Interesting AD tactics

[pillboy]

A lot of car dealers have off-site storage for new cars that they receive from the dealer. Quite often this is due to the fact that they have limited space at the dealership, but in essence is really no different than a jeweler keeping stock in back. You talk to a salesperson and they check and say "yes, we do have that in stock", and the car or watch is then presented to the prospective customer.

[drm20]

Originally Posted by pillboy

A lot of car dealers have off-site storage for new cars that they receive from the dealer. Quite often this is due to the fact that they have limited space at the dealership, but in essence is really no different than a jeweler keeping stock in back. You talk to a salesperson and they check and say "yes, we do have that in stock", and the car or watch is then presented to the prospective customer.

For sure, except this AD had about 15 empty spaces for rolexes, so they had room to display. I do understand why they keep some from being displayed but makes me question the shortage buzz a little. :)

[duc888]

I was pretty shocked at this, and sorry if it has been discussed before, but makes me wonder if any other AD's do this?

This is common practice...

[DmXmD]

My AD starts texting his top customers as soon as new hot inventory arrives. I know I’m WAY down the list compared to others, but I did get a message the other day offering a Deep Sea James Cameron that had just come in. It’s not for me, but I appreciate him remembering me and keeping me in the loop.

[ras47]

Think of this from the AD’s perspective. Why are they in business? To serve the public or to make money? Lots of tire kickers out there but fewer bonafide buyers. Keeping their best customers happy by getting them sought after watches is how you do it. Get a new hot model in stock, make your calls to all those customers that have actually spent money with you, and if no takers appear then put the watch in the display case. That is exactly how I’d do it.

[drm20]

Originally Posted by ras47

Think of this from the AD’s perspective. Why are they in business? To serve the public or to make money? Lots of tire kickers out there but fewer bonafide buyers. Keeping their best customers happy by getting them sought after watches is how you do it. Get a new hot model in stock, make your calls to all those customers that have actually spent money with you, and if no takers appear then put the watch in the display case. That is exactly how I’d do it.

That makes sense, good point!

[101031-28]

Originally Posted by ras47

Think of this from the AD’s perspective. Why are they in business? To serve the public or to make money? Lots of tire kickers out there but fewer bonafide buyers. Keeping their best customers happy by getting them sought after watches is how you do it. Get a new hot model in stock, make your calls to all those customers that have actually spent money with you, and if no takers appear then put the watch in the display case. That is exactly how I’d do it.

Very good point, indeed. If I were an AD, I would do the same.

[Bigblu10]

Originally Posted by ras47

Think of this from the AD’s perspective. Why are they in business? To serve the public or to make money? Lots of tire kickers out there but fewer bonafide buyers. Keeping their best customers happy by getting them sought after watches is how you do it. Get a new hot model in stock, make your calls to all those customers that have actually spent money with you, and if no takers appear then put the watch in the display case. That is exactly how I’d do it.

So essentially keep everything back in the vault and have a completely empty display case. Wow, what a winning business model!

[Silvio_86]

happened this today at an out of town AD... while I was asking for a gmt... I got a no way answer for any professional reference... at least 5 months waiting for a sub no date... but... a guy next to me asked for a LV and a james cameron deepsea... he seemed familiar to the salesperson ... and BAAAAM 116610LV and deepsea out of the safe.... I indicated this to the guy I was talking with and left the shop immediately. I think that I will stop the hunt cause I don't like this game.... I have been looking for a GMT in the last 6 months and no chance to purchase 1... I am down in three lists at the moment

[tng11]

Originally Posted by ras47

Think of this from the AD’s perspective. Why are they in business? To serve the public or to make money? Lots of tire kickers out there but fewer bonafide buyers. Keeping their best customers happy by getting them sought after watches is how you do it. Get a new hot model in stock, make your calls to all those customers that have actually spent money with you, and if no takers appear then put the watch in the display case. That is exactly how I’d do it.

At the same time though, ADs do have to attract new customers too. I kickstarted my relationship with my AD when I walked in off the street and bought a BLNR that was in their case. If they had told me to eff off, I probably wouldn't have subsequently bought 9 more pieces from them.

I do not necessarily like this idea of ADs checking you out before deciding to pull out pieces if you are a new customer (which has been the experience of some here.) I dress extremely casually, don't wear any expensive name brand clothing or shoes, and many ADs have outright ignored me likely because of that.

