Is Rolex’s inventory ever going to get better?

[Zeus1993]

I’m relatively new to the Rolex scene, so I hope I’m not being too naive, but I honestly didn’t expect it to be this challenging to get a watch. I recently graduated and wanted to treat myself to a white smooth bezel Datejust to celebrate my hard work and mark this significant milestone in my life. Back in February, I put my name down at two local authorized dealers, feeling hopeful that the wait wouldn’t be too long. Still I haven’t received an update or really anything regarding the watch I was interested in from my two ADs. I had read that smooth bezel Datejusts weren’t as popular, which gave me optimism about my chances.

However, my experience has been quite different. I just returned from a trip to London, where I visited seven out of eight Rolex ADs, and to my surprise, none of them had the watch I was looking for. In fact, they had very few watches available at all—mostly just a handful of gold pieces that were far outside my budget.

While I know I could explore the gray market, I’m hesitant about going that route. I’ve heard too many stories about issues with authenticity and pricing, and I’d much rather buy directly from an authorized dealer to ensure I’m getting a legitimate product and proper support. I truly didn’t think this process would be so difficult! I’m starting to wonder if the situation will ever improve, or if this is just the new normal in the Rolex market.

[dmash]

I think, moving forward, most of the most desirable luxury brand will constantly alter production annually to create a scarcity. As they’ve seen exactly how it pumps demand to unparalleled levels. For instance if Q1 2025 shows a slowdown compared to Q1 2024, Rolex will immediately cut production. I think going forward, things will never return, and it will be pretty impossible to ever find a SS models sitting in a display again, aside from maybe Datejusts.

I just posted about this, after going grey for multiple pieces my family and I have been waiting for. The entire luxury landscape has changed, forever, my opinion. And I was one who adamant it would return shortly after COVID previously.

[Fleetlord]

Originally Posted by dmash

I think, moving forward, most of the most desirable luxury brand will constantly alter production annually to create a scarcity. As they’ve seen exactly how it pumps demand to unparalleled levels. For instance if Q1 2025 shows a slowdown compared to Q1 2024, Rolex will immediately cut production. I think going forward, things will never return, and it will be pretty impossible to ever find a SS models sitting in a display again, aside from maybe Datejusts.

I just posted about this, after going grey for multiple pieces my family and I have been waiting for. The entire luxury landscape has changed, forever, my opinion. And I was one who adamant it would return shortly after COVID previously.

I 10000% agree with this. It's very clear ubiquity doesn't sell luxury.

Scarcity (even if it's simply the perception of) wins the luxury wars.

[BlueMo]

Originally Posted by dmash

I think, moving forward, most of the most desirable luxury brand will constantly alter production annually to create a scarcity. As they’ve seen exactly how it pumps demand to unparalleled levels. For instance if Q1 2025 shows a slowdown compared to Q1 2024, Rolex will immediately cut production. I think going forward, things will never return, and it will be pretty impossible to ever find a SS models sitting in a display again, aside from maybe Datejusts.

I just posted about this, after going grey for multiple pieces my family and I have been waiting for. The entire luxury landscape has changed, forever, my opinion. And I was one who adamant it would return shortly after COVID previously.

Totally agree.
After two Rolex’s and a Bb58, I can say that it is not worthy to stress yourself over a watch.
Unfortunately, Rolex made it a terrible experience for many of us.

[NoVaSubowner]

Could not agree more. Attitude and hoops are ridiculous. I applaud those who have the time to stop by their dealers once or more a month. I don't. My workdays are spent trying to earn a living. My weekends are spent relaxing and doing other things then schlepping downtown or out 30 min one way to a shopping center.

After two Rolexes and a Panerai, I told my dealer I wanted a Sub LV. this was in April. By July I had still heard nothing. I heard the knocking of a grey dealer on this site offering a lnib LV. I answered, and after some back and forth I sent my LN out for trade. 24 Hours later I had my new watch, all boxes papers and both tags. The watch still had some bracelet and clasp stickers on...

Lesson is as long as you stick to the dealers who advertise here you should be fine. Your mileage may vary based on pricing. It beats having to wear the knees off of your trousers begging someone for a watch from a company that makes a million of them a year....

[dmash]

Originally Posted by BlueMo

Totally agree.
After two Rolex’s and a Bb58, I can say that it is not worthy to stress yourself over a watch.
Unfortunately, Rolex made it a terrible experience for many of us.

Yup, at first I was like, my ethics are to never pay above retail, forget that. But then I started realizing…..this stupid cat and mouse retail game and lists and all the other nonsense……I’m also losing myself a bit succumbing to that charade as well.

