2018 Rolex models and grey dealers

[DoctorA]

This whole thing is real frustrating!! Sitting with $$$$$$$$ to buy a luxury item and get treated like this by Rolex and ADs!!! Which opens the opportunity for grey to make the issue even worse by taking advantage of the “desperate” among us by surcharging thousands more (Daytona!!)

[MariettaMike]

It's frustrating when a consumer can't buy an item from an authorized dealer at retail price but can purchase the item from a non-authorized dealer at a price over retail. One has to ask the question: how is it that a non-authorized dealer can sell a new item with all papers and warranties when authorized dealers put their customers on waiting lists? Who then are the REAL dealers? Is Rolex trying to put their authorized dealers out of business?

If an item does not sale at retail, most dealers of the item reduce the price until the item is sold. Obviously, Rolex does not like this business model of allowing discounts with their authorized dealers but has no problem when a non-authorized dealer does this. Conversly, Rolex does not permit their authorized dealers to sale hot items over retail but can't stop non-authorized dealers from selling above retail.

Given that every Rolex watch has a serial number, why can't Rolex enforce their dealer registration process of assigning a buyers name to every Rolex watch sold with dealer name, date of sale and price. Then the person purchasing the watch knows that their watch is directly registered with Rolex for warranty coverage should an issue with the watch arise. Wouldn't this registration process stop watch flipping? What am I missing here?