New AD Decor

[DoctorsOrders]

In the future? Lol there already aren’t any in cases!

[jhopes]

That's a nice move.

[johntictoc]

It’s moving more and more towards order-only and maybe they can allocate piece for you. Talked with my AD and he mentioned that buy history is becoming less and less relevant because they have caught 100s of customers who exploited this and would up flipping their watches. With that being said, accounts are being monitored and flagged for a variety of reasons. Also, it is soooo easy for them to track serial numbers why would anyone risk this. Just go to an AD, buy a watch and enjoy it.

[gerry100]

Rolex wants a better connection to the traditional customer who walks into the AD to buy nice watch for a graduation/wedding/anniversary/personal goal etcetera. These people are not going on a waitlist, they'll go to the Omega/Breitling/etc case and disappear for years.

Part two is Rolex policing the ADs to cut off the gray market supply and keep the new shipments in the cases. The in store shortage should abate in a short while.

Remember, those on this forum represent a relatively insignificant portion of the customer base and do not drive strategy

[bob sims]

Originally Posted by watchyoutalkingbout

I like the two tone on jubilee.

[MTBer]

Originally Posted by gerry100

Rolex wants a better connection to the traditional customer who walks into the AD to buy nice watch for a graduation/wedding/anniversary/personal goal etcetera. These people are not going on a waitlist, they'll go to the Omega/Breitling/etc case and disappear for years.

Part two is Rolex policing the ADs to cut off the gray market supply and keep the new shipments in the cases. The in store shortage should abate in a short while.

Remember, those on this forum represent a relatively insignificant portion of the customer base and do not drive strategy

This sounds great from a customer perspective, but it begs a few questions:

-If Rolex wants to connect to the traditional customer celebrating aforementioned milestones, why make it more and more difficult for said customer to buy a watch by continually eliminating smaller dealers and focusing on larger markets?

-Why force expensive display upgrades for dealers, despite their inability (or perhaps, refusal) to supply said dealers with watches to meet demand?

-Why not allow customers to buy direct?

In my opinion, you're giving Rolex too much credit.

[teck21]

Originally Posted by johntictoc

that buy history is becoming less and less relevant because they have caught 100s of customers who exploited this and would up flipping their watches.

This makes no sense at all.


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[Bizcut1]

If you are down Orlando way drop by David SW's Gallery and check out the cases...they look different...

[2loaded]

Originally Posted by Bizcut1

If you are down Orlando way drop by David SW's Gallery and check out the cases...they look different...

...and there it is, the elephant in the room.

[seand442]

My dad taught me this lesson, “Dazzle them with brilliance, baffle them with bullshit.” Seems to be the current MO. We have some real snazzy pictures and we can put you on a magic list that may or may not really exist, unless you buy a boatload of other really expensive stuff we can’t sell.

[RKTINC1]

Sinful how they forced the AD's to invest millions into exclusive showroom space then end up being in this situation. I guess the profit margins are excellent but a price increase with more dealer margin would make dealers with empty shelves feel better. This is a good way to retrofit all that display space and make it useful. There is never enough info in AD's in my opinion. These displays seem to walk the customer through the line up to highlight the different models as most shoppers are not WIS who know everything. Hope AD didn't get a huge charge for this stuff but I am sure they were forced to buy them at a huge price.

[teck21]

Originally Posted by RKTINC1

Sinful how they forced the AD's to invest millions into exclusive showroom space then end up being in this situation. .

The situation of being able to make a lot of money?

No one is being forced to do anything.

Rolex wants a certain branding and ADs are free to decide if it’s worth ponying up for.

And those that did pony up have reaped great benefits.

Especially those that stuck with Rolex after the GFC when Rolex decided to go up market.

This ‘Rolex is bullying ADs’ narrative is such bullshit.


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