What will happen with Rolex? Supply up? Boutique only? Better customer service?

[@Mike.thiswatchthatwatch]

Hope you enjoy my random speculations about the future of Rolex. Currently Rolex produces it’s 1.2 ish million watches (up from 770.000 in 2018 according to Morgan Stanley - That’s 8% growth every year) on about just under 100.000 square meters of land in Bienne and a couple of other sites (core production, movements, accesories, gem setting and the like which is produced at different locations). The three temporary factories are estimated to increase production by about 25% (250.000 watches, bringing them to 1.5 ish million watches) With the acquisition of an additional 100.000 square meters of land in Bulle, Rolex stands to expand production up to potentially double of current volumes (likely a little less but you get the general direction). They own bucherer. They own the building that houses the geneva omega store AND a ton of other properties. They are dominant. What will that mean for us consumers? Share below. 😊😊

[@SAS-dc7wy]

Is it stupid to pay double for a Daytona given that I might never be able to buy one at retail?

[@WestCoastAce27]

@@SAS-dc7wyyes. So many other great chronographs. Double is just ridiculous.

[@tomk8729]

It basically means Rolex will become ever more commonplace: it's already a pretty naff brand among the watch cognoscenti (especially since its brief but now slightly comedic status as a sure-fire investment object - replacing crypto and NFTs among the youtube easy money bros). Along with Patek, high-quality fakes almost certainly outnumber real watches, which adds a further level of uncertainty to ownership. Any MBA will tell you that moving to a mass-market strategy means a moving-down-market strategy in the long run (too many case studies demonstrating that). But perhaps the company's owners are comfortable with that as it seems to be the explicit direction. We are already at the point where some watches in the company's secondary brand - Tudor - are both rarer and more interesting in terms of design and horology than their Rolex counterparts. Anyway, it looks as if they are maximising short to medium term profits at the expense of brand positioning. I guess whether that's successful depends on your perspective. Disclosure: I sold my last Rolex around 2003 (an old, somewhat rattly 5513, which in my view was nothing special), my collection comprises mainly Panerai, Zenith, IWC and Ulysse Nardin. Precisely nothing in the current Rolex catalogue interests me in the least though I do own a solitary Tudor FXD - I really wish they'd do a bracelet version of that, maybe 1-2mm bigger.

[@BlindTom61]

I have said this elsewhere. Rolex is the preferred watch of successful plumbers and real estate agents. They are no longer cool and that is a fatal problem. The kids growing up today have no interest in a Rolex.

[@dannysimenauer5745]

Over the past six years (except during the Pandemic shutdown) I have traveled to Europe and many cities in the US. Each time I was told the supply/demand story, and that I should be buying from my local ADs. I still can’t buy an Oyster Perpetual from my local ADs. I have lost all interest in buying Rolex. I will not play the buy thousands of dollars of jewelry and watches I don’t want to get one Rolex I do want. I have registered interest at several ADs, but don’t expect to get a call. Seven years from now Rolex may open their new factory, but then the last old saw will be it takes one year to make a Rolex, so I am not going to wait to be continue to be disappointed. Good job Rolex marketing department! Great job AD’s, I don’t plan on visiting your stores any time soon!

[@Mike.thiswatchthatwatch]

It's such a shame that so many have been alienated. They could have had a loyal customer and instead they got dissillusionment 😃😃

[@tc3804]

It took me awhile to find an ad that wasn't completely ignorant. Where are you located and what are you looking for I can highly recommend them.

[@dannysimenauer5745]

@@tc3804 I live in the Washington DC area. I would like to buy either an OP 41mm with the green dial or a Batman on an oyster bracelet or jubilee. Thank you for trying to help me.

[@tc3804]

@@dannysimenauer5745 IJL in winnipeg canada, i mean its not local but they do free shipping and theyve been great letting me know via text what they get in. the Rolex saleswoman has been amazing.

[@Mpantiques]

Agree, it is just stupid, rolex makes over milion watches and you cant buy it, jlc makes 100.000 watches and you can buy it. Rolex sucks.

[@andhenny]

Phenomenal analysis, sir. It’s nice to see a watch channel that isn’t pandering to brands or taking shady back-door deals to promote product.

[@Mike.thiswatchthatwatch]

I try to do my own thing - Just happy there are people out there that find it worth watching. Thanks 😃😃

[@CaptCanuck4444]

If Rolex loses the appeal of "investment watch", my guess is that demand for most of the models is going to dry up significantly. The demand of recent years was driven by flippers, not owners. As you rightly point out, Rolexes are ubiquitous and common - and take away the expectation of price appreciation and I think that many people will look to other brands that will stand out from the crowd. As for their distribution network, I predict that Rolex will start doing direct to consumer online sales for some of their less sought after models. To a large extent, Rolex watches sell themselves. Why wouldn't Rolex keep 100% of the proceeds from the sale and minimize transaction costs by selling the models direct to consumer which aren't likely to be flipped for a higher price on the grey market?

[@Mike.thiswatchthatwatch]

I have a hard time seeing online happening, but I don't have a patent on the truth. Do completely agree on the flipper perspective. A lot of the recent years of popularity has been far too speculative. That is definitely on a downturn 😃😃😃

[@WestCoastAce27]

I’d love to see online - at least give us longtime waiters a shot - but agree with Mike that Rolex feels above that, not the experience they are trying to give the market. Just like he said ‘how many watches/day can boutiques be expected to sell’ - that’s based on each sale taking time, it’s not a pay, remove a few pieces of the bracelet, leave experience.

[@emu314159]

The popularity is not driven by watch enthusiasts much at all. (If you are an enthusiast and love Rolex for what it is and don't mind the prices, fine) but these are not value for money, and not watch magic like a high end complication, like rattrapante, perpetual calendar/moon, or even repeater or the unheard of sonnerie (and no, virginia, the T-word is not high end.) i don't have a positive emotional reaction to these watches.

