Why It's SO HARD To Buy A ROLEX Watch: Beware This Industry Issue

[@seansemkowski1419]

Once you really get into watches you begin to realize Rolex is just a name. Sure brand recognition, and exclusivity might all be there. There is a lot of better made and higher spec watches for less money and get this... no artificial 2 year wait list!

[@AdamEve-ie3yr]

🧢 .Not alot..how many watch are on average 20 years service ?

[@bigc208]

After a hiatus of 11 years I felt the urge to buy a new watch. My last one was a stainless steel black dial Daytona. What peeked my interest was the new two tone rootbeer GMT. Went to the local Rolex dealer and was shocked he had no Rolex sport watches whatsoever, not even two tones or sold gold. Waitlist? There was none. Besides, I had an itch that needed to be scratched now. I also had wanted a few other pilot styled watches besides Rolex. Got me a $75 Seiko SNK809 and a $1600 Longines Avigation Big Eye. With the change from $15,000 I bought a new gps for my aircraft. Done with Rolex, tired of the waiting games. Was never a fan of their Maffia watches but now the professional blue collar guys that they designed their tool watches for can’t buy them? Too expensive or simply made out of unobtanium.

[@MybeautifulandamazingPrincess]

Well I don't know if GPS for planes are different than for boats, but you don't have to spend that much money for a GPS system You can use a multi band geo tracking system that uses both GPS, Glonas, Baidu, or either of them, for very little money. My parent's sailboat we have GPS and satellite geolocation device (sat phone) with a cheap system from china and it works wonderfully

[@derkaiser9881]

@@MybeautifulandamazingPrincess GPS system lmao

[@jamesgreen807]

"they" can shove them where the sun NEVER SHINES!!!!!

[@RyanF91W]

I wanted a Rolex and was completely put off by the hassle of buying one.

[@dorsol]

Same here! It’s almost… insulting. I refuse to buy off of the grey market because of the price, morality of it and lack of the buying experience.

[@fatboab2181]

I just bought a brand spanking new vostok komandirskie. unlike rolex, the AD never offered me a glass of champers but I did get a litre of diesel for my tractor and a can of what i'm assured is deodorant to take back to the UK.

[@Halfmoon67]

Fat Boab 😂😂😂 lmao

[@jstrat121]

I got a bar of Russian chocolate!

[@samadrid6321]

When I bought my Omega st the AD I was offered water. I guess I looked thirsty.

[@Blair338RUM]

Fat Boab 😂😂 Pay that one!

[@trevbarlow9719]

LoL

[@denisspratt926]

Here in Norway there are lots of people that is not really into watches that are on the waitlist because it has become investments for them. And they are always on the waitlist for a new Submariner, Daytona and Explorer. Because they are good customers at the watch shop they always are amongst the first to get them. And a month after the release they sell them easily for 4000-5000$ more then what they paid for them. That is something that happens quite often here. So here in Norway its almost more of a fashion statement for the rich then it is for those who actually are interested in the watches. I am very happy that i am not a big fan of Rolex. They just don't do it for me. Great watches but not my type of design. Nice little video.

[@jarrodlee1506]

Duh

[@LondonPrintCentreN6]

you are actually right, same here in uk, but some AD hold onto your paperworks upto 2-4 years for these kind of flippers, but still people keep it boxed for 4 years and then sell it.

[@nathanricher1647]

The irony is that these watches won’t be nearly as valuable to collectors in years to come precisely because people are hoarding them so much. Can’t have collectors value with excessive supply.

[@LondonPrintCentreN6]

@@nathanricher1647 you are right but what you said was said 20 years ago as well, so at least for the next 20 years (considering the production rate) even rolex's production being million a year, still counts.

[@JaxWatchesandEDC]

Simply don't buy a Rolex. Problem solved... Rolex killed my desire to ever own one of their watches with their present business practices.

[@meeksol7244]

Agreed. Omega works for me and i find my generations best.

[@Longshore79]

Meek Sol omega makes stellar watches . The movements are on par or even better than Rolex. They’re my two favorite wAtch brands

[@apedogg6687]

Rolex just brand and control market supply. Movement wise there are too many better than them. But without marketing no one will know better.

[@hanhs850]

Or get a Zenith! Readily available in ADs never had to go through the ''we got a waitlist'' BS

[@rodris8461]

Rolex is making a large profit with all this hype, and you guys are helping to sustain this hype making videos about Rolex waiting list every freaking day ! good way to get views! congrats!!

[@CasinoQueenScotland]

"No one talks about" this except for, uh, literally everyone right now lmao

[@jensc.h.548]

Edwin McLachlan Nobody walks about anything else lol

[@mrsidneysnugglesbritishblu1924]

It was question of the day for March 7th 2016 not for today

[@Brandon-cs8gw]

I remember walking into my first Rolex Store to wear one for the first time & to look at what they had available. Their selection was absolute garbage, & the lady who was helping me was probably the worst salesman I've ever had the pleasure of dealing with. I can't believe they even make $ from the middleclass by selling their lowest end models to us. Their resale values are not worth the investment either. I'm actually baffled that they even establish Rolex Stores in low income areas because their security is trash, & they're constantly having people try to rob them. The store I went to had their front security door nearly shattered, & they store all of their watches in a vault overnight every single day. I mean, really? If someone sees you wearing a Rolex, & you're walking down the street. You're probably gonna get mugged, just saying, so there's no reason to even buy one anymore~

[@charlesconto3154]

For me, an omega will always be the better watch for a simple reason: they’re a better company, even under the swatch group

[@matthewdavis8199]

@A B not necessarily a better brand, but a much better marketer. Fair comment noting Omega's fall comencing with the Quartz Crisis. In recent years, however, they have mounted a very strong comeback. Likely largely unknown outside of watch geek circles, they are making some amazing pieces at more than competitive prices. Yes, the portfolio is still too large, and special editions are too plentiful for sure. But, given the scarcity of some Rolex models I am certain they have also enjoyed increased sales there as well.

