"This marks the end of Rolex dealers"

Rolex has bought Bucherer and everyone within the watch world is talking about it right now - and for a very good reason! Is Rolex now following Audemars Piguets path to a boutique only concept?
✅ Our new watch rolls leinbach.shop
Follow Kai here on KZbin ‪@WATCHVICE‬ and @kai_watchvice on Instagram!
Thank you for watching this video!
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In this Video:
0:00 Teaser
0:58 What we're covering in this video
1:32 Bucherers history with Rolex
3:06 Why it made sense to sell NOW
4:29 What Rolex has to say about the buy
5:16 What do other brands think about this?
7:17 Rolex partnerships with ADs in the past
8:59 How much autonomy do ADs actually have
10:35 competition authority and the Rolex / Bucherer deal
12:30 The affect it will have on the customer
12:48 Current situation at ADs
14:38 Our watch rolls are out soon!
15:23 Kais recent experience at two ADs in Munich
20:32 News about sales associate training
23:30 The middle men and current AD store concepts
25:00 Reason why Rolex customer experience is lacking
26:52 The future of waitlists due to this change
28:15 Waitlists will stay and here's why
31:40 Are they going to go down the boutique route?
35:50 What's with other AD concessions?
37:00 Small ADs are getting the boot

[@JenniElle]

Subscribe now to get a reminder for our new LEINBACH watchrolls: leinbach.shop

[@haioac2369]

Are you wearing a Black Bay 54? Looks great on you!

[@michielroskam3877]

Hello jennielle, you said something about watchgroups beeing in arms.....do you look at watchuseek, uhrforum, or also maybe youre dutch forum friends on horlogeforum?

[@kart182]

Would love a deeper explanation of what makes your watch rolls good! What kind of leather, what details, etc.

[@alimuzhussain8394]

Woolex woolex 🤣🤣🤣🤣🤣

[@thereader7776]

The answer is simple stop buying rolex

[@teenoso4069]

Im up for adoption if Mr Bucherer is ready for a son and heir

[@steelsteez6118]

😂 . Can I be the butler?

[@ScotchOnyx]

same

[@TheReidjames7]

Second that

[@ailestriker9888]

We’re all just sad and hopeful aren’t we

[@BeckVMH]

I have first dibs on yard maintenance supervisor.

[@syktgrei]

Whenever Bucherer sells an Omega, Rolex will make money. I think Rolex will love that.

[@nickgalla-barth6336]

I agree. Rolex doesn't produce enough to satisfy demand, so why not make a profit on other brands? Unless the long term goal is to ramp up (Massively) production to squash 'lesser' brands. I'm not sure Patek needs to worry, completely different market.

[@cohenworrior898]

But will Omega love that? And if you enter the shop for an Omega but they gently nudge you towards their Rolex models, will you like that?

[@matthewdale956]

@@cohenworrior898what the display only selection 😮

[@nickgalla-barth6336]

@@cohenworrior898 Gently nudge you towards a Daytona or Submariner at retail? (I would love that) This only works if you have models to nudge people towards. Someone looking for a Seamaster will not be nudged towards a Cellini (Or whatever they are calling it now) or a 31mm pearl dial datejust. The ADs have always been a thorn in the side of Rolex, this is a start to take back control. Everyone laughed at CPO....no one is laughing now. Hats off to you Rolex, you played a blinder!

[@BourbonInhibitions]

@@nickgalla-barth6336They definitely produce enough to satisfy demand. They just don't make enough accessible to satisfy demand.

[@stueyx]

Rolex are basically De Beers now. Controlling supply and spending a fortune on marketing to hype demand for a product that actually isn't that special.

[@GregoryIngle]

Hard agree.

[@simonpchambers]

+1. For a brand selling, arguably not very often special watches, pimped by social media NVAs and celebs with no watch passion, to be that arrogant always confounded me. To have such clear contempt for your ADs and end customers is hard to understand. There are plenty of amazing watch brands you could be supporting rather accepting the controlling and coercive behaviour from Rolex. And I know It's not just Rolex but this is the subject of the video.