Said forget it, grey and done, zero stress, all I want. All good

[dandy]

Originally Posted by dmash

I think, moving forward, most of the most desirable luxury brand will constantly alter production annually to create a scarcity. As they’ve seen exactly how it pumps demand to unparalleled levels. For instance if Q1 2025 shows a slowdown compared to Q1 2024, Rolex will immediately cut production. I think going forward, things will never return, and it will be pretty impossible to ever find a SS models sitting in a display again, aside from maybe Datejusts.

I just posted about this, after going grey for multiple pieces my family and I have been waiting for. The entire luxury landscape has changed, forever, my opinion. And I was one who adamant it would return shortly after COVID previously.

agree. and only watches auction and grey dealer are being allocated steel sports watches

[Rollieplz]

My biggest issue is you never really know if any of them will ever call. I think most of them write down your info on a piece of scrap paper and throw it in the trash once you leave. If there was an actual real time frame to wait or real ESD, folks would more than likely just wait. Plus it’s all location dependent and AD behavior varies per location.

[4reRlxGuy]

Originally Posted by Rollieplz

My biggest issue is you never really know if any of them will ever call. I think most of them write down your info on a piece of scrap paper and throw it in the trash once you leave. If there was an actual real time frame to wait or real ESD, folks would more than likely just wait. Plus it’s all location dependent and AD behavior varies per location.

Followed up with an AD to update (take pieces off) my "card / wish list" after I obtained some via the grey mkt.They couldn't produce it so I filled out another.

So they may in fact throw it away. What a way to run a business that sells products no one actually needs that can go for 40-50k for a non- limited production piece.

[omar-rye]

Yes, the inventory issue is getting better and should keep improving unless we end up in another situation like COVID.

How many times have you visited your local ADs since February? If you haven’t gone at all, that might be why you haven't heard anything. You should definitely follow up with them regularly, but try not to be too pushy. I really think you could get a Datejust in a flash if you stay on top of it. They’re in the business of selling watches, so don’t let anyone tell you that a Datejust is waitlisted or that you need to build a spending history for it. It’s a model they’re eager to sell in this down market.

[Zeus1993]

Originally Posted by omar-rye

Yes, the inventory issue is getting better and should keep improving unless we end up in another situation like COVID.

How many times have you visited your local ADs since February? If you haven’t gone at all, that might be why you haven't heard anything. You should definitely follow up with them regularly, but try not to be too pushy. I really think you could get a Datejust in a flash if you stay on top of it. They’re in the business of selling watches, so don’t let anyone tell you that a Datejust is waitlisted or that you need to build a spending history for it. It’s a model they’re eager to sell in this down market.

I started visiting my main AD every two weeks just to say hi and chat, since it’s conveniently located in my mall. However, I began to feel like I was stopping by too often, so I decided to scale back to once a month or every other month. I honestly thought it would be easier to find a watch, especially since I’ve heard they receive new inventory every week. But it seems that’s not the case. Or maybe it is and they just don’t want to sell to me?? Idk

[BlondesNwatches]

I’m not sure you’ll ever see a popular ss model in the case. An AD may sell those to their current clients or those that bring a story or reason why they’re purchasing if new or if they like you.

[Midlifegoals]

They’re building tons of new factory and production capacity. They won’t do that to slow down production or temper it further than it has been before. I think they’ll always have a few very difficult to find pieces. However, I think they want to sell watches.

I think we will see “the call” and tbe “waitlist” mentality stay for many/mist pieces… but you’ll be waiting for weeks or a few months, and it’ll mostly be for show and to make the experience seem special.

Just my uneducated guess.

[Sergio_UKR]

Try your luck at a bugger AD like Bucherer in one of the major metro areas. They receive quite a few allocations. When I was picking up my watch in Feb I have seen smooth bezel DJ41 on Jubilee with blue dial available for a walk in purchase.


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[Mr Ben]

Originally Posted by Sergio_UKR

Try your luck at a bugger AD like Bucherer in one of the major metro areas. They receive quite a few allocations. When I was picking up my watch in Feb I have seen smooth bezel DJ41 on Jubilee with blue dial available for a walk in purchase.


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Freudian slip or personal experience of Bucherer?!!

[Chefinspecteur]

Originally Posted by Mr Ben

Freudian slip or personal experience of Bucherer?!!

Had to laugh )))))))

[Sergio_UKR]

Originally Posted by Mr Ben

Freudian slip or personal experience of Bucherer?!!

Haha. Just a typo.

Bucherer was nice to me. One walk-in purchase and one more after 6 months wait. Both not readily available models.


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[CarlOver]

Question was asked, how many times have you been back since February?

[Zeus1993]

Probably once or twice a month since February, I didn’t go really in June or July but I started back in August id say.