[@oysterman962]

Rolex is an aspirational purchase. It happens to be at the pinnacle of the luxury market right now due to the rising asian demand, in particular the strong Chinese dominance in the market. You must consider that 20 years ago China was still very much a developing country. The luxury goods market was mostly fuelled by the USA, and only some free market asian countries like Hong Kong and Japan were driving that section of the market. However, with China overtaking the free market economies, suddenly you have a million millionaires which are seeking luxury goods. The brand power of Rolex has always been stronger than Omega in asia and so rich Chinese want a Rolex as a status symbol, as much as Rolls Royce will always be held in the same regard with the rich and famous (regardless of German ownership). Regardless of quality and materials, luxury goods are only desired according to the demand for the product. And obviously the higher the demand, the more costly it becomes. Even within the individual brands there are more desired models than others. It's all relative. Let's take for example the original Omega Speedmaster. We all know it as the moon watch. Omega have marketed it very well. And it has no doubt sold millions of units across the planet at an increased premium over recent years due to movies and marketing exposure (Hodinkee tax). Now, let's take the vintage version of the Omega Speedmaster Mark II. A similar watch that has the c861 movement. It was developed as part of the Alaska project, specifically designed for space travel by Omega. Multi millions went into the research and development which resulted in Omega presenting this watch to NASA for future manned space missions. Yet NASA rejected the design. Consequently, the Mark II was only in production from 1969-1975. The model was never popular. But is considerably more rare and having been produced in the years of the Apollo space missions, it was fit for purpose for its intended use which was never realised. It's comparable to having your best quarterback sitting on the bench for the entire football match! Nowadays you can purchase one in near mint condition with the revered c861 movement and tritium lume, for under $3000. That is a bargain compared to a modern Speedy pro. Where did it all go wrong? Everyone got caught up in the moon watch frenzy. There's been so many limited editions and special editions. Yet the Mark II was only ever produced for 6 years. I don't consider the relaunch in 2017 a proper reissue(i.e. coaxial, automatic with date. Completely wrong). So do yourself a favour. Buy as many Speedmaster Mark IIs. One day their value will be solid. Especially when the USA landing on the moon is proven to be a hoax.

[@santfournier]

To all those wanting a Rolex, get some common sense. This is the time to take advantage of other makes and get one discounted. There are dozens of better watches and some really nice. Still want a Rolex, try vintage pre-owned. Want new, well then get burned and good luck.

[@tomkhong9828]

I don’t even bother to drop by any Rolex ADs, I’m disconnected with that brand now

[@stevenuk]

exactly me also, I just lost interest and buy other brands.

[@marcoberger2442]

exact I sold my Submariner and bought a VC Overseas.

[@tomkhong9828]

Marco Berger I bought a VCO Gen 1. Now saving up for Gen 3, my grail

[@clemfandango5908]

Tom Khong same here

[@fransboy2591]

Yeah, took me a while to get to that point. I'm there now!

[@ZCherish]

Man, as someone who could potentially own a Rolex in a year or two on my career path if I wanted to, this recent practice deters me entirely and makes me want to support the host of other makes that are at or around the mid to high 4 fig mark. Rolex may not care that they're losing potential customers, but the other makes will be happy to sweep me and others like me up.

[@therazor9875]

I am one of those lucky ones, walked into an AD and walked out with a new Sub no date (two months ago). I tempted my luck 2 weeks ago asking for Daytona.....with a complete different outcome of course.

[@cgotterba]

Absolutely right - but there's an additional piece of the puzzle. The ADs want you to buy their not-as-popular products in order for you to build a relationship with them. If you buy your wife that lady's rolex you mention, you move up the waitlist for your Daytona. All of a sudden your buying the products they DO supply so that you think you'll be the first one the AD calls when that long-awaited shipment comes in. This has several benefits: it moves product in slower growth areas - not only does your wife get her watch, hopefully others see her with it and aspire to own one too. It also makes you a loyal customer of the brand. They basically want to turn you into another commenter here: shopped at the same AD for 30 years, never flips, truely loves the brand, etc. Not only does this person's passion represent all they want in a customer, it sells a LOT more watches.

[@rodrodriguez3334]

That’s why I bought another Panerai recently. A couple of years ago I would not have been able to afford one, now I have two. Buy when low and sell when high.

[@expex]

For the steel Daytona, Rolex started limiting the supply I believe in the mid eighties. I accidentally happened to discover this phenomenon in 2002 and bought a steel Daytona in 2004, of course in the grey market. I never regretted that purchase.

[@davidrocco200]

Amen. You finally nailed it. Now why is Rolex limiting supply. To keep prices up. And it’s a way of feeding the AD. This justifies poor sales vs the likes of Apples watch. This is a losing strategy because it’s not fixing the underlying problem. The number of people looking for luxury watches is falling.

[@davidrocco200]

Also Rolex is losing spread on two tone and gold due to crypto market taking share away from gold and other precious metal prices. They prob bought a bunch of gold anticipating its rise and are now caught out. Heard they will push precious metal watches in the coming years. Steel will become more rare. Not because it’s special or hard. Pure material manipulation.

[@TheNanofiber]

Everything Rolex does protects their customers. Because of what they do once you leave the AD you don't lose 25-40% of what you paid like Omega or Breitling, etc. So get on the "list", be nice, make friends and don't act like they owe you because they don't. That's how I got me a Batman with less than 2 months wait.