[@talktomn]

Completely unaware of what was going on the watch market, in early 2023 I walked into a Rolex AD ready to pull the trigger on a watch. Once I figured out what was going on (nothing is available, of you show interest we might call you, yada yada yada…), I walked out knowing I would never set foot on a Rolex AD again. I wish them luck with the new factory and sales in Asia where people buy brand. I just want some respect, only then can you have my money.

[@talktomn]

Apparently not. I just don’t see why a brand would have so many ADs if their strategy is not to serve customers. Just shows how high the mark-ups are on their products that they can afford to throw money away like that and still be the biggest watch brand in the world. The video covers this well.

[@goldenskies9884]

Just discovered your channel and its quickly become one of my favorites. Most watch channels just recite specifications but you give personal insights that are original and interesting. Keep up the good work!

[@Mike.thiswatchthatwatch]

Thanks a ton for the sub. Trying my own thing, and glad it resonates with some .😃😃

[@gefeng5312]

Rolex should sell directly to customers and have the customers pickup at the store.

[@Mike.thiswatchthatwatch]

Like Tesla…. 😀😀

[@omar10213245]

sounds great, but, we all know that's never going to happen

[@ralphferrara5152]

Love your videos. Very interesting information. Rolex kind of leaves a bad taste in your mouth. I walked into an authorized dealer to purchase a Rolex Submariner. Just so you know, I’ve know this guy for over 30 years or so. The showcase was full of Rolex watches. I had the one I wanted in my hand’s ready to lay out a boatload of money and he said none of these are for sale. I was told there is a waiting list and even then I’m not guaranteed a watch. What a bunch of crap. It’s like walking into a car dealership and they won’t sell you a car. What gives. I’m fed up. Thanks

[@Mike.thiswatchthatwatch]

Thank. Really appreciated and thanks for sharing your thoughts 😀😀

[@rickytang75]

The waiting list applies only to us nobodies.

[@emu314159]

I'd just go online, tbh. I hate leaving the house anyway. And why deal with a dealer that won't/can't deal? Ohh, I can have something else entirely from what I asked for? How bout i buy somewhere else?

[@cyrusnensey4772]

Anything that makes most Rolex watches readily available with good customer experience is most welcomed.

[@Mike.thiswatchthatwatch]

Hear hear 😃

[@daveparker9233]

At last a video completely middle of the road on the real Rolex buying market- thank you

[@Mike.thiswatchthatwatch]

Glad you liked it! 😃

[@mlee6136]

In 2010 I walked into Rolex and purchased a Daytona with no previous purchases no questions asked. Now people are flipping them for big gains and cannot buy them from any shops in any country. I was at hour glass in Singapore recently and the sales person told me I need to buy some lower end watches first, my Daytona purchase is too long ago, so I need to establish myself again. Shame…. Rolex has poor customer experience, feel like I’m being ripped off. Their shops are museums, can only view watches. You know who gets Rolex sports watches, secondary watch resellers.

[@Mike.thiswatchthatwatch]

Minimum 20K spend every year many places. Ideally more 😊

[@Akj6zmdteuxze]

Watching ur video for the first time , you must be someone who’s in the industry , your input and analysis are pretty accurate in my point of view with a bit of comments from my end. Distribution - Rolex would still distribute the Daytonas and unique ones via ADs and ADs are key to rolex partnership and hold a lot of relationships with important individuals . So the difference in boutique stores could be just like other - the manufacture edition and that’s about it. Experience - it’s bad out there, even those who wear the brand speak badly of the brand. Rolex wants to change it for sure but there’s a problem - product mix . Improving the supply with the current product mix would still be a problem. Customers are unhappy coz they can’t get the basic models to start the journey and/or they hate the two tone , diamond watches. To be fair , at least 20 % of the product lines are obsolete and need to go. This is coupled with the fact that these models get pushed to ADs and they have to get them sold to meet contract maintainance . Given the scenario, ADs have to do what it takes to sell them and hence they came out with the “journey concept” or “bundling” (the same if you think about it) and this is an area that has created a lot of anger . Imagine ADs given all stainless steel models (I am not saying Daytonas and gmts) like datejust 41 /31 , sub , oyster perputal to sell , they wouldn’t resort to this as well. So it’s up to rolex to decide if they want to continue to produce those obsolete models and have them sold . Lastly, boutique stores - it’s easy to say they will be well and good once they are set up. It will not be ; customers want the Daytona and they will be told it is part of the journey and again the point of product mix (being forced to buy things they don’t want) will still come into picture . Ask those with AP relationship and you will know how much they hate AP code . So in another word, I feel supply shortage started this whole thing with extreme demand over the last few years, but rolex needs to work on the product mix and line to stay relevant too which nobody talks about in public. They produce the amount you mentioned, they can’t technically can’t cut the models without replacing with new /relevant one. If I am the executive , I will be extremely concerned. Nothing wrong with creating Daytonas as the holy grail of the journey, but the supply for those items below the grail need to be available accordingly and be relevant. That’s my point

[@Mike.thiswatchthatwatch]

Agree with you on your conclusion. They have to have base offerings available for purchase. End of story. Thanks for taking the time to share your thoughts 😃😃😃

[@mightya]

I’m going to gift myself a luxury watch for my 65th birthday. Among consideration is a black or blue OP. There’s a few ADs, including a Bucherer store in my area. I’m about to start the process as my birthday is in 6 months. I will not wait until my 70th birthday for a Rolex. GS, Omega, and Tudor are also in the mix.

[@Mike.thiswatchthatwatch]

Good luck. If you are open to options, definitely consider an Aqua Terra or a Grand Seiko 😀

[@donculp9094]

The entire Rolex experience has become toxic.

[@Mike.thiswatchthatwatch]

For many it definitely has, unfortunately😃😃

[@NicolasMiari]

As a GenX/80's kid, always love the Transformers in the background 😁

[@Mike.thiswatchthatwatch]

I'll try to switch them up. I've got quite a few 😀

[@zephyr60078]

He’s also got a few gundams as well which I really appreciate!

[@dinamiena6186]

Amazing video. But couple of years back GMT wasn’t difficult to get. Not even Daytona.

