Struggle for SS Rolex Sport is Real

[Ruud Van Driver]

I’d love to know how many people have gone out one day with the intention of buying a Rolex sports piece and become so disillusioned with the lack of stock that they ended up with a Tudor / PP / AP / Panerai / Omega / Breitling / whatever instead.

[Mystro]

Originally Posted by Ruud Van Driver

I’d love to know how many people have gone out one day with the intention of buying a Rolex sports piece and become so disillusioned with the lack of stock that they ended up with a Tudor / PP / AP / Panerai / Omega / Breitling / whatever instead.

What happens is other watches that are on their list gets bumped up and actually purchased and the Rolex goes into a “next watch” purchase position down the road. One of the traits of luxury purchases is lack of patience. It’s the ...”We got money and we want it yesterday.” For us WIS, we play watch purchases like a carfully planned chess match. Rolex because it’s so well known by pedestrian standards will attracts allot of money without patience and those are the customers that will buy other brands. They want a new luxury watch today, not on a 6 month waiting list.

[seal13il]

I was in NYC last year for chanukah /Christmas, stopped at wempe and the rolex selection was impressive, I was looking at the Deepsea but my cousin ((very big man), wanted a IWC Big pilot 50, I didn't care for it but than saw the 48 and we both fell in love, Helmut and Sophie where able to locate two for us (extremely hard task for a numbered watch), so we bought both as a memory from our union in NYC:) a year later, I did get also the Deep Blue:), BTW, Sophie is gone, Helmut is not there.... Not the same:(

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[cornerstore]

Originally Posted by HorologyK

Wempe and Rolex boutique in midtown Manhattan have zilch as of today. Compared to last year this time, it's amazing. Plenty of PM sports, DD and DJ galore tho.... tells you something about either demand or limiting supply to squeeze secondary.

Here is what I was told. Rolex USA puts in a one time yearly order for x number of units. As do other wholesale distributers in other countries. When those units are sold no more units until the next order cycle. Been told they had a better year than they budgeted units for. It is apparently that simple, no shortage or production cuts just no production increases as manufacturing facilities at max production. Or so the story goes.

[Zedder]

I’ve been a manufacturing exec for 25 years and have worked in many different industries. I don’t believe the conspiracy theories. I think it is as simple as demand was greater this year than expected and they are experiencing a shortage of supply temporarily. I am sure they are ramping up production right now and things will be better soon. No business wants to sell less than they can at their target price.

[eltonbalch]

Originally Posted by Zedder

I’ve been a manufacturing exec for 25 years and have worked in many different industries. I don’t believe the conspiracy theories. I think it is as simple as demand was greater this year than expected and they are experiencing a shortage of supply temporarily. I am sure they are ramping up production right now and things will be better soon. No business wants to sell less than they can at their target price.

I agree 100%.

[aquatimerfla]

Originally Posted by RonSwanson

I would wager this to be correct, anyone buying a 313x movement right now may very well have movement envy next year. Still a fine movement, but no longer latest and greatest.

Does it really matter anyways? Those who rotate their watches wont need the power reserve increase and those who wear one watch will not need it either. Furthermore no one will be able to distinguish a Submariner with the new movement from the old one unless Rolex makes cosmetic changes which i suspect is not happening.

3135.3235.Whatever.

[amh]

If the situation described here is true we should expect Rolex to make a few more SS models in the next production run. Even gray prices should come down and we can see even new models for less than MSRP (eg. SD43)

[SDRider]

My AD said they received exactly two SS Daytonas this year. They do have a couple SS subs in their display case (as of a week ago).

[VicLeChic]

End of a production batch not renewed to meet demand perhaps to help clear TT and PM inventory which has built up and is more profitable than SS.

[HorologyK]

Originally Posted by aquatimerfla

Does it really matter anyways? Those who rotate their watches wont need the power reserve increase and those who wear one watch will not need it either. Furthermore no one will be able to distinguish a Submariner with the new movement from the old one unless Rolex makes cosmetic changes which i suspect is not happening.



3135.3235.Whatever.

My 3135 was more accurate than the new 3235 movement. Slightly overrated if you ask me.


