Rolex ramping up sports steel?

[toucan]

Nothing here , thats RSC not the boutique. The boutique has a totally different take on the situation.
Not to mention that Elise was completely non committal.

[AndyK]

There is so much noise on this topic, I don't believe anyone or anything. And until unclaimed steel sports models are back on the shelves of all ADs and the prices get back to near MSRP, anything I read online will be worth exactly what I paid to read it.

[dwjez14]

ADs don’t know anything that’s my guess. Rolex didn’t ship part of December or January I think ? So a lot of them have been getting shipments in. I predict stainless shortage will continue for now. 2020 I believe is the year of the shortage end. My grandpas , uncles , sisters, baby daddy who worked at rolex 5 years ago said so. Haha. Op not busting your chops I just know we will all know when Rolex tells us to know. Got to love it. I will end with my favorite quote “ only time will tell !”

[miatang]

Don't ADs normally say they do not what they are receiving until it actually arrives? If that is the case then how can they know more SS are coming through

[Kestrel]

FWIW, I spoke to the owner of a local AD last week. He told me he gets the same number of SS Professional references as he did four years ago, it is just that then only the Daytona was sold from a list whereas today every SS Professional is sold off their list and never makes it to the case. From his perspective he makes the same profit on the same inventory. (He never discounted SS references). He only has DJs in the case, which is what most off the street customers want anyway. So from his perspective, the current market means he makes the same profit while moving units more quickly without losing any sales to the gray market.

[214270Explorer]

Originally Posted by VicLeChic

Rolex boutique in New York: "shipments should be coming up, this year is gonna be a big year, keep your eyes peeled"

What do you guys make of that? Lip service or reliable info?

If it doesn't come directly from Rolex SA in Switzerland, it is always speculative B.S.

And NOTHING ever comes directly from Rolex itself.

'Nuff said, same old speculative, repetitive stories.

[HogwldFLTR]

Really poorly done video imho. Needs serious editing and is totally unwatchable unless one has serious masochistic tendencies.

[Gmt21]

What amazes me is there are almost 300 Daytona for sale as an example on C24 ranging from 22k-60k asking prices. These seem to not be selling. So this bubble needs to burst soon. I don’t mind paying up a bit bit more than 2x retail no way. I can’t see how prices for SS can go higher on the secondary. Already they are nearly encroaching PM prices.

[AckAck]

Absolute nonsense.

[Greenp]

Well, if they cut the number of ADs but keep the current production numbers, of course the ADs will receive more pieces.

[jason10mm]

Originally Posted by Zakalwe

The logical extension of your point is that Rolex doesn't care too much about AD's, at least not the ones that are struggling to turn a profit or shift their stock of Rolex..

Good point. Where does the burden fall to drive the Rolex market? On ADs? On Rolex? If ADs are begging for SS sport watches but Rolex says "no, we are continuing to make 80's aesthetic watches, you'd better figure out how to sell them", is it on Rolex to come up with a marketing campaign to push the yellow gold day date or the AD?

Surely they conduct market research and realize what folks want. If they continue to see huge demand for SS that they chose not to fill, it opens up a flank for a competitor (like Omega) to grab market share that they can then exploit into lifelong brand buyers as they age into the more dressy options Rolex seems wedded to.

[chloebear]

Originally Posted by watchwatcher

Glad I wasn't the only one.

My thoughts exactly.

[904VT]

I wouldn't be surprised to see more SS Professional models in ADs. I think the Chinese demand has slowed and Rolex has probably now sold enough of the new DateJust to justify the 3235 development. The secondary effect was that more Explorer 2s, Milgauss, 3186 GMT Master LNs were sold, making room for replacements.

[jimboslice]

The way she was speaking sounded like she was just trying to tell the customer something positive to appease him, not like she was going on any actual facts.

[dtwer]

As the number of AD drops, the allocation per AD will go up. That may be what the AD's are seeing.

[VinnieVegas]

I'd feel better if I heard it from Jules at the NY Rolex Boutique.

[amh]

Originally Posted by jimboslice

The way she was speaking sounded like she was just trying to tell the customer something positive to appease him, not like she was going on any actual facts.

Hey at least it's not "I heard there's going to be a price increase soon... it's a great time to buy!"

[t65tampa]

I'll never get the time back spent fast-forwarding through that video trying to find something informative or of value.

[Jojoshop]

Holding my breath!!!!


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[Jojoshop]

SS Rolex are out there all over the net. Simple logic, every single watch you want is online for sale at a certain price point. So SS Rolex availability could be a an issue but certainly not the only one. SS steel are on the way big time. But gray will buy them big time and we all get back to square one.


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[s_haverford]

i visited an AD this past weekend and heard a similar thing. Word on the street is that Rolex is bumping up SS production.

[AdamW]

She was just paying lip service. No clue.

[oldman2005]

From what I heard, ADs don't really know what's going on even why they received so little SS sports, they all complained up the distribution chain as they could have increased their revenue during last Christmas season. This is maybe why they quietly replaced the Rolex USA boss.

[Craigdwh]

I especially liked the part about the reason why and how gold stretches lol. Just stupid.

[rlrobson08]

Originally Posted by JonaG

The uncomfortable throat clearing tells me she does not have the answers

Big year? Sure it is, why just look at the stock price of Swatch. Look at the other brands where up to 40% of business was done in China. Unlike steel, China is fragile. Big year? Maybe for Breitling whom never sold prior to China before.

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[entendu]

One of my local ADs is going to sell their stock on hand and not carry Rolex/Tudor anymore. My guy claims he hasn’t seen a single SS sport model since 2018.

Probably too much competition in the Bay Area honestly. DL had plenty of TT sport.


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[rudestew]

I thought it was an episode of preacher ?

[Jerrocop]

Originally Posted by VicLeChic

Rolex boutique in New York: "shipments should be coming up, this year is gonna be a big year, keep your eyes peeled"

What do you guys make of that? Lip service or reliable info?

Minute 12:05:
https://www.youtube.com/watch?v=DwRSXJmNH1s&t=7s

Yeah, that's some pretty weak sauce as far as I'm concerned. No intel here.

[sechsgang]

I believe internally they can only make a 6 percent adjustment in production in any given year...so maybe they are taking a few of those points and putting them into sport steel...but I don't see it doing much for people's wait times.

[Tha Baron]

Originally Posted by entendu

One of my local ADs is going to sell their stock on hand and not carry Rolex/Tudor anymore. My guy claims he hasn’t seen a single SS sport model since 2018.

Probably too much competition in the Bay Area honestly. DL had plenty of TT sport.


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Solid first post