[@efreutel]

Your’s the best description of what Rolex is I’ve ever read.👍👍👍

[@bobbywatchaddict523]

Look, I would agree that Rolex is not be-all, end-all of the watch world: there are many, many excellent watches out there for us to buy, cheaper than Rolex, and more expensive than Rolex. I own many, including Rolex, Omega, Tudor, Seiko, Grand Seiko, Citizen, Weiss, Vaer, Casio, etc. However, there is nothing like a Rolex for quality, fit, finish, value retention, time keeping, etc.; at least not in the below $20,000 range. Hate if you want, but once you’ve had a properly Rolex on your wrist that fits both your personality and your life, it’s hard to forget that feeling of quality and assurance.

[@GregoryIngle]

Nailed it @@simonpchambers

[@zuke-ci4vd]

I have never had the pleasure of buying a Rolex, but I do have my Omega Speedmaster. I can not express how much I enjoyed the experience of simply buying a watch! The staff at the Omega store here in San Francisco was outstanding!

[@LlyleHunter]

Exactly. Now everyone has to deal with the same issues customers deal with when buying a Rolex.

[@clivemcquire7686]

What I think Rolex are doing is starting the process of having complete control over point of sale, as at long last they have “Become aware” of the shenanigans going on within their AD network, and the current feeling amongst what are often long term Rolex fans, regarding their treatment. This is affecting the brand image, and by placing the point of sale under their direct control they can halt this decline. I think this will be the first of many acquisitions.

[@tuzu1758]

You guys are fantastic. This is a great way to get news like this. When you take time to break it down for us. History, current condition, and projections for the future. Pluse a touch of industry gossip. Keep it coming.

[@alphacause]

Its been over a month since your last upload, so it is nice to have such a long form discussion to make up for that. Please do more of these. Thank you Jenni and Kai!

[@nedflanders3769]

I also had a terrible experience at the AD recently, looking at a Rolex. The salesperson was quite arrogant and snobby, and spoke down to me. She made me feel like a second class citizen. I was ready to buy until she treated me like crap. I’ve heard countless stories similar to mine.

[@BobbyDazzler888]

Yes majority are scumbags who think they own the brand. Kinda like a corrupt cop

[@sergesmets5685]

Go to different brand , Rolex thinks they own the watch world . Omega , IWC , Breitling ... all very happy to help you out .

[@nedflanders3769]

@@sergesmets5685 Definitely. I'm a big fan of Omega. They have amazing quality and designs, and you can actually buy them.

[@skolappacaguy]

I recently visited a couple of dealers in my area and I was completely surprised by the experience I had. It feels like a racket. At one dealer, they had a freakin line outside. I just don't get it. Plus all the stupid rules that don't fit the 21st century like, you can't pre order, you can only create a wish list, we cannot tell you when we can get it to you. Please..it is a freaking watch. It all feels like complete marketing bullshit to me in the name of maintaining exclusivity. I am glad these guys do not make life saving medication.

[@sergesmets5685]

@@skolappacaguy it is all marketing , EVERY AD got watches in stock . Only they get to decide you might buy 1 or not .By doing this they try to keep "exclusivity" and it is working ( hence the line in front of the AD) . What people do not realize is that there are other watchbrands around and while Rolex does make good watches , the others do also . Not to mention , that Rolex are very likeable by persons with "less visits to the AD" if you know what i mean . They do not recognize a Omega , AP , VC, IWC when it bit them in their nose .

[@shrinikketh]

We need more Kai on this channel please. He's so knowledgeable about the AD model

[@sushivision]

He has is own channel and you can head over there for his content. But I think more of both of them having discussions is gonna be good.

[@jc2426]

The other revenue stream not being discussed much is that Bucherer is the the main Rolex Certified Pre-Owned reseller. That is a multiple stream of reselling revenue for a single time piece multiplied by all of the Rolexes ever sold. Example below: - A buyer purchases a Rolex Certified Pre-Owned piece from Bucherer. - He later sells this piece back to Bucherer at below resell market value to purchase another Rolex or any other brands within Bucherer (This is standard practice for all grey market dealers). - Bucherer services this timepiece and resells it at a higher margin. - Multiply this by the lifetime of this timepiece, multiply this over all of the Rolexes that come into Bucherer's supply chain.