[@andywit3687]

Christian what can I say. Of all the other videos about rolex wait lists etc and 10mintue plus videos you nailed it under 5.loved it. Well done T&H

[@TheoandHarris]

Thanks Andrew!!!

[@stuartmcdowell1822]

So Rolex want a premium to sell to me that’s fine, I would rather have a Cartier or Brietling or classic Omega.

[@swisswatchguy5641]

I never take time to comment on KZbin but when I read all those non-sense, I couldn’t resist. I also respect a lot of T&H work so I think it’s the best place to leave this long boring comment. I have several friends who work in a different department at Rolex, I work in the watch industry in Geneva, so I have a few information coming to me (sorry about my English, I usually speak French). Here is some glimpse of what I eared: 1. They can’t follow the demand! This is true for several reasons: they want to keep the quality of their watches, the demand is so f… high for the reasons you all know, they can’t only produce Pro watches (they can’t just stop date-just production), the production is already really high (imagine making 1 million watches of that quality and try to make more), they do increase production as they want to make money, but just when all is perfect and ready which is a slow process with small increments. 2. I think people forget the quality of these watches (I’m not saying that other brands don’t have this quality, some have better quality for sure) but read this article again: www.hodinkee.com/articles/inside-rolex 3. Daytona topic: Since the release of the 4130 movement the Daytona is hard to find because of the complexity of making the movement (read the end of the H article), I’ve heard it’s kind of the same for the Sky dweller. 4. They don’t want to follow and feed the hype. 5. All the philosophy of Rolex is perfection. An employee told me this story: You have to park your car front rear against the wall so the parking wall won’t suffer from your exhaust. I laughed so much but it does reflect a lot about who is Rolex. 6. They only close production two weeks during Xmas, to clean everything perfectly. They even work (production) on Saturday which in Switzerland is really rare (even impossible but Rolex have so much power in Geneva, the state allowed this). 7. Talking about politics, we are not sure about how much money they give the state for special cultural, fundraising or state expenses but it is quite scary. They have so much estate in Geneva so the watches are not their only business. 8. About the retailers which I talk a lot with (only for Switzerland, I don’t know in the world): They are afraid to lose Rolex business, so they really try to find non-flippers. They ear crazy stories of people trying to have a Rolex: “Once a lady almost cried for a Hulk, she was telling us that her husband was a dying man and his dream was to have a hulk for his last days. We sold her the watch, of course, two weeks later we find it on eBay.” 9. Retailers and Rolex have teams to check resale website to try to track bad retailers or flipper clients and not sell them watches anymore. To respond to some of the comments: They do not try to hype their watches, you can’t compare other business like cars or so it’s just not the same, they are a lot of other brands that do it better for sure (even with best prices). I understand why watch enthusiasts are not connecting with the brand anymore. But you should not disconnect with the brand only for this issue. They have an amazing history, they trust their product and try to make the best perfect watch. I’m not sure other brands are more ethical as Rick Green says, they are owned by big groups which, you’ve guessed, wants to make money too (besides Journe but this is not the same category and 20% is owned by Chanel so not fully independent). I am a real Rolex lover, I feel confident to buy a watch from a foundation with a philosophy of thinking long term perfection. I just wait for the watches, you have time, just go on a list and f… wait or just don’t buy the hype, if it’s not your thing. It's a great straight to the point video and keep up your amazing work Theo.

[@rumporridge1]

Thanks for taking the time to shed some light on a baffling phenomenon from Rolex. Especially coming from someone over in Geneva. Kudos.

[@jclopez12353]

Ooooooh, sorry, you lost me at I usually speak french!!

[@rahulchautala9598]

Thank you for your time... can you point me to any avenue where i can report flippers to rolex? I see 100's of listings for new watches like batmans,subs,pepsi etc being proudly put on for sale with dec 2019 etc as their dates. How is that happening. Is there a way i can report them?

[@MarsAlexandre]

The last time I walked into a Rolex AD I actually felt disrespected. The kid was checking his phone and wouldn't even look at me to tell me about the "list" . That was the very end of Rolex for me. It's not the prices , it was not that much the "waiting list" it was the arrogance. I got rid of a few Rolexes I collected along the years , switched to Omega and never looked back. That arrogant attitude like if I was bothering them totally killed it for me.

[@olizk]

After getting my first Omega Seamaster D.Craig’s 007 edition , I started to get interest in the 124270 Rolex explorer 36 mm. After comparing the two watch, I thought I would add the Rolex to my collection. Little did I know, this brand was the only brand that could get me into a product but the process of buying deterred me from wanting the product. You guys feel me ? Can a generation of ppl collapse a watch brand ? Or will the stars be enough to buy Rolexs all day long.

[@DanielSolis33]

Just get an Omega. Better movement that actually warrants a longer service intervals because of it's coaxial escapement, rather than claiming it can do it without a reason.

[@yoroshikune08]

Thinking about getting my 1st and only Rolex. But preferable one that hold its value. Not into flipping but not into dumping that huge amount and have to wait for one either. What do you recon? Which model? Pre-own is an option as many said but could it be the only option? Please advice. Thanks

[@latonbuzzard2386]

Yit Tee Any steel sports at the moment. I was lucky enough to get a Batman in December 2018 for £6850, they are now selling second hand for £13-15000. I said the same thing to my dealer, I just wanted one, trust me if you do get a Rolex you will be soon looking for another. The quality is fantastic, and putting one on makes you feel fantastic. The GMT Pepsi and new Batman are selling for more than double in the U.K. Check out Watchfinder, they give list price and their selling price. Best of luck,

[@loganbarr853]

I agree with Lauren below. When the economy takes a turn AND IT WILL there will be plenty of stainless for everybody. The prices will surely drop. Patience people patience.

