@why9957]

New factory will be build till 2029, perhaps even later, by then, Rolex should have everything in place.

[@tssche4268]

Hi Eric ... I am in the process with Buchere in Zurich for my first CPO sale ... will sell a Zenith Daytona inverted 6 ... can share more insights on demand

[@marktrett1652]

Could it be a preventative measure to stop AD’s selling newly allocated stock as pre owned?

[@Arc1517]

Love the channel Eric! You’re pretty spot on imo. The only thing that I could see being different (and this depends on what’s Rolex’s true intentions are) is if they undercut the gray market. They’d leave a lot of gray dealers holding the bag on lots of models and really make them trepidatious moving forward. Ie: grey panda is 32 and they make theirs 29. Totally kills incentive to buy gray. Gray would then have to undercut Rolex to move that piece to 25-26 otherwise ppl will pay for the safety and boutique experience and to get in Rolex’s good graces. They will also use someone selling their watch to them as collateral to attain new pieces. While I agree there will still be a spot for grey dealers, it could get interesting if Rolex undercuts grey and stays above retail. Curious to hear your thoughts?

[@stubbarn]

The greys will just buy out the “undercut” CPOs and resell these at higher premium than their ex stock 🤣

[@wekele100]

Does it make sense to have full control of the retail prices and not in the second hand market?? It doesn’t make sense from a brand perspective….

[@singlehackenduro8877]

This is exactly emulating the car industry. You can buy your CPO Benz at a Benz dealer or you can buy a non-cert used Benz from Honcho's Plus-Rated Used Car Emporium. Used car dealers aren't going anywhere. Nor are used watched boutiques. For watches I think there's a lot less that can go wrong. Car oems can't tell dealers what to sell used cars for either. However if a dealer is staining an oems reputation there are plenty of games to play if the oem wants to steer things. It's likely the AD's live in a hierarchy like consumers. Selling a watch, new or cpo, likely counts towards a measured target. Target of volume, profit or both. Higher performing ADs probably get favourable allocation and that's what they're playing for as ADs.

[@AB.1994]

What I’m really wondering is what are they going to pay you for your pre owned Rolex , so if we pay the AD 30k for a new watch are they going to give you your money back plus some ? Or are they going to offer you 25k send it to Rolex factory to get cleaned up then try and sell it for 35 45k ?

[@watch_t_f2307]

It is also an alternative way to build purchase history with the dealers to get access to retail pieces. Like it or not, but for some it will feel better to pump 60k in a Daytona instead of jewelry, regardless whether other sources offer a better price.

[@RWgold111]

Spot on comments Eric

[@uniquemr99]

In conclusion: Rolex is increasing their value way higher in pre-owned market. Period. In other words Rolex is telling you their watches worth more than retail, more than gray dealers. In long term pre-owned watch market will catch up to Rolex CPO price range. Win-win for Rolex :)

[@papricep6248]

My AD says they'll be 20% off list. 15% for steel sports models.

[@jaysuttle1269]

Another Great Video 👍

[@WeAreStatus]

Instead of people asking “ did you get it at retail” it’ll be “ certified pre-owned?”😂😂 expect it’ll be cringe being on the hearing end of that😭😭

[@luiscaballero5493]

In all reality...as a consumer the weight should ALWAYS be in our side of the court, but once again we all MUST have it right!!! We shoot ourselves in the foot. Pathetic!

[@jimmyjay122]

I sometimes I just wish that the watch market collapses. I don’t care how much money I would lose on what I have, as I have no intention of selling any of them. I’m just fed up with all this nonsense.

[@motokult]

like always , good analyses Eric

[@fredallen217]

You are right I feel. I will keep on watching you, thanks

[@danny77670000]

The ADs will just keep their allocated stock in the store room for 3 yrs & suddenly it’ll reappeared as CPO

[@DiscoR53]

Unless Rolex opens another factory production line just to deal with CPO you’re right it will take too long to turn around the pieces. Then where do you get the qualified workers to do it. Or will it be done in regional centers.

[@YT-xf1cy]

Hint: Where does your local Mercedes dealer source certified pre-owned cars? Did they send those cars back to Mercedes factory to get certified? Did Mercedes factory hire more qualified workers to certify cars from your local Mercedes dealer?

[@zoof1]

It will be interesting to see how the AD treat people wanting to trade in or outright sell. If they offer market minus some profit and CPO costs, then it will be ok. If they try and screw their existing customers then its a no go.No matter what happens, this will put pressure on the greys as now all ADs are greys and they can only offer CPO to eliminate any fear of counterfeit, condition, etc.

[@hoidongbaocong4640]

I saw all scratched up Datejust 41mm two tone preowned certified at AD sale for $13,999. This brand new watch price tag is just 12,999. Why the beat up one costs more than the new one? This is Rediculous. I think I better get all the brand new Rolex watch models that I want as quickly as possible from AD if available at retail prices.