[@TrumanBurbankFE]

For me, it doesn't affect me as Bucherer has no stores in my country. Of course, that can change down the road. Bucherer will in time become a boutique focusing only on their brand. I think it could be a good sign as many ADs are dirty and sell the most sought after models to the grey market dealers.

[@matthewhelm3035]

Excellent coverage. My two cents: Eventually Bucherer stores will all become Rolex owned Boutiques. No more Rolex ADs. Like Omega Boutiques.

[@bgandjsco1]

Maybe Rolex checked with those other brands, and they didn't have a problem with it. ? That would be a hell of a risk in buying a business and then losing a bunch of brands that it sells.

[@kabirdas1976]

WOW! What a fantastic discussion - all very logically laid out and persuasive. This is by far the most informed and informative presentation on Rolex's acquisition of Bucherer that I've seen. Thanks for dedicating so much time to it (the thing that really sets you video apart imo) and really laying it out so expertly.

[@marktime61]

I think perhaps Rolex might have been between a rock and a hard place. They also wouldn’t want to add more power to the other Luxury houses like Richmont or LVMH so taking on Bucherer after many years of loyal service (99 years) protecting that business and staff etc. may be better for everyone even if others fear for the future of ADs. It maintains or increases Rolex’s power and control but cant see them taking on the world and ditching ADs. I would imagine they prefer normally to hide behind resellers…

[@mauriebarnes8272]

Great chat. I think it's a savvy move by Rolex. Taking greater control over their retail supply chain is a huge positive. Agree that some AD's are dreadfully unwelcoming and this has hurt the brand.

[@davidcrandall4958]

My Paganni is very nice since you mentioned it!

[@truthdragon7719]

Interesting to hear your experience at AD's. Ive had the same experiences and told the manager at a Goldsmiths branch in the UK, I would never buy from them or their affiliates ever again. He was arrogantly ambivalent. I understood I was on the 'list' for a GMT even though they said it could be a 5-7 year wait, 2 years in I asked at the same store where I was on the list, to be told I wasn't and that they had no record of me ever being. This sort of behaviour is disgusting, the AD's, their staff and Rolex themselves are only viable due to us the customer. I bought a 2nd hand GMT from a grey market jeweller, I was able to try on the watch I might buy and was treated as a valued customer in their shop. I like Rolex watches but the current situation of wait lists and supposedly having to create a portfolio of purchases to be considered worthy is ridiculous, stupid and extremely insulting. Thank you for making this video!

[@JASONEAVIS]

I've had similar experiences with Goldsmiths. Despite being a customer with purchase history, including a Datejust, plus other non Rolex pieces, I've been continuously messed around. After nearly 4 years of waiting for a GMT I finally got told that there was no possibility of getting a GMT so please stop asking. They did however grant me an interview (how very generous of them) to see if I would be suitable for a Sea Dweller or a 41mm Datejust, both of which they assured me had short lead times... That was nearly a year ago. I'd be less annoyed if they at least occasionally responded to my emails. Of course whenever I called to discuss the money I was trying to give them, the agent was always with another customer, despite it being at the very start or end of the day. I'm just fed up and frustrated with the whole thing. Fortunately the grey market prices for certain models, including the Sea Dweller are getting pretty close to retail so I'll soon be able to cut them out of the equation... mind you I'm sure that the day I do put some money into a grey option will be the day I finally do get the call from GS.

[@truthdragon7719]

4 years is beyond ridiculous, I was baffled when the concept of courting AD’s became a thing. Just take your name and give you a number on the list. To have to prove you may or may not be worthy to a high street retailer is pathetic & demeaning. I spent 18 months hating Rolex but I think it really is the AD’s that have ruined the whole experience. Now hopefully they’ll start to be judged correctly. In my business the customer is always right, occasionally you may have to gentle push alternate scenarios but always with their acquiescence.