[@Mike.thiswatchthatwatch]

This is so true. 😃😃

[@JimWestrich]

Great Vid again! Two points though: 1. Pls visualize more. You're quite articulate but your content in general and this in specific is quite difficult. 2. Pls don't underestimate direct online sale. I bought a JLC Polaris Date Green onljne (seen it before in a boutique in Dubai) and the purchase experience was rather premium. Great Key Account Manager, great delivery, amazing box with personal note etc. .. I can see that also coming for Rolex (at least in some markets and some models).

[@derosa1989]

Direct on-line sales will be part of the mix in the future for sure. Likely starting with OP, where you can pick your combination of variables, and the exact piece you want gets allocated from the factory. That way some of the mess of inventory being in the correct physical AD location gets solved.

[@Mike.thiswatchthatwatch]

Thanks - will try. I know I go off the deep end sometimes in terms of detail. As for online. Not sure Rolex will do it. LVMH, Richemont, all the others are going that way but I think Rolex sees it as counter to their luxury appeal. We'll have to wait and see though. Your guess is ultimately as good as mine 😃

[@WestCoastAce27]

I’m w Mike. Rolex is selling an experience along with a watch; click, click, pay, ship is not their business model. Rolex would only resort to online if their watches completely fell out of favor.

[@tar1895]

Well argued video. It’s just not possible for Rolex to directly sell all their watches. Some sort of AD network will be necessary. Though the ADs will be consolidated.

[@Mike.thiswatchthatwatch]

Thanks - glad you felt it resonated 😃😃

[@vivekjuneja4033]

Again beautifully analysed and explained… Grey market is full of watches.. actually over stocked due to their holding power… to the extent that it’s disgusting. I for one am fed up of going to Rolex AD and boutiques… I want to enjoy what I buy so am taking the alternate watch route… Not having a Rolex is not the end of the world.

[@thegorn]

I totally agree. For watches that trade above list - they need to only go to the Rolex-owned stores. These can be sold to verified “good customers”. Rolexes which trade below list can go anywhere. The reason for this is simple - it’s not actually Joe Public the opportunist doing the flipping - it’s the AD themselves. I mean - why would they sell a watch for 10K when they can sell it for 20K? To deny that is to deny market forces. Anyone who doesn’t understand that is naive. When more models start to trade below list - they’ll magically appear for sale at these third party ADs. It’s starting to happen already but they’re still trying to maintain the mystique so you can be suckered into buying half a dozen non-Rolex before they grant you the honor of buying Rolex. Tell those ADs where to go.

[@Mike.thiswatchthatwatch]

I think you're spot on 😃😃

[@WestCoastAce27]

The only thing wrong w that unless I misunderstood - ‘good’ customers means existing so that means no fresh blood. I highly doubt that.

[@ianforber]

I had assumed that Rolex’s strategy was focused on China and India. Lots of people and lots of people becoming wealthy each year. Designing a store footprint in each country can be based on how the other high quality shopping experience in that country evolves.

[@Mike.thiswatchthatwatch]

Excellent perspective. Localising to market behaviours and tastes would make sense in huge markets like India and China 😃😃

[@underachievingwatchcollect1878]

Great insight Mike! No surprise that the Omega boutique in Geneva pays rent to Rolex since they own half the city. Since I don’t have the desire to own any more Rolex I’ve been more interested in their business model than the products they produce. Rolex buying Bucherer was probably in the works for years and it’s no coincidence that Rolex certified preowned came out at around the same time. Buying a Rolex certified preowned at slightly more than gray market would certainly build a good buy history and get you up the interest list on a desirable new Rolex. Don’t get too close to the truth because the Rolex Men In Black are watching you 👁️ (now I’ll take off my tinfoil hat 😎! Best regards

[@Mike.thiswatchthatwatch]

Tinfoil hats provide protection from the sun, insulation from the elements, and correctly shaped are quite fashionable. Keep it on 🤣🤣

[@tods.9947]

Another super-filled content video. I need to watch it again to get the full effect of all of it!

[@Mike.thiswatchthatwatch]

Rewatch at your pleasure. Glad to deliver 😃😃

[@mikev9287]

Another excellent vid, thanks for taking the time to make it. Watches of Switzerland have deep pockets and recently agreed to buy another UK retail chain, Ernest Jones. I expect to see them make more purchases outside of the UK in the coming years.

[@theadventuresofwolf5.77]

I got tired of waiting and got a seamaster. I couldn't be happier. I've moved on from Rolex

[@Mike.thiswatchthatwatch]

Happy to know you enjoyed it 😃😃

[@malikknows3510]

Very interesting discussion, thank you. My guess, though, is that many folks don't care about their purchasing experience and are happy to buy by mail or through a website. I suspect a rather large percentage of watches are sold this way, anyway. And it will likely grow. All the best.

[@Mike.thiswatchthatwatch]

Thanks - Fair perspective. Home online shopping is huge these days .... 😃😃

[@borassictime918]

Superbly considered analysis that presents an entirely plausible, realistic outcome. As I see it there are additionally two unknown factors involved; 1) what will the impact be on demand for other brands if most Rolex models become (relatively) easily available new through whatever tier of AD with no need to substitute for the unattainable Rolex model you really want?, and 2) what will happen to the overall demand for luxury watches as a segment in which Rolex could, in the medium term, end up accounting for over half of all sales? There are arguably too many brands scrapping over the ‘left-overs’ as it is. Will there be a big shake out? With luxury retain its gloss? 🤔

[@tondo6912]

Most intelligent analysis on this subject

[@Mike.thiswatchthatwatch]

Don't know about that, but just sharing my view and seeing how it resonates 😃😃

[@wolfgrahl]

Great Video. Greetings from Santa Barbara.

[@Mike.thiswatchthatwatch]

Same to you! 😀😀😀

[@MrHiBeta]

In my market, Tampa, an Omega boutique is opening in the same mall with an Omega/IWC/Rolex, and etc AD.