[@jhudiel999]

It’s pretty simple. If the amount of rolex sport watches remain in stock and not sold to actual consumers increases, a large number of the potential buyers will give up with the idea of owning one ever. There will be thousands of people who will find themselves not interested in buying a rolex and will just get an apple watch. I wasn’t alive during the quartz crisis but I feel like in the next few years we might have an idea of what it must have looked like. This might be good for us watch guys since the prices will eventually dip but it will also mean that my future kids in 15 years will probably not want a mechanical watch. It’ll be art, a game played for the rich and by the rich. Maybe I’m wrong and smart watches will never go further than they are now, but I’ve seen people young and old wearing one, so who’ll push them to buy a 10k watch? Only people who value sentiments like passing it on to their kids. People who think this way will be in the minority wether its thats a good thing or bad we’ll see

[@rls771]

jhudiel999 interesting point. I’d dare to say that Apple Watch is really just novelty. I owned one to see if it added value to my life and was completely annoyed by the entire thing. I’m a millennial and still value workmanship over the annoyance of my wrist ringing, dinging, and buzzing every 10 seconds!

[@jhudiel999]

RL S I feel the exact same way I’m only 23 years old but When I see a 40ish year old man wearing one in a formal event it hurts me physically to look at. But I guess buy what you want right? Hahah

[@matthewdavis8199]

Pre-ceramic sub without the hideous maxi case (or whatever its called) is way more attractive anyway!

[@lewisjones3345]

I have a hard time with this, because I love the quality and elegance of Rolex watches. I just simply hate that they are strangling availability to folks that aren’t celebrities and tennis stars. If I save up to buy something (that is extremely expensive) $7500 submariner or $9200 gmt, I should be able to purchase it regardless of my status at a particular AD. They are also doing that to Tudor by the way. I had to wait 4 months for the Tudor Black Bay GMT and its hard to get the BB58 as well.

[@SimpWhiper]

I think we can't fault Rolex for the demand we are creating but yes it way to hard to get one if you are not famous i think they could increase the supply maybe 10-20 % but at some point prices will go down not that i would matter but i think Rolex wants to be way to exclusive

[@atravelingboy7995]

So I watched this video yesterday, today I woke up and called 5 authorized Rolex dealers in southern California and they all but laughed at me and only two of them said they would take my name down because they were getting one "soon" on the sixth call the dealer said he had one. I told him I would be there in an hour, picked a brand new explorer up, not as difficult as everyone on KZbin is making it out to be or maybe I'm an anomaly? First time ever calling these dealers and for it on my sixth try, feeling pretty good, good luck everyone. Also AD said they had six subs in the back but no GMT ii and said Rolex has closed about 20 AD stores in Socal this year due to grey market dealers manipulation of market because of crooked AD's. Rolex is finally starting to do something about it so I think sooner than later you all will have the watch you desire. P.s.s explorer with white dial is coming...

[@thinhto5077]

Jonathan so why didnt you buy that 6 Sub? And which Explorer in white dial?

[@atravelingboy7995]

Thinh To Because I do not have unlimited funds and I do not want one. You will understand eventually..

[@fransboy2591]

Always wanted a submariner, have attempted to buy one from AD. The treatment of its customers by rolex is a disgrace, they should consider bringing out a range of watches called "toilet dweller" to commemorate the way they currently do business. I'm done with rolex, my money is going to other brands.

[@matthewdavis8199]

Or just by an Omega (preferably pre-owned).

[@blandroidblandroid5364]

Same goes for AP Royal Oak and Patek Philippe Nautilus. My solution for a steel sportswatch under 10k: Cartier Santos. It passes the 10 meter test, feels great on the wrist, can be dressed up, down, matched to every color and you get if for 6K.

[@GeordsYouTube]

Walked into and AD walked out with the watch I have always wanted. It was a steel OP and the only one at 36mm with steel dial, if I wanted an explorer I was given a wait of 24 hours.. if I wanted a sub I could of had one but it would of been the window watch, it had no stickers and was a few years old

[@swanhtet1]

What are the reliable shops with good reputation to buy with premium prices for Brand New Rolexes in New York?

[@guiyerod444]

The Rolex boutique in my country said to me that they do not have any wait list for desired pieces, if you are there the right day you might go out of that store with a desired steel sports model. I'm pretty sure of you become or are friends with the shop staff they might give you a call or a text message that they have what you want.

[@jacobsfuntime7358]

I called an AD and they had a Submariner date delivered that morning with nobody on waiting list. Couldn’t pay them for it quick enough

[@TheTechnician44]

Congrats mate thats perfect timing

[@john-carlosynostroza]

I don't know why everyone says this online. In the past 6 months I have been into 3 Rolex boutiques... 1 in San Diego and 2 in Los Angeles. All had black Submariners to sell. Two of the three had Explorers. One even had Explorer II.

[@dwighthoward54321]

Is a 16233 36mm rolex datejust two tone champagne dial worth $4,000 a good deal? Thinking of buying it.

[@marktuyet]

I'll stick with my vintage Rolex watches . Much classier than the new gigantic watches with functions I'll never use . Class is understated quality and design , not hockey pucks .