[@darrincunningham]

You should of come to Lunn’s in Belfast. We do respect all customers.👍👍

[@Pr4mer]

I've seen 5 announcements from other cc's and I appreciate the deep dive. Sadly, AD's are very often snobbish and turn folks off of the brand. Gray market boutiques are excited to see you, are knowledgeable and passionate about the brand (unlike a majority of the AD's), and go to great lengths to build a relationship with you leading to a purchase. This just makes you want to come back when you want to upgrade or trade up. You just can't compare the experiences and I see that gap as more of a chasm regardless of what Rolex is trying to do. Great coverage. Thank you both.

[@TheSavagederek]

So many Grey Market con men out there . I'd rather just buy something else from an AD . Breitling or Longines or Omega , Hamilton, Seiko etc...

[@vincent67239]

@@TheSavagederekThat’s right. Never pay above retail!

[@TheSavagederek]

@@vincent67239 I reckon after the Anthony Farrer nonsense , and the way things are going , these dodgy characters have had their day and the Grey market won't be around much longer . There will be some survive like Roman Sharf and Nico , but on the whole I think they will die out .

[@Milofchg]

I heard the AD's that were sold to flippers/grey market dealers lost their accounts with Rolex. The AD's that remain are long term Rolex AD's (small family businesses). I think this merger will give Rolex more direct control of their products. Unfortunately Bucherer stores are not located in the United States (only Las Vegas). So this will not effect the US market.

[@ScoobieDoo-zy1rh]

Tourneau store ?

[@tylerhall7727]

Exactly, Bucherer owns Tourneau, Rolex now owns Tourneau. They are in 11-12 states?

[@emc14000]

Bucherer is in New york city

[@csanadbarczy9153]

And NYC. Bucherer purchased Tourneou

[@Milofchg]

@@ScoobieDoo-zy1rh In Chicago yes but that store is empty and it was closed due to looting a few years ago.

[@notenoughtime7274]

Great video, very well informed, love the double act. Got to think, Rolex owning Bucherer incentivises 1/ encouraging new customers to establish buying history first with Tudor, then Rolex. 2/ ultra high demand watches going only through Bucherer where they control the distribution

[@gazzzzza911]

SUPERB video. So well informed, so well debated and so nice to see you two together. More of the same please!

[@masoncusack]

Kinda wild that a competition regulator would allow this. Now what if Patek or Omega buy Watches of Switzerland? Maybe all big brands go boutique only? that has been talked about for years tbf.

[@awdturbopowah773]

Great discussion! Loved the longer format.

[@zander4517]

Some of the most insightful commentary I’ve heard on KZbin in a long time. Thank you!!

[@carlkim2577]

Congrats on your blessed event! This video was very enjoyable. The energy between you and Kai was fun to see. Recently, I started making watch videos as an economist, so I have a lot of say about this. It should be fun!

[@Cmdtheartist]

I didn’t know what to expect from this video. I am very pleasantly surprised by how informed it is and how enjoyable it was. Waaay better, apparently, than a visit to Rolex A.D. #1.

[@teddybitner3302]

Great summary of the situation. Your video was much more informative than any other I’ve seen about this development. Also great interaction, it was fun to see you together working on the video!

[@petewatchcollector]

Great content you two! I am fortunate to have a great AD and two very personable contacts there. I've had access to a lot of desirable Rolex sports models and would be very sad to see our local AD shut down. There isn't a Bucherer near us, so at least here in Pennsylvania in the USA, it would hopefully be a long time till they'd pull their product from our local AD. I can see Rolex shifting most of the AD inventory to their Bucherer locations, though.

[@Jay-xr3sb]

Better then don't all go to a few special clients like you or the flippers. Perhaps people can be treated the same

[@petewatchcollector]

I generally pick up 1 or 2 pieces a year, so I'm hardly making a dent in Rolex availability to others. If you don't live close to a major city here in the USA, you're not likely to find a Bucherer location unless you're making a special trip for it. I don't think bringing things in house (as AP did) without other authorized dealers is really good for the consumer.