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[HorologyK]

Originally Posted by SDRider

My AD said they received exactly two SS Daytonas this year. They do have a couple SS subs in their display case (as of a week ago).

I think every AD says that...


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[HK Islandboy]

Originally Posted by Ss22525

This is what happening at my local ad ,, anyways iam on the list elsewhere

Fingers crossed for you that it clears soon.

[HK Islandboy]

Originally Posted by Zedder

I’ve been a manufacturing exec for 25 years and have worked in many different industries. I don’t believe the conspiracy theories. I think it is as simple as demand was greater this year than expected and they are experiencing a shortage of supply temporarily. I am sure they are ramping up production right now and things will be better soon. No business wants to sell less than they can at their target price.

I doubt that Rolex is particularly nimble at ramping production up and down - and the greater risk for Rolex is that the market slows and they end up producing more than they can sell. Oversupply leads to discounting and devalues the brand while undersupply just means that people wait, pay a premium or choose a DJ or PM piece.

[Runnin' Rebel]

My AD had every model there was except Daytona 116500. As a matter of fact he asked me if I wanted to order either without deposit and it will take 2-3 months. Actually they had much more SS on display then PM which was unusual.

[AK797]

Originally Posted by HK Islandboy

I doubt that Rolex is particularly nimble at ramping production up and down - and the greater risk for Rolex is that the market slows and they end up producing more than they can sell. Oversupply leads to discounting and devalues the brand while undersupply just means that people wait, pay a premium or choose a DJ or PM piece.

Yes, they will def undersupply than over. If demand remains high for the popular SS and looks like it will feed on itself and continue to grow and expand away from other similar brands and indeed other SS Rolexes, thus the problem will remain for a while yet, don't think you will see much difference for the first half of '18; in UK we know how long Rolex can put up with an undersupplied market, and it is not measured in months.

[SeaAndSky]

Originally Posted by locutus49

Maybe the planned trip to Mars is consuming all of the stainless steel supply for the earth base, scaffolding, and spacecraft.

We won’t even be able to afford that with the silly tax plan the Bozos are so eager to pass.

[Spartacus]

Originally Posted by Ruud Van Driver

I’d love to know how many people have gone out one day with the intention of buying a Rolex sports piece and become so disillusioned with the lack of stock that they ended up with a Tudor / PP / AP / Panerai / Omega / Breitling / whatever instead.

This was me recently. But, I'm still buying the Rolex when it becomes available.

[arjuna.satria]

Worldwide epidemic it seems. Count myself lucky to get my hands on a LN gmt ii waiting just over a week for resupply at this part of the world.

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[The Argonaut]

Originally Posted by cornerstore

Here is what I was told. Rolex USA puts in a one time yearly order for x number of units. As do other wholesale distributers in other countries. When those units are sold no more units until the next order cycle. Been told they had a better year than they budgeted units for. It is apparently that simple, no shortage or production cuts just no production increases as manufacturing facilities at max production. Or so the story goes.

Absolutely god damn right. Its that simple.

[The Argonaut]

Originally Posted by eltonbalch

I agree 100%.

Seconded and carried.

[semi-ambivalent]

Originally Posted by Cru Jones

Movement change is coming....

Interesting idea. For example, the 3135 is about twenty years old. By all accounts a tremendous calibre but does the new buyer care? All they see is that it's a twenty year old "technology" in their future watch. Rolex does a great job of finessing classic vs. new tech but eventually they have to push things forward. These things are expensive and buyers are much more savvy about what they're paying for than just how shiny is the metal and who climbed Everest and when. I'd welcome the calibre 3255 type of advances in more calibres/refs. It might make me more inclined to shop for a new watch.

A quick edit to respond to a couple posts just above. I really can't believe the Swiss could bungle demand estimates as badly as posts here would seem to indicate. I'd much rather believe they have something special in the works. If not, I can wait. Change has to happen.