[Flier]

Originally Posted by drm20

I know there's been a lot of discussion about different AD tactics as of late, but wanted to share my little adventure yesterday. I received a call last week from my AD that a sub no date was just received and I was the next one on the list if I wanted it. I decided to pass (waiting for Basel and didn't want to pay full price as they weren't discounting it at all). Fast forward to yesterday when I was close by so I dropped in to see the stock. The sub no date wasn't there, in fact the only sub was a bluesy, which I did show some interest in as I think that will be my next acquisition. My normal rep wasn't there so someone else was helping me. We did discuss the no date and she mentioned "I may be able to get you one of those." I asked how soon out of curiosity as there weren't any in the case. She replied with, "oh, we don't put those types of models on display anymore, they're in the back." I was pretty shocked at this, and sorry if it has been discussed before, but makes me wonder if any other AD's do this? Definitely a turn off for me...just wanted to share. Have a great weekend everyone!

I see their point
Cure for cancer should always be kept safe and in the back

[AK797]

Originally Posted by Bigblu10

So essentially keep everything back in the vault and have a completely empty display case. Wow, what a winning business model!

A year and a half this has been going on in the UK, and this will be the norm all over the world this year... I'd say go to AP and PP but they are doing the same thing.

[AK797]

Originally Posted by tng11

At the same time though, ADs do have to attract new customers too. I kickstarted my relationship with my AD when I walked in off the street and bought a BLNR that was in their case. If they had told me to eff off, I probably wouldn't have subsequently bought 9 more pieces from them.

I do not necessarily like this idea of ADs checking you out before deciding to pull out pieces if you are a new customer (which has been the experience of some here.) I dress extremely casually, don't wear any expensive name brand clothing or shoes, and many ADs have outright ignored me likely because of that.

Social Media now probably brings in most new customers looking for a Sub or GMT or Daytona, so they don't have to be on display and ofc never are here. The DJs are there for the first time walk-ins, but boy they must be shocked that Rolex is such a huge name and yet this is all they offer.

[Tangier11]

Originally Posted by tyler1980

thats actually a sign its probably a good AD. They are telling you what most won't. Its what happens almost universally, and they are being honest about it.

I cant imagine an AD having a waitlist that operates in a linear fashion and a client who spends 100's of thousands wants a watch and they dont jump the queue. They do every time. Their business is more important to keep.

I agree! I think that is very fair treating your best customers like that. Reward loyalty!

[Mousehunter]

Originally Posted by Rad22

I was very surprised when I saw this, you’d figure they would want to move as many watches as possible.

They do, and that is why they do it. The average customer is not a IWS, so they stock the case with what they want to sell to that type of customer. Then they have other watches for more discerning customers. 2 sales instead of one.

[Livermoron]

i like watches

[lucevan le stelle]

Originally Posted by Spartacus

I prefer they keep the good stuff in the vault. Tire kickers waste everyone's time.

This. You want as pristine a piece that you can get.

[Fleetlord]

This is a cascading effect.

The SS professional models are seeing a reduction in distribution to dealers.

The reasons for this are not 100% clear. There have been may threads speculating as to why this is happening...

So, based on this limited availability, the dealers need to manage what they get.

Some put them in the case and let it be...are they fools? Are they just straight shooters? That is up for discussion in itself.

Many more will "vault" the watches and hold them for premium customers. It adds an aura of exclusivity to the piece and allows for two very important things.

1) It makes their big customers feel better about their relationship because they were taken care of. You need inventory to do that, so keep the good stuff from the plebians and the big customers STAY big customers and keep spending with the AD...because the AD took care of them by getting them the good stuff. It's the circle of good feels that casinos and resorts do all the time. Do these whales a little solid and you got them on the hook.

2) They can BUNDLE the hawt watches with the dogs. Target a high roller who wants a SS Daytona, but has DD CASH on him? Bundle it! Sell (2) watches to that Alpha Dawg. Can't do that if you sold your only SS Daytona to JOE Q Paycheck who they will never see again and will probably flip it anyway...

[JLM3]

Have to agree with Fleetlord.

[The Libertine]

Wouldn’t upset me in the least. Heck, if kept out if the display case, that means less hands touching it, which is okay by me.

[Dyim]

Easier to lie and say they don't have it.

More difficult to tell you the truth that you are not good enough to have it.

[JR16]

Not offended at all by your AD’s practice. Makes sense to me.


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[RHIII]

Relationships with ADs is all about friendship and rapport, period. Then purchase history will of course come into play. They are always going to take care of their loyal customers, period.

Of all the watches I've purchased between the two ADs I deal with, I've purchased double that in jewelry for my wife, and I get calls and emails from time to time when something I might want comes available. There is NOTHING new about this practice whatsoever, nor is there anything new about certain models being locked away in the back.

If you don't like what an AD tells you, go elsewhere there are plenty of other ADs and avenues to acquire watches, or go the Trusted Seller route OR go the old fashioned way and develop the relationship. Or just wait it out!!!

