Why do AD's not carry "dummy" stock?

[Smokey.Bubbles]

I am probably missing something obvious here, but why do AD's not carry a dummy of every model they sell i.e. the watch less the movement?

It seems half the battle is ever seeing one "in-the-flesh" so surely having the ability to visit an AD an trying every model would be great for both the AD and the customer. Sure, the wait could still be forever but at least it would wet the appetite!

I can only summise it is to build the hype of eventually handling one in person but it must be pretty miserable for an AD with empty displays.

Interested in your thoughts?

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[Fat_ninja]

Im not sure... but I wonder how that would work with other items....

Dummy cars
Dummy clothes
Dummy food
Dummy gummy
There must be some other dummy stuff out there but i cant think of it

I really dont know. Cant be more help.

:)

[jason10mm]

Probably because most folk try a watch on and buy it on the spot with little forethought. They dont stalk a watch online for months or think to build a collection.

But yeah, it'd be nice to have some demo models at least to see how they fit. But there are usually some PM versions available if you ask nicely:)

[77T]

You’re onto something methinks.

It has benefits 3-ways.

1. No inventory saves losses from theft and distribution costs.

2. With various case blanks in the sizes from 26-44mm and dial + bezel parts and bracelets, the AD could cobble any model together in a few minutes for you to see.

3. Coupled with a DTC buying scheme, you’d get your watch shipped to home or office directly from Geneva.


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[codecow]

When you have waiting lists to buy without, then why do it?

[Reddy_Kilowatt]

Do you think it would help them sell more watches?

[jrs146]

Probably because they sell themselves. It sure would be nice but if Rolex can sell just as many without having to implement this system why bother?


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[Jmbarrack]

I’d also guess that if you’ve got someone coming in who doesn’t know Rolex’s whole lineup they may come in and buy a less desirable model because they don’t know there are other things Rolex has to offer.

Once they start looking at dummy units you may just lose a two-toned diamond-dial sale and gain a name on a list that will likely never turn into a sale.


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[burnthesehills]

I think it would just cheapen the watch buying experience which is the opposite of what Rolex has always been about.

[Tools]

The cost of a bunch of empty shells would be astronomical for little benefit.

The movement inside is not where the money is at.

[ArtNouveau]

Too expensive also. There are many dealers in the world and the cost to supply them all with convincing dummy models would be just wasting production capacity.
They do have travelling “trunk shows” with dummy models after each year’s Basel. Ask your dealer for an invite.

[Pw92676]

I think if AD has a dummy watch, you try in the flesh and you fall in love with it but then can’t buy at AD, you’re more likely to go Grey rather be on a waitlist/bundle with AD.

[exador]

I was on the fence about the new BLRO until I tried on the post Baselworld dummy model.

I'm now on the seven year wait list

[mui.richard]

Imagine a dummy Rainbow Daytona...that "blank" would be worth some substantial pocket change, probably more than say a stainless Explorer II or GMT Master.

We're not talking about plastic dummy phones here mate.

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[Likestheshiny]

They want you to buy the models the have right now, not the ones they hope to get sometime later.

Also, if they're made from real product those "dummies" would themselves be very expensive, since the movement is only a fraction of a watch's total cost. Stores are supposed to pay tens of thousands to stock watches they can't even sell? And if they're not made from real product, you're just going to give buyers the impression that the real product is cheap crap.

[thesharkfactor]

Hmm.. Maybe they are missing a trick not offering augmented reality through an iPad or something..

[10klakes]

Originally Posted by Likestheshiny

They want you to buy the models the have right now, not the ones they hope to get sometime later.

This.

In 2018 Rolex sold a lot of NOT HOT and NOT in demand pieces, to walk-in customers. Had the dealer rolled out a bunch of dummy models with no inventory, it would’ve resulted in no sale and a longer waitlist.

Someone on TRF said it the other day and I completely agree.... many people walk into an AD to buy a Rolex. They don’t know what make or model, they simply want a Rolex watch. This idea of dummy watches would make the process a shit show for the average buyer.





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[Uppersouth]

If Rolex was a bespoke brand maybe. With up to a million, annually, mass produced units, it would be a disaster.

[Seibei]

There is no point in trying on a dummy if you can't buy the real thing.

[Nikrnic]

I've often wondered why myself thinking of the person who would be interested in a PM piece like a DD because the catalog pics do no justice.

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[VintageVagabound]

The largest Rolex store in Dubai (at Dubai Mall) has various pieces (not dummy) for display only. You can try them on but can't buy them. They are in a display case on the top floor.

[jets]

Easy to use parts and make fakensteins.

[beshannon]

Originally Posted by Tools

The cost of a bunch of empty shells would be astronomical for little benefit.

The movement inside is not where the money is at.

Exactly.

Also wrist feel would be way off without the movement and if you are suggesting that they be gold or platinum if the actual product is like that, then that would be crazy from a business point of view.

In addition this just turns the process of buying high end luxury jewelry into a boring process. Might as well just sell online.

[Danny83]

I would buy a dummy pepsi and buy a movement lol

[marc12]

Originally Posted by Danny83

I would buy a dummy pepsi and buy a movement lol

same lol

i think it would upset a lot of customers as well to use up cases of xxx number of "hot" watches instead of just populating them and selling them

[happy_jon]

Dummy models do exist.
I was in Shanghai middle of last year and they let me try them on.

This was at an AD.

Weight and everything the same as the real deal.

Bezels work. The giveaway is the time and second hand location. Also crown couldn't be moved.

[Slider817]

Many Higher end brands have dummies in the boutiques, FP Journe does.

[GradyPhilpott]

Originally Posted by Tools

The cost of a bunch of empty shells would be astronomical for little benefit.

The movement inside is not where the money is at.

[breitlings]

I actually think this is a very good idea. It might reduce smash and grabs. It would improve customer satisfaction I believe, and increase Rolex profit if it is mandated the AD's buy dummy models for in-demand models.

I often don't think the "Rolex should do" threads are very insightful, because Rolex is pragmatically doing well (and therefore should be viewed as a company benchmark). But this is on suggestion I believe they should do.

[tyler1980]

thats what PM is for. You try the model on and decide if you like how it wears then you WL for the steel one