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22 May 2022, 06:38 AM | #1 |
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What is the “new norm” for Rolex?
The past 3-4 years have been unprecedented in terms of hype, demand, increases on the secondary market, and a notion of Rolex watches becoming investments; more-so than any time in the history of the brand.
How do you feel this will change availability to popular models as the market softens? Will we ever see GMTs sitting in displays? SS Skydwellers? Heck- SS Submariners? Back in 2017 these models were sitting and available, but are we beginning a new era of Rolex, where certain models might not be readily accessible moving forward? There was a time in the 80s and early 90s the Daytona was sitting, and has never again been readily accessible or sitting in displays, and I wonder if this will be the “new norm” for other models or categories of Rolex sports. Or will we get back to the days of all of the above, maybe even Daytonas, sitting and available at ADs for walk-in buyers… |
22 May 2022, 07:07 AM | #2 |
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Actually, SS Daytona's were fairly easy to get for a few years after the 2008 downturn. My AD had both the white and black dials, steel bezels, in the case unsold for quite a while.
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22 May 2022, 07:26 AM | #3 |
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Availability and 15% discount! ;-)
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22 May 2022, 07:30 AM | #4 | |
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As far as the new normal, who knows? I can’t imagine the current hyper demand lasting for ever but neither do I see it returning to the “old days” anytime soon. |
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22 May 2022, 07:33 AM | #5 |
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Yeah.. I got lucky with my 116710LN purchased brand new in 2017, just walked in off the street. Paid $7500 cash. Good times.
Unfortunately I don't think we are ever going back to that. |
22 May 2022, 10:03 AM | #6 |
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Why do you guys think we can’t go back to what was normal for decades? I don’t get it.
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22 May 2022, 10:44 AM | #7 |
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Markets always over correct.
Now there will be some who will say Rolex is different for whatever reason. I hear greys aren’t buying Datejusts and low balling, if that, sports and PM. That means flippers can’t sell Datejusts at a profit; so I would expect them to be in the trays before too long. Probably PM and sports, too. |
22 May 2022, 10:53 AM | #8 |
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Worst case I see is pre-pandemic levels where popular SS models weren't available but TT and full PM watches were somewhat available at ADs.
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22 May 2022, 10:55 AM | #9 |
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The world is more developed than it was xx years ago. As long as new wealth keeps accumulating and Rolex supply remains the same, I'd say it won't improve.
One thing I've noticed about all the speculators here is they are very short sighted. |
22 May 2022, 12:19 PM | #10 | |
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The popularity the brand has experienced on social media has certainly brought newcomers. That, coupled with the ongoing rhetoric about Rolex being an investment, also seem to be a newer theme. Yes, it certainly could go back, but this is uncharted territory and it could mean a different norm in the long run, even with a downturn economy. |
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22 May 2022, 12:24 PM | #11 |
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Judging by all the safe queens I see coming to market things will be rewinding a few years.
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22 May 2022, 06:58 PM | #12 | |
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Perhaps not to the level seen recently but I can't imagine there will be thousands of customers on waitlists all around the World ringing up their ADs to say that they no longer want to be considered for SS models. I could be wrong of course.
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Rolex 1993 16700, 2012 116520, 2012 116610LV, 2017 116660, 2020 326934 - Tudor 2021 79030B, 2022 79210CNU - JLC 2008 GT SG Reverso, Omega 2016 3570.50 Speedmaster Pro, CasiOak 2022 GMA-2100, 1999 Tag Heuer 2000 Sport, |
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22 May 2022, 07:16 PM | #13 |
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I don’t get it either. It’s like most guys don’t want it back cos they love the idea of the exclusivity it kinda gives em…🤷🏽*♂️
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RLX: 116610LV | 126710BLRO | 226570 Polar Dial | 126500LN Panda Dial | 126333 Wimbledon | 126334 Lumed Stick | IWC: IW371604 | OMG: 310.30.42.50.01.002 Get what you love and wear ‘em….. |
22 May 2022, 07:35 PM | #14 | |
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What is the “new norm” for Rolex?
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Rolex has always been exclusive. The only thing that has changed is nature of the exclusivity associated with the brand. The new norm is evolving everyday now. Sent from my iPhone using Tapatalk |
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22 May 2022, 07:42 PM | #15 | |
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Rolex was not exclusive. Unless you are saying the price excludes some people then that is true but that is also true for virtual any luxury product. For many years you could buy almost any Rolex model at deep discounts from Authorized Dealers, even deeper from the secondary market. It was one of the most accessible mid tier luxury watches with a very wide price point for almost all buyers buying in the category. |
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22 May 2022, 08:08 PM | #16 |
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The new norm ,what's the time span ? Today tomorrow,next week,next month ,next year ?
Short term thinking is a hobby of quick buck flippers,grey dealers and the grey market buyer . Buy AD and all this angst is irrelevant. Not to say that if Panda dropped a few bamboo points at the grey, demand at the AD vanished . ADs will get higher demand now .More will think they have a chance at the AD.Same for all Rolex sports watches . |
22 May 2022, 08:39 PM | #17 | |
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22 May 2022, 08:46 PM | #18 | |
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As long as AD’s use even the lower tier Rolex models like DJ41mm as a incentive to sell their other non desirable jewelry nothing will change. Why would the AD’s want to change anything? You’re not putting that genie back in the bottle. I believe we will never go back to the days of full display cases of even DJ models. Once a president is set there’s no going back.
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22 May 2022, 09:17 PM | #19 | |
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It is, what it is. |
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22 May 2022, 09:53 PM | #20 | |
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In the old days Rolex was exclusive purely on the basis of price. As you said, luxury watch, even if only mid tier. It was never cheap, even with discounts. It is now exclusive on much more than price. Sent from my iPhone using Tapatalk |
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22 May 2022, 10:05 PM | #21 |
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I think there will be greater availability at ADs. My only concern is ADs have used a profitable model in recent years (using bundling and spend history to sell desirable Rolexes) and may stick to this approach even as the market softens. You'll still have people out there willing to shell out tens of thousands to get their hands on a popular sports model.
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22 May 2022, 10:13 PM | #22 | |
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Have peope suddenly forgotten what happens during a recession??? |
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22 May 2022, 10:49 PM | #23 |
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I do think discounts are gone for good. Rolex will do what it can to keep the supply and demand balance in check.
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22 May 2022, 11:29 PM | #24 | |
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22 May 2022, 11:38 PM | #25 | |
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22 May 2022, 11:42 PM | #26 | |
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22 May 2022, 11:44 PM | #27 | |
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I don’t have major FU money but I have enough to position myself that I am insulated to the point my lifestyle of my family will not be effected one bit if gas is $10 a gallon. Plenty of folks with a lot more money than I do will go on buying and the real big money won’t even think twice if they want to drop $50k on another watch. In 2008 I ended up making some of my greatest investment purchases when others were having Real estate fire sales.
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22 May 2022, 11:50 PM | #28 | |
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22 May 2022, 11:56 PM | #29 | |
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To put it this way, enough people are financially above it in the small luxury watch buying demographic to still keep the demand up.
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22 May 2022, 11:57 PM | #30 | |
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