So someone sued a jeweller for trying to do the same? I'm glad they aren't doing this anymore.
I've always said there's a logistical problem attached with this. Imagine 3000 warranty cards that needs to be FedEX'd every year, or someone needs to call up the client to tell them they can now collect their own property. Also each warranty card has its own "expiry" date to it. It was never going to work.
They tried to think they could get brownie points with Rolex's suggestion of retaining a WC. Lo' and behold you would see photocopy scans at watch-trade fairs instead and they were still selling for the same as watches WITH a warranty card.
In summary: Rolex failed YET again to try to curb a FREE market.
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