[@ashken3985]

You nailed it. I bought my first Rolex twelve years ago and I’d like another...a Pepsi GMT. But...they are not worth $18k or anywhere near it. If they were Rolex’s price would be $18k, not $9.3k. I have many other luxury watches already so “F you” Rolex! Instead, I decided to get something that’s been on my bucket list for decades...a brand new pinball machine. F Rolex, F their bullshit, and F their “exclusivity” for just the very rich. They’ve ruined the brand for me. I’ll get other luxury items on my list. Nothing so special about the GMT that I have to wait years to get. At the end of the day I’m very happy with my Date Just, but they’ll never have me as a repeat customer.

[@eddiek828]

Even one year ago, I was shopping for my first Rolex. I walked into an AD in Daytona beach Florida and was able to try on a Batman. I ended up buying the black ceramic submariner in VA after being convinced it was more versatile. All I had to do was walk into an AD in northern Virginia. I was even able to try on a deep sea to compare. However, Daytona’s were still on waitlist.

[@alangordon8171]

I bought a Rolex GMT Master II around 20 years ago. This wasn't a spur of the moment thing - I had to save up for a few months, but it was pretty easy to acquire the watch at retail in those days. How times have changed! I find the whole Rolex Steel Sports watch wait-list a big joke. I would happily trade out of my Rolex but I have a dilemma - what watch would I swap/trade for my GMT Master II that would be equally desirable and also hold its value/appreciate in value like as Rolex? Any ideas are most welcome!

[@abnercarrera]

A new GMT. I bought a "Coke" GMT for $2700 in 1997. I can probably sell it for APPROX 10-12K today. But I'm going to keep it. My AD called me today and stated she has a "starbucks" for me. picking it up tomorrow! To me, it's an investment.

[@hellper198]

I refuse to pay the premium for a grey market Rolex, paying retail is bad enough. I'm not that desperate to have one. When I wanted a Submariner, I waited for one. Then it became available I went to the Rolex boutique, paid & went home.

[@markdance574]

I popped into the one Rolex boutique at Bluewater in Kent - asked why I couldn’t see any steel sports watches on display - and was told “ it takes 2 years to make one watch “ by a senior member of staff . Wtf! My response was “ well obviously there’s no demand for Rolex pieces as Watchfinder downstairs has a shite load of them so either the pieces are leaving the factory to go direct to these pre owned stores .....or everyone who did own a Rolex has suddenly sold their pieces .

[@B4UERo]

I have purposely gone around Rolex to every other brand that I want. I’ve a Tudor GMT, IWC Le Petit Prince and now I set my sights on a JLC Master Ultra thin Moon phase. I refuse to pay above retail for a watch and play their silly money-making game

[@rumporridge1]

Lol I refuse to even pay retail!!!

[@charlesandary1967]

love watching your show always informative you are the one that got me into watches

[@christopherpark9556]

I walked into several Rolex AD's the last couple of years, looking for an Explorer. Got offered to be placed on a waiting list but I declined. Then, one day, walked into one with no expectations with my wife. I didn't see any on display so I started to leave the store. My wife asked the salesman who asked if we were seriously considering buying. When we convinced him we were, he brought out a brand new Rolex Explorer that had come in the day before. I know it's not great for everyone to have to deal with this, but it made me feel unbelievably fortunate and excited that it played out this way. Right place right time? Maybe. But it made for a story I will never forget with the only first Rolex watch I'll ever own.

[@mdtell]

Currently "waitlisted" for an Explorer. So frustrating. Two years ago that watch was in cases in major metropolitan areas. Only reason I haven't gone gray is because im getting one to celebrate the birth of my first child and really want the box and papers from an AD. Sadly, I feel like ill end up within a couple months going gray.

[@rootedrotor525]

I'll sell you mine. MK1 dial. I just got an Explorer 2 Polar and that's stolen my heart - no need for the Explorer anymore.

[@mdtell]

@@rootedrotor525 Thanks for the offer lol, but its 2019 random serial or no dice.

[@dappergent9422]

100% nailed it with this video. Completely true in every word.

[@rosshilton]

Trust me on this ROLEX HAVE CUT BACK ON PRODUCTION. They did this for three reasons: 1. to make room for the newly emerging Tudor range. When did Tudor suddenly reappear with new on house movements ? 2015. When did Rolex sports disappear? 2016. The Tudors were necessary to prevent Omega from being seen as a viable competitor to Rolex. Now buyers consider “Omega or Tudor” - NOT “Omega or Rolex”. 2. To encourage buyers to view Rolex as more than just SS Sports. You can still get a very nice Cellini, or a datejust etc. 3. To move the Rolex Sports models up the Veblen ladder. Once demand exceeds supply, more people want one. They are now creating a image of exclusivity around Rolex and preparing them for the next step, which will be........ Price increases. Just as Omega were trying to move into the Rolex position, Rolex are trying to move into the Patek world. In ten years time you will look back in amazement at how cheap Rolex SS Sports watches were 2010-2020.

[@mcmeeve]

Rolex have overplayed their hand IMO. Really wanted a stainless steel Daytona. Can’t even get on a waiting list despite trying. Rolex can do one. I’m buying a JLC

[@Nathan-cs4mh]

Steve Knox nobody cares

[@49fiori]

I'm a grey market dealer since 2004. Private people I used to sell watches to now call me up and say "hi I have 126710BLRO do you want it?" I say "sure, how much" if the price is good I buy, I have hundreds of source where I buy all the APs, Rolex, PPs, and RMs, they are mostly just private customer or fake VIPs of PP and RM especially. For some watches I pay few hundred thousand dollars premium, and I still make few hundred thousand dollars profit (e.g. 6002G and 6300G). It's business, it's all it is. I didn't event this game, brands did, I am just playing their game. When it will change, and the rules will change again, I've seen them change dozens of times already, I will just adapt. People who think brands hate grey market dealers are idiots. Brands cannot live without us. They need us. It gives them purpose. It's like Tom & Jerry. Brands are Tom and we the dealers are Jerry. If Tom kills Jerry the movie stops, the music stops, and it will be all over. So the brands need just as much as we need them, we cannot live one without the other. Simple as that. 15 years in this business and 100 million in revenue in those 15 years, I've seen it all.