[@Jay-xr3sb]

@@petewatchcollector I've had my name on an imaginary list for 3 years for a no date sub. I'm sure they will be more selective on AD's and not get rid of all. Most have sold out the back door or use a sports rolex to get sales in other lines. A general sense of resentment has been built up unless you can pick up what you want. You don't see top end brand available in many locations, if they want to move up then you'll have to travel to get it.

Great discussion format, please, keep on doing such videos guys!

[@clintonshiells3095]

Very interesting video, great to have Kai‘s insights along side yours, both of which are considerable! My experience with Bucherer in Vienna has been offputting. I was actively in the market for a watch (JLC) that they sold but was not even invited to sit down to try it on, in contrast to the JLC boutique, where I visited multiple times and they talked to me for over an hour.

[@PapriceP]

Bucherer is replacing the Sub with the Patravi SubaTec.

[@sinjinadams2862]

This was the best analysis of this story I have seen on KZbin so far. Great job!

[@Mpayne1472]

There is no analysis. The management team stays the same

[@CupOfJav]

In Canada I had never heard of Bucherer until this news broke but it'll be interesting to see if all those brands want to keep selling through Rolex and if Rolex wants to keep selling those brands.

[@nklds]

Great Video Guys! I love the fact that Kai has to check back with Jenni for some translations 😜 so relatable! Also (is it just me) or has Kai’s mic been disconnected right before the first ad for your watch roles? His sound is a bit off for the rest of the conversation (but still good enough) 😅!

[@HarrisLoops]

I’ve bought Rolexes at both The Hour Glass and Langfords here in Australia and both places we amazing throughout the entire process, very friendly staff and my wife and I were made to feel very special on the actual day of purchase. I’m surprised to hear other Rolex ADs offer a substandard experience.

[@lechad]

Amazing podcast, also totally true on the fact that makes zero sense how bad is the Rolex buying experience is vs the brand

[@GrumblingForesight]

Best discussion on this topic I've seen so far! I also agree that I think it would be beneficial for them , instead of going with the full boutique model, to go with the Owned AD model (via Bucherer) and reap the profits of the secondary market that the sky high resale value of their models affords.

[@btmontres1423]

Amazing content. Too bad about the treatment from the boutiques because we love the crown. At the same time, you're hardly the typical customer and not to put too fine a point on this, you know much more than the salespeople do. Just thinking about this, some salespeople want to be at the level of their customers creating enmity, frustration, and a possible sense of entitlement since they represent the crown. So I think you are so right about proper training and guidance. God save us so we can move on from dealing with all this when we just want to buy ourselves a great watch...Just ranting at this point so I'll stop. Love your channel and learning so much about fine timepieces and the business.

[@jjlad5037]

Rolex AD's have been behaving poorly these last few years and have done irreparable harm to the Rolex brand with their fake wait list, and their back door sales. It was only a matter of time before they were eliminated. And we're all better off for it.

[@supersonique001]

Just my 2 cents from a North American POV, when a company does not work to gain my business nor treats me like a valued customer and furthermore imposes high brow pre-requisites to obtaining their product they can kiss my gluteus maximus and I'll keep my money! There are thousands of watch manufacturers and billions of timepieces to choose from out there people, don't be fooled by the illusions of Tulip mania which is just what Rolex is at the moment!

[@felipebezerra682]

Such an interesting conversation! I’m becoming a watch geek because of Jeni and Kai, Theo and Harris

[@frankyrubino9178]

Thank you for the great info. Really good production.

[@Travyhaq]

Great format for this video! Loved the conversation!

[@marcusedcofficial]

These long format videos are the best!!

[@Watchgang123]

Watches of Switzerland stock fell 30% following news of the acquisition, but then recovered after Rolex confirmed it won’t interfere in the normal daily operations of Bucherer. The Swiss regulator made a ruling and the deal looks like it has gone through. So it seems Rolex and Bucherer will be independently managed. As for the future of ADs, nothing is likely to change as it produces 1 million watches a year and it will need the global distribution network. Bucherer has only 53 stores with Rolex counters and it doesn’t have any outlets in Asia. Whereas Rolex currently has over 1,000 ADs globally. AP produces less than 50,000 watches a year so it can go boutique only. You shouldn’t compare Rolex with AP as the scale is completely different. As for allocating more Rolex watches to Bucherer stores, I think Rolex can’t do this as it’s bound by the Swiss fair competition laws that it has agreed to in order to get the acquisition approved by Swiss regulators.