ADs nowadays are inundated with calls for Daytonas, Sky Dwellers and other desired models, which they have a difficult enough time trying to get for their own customers. Now with social media and the internet we all just hear about it more often.

It seems lately, every other thread is either complaining about ADs or Grey Mkt prices.

The Basel speculation banter is better than these pointless rants due to unavailability.

Just my .02

[GB-man]

[thomaswentworth]

Originally Posted by Ticknaway

Sure seems like buying a Rolex is becoming a pain in the ass! I hope Rolex’s management understands the principle of diminishing returns. A lot of other brands are starting to look really attractive right now!

I believe that being a PITA makes their target market become more determined to do whatever it takes to be pleasing enough to Rolex and their representatives so the target market may earn the revocable temporary right to give Rolex/AD their hard earned money. I bet they have a think tank of marketing psychologists making some of these suggestions that become policy. They can't put caffeine, hfcs, nicotine, etc. in a Rolex, so they have to cause addiction via other methods. And it works very, very well.

[ras47]

Originally Posted by Bigblu10

So essentially keep everything back in the vault and have a completely empty display case. Wow, what a winning business model!

Rolex sure seems to be winning. In an ideal world there would be just enough stock to satisfy good customers and still have one or two of each model for the display case. But it’s not an ideal world and Rolex has supply constraints. Tough choices have to be made. Looking at the way folks are chasing some models, paying well over list price in the gray market, this plan seems to be working.

[ras47]

Originally Posted by tng11

At the same time though, ADs do have to attract new customers too. I kickstarted my relationship with my AD when I walked in off the street and bought a BLNR that was in their case. If they had told me to eff off, I probably wouldn't have subsequently bought 9 more pieces from them.

I do not necessarily like this idea of ADs checking you out before deciding to pull out pieces if you are a new customer (which has been the experience of some here.) I dress extremely casually, don't wear any expensive name brand clothing or shoes, and many ADs have outright ignored me likely because of that.

After buying nine or ten watches from an AD, is it wrong for you to expect special treatment? The brand is attracting enough new customers as it is. Supply backs this up. Should the AD endeavor to sell a new customer one watch, or keep a good customer coming back to buy multiple watches? Ideally Rolex would do both. But they don’t have enough flexibility to adjust production numbers on the fly, nor the capacity to make enough of everything.

[uncleluck]

People say they AD’s look after their paying customers so does that mean the OP will get a bit lower down the next list after effectively shunning their offer?

God knows how people play these silly games, would totally turn me off ever buying anything Rolex. But the fuss seems to make people even keener.

[Grahamcombat]

Originally Posted by ras47

After buying nine or ten watches from an AD, is it wrong for you to expect special treatment? The brand is attracting enough new customers as it is. Supply backs this up. Should the AD endeavor to sell a new customer one watch, or keep a good customer coming back to buy multiple watches? Ideally Rolex would do both. But they don’t have enough flexibility to adjust production numbers on the fly, nor the capacity to make enough of everything.

I think part of the problem is Rolex isn’t exclusive, they’ve just created a sense of exclusivity. Their watches aren’t better made than others, they’re not more collectible than others, and they have done their best to oversaturate a market. Rolex doesn’t make high end complications; to achieve a higher value they wrap standard watches in luxury-type metals.

So, realistically, if you’re a buyer of ten new Rolexes a year you’re probably one in tens-of-thousands. So that’s not really special.

If you bought ten new Blancpain’s, or Pateks, or AP’s, the AD and boutique experience would be much different. A little more exclusive, actually. I’ve boutique bought two Blancpain’s, one a walk in and the other ordering after release at Basel, and both of those experiences have forever soured me on accepting anything less: from the coffee and champagne to clothes, get togethers, and Blancpain GT event tickets. And most of those came from before my first purchase, just walking in already a Blancpain owner and looking for something new.

Rolex is too big to care about the end user. And there are just too many owners of too much product for it to be exclusive. The exclusivity is in the mind of the owner. They’ve done a great job of exploiting that.

The truth is Rolex’s aren’t rare, and, for the most part (what 90% of this forum has on their wrist) they aren’t expensive either. It’s a manufactured market and participation in that market keeps it alive. I will only buy from TS or within my circle of influence now, if buying Rolex, and shifting into vintage is - for me - the way to go.




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[TickTockChuck]

I can understand ADs of getting tired of insincere buyers who back out of sales at the last moment for whatever reasons. Personally, when I commit to buying something I always follow through. I make sure it's the item I definitely want and funding is in place before pulling the trigger. Not saying the ADs are blame free, but I try to uphold my side of the deal. My 2 cents. Cheers!