More interesting news

[melrob1]

One of my AD’s who is a friends told me a few Rolex Corporate people stopped in and told them they would be getting new displays for their cases. The displays will hold less watches so the cases don’t look as empty. She mentioned the new displays would hold around 80 pieces. Think now they have over 100 places. Not sure if this is a temporary fix until production ramps up or Rolex just changing things and simply making less so desire is greater. Just keeps gettinf stranger.

[lenfried29]

thanks for sharing

[Nikrnic]

That seems to be the new look now, seems about 40% less at the 4 ADs around me.

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[GradyPhilpott]

Now that I think about it, the Rolex display at Lee Michael's here in Albuquerque, didn't seem to have the depth that the old AD used to have.

I haven't been back since I visited there a couple of weeks ago, but I'll drop in soon to take a look around.

[melrob1]

Keep in mind this store just got displays done by Rolex for their relocation about 6 months ago. The cases will remain but the watch holders will be for less watches instead of putting in covers over the empty pieces

[bonovox]

Interesting news. Makes sense to me given the current supply/demand. Thanks for sharing.

[harvey]

This was reported on this forum a couple of months ago I believe.

[harvey]

You can understand why.

Here’s what I found in a Rolex AD in Chandigarh, India in March.

All that was left was six in the case and one in the window...

P.S. The chap in the window was the manager. He had two sales assistants. They said they can not believe the demand.






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[DahMan]

I don’t beolieve it is up to Rolex, to supply displays, sorry, no.

[harvey]

Correct me if I'm wrong here but I thought Roldeco is the company who kits out ADs...and it is owned by Rolex?

[Old Geezer]

One AD in Zurich down the street from the train station must have 20, maybe 30 pieces max on display. You would think a location like Zurich would have cases full of PM displayed.

[Calatrava r]

I think Rolex is transitioning to the new movement across the line and once that is done supply and allocations will gradually increase. We can at least hope. Nobody likes empty display cases.

[melrob1]

Originally Posted by DahMan

I don’t beolieve it is up to Rolex, to supply displays, sorry, no.

I watched the Rolex rep put together annew store display. They say what goes, what is displayed, how it’s displayed, and even what lighting is used. They also make the reps use the Rolex gloves. A company probably makes the displays and AD’s probably pay for them but Rolex says what goes and they are for sure sending smaller display pads for less watches

[Easy E]

My AD said the same, regarding smaller cases

[DoctorA]

My AD is already replacing and has construction going on to accommodate the new cases
Btw PP is doing the same thing!

[ROLEXster]

ADs will have new smaller display cases for the showroom.
But .... a new huge storage safe in the back for all their SS watches.

If you buy multiple PMs at MSRP, then they’ll magically bring out a SS Daytona from the safe for you.

[TonyYu]

I always feel funny that when a shop got few salesman in the store, empty display for sport watches... seem these salesman has nothing to do and nothing they can do everyday.

[DoDe]

Does Rolex have to force AD`s to hire smaller employees for the illusion to work?

[marc2828]

Originally Posted by DoDe

Does Rolex have to force AD`s to hire smaller employees for the illusion to work?

Now that is funny.

[A.I.]

You might have to travel to purchase in the future..

https://www.uib.no/en/news/42757/nor...row-who-scales

[Mystro]

This would show Rolex as a less high volume brand to the general public. A first time Rolex buyer that knows nothing going in to a dealer must think Rolex dealers are going out of business by the empty display cases. It’s not a good look.

[AK797]

Won't make any difference if demand stays as it is with lists in the hundreds long in most large cities for the hot models, and at all time highs for most other models too consequently.

[tyler1980]

large displays give off a department store jewelry counter vibe. I like spread out displays with one or two watches in each mini display. Thats how its done

[melrob1]

Originally Posted by AK797

Won't make any difference if demand stays as it is with lists in the hundreds long in most large cities for the hot models, and at all time highs for most other models too consequently.

The idea is basically no SS professional line in the cases.

[ap1]

Originally Posted by DoDe

Does Rolex have to force AD`s to hire smaller employees for the illusion to work?

5’5 max now. Lol. Let’s trim the humans 20% too

[jsausley]

What looks worse from a customer perspective?

This:

Or this:

Personally I'd rather see a sparsely populated case, but it definitely looks like AD #1 is about to go out of business with their stock like that, lol.

If you can't fill out a watch case, something like this is a nice display:

[kunlun]

Originally Posted by Calatrava r

I think Rolex is transitioning to the new movement across the line and once that is done supply and allocations will gradually increase. We can at least hope. Nobody likes empty display cases.

Good theory, I hope it's true.

Other people have said the demand is high but Rolex is keeping production exactly the same to avoid the problem of overstock flooding the market in the case of reduced demand later.

[DP63]

My local AD has literally just completed their Rolex make-over, and the cases are not designed to hold large amounts but to show off the watches better. So I reckon there is truth in this.

[mistercoach32]

It is. My close friend works at an AD and she just toured the Rolex factory two weeks ago. She told me they do EVERYTHING in house, including a design team that does the displays, the Rolex tiles for the walls for each AD, and/or whatever else they decide to put in each AD. She told me the same thing DahMan said, but she told me last week.

Originally Posted by DahMan

I don’t beolieve it is up to Rolex, to supply displays, sorry, no.

[Raku]

Meanwhile in the Omega boutique they are changing their display cases from 100 to 200 spaces, in order to accomodate the tens of variations of models, including numerous limited editions that noone is impressed by anymore.
If only James Bond could wear more than 1 watch, Maradona style.