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Old 19 December 2010, 09:47 AM   #31
The GMT Master
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Chris,

I appreciate this opportunity.
On average, how many visits does a new Rolex customer make before he buys?
Does your shop do anything special to enhance the customers "AD experience", such as offering up a cup of tea or glass of water while shopping, or some kind of gift with purchase?
Do you notice there are clearly defined types of Rolex buyers, sports versus non-sports, or do most customers consider both categories?
If there was one particular customer purchase which stands out in your mind as a favorite, please share that story.
Great question

It does vary - some customers can agonise over a purchase for weeks, others it's pretty much an impulse buy. On average, maybe 2 to 3 visits

As for how we treat our customers, we always sit them down, and bring as many watches as they wish to see over the course of their visit (not all at the same time, though, we have certain security obligations for insurance purposes). We sometimes get customers drinks, although it does depend on how busy we are: we're not a massive store, so we sometimes need everyone in on the shop floor. On big purchases like a Rolex, we often offer a bottle of champagne too, just to help make it that little bit more special. We were recently nominated for best customer service for a small company in a local retail awards ceremony, and we pride ourselves on our service. We aim to give our customers a relaxed, friendly, non-pushy environment, where all of their questions can be answered.

There are definitely different kinds of Rolex customers, and some do definitely prefer the dress line to the sports line. Some are more open to suggestions, but most come in with a fairly clear idea as to what they want

As for a favourite purchase, my first Rolex sale does still stand out. It was a TT GMT IIc, fairly soon after I first started out, and it was a great experience. Wonderful understanding customer (I barely had a fraction of the knowledge I have now), very friendly, and I remember that initial adrenaline rush that the sale gave me. It's truly addictive, and I love selling watches for the thrill of the sale, not for money. He often comes in to say hello as well, which is always great to see. We have a wonderful customer base, and it certainly makes working for the company so much more rewarding

Hope these answers are good enough
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Old 19 December 2010, 09:48 AM   #32
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Replacement Dial selection

Thanks Chris..

Why is it that I can not even get an idea of what replacement dials are available and an estimate of a price without sending my watch in?

It seems that I should be able to at least see what is available.

thanks
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Old 19 December 2010, 09:51 AM   #33
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Thanks Chris..

Why is it that I can not even get an idea of what replacement dials are available and an estimate of a price without sending my watch in?

It seems that I should be able to at least see what is available.

thanks
Must be a Rolex USA policy - here in the UK, we just send in the model reference, and they let us know what they have in stock. If there's a trained watchmaker to fit it, they'll send it up, if not, they'll request that the watch is sent in, and given a service in addition to the dial
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Old 19 December 2010, 09:59 AM   #34
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We received one on last month's allocation, but not on the allocation that arrived today - but that's not necessarily an indicator that you can't get hold of one anymore. We never have been offered one a month with the 14060M, it tends to be one every 2 to 3 months. So I will tentatively say yes, they are still available
Thanks for that although it sounds like you get what you are given by Rolex UK rather than ordering specific watches?

One other question can those lovely Rolex marketing goodies, paperweights wallets etc., be obtained by ordinary customers?
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Old 19 December 2010, 10:06 AM   #35
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Thanks for that although it sounds like you get what you are given by Rolex UK rather than ordering specific watches?

One other question can those lovely Rolex marketing goodies, paperweights wallets etc., be obtained by ordinary customers?
The sports watches are all on allocation, at least for steel ones. Rolex can be more accomodating with TT and precious metal models.

As for the freebies, we don't get anything much anyway! The most we normally get are a few diaries at the start of the year, and they tend to go to the staff. The bosses sometimes bring back a couple of freebies from official Rolex events (Basel/RSC tours/sponsored sporting events etc.), there are usually a box of really nice chocolates that turn up. But apart from those, the freebies have been pretty much non-existant since I've been at the shop, which is a shame. A freebie would make the buying experience that little bit more special, in my opinion
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Old 19 December 2010, 10:19 AM   #36
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Follow up question on the freebies/accessories.......for some of the nicer freebies, does Rolex give them as incentives or rewards or does the AD have to request and purchase them?
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Old 19 December 2010, 10:20 AM   #37
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Follow up question on the freebies/accessories.......for some of the nicer freebies, does Rolex give them as incentives or rewards or does the AD have to request and purchase them?
Any freebies we do get are just sent by Rolex. As far as I know in the UK, there isn't any capacity to buy Rolex paraphenalia like some brands offer to ADs. I don't believe Rolex run any incentive schemes either
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Old 19 December 2010, 10:27 AM   #38
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What happend with any stock you just can't sell? Does it go back to Rolex or forwarded to another AD. Also do Rolex impose time limits on discontinued models for them to be sold or otherwise withdrawn from sale?

M
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Old 19 December 2010, 10:32 AM   #39
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Chris...

This is great!!!

Thank you very much!!!
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Old 19 December 2010, 10:39 AM   #40
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What happend with any stock you just can't sell? Does it go back to Rolex or forwarded to another AD. Also do Rolex impose time limits on discontinued models for them to be sold or otherwise withdrawn from sale?

M
With certain models that are tough to sell, but Rolex want us to have in store (think 18ct models), there are sometimes options for Rolex to take them back if there's no interest. I think that's what happened with a YM II a couple of years back. As for more regular models, we keep them in stock until we sell them - we have a relatively high turnover of stock, so we've never been in a situation where we've had masses of discontinued models, for example. As far as I know, there aren't any time limits on how long a discontinued model should remain in stock, but it would eventually be sold off at a high discount if necessary. Rolexes have a knack of selling themselves, it tends to be with other brands that they're more difficult to shift.
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Old 19 December 2010, 10:42 AM   #41
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Cheers Chris, thanks for answering my questions tonight - it has been a very interesting insight

By the way which AD do you work for or is that confidential?