[@avakkai]

Acid watch content and consumer but haven’t really checked out @Jennie yet. Impressed with the more in-depth discussion on this topic than other stuff out there on social media and the Web. Nicely done.

[@davidcrane7603]

Rolex will now be profiting off the sale of every Patek, AP, Omega, Cartier, JLC, TAG-Heuer, etc. sold by Bucherer...so it behooves them to sell the other brands' watches enthusiastically, especially if Rolex continues to have limited production/supply. If they can't sell their own sports models due to them not being available for sale, they might as well profit off the competition.

[@chadsmith3171]

You guys are so entertaining and good at what you do. Very impressive you can do it all in English, too.

[@affegorilla1299]

With that move they put a lot of pressure on ALL other watch brands! No idea where this is going in the future but it is very interesting!

[@ramontscharner6516]

Omega is already not selling new watches through Bucherer anymore since a month. Now I know why😂

[@2Hats74]

I was in the Omega boutique in Vancouver recently, and it was a very nice experience. The staff was friendly and helpful and the atmosphere was great. Better than the one in New York which tends to be kind of cold feeling and the security.make it less friendly. Of course, with Omega, unless you want one of the hot limited edition models (like a Silver Snoopy) you can always go grey market and save between 15% and 25%.

[@alphacause]

I appreciate this video for two reasons: 1. It contains some great insight into the watch market, from two very knowledgeable people. 2. I love hearing the German accent. It makes everything sound so sophisticated.

[@ruadhagainagaidheal9398]

I always thought that Kai didn’t speak English as he makes the German language videos and Jenni does the English ones. very impressed. Puts native monoglot English speakers to shame.

[@johnschuller2157]

Very in-depth and informative talk on the buy out and what it means now and in the future of Rolex and how the general public will be able to purchase one. On a side note Jenni is so cute!

[@m.e.p.r]

Of course Rolex will have an interest in selling other brands. Think about this, for every Omega sold in Bucherer, Rolex now makes 25% of the sale. Rolex already sells 100% of its annual inventory (or close to it). Now Rolex gets a slice of every other brand they retail out of Bucherer. It's a win/win for Rolex regardless ($$$).

[@POSUEN]

I would counter and say, why would Rolex want to make 25% on a sale (Omega or other brands) when they could make 60% + on a sale? Why would they give valuable window space or salesperson’s time to a move a product which will give them lower margins? I would think Rolex will have less incentive to sell other products.

[@m.e.p.r]

​​​​​@@POSUENbecause Rolex already offload 100% of their annual inventory with relative ease, and also to assert control/influence over the watch market in general...as they say, keep your enemies closer 😉 By selling their competitors products they will have a much greater insight into what, when, where and how their competitors operate. How this isn't seen as anti-competitive I have no idea 😅. I guess Rolex have very deep pockets

[@csanadbarczy9153]

Swatch Group😅 will love that

[@POSUEN]

I would think that Rolex will start reducing the number of ADs and use Bucherer as the sole distributor. I mean, why give away 35% profits to someone else when you now have your own distribution network. The other brands would probably not want to give their competition the kind of inside insight as you say and pull their brands out of Bucherer. I also think that there is a bit of conflict of interest here and not sure how this is not seen as anti-competition.

[@m.e.p.r]

​@@POSUENI agree to a certain extent, the caveat being: Bucherer is a huge player in luxury watch retail, alongside (but not as large as), Watches of Switzerland and its brands. So the question for many brands is: if we do decide to pull products from Bucherer, where do they go? There is a certain degree of luxury prestige and cache from having your products retailed in Bucherer that other luxury retailers cannot begin to match. So not having your product in Bucherer is potentially damaging to a brand's luxury credentials. Brands like Omega and Cartier may have more wiggle in this regard, but there is no doubt that not being able to retail through Bucherer will be a huge dent to their revenue, marketing and brand presence.