[@thisispw]

Another excellent episode, with a brilliant take on the tick tock of the watch industry. Thank you.

[@WestCoastAce27]

You earned a subscription just based on your business/wealth knowledge- so many ‘experts’ apparently never read the news, have no clue how much wealth there is in the world. And yes - economies are getting worse and will keep getting worse and Rolex prices will keep dropping. I agree with most of your predictions/opinions. I’m not as much of a fan of grey dealers as you (and Rolex could kill it using secret shopping - buy 200 watches listed as unworn/mint and trace them back to the ADs- make high profile announcements that those ADs will lose their allotments - the rest would be scared straight.

[@Mike.thiswatchthatwatch]

Thanks - really appreciated. And for sure. We have not seen the bottom yet🙈 Cheers 😀😀

[@FINAL-B0SS]

When I walk into my Rolex AD wanting to buy a $10,000 Submariner to arrive any time before my birthday in five months and am laughed out of the store or put on a mysterious list, it's a horrible customer experience that screams either arrogance or incompetence. The materials aren't rare, you've been making these watches for 70 years, and they are easy to store and move around in a supply chain. When you order a car, you get constant updates on when it will arrive. My conclusion is that Rolex puts customers through this pain to make their product seem more exclusive. The problem is I now associate this hassle, rudeness disrespect with their product, making it far less desirable. At my office, there is nothing special about a Rolex; almost every executive has one, myself included. While I like the classic looks of the Submariner, I have no problem getting an Omega, Grand Seiko, or something else more unique.

[@TheCristo68]

Happening in Toronto Canada. The biggest rolex ad royal de Versailles is located at a fantastic location . Opening soon a rolex flagship store located exactly next door .

[@Mike.thiswatchthatwatch]

Bingo 😃

[@derosa1989]

But isn't this new store just more space owned by by the same AD? That's the usual model, Rolex wants their top tier AD's to have dedicated Rolex branded spaces that look like boutiques, are are run by the AD.

[@vimx5]

The Future: 1) Rolex builds new factory, doubling capacity; 2) Jonesing for another high as the thrill of Bucherer purchase wanes, Rolex buys Costco, then Amazon; 3) Costco limits sale of Rolex watches only to customers who have previously purchased more than one rotisserie chicken; 4) Unprecedented uptake of Amazon's newly released on-line Rolex wait-list crashes Amazon's e-commerce systems, then the Internet goes black... 🤪

[@dannysimenauer5745]

😆LOL

[@Mike.thiswatchthatwatch]

This I love 🤣🤣

[@Nopenopenopee]

Interesting to hear your experience at local ADs. Seeing your power plug and assuming you are in DK, I’ve had a wildly different experience - Bucherer didn’t even bother talking, while Klarlund dropped a snarky comment “well, if you’ve only bought your and your wife’s Omega here maybe we would be open for a dialogue about your future purchases here”

[@Mike.thiswatchthatwatch]

I have only ever had good experiences from all four major AD's in CPH - Klarlund, Hvelplund, Bucherer and Ole Mathiesen even the very first time I ever talked to a sales rep. A shame you don't have the same experience 😃

[@merlinsrobe4621]

If I were Rolex I’d follow the Apple model. A high quality online store where all models are available and Rolex boutiques for people to try on the watches, get watches resized and serviced etc. That’s the only way Rolex gets complete control over the customer experience and still gets to sell millions of watches.

[@Saints-Forever]

By selling online will make Rolex more money but I personally doubt Rolex will go this route given they want their time pieces to be ‘exclusive’ and buying online is exclusive. Further, this will also fuel their watches ending up in the grey market as online buyers are ‘unknown’ and ‘unmanageable’.

[@Mike.thiswatchthatwatch]

I'm with @saints-forever online has too many pitfalls for this luxury space I think, but end of the day your guess is as good as mine 😃😃

[@merlinsrobe4621]

@@Saints-Forever Rolex produces over a million watches each year, compared to maybe 60,000 for Patek Philippe. Any “exclusivity” of Rolex is manufactured by authorised dealerships, not Rolex

[@Saints-Forever]

@@merlinsrobe4621 I am not doubting the production figures but if you said Rolex is not projecting the goods as ‘exclusive’ then how do you explain the lack of steel sport models availability in the market where Rolex can pump them out more instead of opting for ‘manufactured shortages’. Further just take a look at their CPO prices at their own boutique stores where preowned watches are sold at higher prices than new. If you think Rolex is ignorant about placing their watches as ‘exclusive’ then you may want to think again sir.

[@jockdodson9093]

I always enjoy your perspective on watches. Always interesting and never the same as other watch channels. Please continue to post your content. Cheers, Jock

[@Mike.thiswatchthatwatch]

Thanks - WIll do my very best. Cheers to you 😃😃

[@johanvandersandt8904]

Excellent points Mike! I wonder if they wont implode in the future as they expand and thus dilute the brand. If everyone has one, no one will want one. I also don't like the idea of another database that has my information and will probably sell my data to parties unknown. I value my privacy more than any Rolex and should that turn out to be the case I would take my business elsewhere.

[@johanvandersandt8904]

@Yorkiepoocharlie Fair point. Of course I don't mean every single human being on earth but people of sufficient means. I do however feel Rolex has become a symbol of wealth and success that transcends the watch enthusiasts circles and a great deal of people who want to be trendy and appear rich or affluent wear them. The people who wore them had a bit of sophistication and class about them. I am generalizing of course but people who appreciate fine watchmaking now look elsewhere because there are so many of them about that the luster of exclusivity seems to be waning. Its just something I have picked up in my local circles and thought I would share! Hope you have a lovely weekend!

[@johanvandersandt8904]

@@samuelburton5576 Well said.

[@derosa1989]

@@samuelburton5576 Rolex doesn't have to be "luxury" or "exclusivity". Their branding can be quality, heritage, design, precision, and aspiration. People are fooling themselves if they think there is anything such as rare or special because there are millions of rich people on this planet, and someone is always way richer than you.