M
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Old 19 December 2010, 10:44 AM   #42
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Incredibly cool thread!

Thanks for the contributions.

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Old 19 December 2010, 10:45 AM   #43
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Cheers Chris, thanks for answering my questions tonight - it has been a very interesting insight

By the way which AD do you work for or is that confidential?

M
I'd prefer not to say publicly, wouldn't want to be accused of trying to actively sell watches through here - don't want to get anyone in trouble
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Old 19 December 2010, 10:49 AM   #44
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I'd prefer not to say publicly, wouldn't want to be accused of trying to actively sell watches through here - don't want to get anyone in trouble
No worries mate, I totally understand

M
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Old 19 December 2010, 10:50 AM   #45
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Chris you are the type of guy I would like to meet for lunch at your local
and talk about Rolex watches.
Where in the UK are you located..?...You can respond to my email address
tempoking@yahoo.com
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Old 19 December 2010, 10:50 AM   #46
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Does the GMT sell more than the Sub?

Are there many customers who ask if you can get the recently retired Sub/date?

Which is requested more, white or black dial SS Daytonas?

As per another thread, does the GMT bezel have a greater shine vs the Sub C?

Is the Explorer 39mm selling well?

Thank you for the opportunity to ask questions!
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Old 19 December 2010, 11:06 AM   #47
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Does the GMT sell more than the Sub?

Are there many customers who ask if you can get the recently retired Sub/date?

Which is requested more, white or black dial SS Daytonas?

As per another thread, does the GMT bezel have a greater shine vs the Sub C?

Is the Explorer 39mm selling well?

Thank you for the opportunity to ask questions!
The GMT has in recent years been slightly outselling the Sub Date, although the introduction of the ceramic Sub has shifted things again. To give you an idea, we've been sent a steady two 116610LNs per month since launch, and they've all been sold quickly - we have one left, which has only been in for a little over a fortnight. I think next year will be a Sub year again

I've not personally had any enquiries about the old Sub Date, people have been very impressed with the improvements on the new one. The new bracelet and clasp have been getting particular praise

White dials are far, far more in demand than black dial Daytonas for us. For every black dial request on our list, we have 3-4 white dial requests. Demand for the black dial has really slumped this year


I think the GMT does have a bit more shine, but I can't give you any logical explanation for it Maybe it's the PCLs that set it off a bit more.

The new Explorer hasn't been a runaway success, it's been somewhat overshadowed by the new Sub. I think, in time, it'll do better than the 114270, it has a good niche now, and the improvements have transformed the watch into something special
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Old 19 December 2010, 11:12 AM   #48
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YES Thank you Chris for all your time and such an awesome thread I will be checking this one all weekend, what a great idea
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Old 19 December 2010, 11:15 AM   #49
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Originally Posted by TempoKing View Post
Chris you are the type of guy I would like to meet for lunch at your local
and talk about Rolex watches.
Where in the UK are you located..?...You can respond to my email address
tempoking@yahoo.com
Hi Anastasios, I'll drop you a line tomorrow after work, see if we can sort something out - got an early start tomorrow


As for everyone else, thanks for your imput so far, it's been top notch! Leave your questions here, and I'll get back to you tomorrow evening

Best wishes,

Chris
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Old 19 December 2010, 11:24 AM   #50
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1. What is the best discount you guys gave on a SS Daytona???

2. How does your commission structure work?
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Old 19 December 2010, 11:36 AM   #51
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Hello,

What sort of training does a new sales associate receive? Is there any initial and/or ongoing training for you?

What does your AD look for when it needs to hire a new person for the sales staff?

Thanks, in advance.
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Old 19 December 2010, 11:59 AM   #52
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Great insight Chris - thanks for taking the time to do this :)
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Old 19 December 2010, 12:27 PM   #53
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Is it possible to buy rolex displays through a AD or get them free?
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Old 19 December 2010, 12:45 PM   #54
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Just want to add my thanks to you also Chris! Superb!!!!

You are a great asset to TRF!
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Old 19 December 2010, 12:48 PM   #55
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Chris, great thread, and thanks. I very much enjoyed reading this.
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Old 19 December 2010, 01:21 PM   #56
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Thanks Chris. Good reading!
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Old 19 December 2010, 01:54 PM   #57
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Hello Chris; great thread you have here...

My name is Randy and my query for you is in regards to customers that want to buy a watch, but there is something they want changed...

For example, a watch that is the display case has a bracelet and the customer prefers it on leather or lizard, or maybe even a nato strap instead of the metal strap. Do you offer to remove the metal strap and put in place a leather and adjust the price accordingly to make the sale?

What if the watch was a GMTc, and the customer wanted it on lizard strap rather than the now ever popular solid linked 'easy link' strap?

Thanks...
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Old 19 December 2010, 02:04 PM   #58
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This is an awesome thread!!!

I would love to know how many SS Daytona does an AD get in a year?
Whats the most popular female Rolex models to be sold?
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Old 19 December 2010, 03:06 PM   #59
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Thanks for the answer and this is an excellent thread.

Another one here,
It it true that staff from Rolex's ADs/RSC have an opportunity every year to purchase one at a big discount?
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Old 19 December 2010, 05:08 PM   #60
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Great thread here, Chris. Thanks for the insight into the AD side of things. I think it'll help all of us appreciate what you and other salespeople do and have to go through, as well as giving us some really interesting info.
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