[@peterb2064]

Why would someone in there right mind pay 62000 euros for a Rolex Daytona when you could get something like a pre-owned Vacheron , or Blancpain tourbillon for that kind of dough !!! People are following into a hype trap if you ask me. Insane

[@michaelmaggi7637]

Hey Eric. Not sure why you're complaining. If they're selling a Daytona for $62k you can certainly sell one for less but your profit margin will most definitely increase.

[@WatchEric]

Not complaining. Just shocked. Found it strange and thought you guys enjoyed it

[@tave9011]

It’s just them not wanting to leave so much money in the table, people are always going to want to trade up. It’s just good business and they are good at business.

[@robotstobor3388]

its just taken 5months for a service on my Submariner, why the delay, perhaps this pre-owned Rolex scheme is already going full tilt.

[@Edbrick2112]

I wonder how many potential customers Rolex has alienated over the last three years. It won’t matter until the market takes a real hit and those potential customers will never return.

[@olivertrott5338]

Greetings from freezing Germany. I agree that there will be a lot of service work, and that will have an impact in the supply for new watches. But now Rolex has the perfect excuse for the shortage. Clever...

[@luvwatchesusa8333]

The Rolex "For Display Only" will be the watches Rolex will utilize for sale as an pre-owned.

[@raphaelcavina6138]

Not so long ago authorized Rolex dealers had their display full up with any model you could imagine ( except Daytona…) AND Rolex was still Rolex ( desirable).

[@boelsa]

I would never pay double the price of a watch, because it’s certified pre owned by Rolex. I’d buy 2 from the grey market instead.

[@skylineuk1485]

To be honest the video just came across like an advert for a watch dealer. It even came across that he is frightened about this development .

[@YT-xf1cy]

By creating this CPO program, Rolex just legitimized ADs to sell second hand watches traditionally dominated by grey market dealers. ADs will start eating into grey market dealers market share and any grey market dealers should be worried.

[@ChosenOne6666]

That's my dude from Tiktok

[@tospark]

someone has already asked what Rolex does with watches that are for "display ONLY" I think it will be these watches that they will sell.

[@chief_energy5404]

IMHO its about TBD dealer trade-in trade-up program dynamics.....we'll see.

[@ArocE46]

I really wonder how these ADs are acquiring these pieces and at what price.

[@WestCoastAce27]

My theory: from their ‘loyal customers’. How better to rack and stack your customers than to ‘incentivize’ them to sell back one of the watches they previously bought. ‘Oh, you want the new 2023 Daytona? Sell us back the one we sold you 2 or 3 yrs ago.’ The customers who play ball move up and get the new pieces faster - those who don’t (maybe because they already flipped it) - not so much.

[@ArocE46]

@@WestCoastAce27 good point. They’re all about brand loyalty. I suppose we will find out how much they are paying when a client who has sold to them speaks out.

[@WestCoastAce27]

@@ArocE46 You figured out that part I didn’t add: Rolex won’t negotiate - it will be ‘here’s what we think yours is worth, take it or leave it.’ And if the customer passes, he will be waiting a long time to get that new 2023 Daytona. Obviously this won’t work everywhere. But in the big US metro areas where there’s so much wealth - NYC, LA, MIA, SF, Dallas - the ADs could easily play hardball. They won’t care if longtime customers get grumpy - there are literally tens of thousands of guys to sell the popular sport models to.

[@SK-ej5lg]

Excellent video as always Eric. Just one comment on the new rolex facility, I highly doubt that it will be used to pump up production for exactly the same reason you mentioned. Rolex love the hype and exclusivity. The new facility will most likely be admin, marketing and after market service…

[@alejandrocaraballo1690]

I live in a small town in Tennessee and only buy from my rolex ad and its easy to get legit any standard piece or precious metal watches even gold Daytons (not meteorites but regular) if you want to wait a few months. That being said my ad has been buying all types of Rolexes back from customers zenith daytons etc for a minute now, like hot cakes, he even said if i ever get rid of my 126610lv i can trade it in and up for a different piece. Just interesting food for thought. So i think this may have been in the works for a while.

[@ralphpeiris5996]

Bite me. I have bought my watches on the grey market. FU Rolex AD!!

[@alternativeopinion310]

Obvious strategy from Rolex.....new prices are gonna be steadily HIKED. They've been undervaluing their watches. The value of anything is the price someone is willing to pay. The price of a new rolex is gonna be much higher than now in a few short years

[@marcheezy.]

I believe this will be the case, but with retail prices low enough below grey market to retain the value proposition at SRP.

[@alternativeopinion310]

@@marcheezy. great point

[@jackfeifer2501]

Can you get on the waiting list… buy the watch from Rolex… then flip it to the AD and make money??? the whole thing sounds ridiculous to me, especially if they’re selling new watches at retail right next to old watches three times retail???

[@devowind]

Sounds like used Rolex prices are headed higher! Just like De beers controls the diamond market.

[@GNP999]

62k? Are you kidding me? Gtfohwts. The ad’s can go suckadcki. If I need a piece that’s hard to get, I will fly to Miami and deal with you Eric. Keep pumping out the great content. Cheers