[@Mike.thiswatchthatwatch]

The reality is this as I see it. Currently they have their main factory in Bienne. It is just a smidge under 92.000 square meters in footprint. This factory together with the other accessories factories, the gem setting factories etc pump out 1.2 million watches. Their three temporary sites have been reported to increase capacity (once fully up and running) by something around 25% (or 250.000 watches). With the new Bulle site they are expanding their production capacity by an additional footprint of 100.000 square meters. This is not office space for marketing people and controllers - It's a manufacturing site with a larger footprint than the Bienne site. Once fully up and running I don’t think they’re going to have problems pumping out up to 2 million watches. And... In a world with 9 billion people, 2 m watches is serving only...... Zero point Zero two percent of the worlds population. That's still pretty damned exclusive. Incidentally - Mercedes sells two million cars a year. One Rolex for every mercedes sold on the planet. That's not totally off. I'm in - but not giving up my data. 😀😀

[@johanvandersandt8904]

@@Mike.thiswatchthatwatch Makes sense! At least your Rolex will have better value retention than your Mercedes haha! 🤣🤣

[@slide_drexler]

I wonder how many Rolex AD's are silent majority owners of grey market boutiques?

[@Mike.thiswatchthatwatch]

Who knows ? 😂

[@lousyshot1]

Rrally interesting. Not sure i agree with all this. But def interesting.

[@Mike.thiswatchthatwatch]

Thanks - Don't expect everybody to agree, but if it gets you thinking, I'm happy 😃

[@watchchat]

What you are not considering, if tinkering with the idea of Rolex going retail, is online sales to complement the distribution network, like Omega or Zenith. They can sale the “base” models online and funnel the others through boutiques. The availability issue in ADs is not because Rolex doesn’t produce enough, just about every model that has a wait list is available in the gray market so it is just the ADs that don’t have stock lol. With the recent acquisition of Bucherer, the CPO, the new factory coming, Rolex has plans to tame this AD/gray market mess. Well that’s my interpretation of things lol.

[@Mike.thiswatchthatwatch]

Fair point - I do however not personally think that online sales is going to happen. I just don't see Tudor or Rolex going that route. It's counter to their luxury mindset, I think at least. But if they do.... 😃

[@watchchat]

@@Mike.thiswatchthatwatch Yeah, you’re probably right…just trying to connect the dots…Rolex is like the illuminati we’ll never anticipate what’s up their sleeve 🤣

[@MrRedmania]

​@@Mike.thiswatchthatwatchyou can't have a luxury purchase strategy if it's impossible to buy from said boutique.

[@AnonZero0]

*This was a good show--I appreciate your efforts.* *Smiles*

[@Mike.thiswatchthatwatch]

Glad you enjoyed it 😃😃

[@cdeaker]

I have been waiting over 2 years for a OP 36mm black from WoS & I’ve bought Cartier & Tudor from them. It’s got silly - I might give Bucherer a go now

[@Mike.thiswatchthatwatch]

Worth a shot 😃😃

[@jamesgalloway5807]

Adding concession stores into existing retailers - like high end Department stores is another route to rapid rollout in high quality locations

[@remus2001]

I agree completely that Rolex cannot move to a boutique-only model. They simply cannot sell a million watches a year that way.

[@Mike.thiswatchthatwatch]

If they can it's going to be really impressive for sure. That's a level of volume & exclusivity that will be totally unheard of in any kind of luxury business 😃😃

[@bbrebozo6417]

You’re assuming the Bucherer stores are optimally located to drive volume. They’re not.

[@Mike.thiswatchthatwatch]

Fair point. 😀 It wouldn’t directionally change the conclusion, I think - that having a tiered approach to retailers is likely and that boutique only is likely unfeasible 😀

[@michaelcarstens7745]

Så bør strategien være at satse på Bucherer i Illum i stedet for Klarlund? 😀

[@Mike.thiswatchthatwatch]

He He. Ser du, det er et rigtigt godt spørgsmål. Lige om lidt udvider Klarlund Østergade med en walk in IWC boutique inde ved siden af, således at Klarlunds samlede areal bliver meget større. Den beslutning har Bucherer været med til at godkende. Du vil kunne gå ind. Prøve en Ingenieur og så bestiller de den hjem til dig. 1 måneds ventetid og så har du dit nye ingenieur. Dermed bliver der også plads til at hele 1. salen kan blive dedikeret til Rolex, hvis det er det de vil. Til sammenligning synes jeg Bucherer butikken er lidt sløj. Mit gæt er at Klarlund bevarer deres navn i overskuelig fremtid. De bliver (særligt østergade) byens flagship store, inklusiv flagship Rolex. Kunne godt se for mig at Bucherer fasede deres Rolex sortiment ud og flyttede det hele til Klarlund. Ketterisk tanke, men synes faktisk Bucherers Rolex område i Illum er blandt de sløjeste Rolex udstillinger jeg har set anywhere. Samlet synes jeg Bucherer ikke står mål med Klarlund. Kan omvendt ikke se for mig at Bucherer sletter Klarlund brandet. Klarlund er et så stærkt navn i lokalmarkedet. Næsten hele norden er de kendte er mit indtryk.

[@GABEEJEE1]

Hi, great video. In March we went to Edinburgh to look at Rolex watches at official AD. They were nice and they put us on waiting list. I really enjoyed trying the Rolex OP and the classic size Explorer on my wrist. It seemed even my girlfriend got the bug and I said we should get one for her too. I had the money there. We never got the call. :(

[@jh-il5sb]

how wonderful that your girlfriend is willing to let you get her a rolex....to get your spend history up!!!