[@sebby911]

Totally right on the ad's that's why a lot of stores are closing!! Glad that some like Bucherer play the game as it should, keep our locals happy! The tourist buyer will never be a reliable client for a retailer that is why it will always be hard for a traveller to get his hands on any pro model, this is mostly because the retailer can't be sure that the watch doesn't end up on the grey market, the locals are much less inclined to do so if they have a relationship to preserve with a retailer...

[@aaronbennett8607]

Rolex isn't holding pieces or stock piling. In 2017, they hit their projected year by October. Rolex USA asked for a few thousand watches to get through November and December (biggest selling months). Rolex Switzerland couldn't do it because every other country were asking for that amount. 2018 was better than 2017. Nobody can predict a record increase like 2017 followed by an even better 2018. They are working 3 shifts, 6 days a week in Switzerland to produce watches. But you can't speed up quality control, that's the issue of why every dealer has few pieces and they have so many orders on so many pieces to fill before they even get to the case.

[@wakajumba]

I was lucky enough to walk into my local AD and pick up an Explorer 1. Waiting for a blue Milgauss to materialize. Last time I saw one at an AD was February.

[@shipmate3577]

wakajumba just at the Omaha AD, and they had 3x Milgauss. Ask for Jodi Epstein and tell her Dan Brown sent you.

[@mdtell]

You are a lucky guy. Currently waitlisted at 3 AD's attempting to get an Explorer I

[@ahodgdon2918]

If it was exclusivity, why would it just be the Daytona, Skydweller, submariner? I understand these including myself are highly demanded watches but i think if it was exclusivity itd be ALL Rolexes. I think of high end sports cars being exclusive, Ferrari, Lambo, Pagani, these are brands that u go in to the dealer n even if they have wat u want there in the show room u have to wait three months for it to be delivered to u n in extreme cases of example the LaFerrari u have to be invited to even get a chance to buy the car. That, is exclusivity. This...is just annoying

[@Longshore79]

I have a great relationship wirh my AD. Bought about 8 watches from him . He has no clue when I’ll get a Daytona. However I was looking for an explorer 2 and I randomly called another dealer and was able to get one. I think it’s good to look around sometimes even though you develop a good relationship with your own AD.

[@stevanharrison]

I tried buying a Rolex from Harrods London. No chance, told sorry none for sale only a waiting list. I then went and purchased a Tag instead. Im one customer they have lost.

[@richarddawson5836]

I have a Tag Carrera 1887 and love it! It's nearly 10 years old and never been serviced. I also have a 2022 Rolex Submariner Date and it is by far the best sports diver watch that goes with anything. I was on the waitlist for only 2 months with zero buying history with that AD. The bubble has burst and the grey market flippers have gotten killed so don't be discouraged. The flippers are stuck with tons of inventory so they aren't buying up all the Rolex inventory. The AD are calling regular customer now. Try and build a relationship with an salesperson and you will get the call.

[@dappergent9422]

Every word spoken with truth. It's absolutely disgusting how Rolex operate.

[@patrickdehaan3670]

I visited the local AD wearing an OP (gift!) looking to shift back towards Rolex. I went Omega and Zenith after starting the hobby with a DJ three and a half decades ago. Not a sports model anywhere and no forecast for availability. Ok....so I got on the list, why not? 6 months later I got the call, a Batman GMT.would be mine at retail. Reading about the AD drought but seeing "new" models widely available for much more than retail at many re-sellers got me so disappointed with the whole situation, I passed. Whether it's newfound crazy demand or manufacturer manipulation, I'm done with Rolex. GS models are VC and PP quality for Rolex prices and they're gorgeous besides.

[@DesertTriDad]

Went into my local AD where I’ve purchased two steel Rolex’s in the past along with a couple other lux watches. I was hoping to add a Explorer, for which they said they’ve only seen one all year... so, hear me out, I meandered over to the Grand Seiko case, and holy shit I was impressed with those pieces. At a price point several thousands less than the Rolex, and arguably a more impressive quality. For reference the pieces that caught my eye the most were the SBGJ201/203 with these beautiful textured dials.

[@traviswatts6661]

Picked up my Submariner 114060 last week. Waited for 5 months with an AD which I had no purchase history with. Worth the wait not having to pay that $2000 premium.

[@jhcowatchinglifestyle]

I say, go super vintage 1601.... The pro-series is of course a good one to have as a box check or a grail, but for truly interesting style Blue dial, 1601 will just work and work! ... OR start looking at the other kids on the block that are popular but not exploding price-wise... yet....

[@amitfromisrael5006]

who needs a Rolex ? with that arrogant approach they will go down in a few years

[@stevenuk]

agree... consumers are like sheep and when these overpriced steel sports just stop being wanted, there will tears for the grey market and anyone who bought over retail..

[@treedillinger5801]

Wanna bet?

[@Cid79300]

Many people are saying that about the Daytona and it still hasn’t gone down.

