U.S. Sales of Rolex Tops 1.5 Billion for a 12 Month Period

[wantonebad]

Per WatchPro

http://usa.watchpro.com/rolex-sales-...JF0Euh199p1hio

Rolex sales surge to $1.5 billion in the United States, says NPD

Sales of Rolex watches in the 12 months to June this year reached $1.5 billion, according to retail analyst NPD, which tracks point of sale transactions from hundreds of independent and retail groups across the United States.

Rolex is not the only brand benefiting from a surge of sales in prestige watches this year. “The $10,000 to $25,000 price band is up by 17%. When you get above $25,000, the growth is up 20%. That is amazing to see. As you go up the food chain it gets better and better,” says Reginald Brack, executive director, industry analyst — watches and luxury — for NPD.

Demand for Rolex is so strong that retailers are being trained in how to deal with disappointed customers who cannot get the watches they want. But there is no sign that the shortage of key models — steel sports models in particular — is dampening demand.

“Rolex annual sales alone are up at almost $1.5 billion in the United States,” Mr Brack reveals in an interview that will appear in the launch edition of WatchPro magazine for the United States in December.

Patek Philippe is also enjoying record sales in the United States this year. Combined with Rolex, the two brands account for 70% of all watches sold above a price of $5000, Mr Brack says. “If you are any other brand, you are either working to take some of that share back from Rolex and Patek Philippe or you are fighting over the remaining 30%,” he adds.

Cartier is a brand to watch, particularly for its women’s watches, according to NPD. “Women’s models are growing, especially at higher price points where growth is in the double digits. The big example for women’s watches is Cartier, which is doing phenomenally well. I can tell you that Cartier has the top selling model in four out of the five price bands we track, which is amazing to see. Cartier does not have the shortage of supply problems that some of the other brands do, so retailers always have stock, and the productivity of Cartier at retail is really impressive.

“People are starting to realize that they can get a brand new Cartier from a store for under $3000. They have so many popular models now that are under $5000. If you go up through all the price bands [for women’s models], it is number one in every one right up to $25,000+,” Mr Brack discloses.

[BLACKHORSE 6]

Very interesting. Thanks.

[walds11]

Very interesting. Thanks for sharing. BTW, great website. I found this article quite amusing and also sad, but true:

http://usa.watchpro.com/rolex-author...oliday-season/

Come to think of it, I noticed the trays with few cavities in them when browsing at the Rolex AD at Tourneau on Monday.

[Brew]

Providing training is often seen as a good thing. But this instance is not a good sign of things to come, imo.

[Art 1]

Interesting thanks.

[The Libertine]

Originally Posted by Brew

Providing training is often seen as a good thing. But this instance is not a good sign of things to come, imo.

My thought exactly. Also, what measure of training is taught so as to allay the feelings of a disappointed customer?

[RW16610]

Thanks for sharing, Marc

[1William]

Very informative. Thank you.

[brandrea]

Interesting read Marc. Interesting that sales of the $25k watches and over are up over the more “affordable” categories.

[77T]

Originally Posted by The Libertine

My thought exactly. Also, what measure of training is taught so as to allay the feelings of a disappointed customer?

I think it’s like IT help desk training.



But replace key phrases with, “Have you tried on the Datejust?”


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[Etschell]

Originally Posted by 77T

I think it’s like IT help desk training.



But replace key phrases with, “Have you tried on the Datejust?”


Sent from my iPhone using Tapatalk Pro

is the computer on?

this is nothing more than a simple marketing plug. only way anyone knows the # is because rolex wants us to know the number. i get it. im not dogging them but i call a spade a spade. while they are at it why dont they release some meaningful numbers such as production?

[77T]

CTRL ALT DEL


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[Rolex addict]

Originally Posted by The Libertine

My thought exactly. Also, what measure of training is taught so as to allay the feelings of a disappointed customer?

Many of the people who are told they can't have something or have to wait behave very poorly. Of course, I've seen many sales people at AD's behaving very poorly, too. When both happen, it's really entertaining to sit back and watch.

[singe89]

Great info. Pretty crazy that Rolex US sales are 66% higher than all of APs worldwide sales. I would put AP along with Patek int the 20% growth of watches $25k and over. Many of their models are just as hard to get and they have held production at 40k units.

[dddrees]

Originally Posted by Rolex addict

Many of the people who are told they can't have something or have to wait behave very poorly. Of course, I've seen many sales people at AD's behaving very poorly, too. When both happen, it's really entertaining to sit back and watch.

Yeah, I can get this kind of thing by watching most reality TV shows and I avoid those as well.



Just can't imagine that sort of thing being good for business no matter what Rolex says.

[Valenciawatchrepair]

But, I thought Apple watches were "destroying" the tradition watch industry? /s

[incontrol]

Interesting read Marc. Thank you!


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[gabrielnovar]

Originally Posted by Valenciawatchrepair

But, I thought Apple watches were "destroying" the tradition watch industry? /s

Supply is very limited for rolex. Granted they have high prices.

Apple is doing millions in volume on watches I thin 30-45 mil total in watches. Huge runway ahead.

HOWEVER rolex has MUCH higher prices

[superstarmar]

Rolex is calling the shots and people are taking numbers and
waiting in line... Gotta Love it!!!

Apple What ???

[Fleetlord]

Interesting article, but I do find it hard to believe that Cartier is outselling Rolex in terms of womens references against the lady datejusts..

Under that price level? Sure. Cartier brand is stronger as a jeweler and popular with the ladies, but I do question Cartier out selling ROLEX for women at the price point where the ladies Rolex models begin...

Just from an eyewitness point of view, a luxury mall that I have been to recently has both a Rolex "boutique" and a Cartier boutique.

The Rolex store was so busy that people were waiting in a line for help because all the associates and store manager were processing purchases...not just showing and telling or dealing with dreamers...but swiping cards, preparing the watch for delivery..etc. Closed sales heading out the door.

The Cartier store? Not remotely close. Just employees and security milling about. Quite a different scene.