[@GABEEJEE1]

😆@@jh-il5sb

[@GABEEJEE1]

good luck. we looking other brands too. @dellwright1407

[@Mike.thiswatchthatwatch]

Yours is the experience of many potential customers.... 😃

[@gazz501]

Interesting content as usual and backed up by sound reasoning rather than being shouted at with hyperbolic theatrics. Yes you Nico et al. Your piece assumes that people will continue to desire a Rolex; there are so many emergent brands appearing and with access to the internet people are becoming educated in the choices so Rolex may have to be careful relying on what is possibly a previous generation's assumption about prestige. Many of the current buyers are cashed up older retirees ( fading market ) and new money Asians who are trend driven ( fickle market ). Maybe what the new factory is really for - ( not just increasing production of their current range ) - is expanding the range to capture a wider, read younger internet savvy, market. They play the long game so a recessional interim is the perfect time to build a new factory and be ready for the next surge. Stay tuned....

[@Mike.thiswatchthatwatch]

You're right. I do assume Rolex will continue to be desirable. They've had a knock but they do to me feel "too big to fail", but you never know. I also assume the Daytona will continue to be desirable. Reality may be that, that too may pass 😃😃

[@koolpep]

The Middle Eastern Rivoli Group is majority owned by the swatch group for a decade and distributed IWC, Zenith and a few other brands which are competitors. What have they done so far with all their retail intelligence? We don’t know but I doubt it made a huge difference…..

[@mantisshadow8990]

Very smart strategy you laid out there. The brand with the crown should hire you lol.

[@Mike.thiswatchthatwatch]

Fingers crossed 🤣🤣🤣

[@vjp9042]

Rolex was like toilet paper during the pandemic. People felt they had to stock up. The rich just bought up the luxury goods. Now that perhaps that rich customer market maybe drying up, the attention better be towards the everyday consumer who is celebrating a milestone or feels or are inclined to splurge. If Rolex continues to not care for this market, they will feel consequences of consumer defections or price erosion. I for one wanted to purchase a Rolex for the longest time, but now considering other brands over Rolex because of the treatment from their ADs. I probably will not be purchasing a Rolex.

[@rl7487]

I walked out of a Rolex AD (Mayors) when they said they did not have any product and literally walked over to the omega boutique who had plenty of product and purchased an Omega Seamaster 300. Cheaper , easier and a better built movement. The cal 8800. Antimagnetic to 15,000 gauss and see through case back the beautiful movement. Went back and got a speed master a year later. With their wooden lackered boxes.

[@rl7487]

You’re right. But part of it is the pressure of owning a Rolex

[@jamesmoninger1982]

I would never sit for an interview or background check in the hopes of being allowed to pay $20,000 for a stainless steel watch. Never. Give me a superclone.

[@frankm4129]

I’ve been Rolex school produce left watches to keep the value up a lot. I want to close by. I believe Rolex is a much better looking anyway.

[@BobSawyer-k2m]

I visited the Bucherer store in London a couple of months ago, I won't be going back, totally ignorant towards me, so hopefully Rolex won't base most of their stock with them, in fact the whole experience of trying to purchase a Rolex has put me off the brand, might just settle for a Cartier instead as a treat for myself

[@Mike.thiswatchthatwatch]

Sad to hear that. 🤦‍♂️

[@LK0P30]

After 5 years of waiting on a Rolex at two AD’s, I gave up. Permanently. If I’m not worthy to buy your watch, so be it. I spent that $$$ with Omega.

[@Mike.thiswatchthatwatch]

Lol. The path of many 😂😂

[@jeboccuzzi10]

Great video. Thanks

[@Mike.thiswatchthatwatch]

Thanks to you too😀😀

[@koolpep]

Rolex also owns the building in which Patek is located on Bond street. They own a lot of real estate.

[@Mike.thiswatchthatwatch]

Scary 😃😃😃

[@aaronmauer7225]

I think the numbers of 3000 watches per year is not thinking about one thing when you asked if they have the capacity for this and that is how long a watch is in the stores inventory. I went into an AD for the first time 2 months ago asking to put my name down for 5 watches hoping something will eventually come in. They called me 3 weeks later a blusey came in and I have a day to buy before they move on to the next person on the list. I did go in the next day and came in to purchase. That means they had for maybe 3 days

[@Asouthernrrose]

So far i only had good my experience with my dealers. But i have purchased with them before.

[@Mike.thiswatchthatwatch]

Same here 😃

[@syamimsirajudin7305]

Got offered an OP 36MM by an AD, should I take It? it's been a long wait and I've wanted it for myself for awhile but just wary that if I get it that it's going to go below retail if I decided to upgrade/downgrade at some point. What's your advice

[@mindfulawareness1]

I must prepare thoroughly this week for my Rolex purchase interview at the weekend. Today is my mock Q&A session/rehearsal. Tomorrow I'm booked on a body language workshop. Will be ready come Saturday. Nervous though. 😂

[@Mike.thiswatchthatwatch]

Lol. It's tougher than chatting up a stranger in a bar 😂😂😂

[@bipennate]

One thing that seems to be missing from any conversation about the Rolex acquisition of Bucherer is, what happens to the Bucherer watch brand? Was that even part of this purchase, or does that remain separate? If so, how does that impact the profitability of that brand and does it remain viable? If it is, then what does Rolex do with it? They make very good watches and have some historical significance, but where would a Bucherer watch brand fit within the rolex-tudor market strategy?

[@koolpep]

It was part of the purchase and I doubt Rolex has a plan yet what to do with it. I also doubt this purchase was years in the making. It was probably a bit more haphazard. There is a Bucherer event soon - so maybe we learn more.

[@GM-ii8gs]

Having an ex that's senior in one Bucherer countries, Rolex's acquisition has been on the cards for a long time, from Rolex's point of view Mr Bucherer didn't have descendants for many decades so there's always been a question mark over what would happen to the group. I'm not sure fully what will happened to the Bucherer watch brand, I understand that in the conditions of the agreement that they have to continue with it for a certain period, but the factory and the high horology movements would neatly fit into a high horology range of Rolex watches to compete against the likes of the holy trilogy.

[@koolpep]

@@GM-ii8gs that is funny, I was just discussing that with a friend, Rolex made plenty of complications previously, from true beat, triple dates, star dials….wonder when or if they get back into complications, they gave us an annual calendar with the skydweller nearly 10 years ago, it’s time…..

