Rolex. Global distribution figures?

[Speedbird-1]

Rolex, it is reported, make 1,000,000 units, per year.
Are there, 'genuine, reliable' statistics, indicating global distribution percentages?

I am asking this because, apparently, "Rolex have no stock".
So, naturally, I wondered where all these, one million units, were going.

We seem to get a fair amount of 'corporate double-talk' (on here) from some members that may or may not have a vested interest in maintaining the status quo, regarding, for example, the, Geneva-to-grey supply route.

The smoke and mirrors, cloak and dagger, nudge-nudge wink-wink, unsubstantiated BS speculation regarding Geneva's manoeuvring in the market, is probably p*ss**g quite a few people off!

I am SUCH a naughty boy, I got my bum smacked for asking if Rolex (heaven forbid!) ever released statements clarifying their position on product availability.


Anyway, back to my question. Is there a global list of Rolex watches distributed and Rolex watches sold.......anywhere?
I'll probably get told it's confidential information, but, given that everyone knows everything these days, this info' must be 'out-there'....somewhere?

[padi56]

Originally Posted by Lt Virgil Hilts

Rolex, it is reported, make 1,000,000 units, per year


Anyway, back to my question. Is there a global list of Rolex watches distributed and Rolex watches sold.......anywhere?
I'll probably get told it's confidential information, but, given that everyone knows everything these days, it must be 'out-there'....somewhere?

Short answer no.

[Speedbird-1]

Originally Posted by padi56

Short answer no.

If you can state this unequivocally, may I respectfully ask, how you know this?
Is there a longer answer...please.

[Rashid.bk]

Originally Posted by Lt Virgil Hilts

Is there a global list of Rolex watches distributed and Rolex watches sold.......anywhere?

Yes, of course there is such a list. It is regularly generated and submitted as this is very important for Rolex as a successful business.
It is easily accessible for viewing as it sits in plain view on the desk of some guy named Jean-Frédéric Dufour.
Holla at 'em....broham is cool from what I've heard.

[037]

Originally Posted by Lt Virgil Hilts

I'll probably get told it's confidential information, but, given that everyone knows everything these days, this info' must be 'out-there'....somewhere?

That's the beauty of it. Rolex probably only shares it within the family and C-suite execs. It has a far less chance of leaking to employees or the public that way.

My take is that if anyone here knew, it would have been front-page news already.

[WatchLurv]

Originally Posted by Lt Virgil Hilts

Rolex, it is reported, make 1,000,000 units, per year.
Are there, 'genuine, reliable' statistics, indicating global distribution percentages?

I am asking this because, apparently, "Rolex have no stock".
So, naturally, I wondered where all these, one million units, were going.

We seem to get a fair amount of 'corporate double-talk' (on here) from some members that may or may not have a vested interest in maintaining the status quo, regarding, for example, the, Geneva-to-grey supply route.

The smoke and mirrors, cloak and dagger, nudge-nudge wink-wink, unsubstantiated BS speculation regarding Geneva's manoeuvring in the market, is probably p*ss**g quite a few people off!

I am SUCH a naughty boy, I got my bum smacked for asking if Rolex (heaven forbid!) ever released statements clarifying their position on product availability.


Anyway, back to my question. Is there a global list of Rolex watches distributed and Rolex watches sold.......anywhere?
I'll probably get told it's confidential information, but, given that everyone knows everything these days, this info' must be 'out-there'....somewhere?

List exist. Just not many people has it.

Also Rolex stopped the third party from releasing figures of their watches so estimates have been unknown for the last 3 years, but going by 2015 being their 1M production year to 750K in 2016...I'd guess a lot less for '17 and '18

[beshannon]

Originally Posted by Lt Virgil Hilts

If you can state this unequivocally, may I respectfully ask, how you know this?
Is there a longer answer...please.

Because Rolex is a privately held company

[tyler1980]

Originally Posted by Lt Virgil Hilts

If you can state this unequivocally, may I respectfully ask, how you know this?
Is there a longer answer...please.

you could look at old COSC numbers. Rolex certifies every watch and if they had 750k watches certified by COSC you could infer that is the number of watches they shipped that year and would be close to production numbers. They no longer release brand specific numbers though.


Numbers have been in the 850-900k range previously. So they have made that many watches previously. Now? no idea. Probably less but not hugely so if i had to guess.

[Rocket_Man]

The only way that I've seen in the past is to find out the number of movements that Rolex sends through COSC certification each year. But I'm not sure even those numbers are available.

Back in the Internet Bubble days people would stake out the parking lots outside of manufactures to see if they were working extra shifts trying to keep up with demand, or the parking lots are empty meaning production had dropped and soon the stock prices. So someone in Geneva go check out if they are indeed burning the midnight oil trying to keep up with demand.