[kopi-c]

Originally Posted by Zeus1993

Probably once or twice a month since February, I didn’t go really in June or July but I started back in August id say.

Visit once a month is okay I think, and maybe towards the last weekend as they want to meet their sale goals.

[Zeus1993]

Originally Posted by Zeus1993

Probably once or twice a month since February, I didn’t go really in June or July but I started back in August id say.

Originally Posted by CarlOver

Question was asked, how many times have you been back since February?

Probably once or twice a month since February, I didn’t go really in June or July but I started back in August id say.

[Hollie_Rollie]

Hang in there OP. A smooth bezel DJ is a piece you should never have to go the used market for


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[kopi-c]

Originally Posted by Zeus1993

I’m relatively new to the Rolex scene, so I hope I’m not being too naive, but I honestly didn’t expect it to be this challenging to get a watch. I recently graduated and wanted to treat myself to a white smooth bezel Datejust to celebrate my hard work and mark this significant milestone in my life. Back in February, I put my name down at two local authorized dealers, feeling hopeful that the wait wouldn’t be too long. Still I haven’t received an update or really anything regarding the watch I was interested in from my two ADs. I had read that smooth bezel Datejusts weren’t as popular, which gave me optimism about my chances.

However, my experience has been quite different. I just returned from a trip to London, where I visited seven out of eight Rolex ADs, and to my surprise, none of them had the watch I was looking for. In fact, they had very few watches available at all—mostly just a handful of gold pieces that were far outside my budget.

While I know I could explore the gray market, I’m hesitant about going that route. I’ve heard too many stories about issues with authenticity and pricing, and I’d much rather buy directly from an authorized dealer to ensure I’m getting a legitimate product and proper support. I truly didn’t think this process would be so difficult! I’m starting to wonder if the situation will ever improve, or if this is just the new normal in the Rolex market.

Keep following up like others have mentioned, so the AD/SA knows you are still interested. Or find out if you could work with another SA person at the AD.

[996marty]

You are doing the right thing by keeping in touch with your AD but I’d be tempted to register your interest at another place to keep all options open.
Good luck with the wait hopefully it gets you what you want

[brandrea]

I think Rolex and other luxury brands straddle the line between making just enough product to satisfy demand while holding back enough to create scarcity

[misochew]

Originally Posted by brandrea

I think Rolex and other luxury brands straddle the line between making just enough product to satisfy demand while holding back enough to create scarcity

+1

Enzo Ferrari figured it out 70 years ago. …Build one less than what the market demands.

That being said, Rolex isn’t spending $1+ Billion on new factories to maintain the current situation which alienates too many potential customers. It has to bother them that Panda’s and Pepsi’s are immediately flipped for 2x. I’m assuming they want to satisfy market demand, and be able to raise the prices (increase profits) accordingly at the same time.

[dmash]

Originally Posted by misochew

+1. It has to bother them that Panda’s and Pepsi’s are immediately flipped for 2x.

Can you elaborate on this? As I don’t understand why people make this statement. ‘I know Rolex dislikes their products being incredibly hyped, talked about worldwide, advertised all over social media as the *it* thing, all for free’.

I actually think the opposite. They LOVE they’re flipped for 2x profit.

[misochew]

Originally Posted by dmash

Can you elaborate on this? As I don’t understand why people make this statement. ‘I know Rolex dislikes their products being incredibly hyped, talked about worldwide, advertised all over social media as the *it* thing, all for free’.

I actually think the opposite. They LOVE they’re flipped for 2x profit.

It’s basic supply and demand principles. If they loved that their products were being flipped for 2x, they would not be spending $1+ Billion on new factories.

they’re not getting the additional profit when they flip for 2x, someone else is

[dmash]

Originally Posted by misochew

It’s basic supply and demand principles. If they loved that their products were being flipped for 2x, they would not be spending $1+ Billion on new factories.

they’re not getting the additional profit when they flip for 2x, someone else is

We’ll see what they actually do with this. I don’t think its purpose will be to pump out more Pepsi and Daytona as a lot of people ‘wishfully’ think. Time will tell

[OTX]

Originally Posted by misochew

It’s basic supply and demand principles. If they loved that their products were being flipped for 2x, they would not be spending $1+ Billion on new factories.

they’re not getting the additional profit when they flip for 2x, someone else is

True they are not getting the extra profit but the hype generated makes them more money in the long run. I can’t count how many people I know settled for “lesser” models because they just wanted a Rolex because they heard Rolexes are hard to get. Also I know many who are building a profile with their AD trying to build a purchase history buying not so desirable models to be able to get the harder models down the road. Rolex is making their money regardless. The scarcity is helping Rolex big time.