[@Mike.thiswatchthatwatch]

Good question - Wonder if Bucherer watches are profitable? I would start there... IF it's a really revenue driver then it may survive. As an exec I would likely always consider closing it down if it's not enough of a core business 😃😃

[@williampickering8484]

They have decided to control the grey market as well. Truly spending some money for future strangling of the flow of watches as more go through the Rolex rehab process. There are organic points in any process where control can be exhibited naturally. It only takes money and time.

[@WestCoastAce27]

No. CPO is tiny - and as Mike stated, already looking like a failure as the watches languish w/o buyers because of the silly prices, higher than the silly grey prices.

[@andrewrobinson8447]

I think it could go the other way. By that I mean their new premises will concentrate on increasing quality rather than quantity to try and elevate Rolex to AP and Patek standard and slot Tudor into where Rolex was. Why would Rolex flood the market and devalue the brand? Its been mentioned that the flippers and investment buyers have gone, leaving the true enthusiasts. A smaller number than most people think.

[@Mike.thiswatchthatwatch]

I don't see them flooding the market. The market will continue to grow. Having said that, upping the quality is a way to go. But to get to PP levels, you don't need a bigger factory - You need watchmakers that are experts at things like hand finish and complications 😃

[@jim2950]

Someday the consumer will understand Rolex and demand will dry up. If you have one sell it!

[@Mike.thiswatchthatwatch]

Never! 😂😂😂

[@bensenfan]

This is amazing analysis, I hope you’re not giving Rolex too much credit on knowing what they’re doing

[@Mike.thiswatchthatwatch]

Unfortunately I do think they know what they're doing... 😂😂

[@steveh5005]

Just bought a 2020 S/S Sub no date. In London dealer. Under 10k. Only because ive tried at least 10 Rolex ADs in Europe, Asia and UK. Attitude in every outlet was poor. From Harrods to a shopping mall in Kuala lumpur. Unbelievable

[@Mike.thiswatchthatwatch]

A shame 😃😃

[@daniell2217]

Prediction - Rolex’s new factory isn’t about increasing production of its extant lines. Instead, it’s for R&D and production of pieces with complications and grand complications, as Rolex hands off production of its lower tier models to Tudor and looks to become the primary haute horology competitor to PP.

[@ekimandersom4478]

Why would they do that?

[@Mike.thiswatchthatwatch]

That would be a wild direction for sure.... .😃

[@WestCoastAce27]

That’s not true. It’s been stated it’s to increase production. If it was for R&D that would have been stated and not newsworthy. In fact there isn’t much left to automate - most parts are made by machines, just the final assy that requires human touch labor.

[@daniell2217]

Calm down, ace. It’s a fun, divergent, out of left field thought. I’m not an ‘insider’ nor do I have any data or evidence to support this. So relax with your truth value critique. Not for nothing, you don’t have a Rolex crystal ball either, bro.

[@peterkapusi5882]

Exceptional video, really polarizing insights by you. I am now to the watch game. I live in Europe. Do you think signing up in as many Rolex stores as possible help or hurt my chances of getting more watches? I am not a flipper, but would be better to sign up and get better allocations. Do Rolex stores cross check your applications among each other? Would love to hear your thoughts.

[@Mike.thiswatchthatwatch]

It can't hurt to sign up many places - The stores don't speak to each other or share customer info 😃

[@peterkapusi5882]

@@Mike.thiswatchthatwatch that is good to know as I am going to for a tour in Germany. Do you think foreigners could also get the items in Europe?

[@JohnnyDouchbag-nr5yf]

I got the call for a blusey before a yachtmaster. Still don't understand that one

[@structurescience]

Excellent!

[@TimRobertsen]

Excellent video! And really interesting, I love numbers-videos!:)

[@Mike.thiswatchthatwatch]

Happy to oblige 😃😃

[@fbernacke]

Outstanding!!

[@Mike.thiswatchthatwatch]

Thanks 😃😃

[@michaelfierman3256]

One of your most interesting episodes Mike

[@Mike.thiswatchthatwatch]

Thank you kind sir 😃😃

[@I-l-l-l-l-l]

Maybe they can sell them on Amazon?

[@Mike.thiswatchthatwatch]

Lol 😂😂

[@Nexus.Achiles]

If Rolex go boutique only, they'll use the same business model as Ferrarri's and Porsche's. If you want the hot models, you'll have to spend money on a few other models first. Not sure this would be good news for end buyers. What's more likely to happen is Rolex will cut out the small ADs and only work with a few large ones, easier to manage a business relationship with, thus easier to control in theory. Will that stop ADs from selling directly to grey dealers? Probably not. The'll just do it on a larger scale. Rolex might even do the same through Bucherer. Worse still, they might transfer their stock of hot models to their own CPO directly and pocket even more money.

[@Sasquatchi]

Agree with 95% of your speculation, but I’d hope someone inside Rolex appreciates how alienated many legitimate customers would feel if their “non-boutique” Rolex AD suddenly doesn’t qualify for “the good stuff”…. Potentially after many years of purchase history

[@Mike.thiswatchthatwatch]

Thanks for the feedback - RLX definitely need to up their customer experience if they want to stay as dominant 😃😃😃

[@Sasquatchi]

I think they need to up their NEW customer experience, once you're in the tier of qualified or VIP customers its pretty cushy. Thanks Mike - keep up the good work - your channel is fantastic and provides a really high level look at the business I haven't seen anywhere else. BTW, you've mentioned previously you worked in consulting, could you be any more specific? It seems like the knowledge you bring to the hobby is substantial. Thanks! @@Mike.thiswatchthatwatch

[@dimman77]

How does Rolex retail distribution generally work? I'm in Vancouver Canada and there are several multi brand boutiques that carry Rolex but also a Rolex only boutique, but it isn't owned by Rolex, the ownership is actually a company that formerly was an AD for a multi brand store that included Ulysse Nardin and Longines, but ironically no Rolex. That store disappeared completely btw. Could this a wwy that they are expanding their retail locations while creating proprietary boutiques at the same time? Say an established AD "applies" or whatever to sell Rolex, Rolex looks over their numbers and history then potentially offers them a Rolex exclusive boutique in exchange for them ditching their existing brands? Or is this potentially just a weird single outlier? Other related Vancouver weirdness is a slew of Richemont brands all in separate retail units on one street but super close to each other. JLC and Panerai literally beside each other in the same building, IWC across the street. Seems like they really like to spend money to show how independent and totally not all Richemont together they are. The other weirdness is a Richard Mille "boutique" that's just a separate area in a national jewelry store that also sells Seiko and Frederic Constant as their lower end watches. (Don't believe me? Look up the store locator on RM's website, then take that address and put it in Google Maps.)