[@Joe-xo3xy]

Hi there Christian. While everyone has touched on this so called subject, I do like the perspective and effort you have taken with this one. Customers of today are very spoilt and do not mind throwing excess dollars away simply to get a quick fix. I think the new Rolex sales model is fair enough, they want to sell to a certain clientele that can make repeat buys. However, like you said, how come the online dealers and unofficial rolex dealers have stock? Wasn't this an effort by Rolex to ensure their watches do not get into the hands of unofficial dealers and to raise the cache of the brand by making it more exclusive. More exclusive by place and limited supply. However, that model has now failed because exclusive by place does not apply when regular dealers have them online. It has only raised the prices. While price increase has revealed that a Rolex can command more, it will in fact raise brand cache but what how many customers will they annoy and potential lose . It is up to customers to put rolex straight and this will not happen if they keep obeying the current prices. Current prices that I am not even sure is dictated by the market but my dealers and ponzi schemers. However, history has shown us one thing and I will put it in your words-"The chickens will come home to roost", Eventually!

[@DougsPerspective]

I just got a Batman Jubilee -- I know this is very hard to believe, but July 17, 2019 I walked in, they offered me one, and I walked out with it. You can see it on my channel. BTW, I am not a "big fish" patron who spends a lot at the store every year, I was just very fortunate.

[@dominikribi8585]

Another example how backwards the situation is: they make over 900’000 watches a year. (Compare that to some other fine watch manufacturers!) And still they can play the game of “exclusivity” !!! Brilliant marketing, hats off to them.

[@matthewdavis8199]

No one understands business better than Christian. And absolutely hats off to them. All this attention alone is great marketing. And I say that having owned several, and having moved on from the brand.

[@richardcarlin1332]

I think Rolex makes too many size and dial options, at least in the DateJust. For DateJust, I think the sizes should be Ladies (28, 32), Ladies/Men (36), Men (40). Offer more 40 size since fewer size options for men. Dials should be Black, Blue, White. Offer half with smooth and half with fluted bezel. I get the limit supply to keep the prices high on the "collectible watches", but for DateJust which is an average watch, reducing the number of options to the most popular options is the way Rolex can satisfy demand.

[@DJ-ed9kg]

I love Rolex but the last 4 watches I have bought have NOT been Rolex. Has it occurred to anyone that this might be one of the many angles for the current strategy. On the other hand I read a book on the history of financial crisis' and bubbles initiate when there is a change in demand for a product (which I believe has occurred) and then it becomes impossible to know what the actual market price is. Said another way, demand went up, prices went up and grey dealers have kept jacking up prices since NO ONE KNOWS the real market price of a model at any given time. I think this is the bottom line and I had the read a book to learn it.

[@kkhdeir1256]

about 200k premium for a black dial rainbow daytona I made my first AD purchases in 2014, a gold submariner and a 36mm date just, had no idea that there were any hard to get watches in the world, they offered my 2 at the time (pre ceramic daytonas), and I couldn't be fucked months later I bought the white 116520 pre ceramic daytona just to have a steel sports few years later I understood what they meant by wait list/hard to get last year I bought a steel date sub from them (disliked it, sold it) and the solid rose gold gmt that qualified me to buy the ceramic Daytona, chose the white one and now I have a little collection after learning about hard to get watches Im more interested in investing/ collecting the right pieces

[@jeppep95]

How much could I get a pre ceramic sub for?

[@phaze88]

To be honest, all ADs have stock every month even for the sports models. Process is ADs will of course order via an online platform from the region's head office. However of course allocation is based on sales and the relationship the ADs have with the Rolex region's office. Rolex region's office will always favor ADs that have great sales, long history, sizable business and of course other compliance items stipulated by the brand. The smaller ADs are the ones that suffer as they dont bring in enough sales and are less likely to get more professional models based on their sales figures and size. That being said , lots of people who dont really wear the watch end up getting one and they tend to flip the price higher

[@obykinobi4275]

Everyone already has one. It’s by no means limited but I do agree it’s annoying that you can’t even see any sports models in the flesh at a “showroom”. Maybe they can just put out made in china models...I’m surprised no AD’s are complaining with their zero inventory

[@qwerty69600]

Given thre are plenty of other watch makers out there producing pieces that are a) at least as aesthetically appealing as a Rolex, b) at least as horologically complex as a Rolex... often more so, and c) are actually available to purchase at list price from various dealers - paying over the odds for a Rolex just because of faux scarcity is dumb as hell. There are a few Rolexes I like, but until this silly bubble that Rolex has created bursts, I'll enjoy Omegas, Breitlings and Tudors with their wonderful range of acquirable pieces.

[@WilliamvanNunen]

Juist bought my dayjust. 36! Not the 41 with jubilee braclet, blue dial fluted bezzel. And got 15% off. Gassan Amsterdam! Love iT

[@seancatacombs]

I think the market's being hit from both sides: ADs making fake waiting lists and buying their own inventory to resell in the secondary market, which persists b/c Rolex's math says there's more lifetime value in restricting production so long as VIPs, celebs and other serial buyers can get Rolex smoothly vs. increasing production, moving avg resale $ down closer to retail and burning VIP collectors to draw in scrimp-and-savers who will probably get one steel sports and never buy another Rolex again (according to their math)

[@scottbrandon9390]

The Rolex scarcity is largely due to social media and celebrities driving up prices. Another problem is that of Rolex: they think you should pay a premium for the brand. Remember you could buy a Rolex Presidential for $360 in 1965. With inflation, the watch should be a fraction of what it is priced at today.

[@targaflorio3239]

The elephant in the room. Interesting discussion. Great strategy from Rolex’s perspective. Until demand dries up or lessens for their product in this Apple Watch era? The billion dollar question.

[@TheoandHarris]

Exactly!!!!