[@henriquetamashiro2762]

I enjoyed very much!! more discussions pls! XP

[@Justme0495]

Finde das neue Format echt super! Hoffe da kommt noch mehr in dieser Reihe 👍

[@David-nx2vm]

We are in the western US and had good AD experiences - bought two Rolexes in the past year from two ADs with no spend history. The staff were great. I follow a lot of watch content on YT so I know many people have bad experiences. From what I see, 95% of Rolex-related complaints are dealer-related. As obsessed as Rolex is with horizontal and vertical integration, they have to be deeply concerned that the last link in the chain has been hard-broke and out of their control. They’re taking control. Good.

[@efreutel]

Rolex arrogance and “deeply concerned” go together like oil and water.

[@felixcedillosalazar5129]

e Excellent informative upload! Congratulations and please, keep this discussion format as often as possible, as the ones you use to offer, dear Jenni Elle.

[@Emach76]

I'm glad to see you back Jenni!

[@barronrh1964]

Good discussion. I think availability will be increased at the dealers for most watches at the lower price point. With the CPO the prices/value will be stable and almost predictable. I think the high end Rolex watches will remain aspirational items.

[@JASONEAVIS]

Firstly, loving the new format guys, really enjoyable to watch you discussing this topic together. Also his kudos for presenting so clearly and fluently in your second language, I don't suppose most viewers realise just how special this gift is. My two cents on the subject of Rolex's latest power play... I wouldn't be at all surprised if Rolex are eyeing ways to generate ongoing revenue through services and subscriptions as Apple and others do. Can you imagine for example a Rolex Platinum club, with a monthly subscription fee of €30 which gets you access to exclusive Rolex content and events, and guess what... people in the Platinum Club seem to be able to buy more watches and quicker than those not in the club.

[@Lost_JSY]

Brilliant video. I live on on an island where there is only 1 Rolex AD and unless you are willing to spend thousands with them you will never get your name on any list.

[@conradbailey33]

This has been the most interesting video I’ve seen in a long while. Do you think the other watchmakers will pull there products out of Bucherer?

[@alwayspooh1588]

If they do, then Rolex have wasted a ton of money. I can see why companies like Omega and so would. Watches of Switzerland would profit if companies do pull out of Bucherer, but I am not sure they will.

[@justplainlawr]

new format rocks. keep them coming!

[@mountainhobo]

Rolex should take this opportunity to take over the retail distribution, just like Apple through Apple stores. Their AD network is a bunch of slime balls, and their practices hurt the brand perception.

[@wingeren]

Like the new format. Keep it up!

[@MarcoDeLasVegas]

Without a waiting list, the demand will collapse. The flippers will disapear and some people will understand Rolex are overpriced in comparision with Omega.

[@darkeye77]

I know it’s kinda what everyone is doing nowadays, but I really like you two in this podcast format. I’d say do more!

[@danielfrancis3660]

We need more watch conversation from these two.

[@kevinmccalister8197]

My left ear appreciated this format.

[@lupino1414]

Great show. Jenni, what Watch are you wearing? Looks great!

[@user-yp6in8nl9z]

there are close to almost 1900 ADs worldwide. I think even if Rolex leveraged their entire net worth, they'd be hard pressed to be capable of owning and operative all those locations.

[@cheemomugdoo799]

A few thoughts: Is Rolex tired of hearing about bad experiences and watches not being available? Perhaps this will be a way to rectify that to a degree, and keep fewer watches off the grey market, out of the hands of flippers, and make more profit per watch. Will it be easier to get a Rolex now? That remains to be seen but it would go a long way in bringing people back into the Rolex fold if wait lists are more democratic. and reasonable with regards to wait times. I don't know how it works with AD's, but if Bucherer becames the place to buy a Rolex, then it will be easier for Rolex to know which watches they should make more of, and which ones just aren't moving. Of course they will never get to a point where supply is greater than demand.