[brandrea]

Originally Posted by beshannon

Because Rolex is a privately held company

[tudorbaja27]

Originally Posted by Lt Virgil Hilts

If you can state this unequivocally, may I respectfully ask, how you know this?
Is there a longer answer...please.

Rolex is a private company. Private companies don't have to disclose anything.
Enigma solved

[Scapegoat]

1 million Datejust just for you sire!

[watchwatcher]

Originally Posted by Lt Virgil Hilts

Is there a global list of Rolex watches distributed and Rolex watches sold.......anywhere?

this info' must be 'out-there'....somewhere?

Nope.

And...

It's not. But...if you find it somewhere, be sure to report back.

[Speedbird-1]

Originally Posted by watchwatcher

Nope.

And...

It's not. But...if you find it somewhere, be sure to report back.

Could be why I was asking here?

[Speedbird-1]

Originally Posted by tudorbaja27

Rolex is a private company. Private companies don't have to disclose anything.
Enigma solved

"Dont HAVE to"...yes, I understand that, thanks.
SOME private companies do disclose though.

I was mainly trying to glean info' on global distribution numbers.
It would be interesting to see what percentages go to, say China, the USA etc, etc.

[tudorbaja27]

Originally Posted by Lt Virgil Hilts

"Dont HAVE to"...yes, I understand that, thanks.
SOME private companies do disclose though.

I was mainly trying to glean info' on global distribution numbers.
It would be interesting to see what percentages go to, say China, the USA etc, etc.

Exactly - some do.
Rolex - not so much.

[Speedbird-1]

Originally Posted by tudorbaja27

Exactly - some do.
Rolex - not so much.

That was very helpful, thanks.

[Yodel]

Although 1m units per year hardly makes it a rare brand with limited numbers, when you consider that maybe 15% of that number will be submariners? (for example), that’s only 150,000 subs available worldwide every year. When you then consider that there are over 1 billion people in China alone, you can start to see why it’s difficult to get a steel submariner these days. Particularly given the fact that Rolex are unique to any other watch brand in that everyone knows rolex and lots of people who have no interest in watches at all still love to buy Rolex simply for the ‘success’ label it carries

[piratepress]

China!

[R!$]

because they give SS to people who buy PM models

[antoflo]

I'm sure if an AD were doing stats over the years they could get a good ratio of SS/PM. Sport/DJ.. etc.

[Rashid.bk]

Originally Posted by Lt Virgil Hilts

Could be why I was asking here?

And it's been asked many, many......many times over.
The best we had was COSC numbers to determine production.
However, that never gave insights into references or regional allotments, just a rough estimate too, now, I don't believe that COSC figures are even available anymore.
You're question, similar to the many times before, will go unanswered.

[tyler1980]

Originally Posted by Lt Virgil Hilts

SOME private companies do disclose though.

do they have to change their name then?

[RossHetherington]

There must be a list that records each serial number against the watch, this probably also records the first owners.

[tyler1980]

Originally Posted by RossHetherington

There must be a list that records each serial number against the watch, this probably also records the first owners.

the only list that ginormous belongs to santa.

im sure there is a record, but probably not who bought them from the AD

[watchwatcher]

Originally Posted by Lt Virgil Hilts

Could be why I was asking here?

The question has been asked ad nauseam. The answer is always the same...we don't have it.

[Speedbird-1]

Originally Posted by watchwatcher

The question has been asked ad nauseam. The answer is always the same...we don't have it.

Let's face it, most posts here are old subjects raised, ad nauseam...well they are aren't they?

What are you drinking, what shall I buy, is it safe, steering wheels, do you like my watch, see my collection and tell me how clever I am, etc, etc, I could go, on and on, ad nauseam.

But that's why we're here, amongst all the dross, there's an occasional gem thats's worth logging on for.
Maybe questions do get asked, by some members that don't, know it all, and haven't posted and read thousands of entries on here.
So I think that before an application of Godwin's law is intimated, regarding some of the more senior members responses here, to genuine enquiries, we all just ignore the dross as much as we can, laugh at the inane, help if we can, and enjoy this, mostly great source of information and good humoured banter that is TRF.

We will all now stand, and sing hymn number: 85.

[123Blueface]

Is there a list? Can’t imagine Rolex not knowing in full detail what they produced for any given year, detailed down to references, dials, bezels, metal, etc. So yeah, there is a list for the purposes of running the business. In fact, I bet there is even a list to account for every last screw.

Is there a list for the world to see? Can’t imagine Rolex’s current business model ever allowing that to be made known to the public.

[MonBK]

Yes, I have a list.

[jaydav2306]

If Rolex are making a million watches a year then quite frankly I am a dutchman