[@bubbab7792]

Nicely done Christian. Rolex is best in the industry with product management. Not over paying for one, looking at other options. Was also surprised about waiting list BS! 🖕😎

[@Chris-oz9qx]

Just traded my 3.5 years old Milgauss z blue for a brand new Omega good planet GMT plus $2,300. I just fell out of love with the Rolex and honestly, while value retention and the ‘prestige’ is better than an Omega, the Omega is a superior watch in my opinion. Still intend to add either the blue dial yacht master or polar dial explorer 2 sometime next year.

[@matth8205]

Aren’t most of these brands like this?? I can’t think of many that I would be able to just walk into an AD and they have stock out back? I even tried for a gmt Tudor a couple of weeks back they said 6 months!! I guess it’s like you say pay the premium for a second hand new one or get your name down and just wait.

[@davidmeier8860]

I was lucky. I recently visited my AD, said I wanted a Sub No-date and had it in two weeks at regular retail. I was also told Rolex shut down a ton of ADs last year.

[@timur9429]

David Meier congrats & wear it in good health 👍👍👍

[@Bogart1980]

They lost me with the supercase design. Their $h!tty business practices makes it easier to not look back.

[@craigfroude8109]

It’s simple, It’s a numbers game....Rolex are in massive demand and market the product well... they don’t have enough expertise staff in Switzerland to meet this. So supply is limited. The reason Date Justs are in the shop window is due to fact they are mainly women’s models but even these don’t sit in the shop window for long.....

[@robertsullivan4773]

That's exactly how I got mine pure luck. I am the first to say I really didn't deserve. Others probably have waited longer and are still wait should have got it.

[@matthewdavis8199]

Buying a Rolex shouldn't be about who is more deserving. You had the money and you bought it. Good for you and enjoy it.

[@robertsullivan4773]

@@matthewdavis8199 I am thank you.

[@balance3201]

Think about other brands that make better watches.

[@WilliamButtel]

Went to my local AD got told 5 year wait for a sub, immediately turned off by the bs.

[@TheoandHarris]

Could this be?????

[@garrettjanssen7683]

I find the whole air of exclusivity and Rolex to be a bit a joke. They are the biggest watch brand and they pump out some 800,000 watches a year. They may be hard to get but they aren't exclusive. Or maybe I'm just salty that any 40mm Rolex is too big for my wrist.

[@not28]

While I'd love a brand new Explorer, my AD has a few OPs in 36 or 39 so I might go with one of them. Now the question becomes size and color.

[@theochrist9453]

Right now all the Rolexes go to China, to the AD's, who sell them officially to their other watch shop over the street, and then cash in. If Rolex would step up and check out on them, there would all Chineses AD's have their licences revoked, and Rolex would not sell any more to China, which would be a huge loss. So Rolex rather looks the other way.

[@eugenerivera4327]

Wow I did not know this what a trip Christian. Thank you so very much for the information about Rolex watches. Here’s one for you what about the smaller watch stores that have Rolex watches to purchase like what I call the mom and pops stores like in Beverly Hills. Please keep me informed about this great job on this video and thanks again.

[@treedillinger5801]

Check the prices at those mom and pop shops. I bet everything they have is well over retail, including used pieces.

[@remuswheeler2264]

Rolex really isn’t worth the money anymore. They are far from exclusive because they are made by the million a year.

[@hans.lankamp]

To me, a Limited Edition speedy is a lot more attractive than a daytona, especially the ck2998's.

[@ajacks8007]

Omega is killing it go buy one and BOOM there you have it

[@olegariomartinez6807]

I own two rolex watches. The first one I bought in the late 80's and the 2nd one I bought in early 2000. I paid more than what I would've for a comparable Omega but nothing compared to what they want now. I would not pay the insane prices they are asking for them now. Nice watches but for what they are asking for some of their models I would buy a used Patek.

[@matthewdavis8199]

Or a used Omega. The "value prop," as Christian would say, is amazing in comparison.

[@precociousdeathdealer202]

GUYS THERE ARE SO MANY SEMI VINTAGE ROLEX WATCHES THAT ARE UNDERVALUED IN GREY MARKET. JUST NEED EAGLE EYE

[@jasonedenilson]

Precocious Deathdealer like what

[@FacPhoto]

Demand has increased, not supply reduced. Then factor in the grey and used dealers taking advantage and inflating prices. Thats the problem and It’s simple economics.

[@mrg1911]

I think think we'll see more supply as (or if) the Asian markets cool off relative to their economies. I also think the issue is regional....I can get any Rolex I want from my AD and have passed on several of the hard to get watches.... 1) They know I've shopped there for 30 years. 2) They know I NEVER phlip.... 3) They know I actually love my Date-Just as much as the 2018 BLRO and Ceramic/White-Daytonas I've purchased from them. There is not ONE Rolex I like more than my cheapest (Explorer-I-214270). 4) They know if I want to get rid of a watch to buy another, I simply give it to a family member; like I did with the new Blue/Red-GMT-BLRO recently.....and will probably give my Daytonas to my twin daughters. 5) For me, the only watch remaining to buy is the white-gold Day-Date-40.... Thanks Christian! Stay cool!

[@Mint-cb2vc]

respectos for not phlipping

[@imranchowdhury4972]

Why it has to be a Rolex always? Why is not a Breitling or a Santos and maybe a JLC Reverso or a Polaris? Resale value?? God damn it. It is going to be with me almost throughout the day, almost a life...

[@oysterman962]

Similar to the stock market, silly people are like sheep. They buy when it's high and dump when it's low. Same with Rolex. Everyone is buying the popular models and pushing up price and demand. On the flip side most other luxury watch brands are suffering. Therefore it would make sense to buy a classic model from another brand and let the Rolex sports market cool off. For example, I recently purchased a pre-owned JLC Reverso. Half the price of a Rolex. Twice as cool. Four times more rare and 100 times better quality.