[@theRealMcG]

One thing you’re ignoring or fail to realize is how many businesses prior to the Bucherer purchase, that Rolex has quietly made along the way. Bucherer may be a big, well known brand but there are MANY that have been absorbed into Rolex directly or by way of other companies, including Bucherer. For example, the number of Bucherer locations discussed do not include those in the USA that Bucherer added buying companies such as Tourneau. I think it’s a fool’s errand to assume that Rolex hasn’t planned or played out every possible scenario as they plan for their future. By the way, I keep hearing about ‘a’ new factory, they’re building three.

[@mpfour4203]

I went to my Rolex dealer Kennedy at crown casino and was told, I had to make an appointment for a Rolex watch. So you have 2 doors to the store, one for Rolex and one door for the rest Tudor,Omega etc. The Rolex door was locked and unable to enter.

[@christopher7466]

More great content .... I agree with your perspective sir.

[@Mike.thiswatchthatwatch]

Much appreciated 😃

[@emu314159]

I get that for non WIS types, Rolex, and pretty much that's it, equals high end watch/success. But their design dna is everywhere, they may have made an iconic diver in the Sub, but they weren't the first or only, that style has a lot to do with function, and i'd rather have a seiko myself. The other stuff is pretty basic looking, or too flashy for me, fluted bezel ftl. Also? well over 1mil and going to 2mil production? Any exclusivity is artificial, or hype driven. A brand with over 2 orders of magnitude difference in production with another should always have more stock available for immediate purchase than they do, or why even go to a store?

[@mathk1967]

Great analysis, thanks!

[@Mike.thiswatchthatwatch]

My pleasure! 😃

[@Eric_Nielsen]

Good work. Well done.

[@Mike.thiswatchthatwatch]

Thanks for the visit 😀

[@johntoal627]

Can’t understand why anybody wants to deal with Rolex.

[@keitha.1888]

Buy a rolex, and your $$$ is safe.

[@Mike.thiswatchthatwatch]

They do still make quite nice watches - to be fair 😃😃

[@JesseMozambique]

idk.. all the staff ADs I know just sit around all day occasionally telling people they don't have any watches. I think they can easily 3x that :)

[@Mike.thiswatchthatwatch]

lol... 😂

[@voltairecarlos2398]

I for one bought an omega instead - suddenly woke up from the hype and finding other brands more valuable. Opportunity Cost goes both ways and at some point see if Rolex will start going on the negative. But then again there are alot of sheep out there and only a few with wisdom lol!

[@Chatsu8o]

I can't comment on Rolex AD's being "not great" because I have no personal experience: They have such a reputation that I won't try.

[@Mike.thiswatchthatwatch]

A shame - because they are good watches 😃😃

[@ListenToPowerViolence]

great

[@Mike.thiswatchthatwatch]

Thanks 😃

[@999mrkhaled]

I tried to buy a GMT because of the stupid waiting list i just give up

[@VectorSearch]

Do a video on the problematic 32xx movement that Rolex has

[@Mike.thiswatchthatwatch]

I would but I don't have a lot of strong data to support it. I've heard the stories but it's heard to get confirmations and "proof" so it remains kind of an industry story that everybody knows about but isn't quite "confirmed". 😃😃

[@VectorSearch]

Yes I can see how it would be difficult. But even brining it up and saying what you just said would be a nice discussion to see who all has experienced the problem… live stream idea? I went to a Rolex AD last week and they pretended not to know about this when I mentioned the 32xx low amplitude problem owners have been seeing.

[@slice1208]

Monopolies have always been great for consumers. Wait, no, they haven't!

[@Mike.thiswatchthatwatch]

Lol 😂😂

[@jasonwe81]

I love the irony of high end watchmakers selling off exclusivity, but Rolex wants to play in that pool…. While being the largest Swiss watchmaker by annual production. I’m not a mathematician, but that doesn’t add up to me.

[@jonwebb2300]

If you want to buy a Rolex simply go to a reputable third party dealer. They offer brand new models of any type you desire....all steel, sub, deap sea, daytone, etc., with warranty cards, all papers etc. You pay a premium but who cares. Ive bought 6 over the past 3 years in this fashion, had rolex do warranty service on at least one of them. No trouble whatsoever. No one is going to wait three years.

[@Mike.thiswatchthatwatch]

And here I am waiting for the sixth year in a row for a daytona .😂😂😂

[@Bob.martens]

Demand (price) is artificially high due to intentionally limited supply. One day the market will be saturated, but I'm not waiting.

[@Paul37Ontario]

Eventually you'll be buying your Rolex online. Not next year, but eventually. Brick and mortar stores are not that important in the future.

[@Mike.thiswatchthatwatch]

When it comes to Rolex, I'm not convinced. Luxury and online are in opposition, in my mind at least, but time will of course tell 😃

[@oghl888]

Rolex market manipulation has turned me away forever. Market forces only work if you take the necessary action against such behaviors

[@oliverkuno8679]

maybe you need also to go back to pre-pandemic times…Rlx dropped lots of watches to dealers that were difficult to sell…it needs to be considered in this ideas promoted here…for some time this Rlx approach will work…long term the ‚we will sell the window watches‘ as certified pre owned will not work

[@Mike.thiswatchthatwatch]

Not unlikely. Their supply problems are a recently new thing in the grander scheme. Before 2015 pretty much anything was available... 😃