Have you ever wanted to buy a Rolex, thinking all you have to do is walk into a Rolex Authorized Dealer and tell them which watch you want and automatically think that you’ll be walking out the store with a shiny new watch? The simple answer is that’s definitely not going to be the case.
Rolex does a process where if you want a specific watch they’ll tell you they only have the exhibition models and they currently don’t have any watches available at the moment. Then they would take your name and information and put you on a waiting list, after which they will run a background check on you.
Some people have been on the waiting list for 5+ years and still haven’t gotten contacted from Rolex saying their watch is available.
Kevin from Wrong Time Watch says that he had to wait a few months in order to get his Rolex. After getting his watch he said, “I feel lucky to even have been able to buy it”. When asked about the hefty price, Kevin stated, “I could never really justify the prices, but I finally decided to buy one after 20 years.”
Revolutionwatch.com reported that Rolex is a brand with a rich history in quality watches, causing a high demand “it has strengthened its dominant position in the market, capturing a remarkable 30.3% share of the retail market. No other luxury brand can boast such a commanding presence in its product segment.”
The high demand caused Rolex to not keep up with production which led to how picky Rolex is when it comes to choosing who to sell their watches to.
Increasing your chances you might be able to buy a Rolex is if you have a purchase history with Rolex, which can be from buying a couple thousands of dollars worth of jewelry in their store. Then it is more likely you will be able to be one of the lucky few that they will actually offer you models of watches that are only for their high-end trusted clientele.
There is a lot of advice that is given out on how to obtain a Rolex without being on a “waiting list” or having a “sales history”. One way is to walk into a Rolex boutique and strike up an interesting conversation with the salesperson.
If you are able to share a lot of information about yourself and a salesperson finds you interesting then they might be comfortable with offering you a model of watch, since they see you as a passionate watch collector.
Paul’s Watch Repair
Rolex GMT-MASTER II Pepsi.
Most people that don’t want to go through the process of being on a waiting list (since they are not guaranteed that they will be able to buy the watch or not) resort to the “Grey Market”. In the “Grey Market” many exclusive watches can be sold without going to the actual brand boutique.
In the second-hand market the prices of some of the harder models of Rolex watches skyrockets. For instance the GMT-MASTER II PEPSI (which retails for around $10,900), is almost doubled in price on the “Grey Market” selling for around $20,251.
Rolex as a brand knows that they can sell watches, which allows them to be picky about the limits of units they sell. The high demand for the product, and the prestige that accompanies being a “Rolex owner” allows for a market where you can walk into a store, and even though you are ready and willing, you may not be able to purchase the watch you are wanting to buy.