[@patrik3450]

Honestly just by distribution and sales of ADs should give this data.. they can easily find information about this. But now maybe they can be more involved? I don’t know. I can’t get a Rolex nor afford one. I’ll just use my budget on a omega or just be happy with a Tissot for now

[@GABEEJEE1]

This changes nothing for the consumer. Empty watch displays are just that. Empty.

[@david.9633]

Thank you for another episode

[@HenryPerez_royal_hp]

I have insider news for you straight from my AD - Bucherer (at least here in Boston!) I’ve bought a couple of watches from them 👍 Patek has pulled out all of their models (it all makes sense now! When my AD told me I was like wtf???) as they state they want to go full “boutique” I was told this by my sales rep at Bucherer a month back!

[@travelswithpapajohnsutton601]

Excellent analysis of the latest development at Rolex! Jenni, you and your husband are great!

[@1114gabby]

Good discussion. I've always liked Bucherer. I have several watches that we bought in my youth in Switzerland. Everyone in my family had one. I am sad to hear they are being acquired by Rolex but that is business. Unfortunate that Mr. Bucherer has no one to leave the company tol.

[@Joebo31]

Seeing Jenni and her husband in a video together is incredible. Been waiting for this collab for too long!

[@Mal_uim]

I found it funny that the ad for this video was watches of Switzerland. Rolex hasn’t purchased Bucherer yet it still has to pass the competition boards of several countries.

[@katseverino1085]

Interesting talk about 5he big buyout and what it means. I shared it on TRF. 😊

[@carlmullender2941]

The irony - the first advert that came up for me was Watches of Switzerland - advertising Breitling and Omega 😳

[@mychetboy]

What about the APAC region..they buy the most and have no Bucherer ADs in that region. I think Rolex would be fools to discontinue their ADs (local) unless they offered online sales globally.

[@inlandwatchreviews5745]

Love seeing both of you

[@garykirscher9456]

I’m sure Rolex/ Bucherer would be delighted to sell ( and make a profit and learn about their marketing strategies) of their competitors . The question is will their competitors want to sell through a Rolex subsidiary.

[@watcheswithabdullah]

Bucherer isn't present in some of the major markets for Rolex like Asia (Singapore, China, HK) and Middle East. So I don't think that Bucherer will pull out of other retailers entirely. But hard to predict anything at this point.

[@jimtrevor3023]

If Rolex can swallow Bucherer ...Rolex can swallow anything everything

[@davidopalecky7318]

Thanks for sharing 👍

[@mathiasweinreich1100]

This was very interesting, thanks

[@joewestfall9682]

great conversation I enjoyed it.

[@Timep3]

So will I not be able to sign up for that class on how to buy from my AD anymore?

[@jamesfannon1406]

I really enjoyed this one. Like the format. More, please. :-)

[@kennykoalabear]

Jenni, the watch you are wearing looks great on you! Love the bracelet, looks like Rolex? Can’t quite tell what brand and model is that?

[@cosmodoc]

Tudor Black Bay 54

[@marktime61]

Most large Enterprises prefer to deal with fewer larger organisations so reducing outlets is likely part of their strategy. It makes life simpler and reduces cost of sale of you have fewer discussions with fewer resellers..

[@carlmetcalf2361]

Nice to "meet" Kai on your channel!

[@claudtalkz2194]

This is what I wonder - when I hear people say Rolex was tired of hearing about horrible customer service at AD’s - the mistreatment, mirth in saying “wait for 5 years then maybe” - did this on any level move them towards this decision? I question that. A lot of the cache of the brand is the snob effect and the grovel factor, no?

[@KrisBaca]

Best Jenni Elle video I've seen and the best youtube on this topic; well done!

[@tpoz48]

This can be a win-win for Rolex. They can now buy other brands at wholesale and sell them at retail because they own the dealership. This brings in more profits to Rolex.

[@vinnieldn]

Good for Watches of Switzerland, they’ll have more brands moving with them. It won’t be long until the existing Bucherer boutiques will be converted into Rolex-only or Tudor-only retail space.