[Star Ferry]

Originally Posted by semi-ambivalent

Interesting idea. For example, the 3135 is about twenty years old. By all accounts a tremendous calibre but does the new buyer care? All they see is that it's a twenty year old "technology" in their future watch. Rolex does a great job of finessing classic vs. new tech but eventually they have to push things forward. These things are expensive and buyers are much more savvy about what they're paying for than just how shiny is the metal and who climbed Everest and when. I'd welcome the calibre 3255 type of advances in more calibres/refs. It might make me more inclined to shop for a new watch.

A quick edit to respond to a couple posts just above. I really can't believe the Swiss could bungle demand estimates as badly as posts here would seem to indicate. I'd much rather believe they have something special in the works. If not, I can wait. Change has to happen.

90% of Rolex buyers wouldn't care if the movement was swapped for an ETA or Sellita

[The Argonaut]

Originally Posted by Star Ferry

90% of Rolex buyers wouldn't care if the movement was swapped for an ETA or Sellita

Probably true.

[Dirt]

Originally Posted by semi-ambivalent

Interesting idea. For example, the 3135 is about twenty years old. By all accounts a tremendous calibre but does the new buyer care? All they see is that it's a twenty year old "technology" in their future watch. Rolex does a great job of finessing classic vs. new tech but eventually they have to push things forward. These things are expensive and buyers are much more savvy about what they're paying for than just how shiny is the metal and who climbed Everest and when. I'd welcome the calibre 3255 type of advances in more calibres/refs. It might make me more inclined to shop for a new watch.

A quick edit to respond to a couple posts just above. I really can't believe the Swiss could bungle demand estimates as badly as posts here would seem to indicate. I'd much rather believe they have something special in the works. If not, I can wait. Change has to happen.

Good points.
However, i'm not convinced that change for the sake of change is a good thing.
I fully accept all the engineering concepts behind the new movements are pivotal to efficiency, but I wonder just how much efficiency is actually required for a watch to be fully functional and convenient.

I believe the now older type of movements are entirely fit for purpose although I suspect the new escapement combined with the older Auto winding mechanism would be my ideal scenario.
I'm not impressed with the way the implementation of the ball bearing rotor arrangement has been executed.

[Dirt]

Originally Posted by Star Ferry

90% of Rolex buyers wouldn't care if the movement was swapped for an ETA or Sellita

I'm not so sure.
I think the consumer is fairly well versed in the fact that Rolex have "in house" movements.
And that is part of the appeal of the brand even though they pretty much don't know what they have on their wrist.
They simply like the idea of it all.

[Andad]

Star Ferry??

C'mon.....

[Fleetlord]

Originally Posted by Dirt

I'm not so sure.
I think the consumer is fairly well versed in the fact that Rolex have "in house" movements.
And that is part of the appeal of the brand even though they pretty much don't know what they have on their wrist.
They simply like the idea of it all.

Star Ferry is right.

We are letting our familiarity with ROLEX cloud the reality that is the average customer that visits an AD to purchase one..

Many of these buyers don't realize that the ROLEX they are ogling doesn't need a new battery every 3yrs.

They just don't have any idea of what they are looking at, except that ROLEX is the best and it's expensive and that having one will provide separation from the plebeians.

[Star Ferry]

Originally Posted by Dirt

I'm not so sure.
I think the consumer is fairly well versed in the fact that Rolex have "in house" movements.
And that is part of the appeal of the brand even though they pretty much don't know what they have on their wrist.
They simply like the idea of it all.

If that's the case, it's because marketing and salespeople taught them in-house is important. But if Rolex switched to modified stock movements, the marketing and sales apparatus (including blogs like Hodinkee) would "reeducate" everyone about the benefits of stock movements. Due to cognitive dissonance, even hardcore Rolex fans would start praising Rolex for the change

People buy Panerai and IWC with ETA movements... and Rolex has a much stronger brand, better bracelets, and better overall case finishing. It'd still be a desirable product.

[The M3 Guy]

I got on the list in New Zealand in August 2017 for SS date Sub with two people ahead of me, I went in to the official dealers to see how the list was going last week and blow me over still 3rd on the list no deliveries yet.

I was in Hong Kong in November and had a very good look around Nathan road no new SS Date Subs or ceramic Daytona’s and that was the same at the Airport 3 story high display shop