Visited my AD yesterday and....

[pickettt]

....they are no longer an AD! For whatever reason, the salesperson who has been there for 23 years didn’t want to elaborate as to why. No more Rolex in the window, no Rolex case, no big crown on the wall. I would be interested to know if it was Rolex’s decision or theirs. It is a chain store, and many of their stores don’t carry Rolex anyway. Any thoughts?

[yxc145]

maybe because there is nothing to sell?

[bayerische]

Originally Posted by yxc145

maybe because there is nothing to sell?

Excellent point!

[ap1]

Secret shopper caught them moving the blro out the loading doc

[eltonbalch]

Well, if they can’t get them it’s really tough to sell them! But, seriously, they have obviously calculated that it is no longer worth it to them. It’s also possible Rolex was involved somehow, but you’ll likely never find out.

[pickettt]

Originally Posted by eltonbalch

Well, if they can’t get them it’s really tough to sell them! But, seriously, they have obviously calculated that it is no longer worth it to them. It’s also possible Rolex was involved somehow, but you’ll likely never find out.

Right. The chain is Ben Bridge, btw. I wonder if they are free to move their “dealerships” around within their stores without Rolex getting involved. That is to say, can they pull all of the watches from one store and put them into another with impunity depending upon market conditions? And then move them back? At some point, this demand issue will be resolved....and Rolex probably won’t be the catalyst, the economy will.

[uhren917]

Originally Posted by pickettt

Right. The chain is Ben Bridge, btw. I wonder if they are free to move their “dealerships” around within their stores without Rolex getting involved. That is to say, can they pull all of the watches from one store and put them into another with impunity depending upon market conditions? And then move them back? At some point, this demand issue will be resolved....and Rolex probably won’t be the catalyst, the economy will.

Which Ben Bridge (BB) location that stopped selling Rolex are you referring to?

The ones I go to still sell them.

[pickettt]

Originally Posted by uhren917

Which Ben Bridge (BB) location that stopped selling Rolex are you referring to?

The ones I go to still sell them.

Brea just stopped, and Montclair never has. Riverside still does, as far as I know.

[doboy007]

Originally Posted by pickettt

Brea just stopped, and Montclair never has. Riverside still does, as far as I know.

BB in Fashion Valley mall in San Diego is no longer an AD (as of this year), but one in UTC mall still is.

[uhren917]

Originally Posted by pickettt

Brea just stopped, and Montclair never has. Riverside still does, as far as I know.

Thanks for letting me know.

South Coast BB closed and Cerritos BB still sells Rolex, though I have not seen a sports model in a long time.

[jacksprat]

Originally Posted by pickettt

Right. The chain is Ben Bridge, btw. I wonder if they are free to move their “dealerships” around within their stores without Rolex getting involved. That is to say, can they pull all of the watches from one store and put them into another with impunity depending upon market conditions? And then move them back? At some point, this demand issue will be resolved....and Rolex probably won’t be the catalyst, the economy will.

On the other hand, my local Ben Bridge just added Tudor to their store and continue to have a huge Rolex display *shrugs*

[T01]

Interesting it was Ben Bridge considering how many Rolex AD's they have. Store was likely underperforming, I doubt it was foul play.

[wfc3]

I looked and the Ben Bridge website still shows a bunch of stores as AD’s. FWIW


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[pickettt]

Originally Posted by wfc3

I looked and the Ben Bridge website still shows a bunch of stores as AD’s. FWIW


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I know the whole chain didn’t lose the brand. I also know some of the stores never carried Rolex in the first place. I wonder if that’s an internal choice, or if Rolex stipulates.

[ArtNouveau]

Ben Bridges locations always have different mixes of brands. When the Rolex Boutique (supported by another local AD) moved into the Houston Galleria a couple of years ago, the Ben Bridge there and Tourneau had the line pulled, I’m sure a RolexUSA decision. But they picked up Panerai, Jaeger, and Tudor at that time. They have a half dozen outlets around town and only two stock Rolex. I’m sure it’s an internal decision also tempered by Rolex proximity rules.

[2nastie]

Locally here we have reduced the number of Rolex ADs by 2. But netted 1 Boutique.

Rolex and a lot of brands are playing the Boutique game. With the Boutique they promise more allocations, etc. and are of course exclusively Rolex. That in itself without "increasing production" simply means shifting the entire Rolex allocation of a couple ADs and putting it into one Rolex store.

Another Rolex AD "gave up" but more than likely had their inventory/AD status reallocated to the new Boutique. Instead they are getting a Patek Boutique (which have been better sales for them overall).

[Fleetlord]

BB probably wouldn't pony up the money for a Rolex "boutique" style build out in that particular location.

I have seen this happen just recently. One major chain told Rolex nope. They didn't have to worry about the brand as Rolex pulled the line in short order and awarded it to a competitor in the same mall. This store GLADLY agreed to build out the boutique as requested and kicked out Panerai and possibly Breitling in order to make space.

Who do you think made the right decision?

[NKflyer]

Originally Posted by Fleetlord

BB probably wouldn't pony up the money for a Rolex "boutique" style build out in that particular location.

I have seen this happen just recently. One major chain told Rolex nope. They didn't have to worry about the brand as Rolex pulled the line in short order and awarded it to a competitor in the same mall. This store GLADLY agreed to build out the boutique as requested and kicked out Panerai and possibly Breitling in order to make space.

Who do you think made the right decision?

Bingo. The only AD in my county stopped selling Rolex because they were being pressured to do an expensive remodel.

The truth is that Rolex is the lowest margin (percentage-wise) items sold at jewelry stores. But it brings in a lot of traffic and is perceived as prestigious.

Who knows who is right or wrong to give up the concession?

[ArtNouveau]

Originally Posted by Fleetlord

BB probably wouldn't pony up the money for a Rolex "boutique" style build out in that particular location.

I have seen this happen just recently. One major chain told Rolex nope. They didn't have to worry about the brand as Rolex pulled the line in short order and awarded it to a competitor in the same mall. This store GLADLY agreed to build out the boutique as requested and kicked out Panerai and possibly Breitling in order to make space.

Who do you think made the right decision?

Speaking of Breitling, there's a Breitling Boutique under construction in the Houston Galleria to go with the Rolex, Omega, and Hublot ones there already. While looking at the Tudor GMT at Ben Bridge last week I asked the manager if they would lose the Breitling line when it opens. He said no, the Breitling Boutique is owned by Ben Bridge.

[texasmade]

Originally Posted by ArtNouveau

Speaking of Breitling, there's a Breitling Boutique under construction in the Houston Galleria to go with the Rolex, Omega, and Hublot ones there already. While looking at the Tudor GMT at Ben Bridge last week I asked the manager if they would lose the Breitling line when it opens. He said no, the Breitling Boutique is owned by Ben Bridge.

The only store that gets traffic is the Rolex boutique. All of the other stores are usually dead.

I stop by the Omega boutique to chat and try on watches when I do go to the Galleria as the sales people are pretty friendly. I don't do the same with Rolex though.

[xspect]

My closest AD said Rolex reduced the number of Rolex AD's got reduced by 150 over the last 2-3 years. It had nothing to do with volume or sales. They said they didnt ever have a problem moving any products. They were a dealer for over 20 years. They did say Rolex wanted to be the most visible presence in the store. They are a small jewelry store that sells, fountian pens, high end knives (I didnt know a pocket knife can cost up to $4000), watches, but are really known in the area for custom jewelry.

[Largoshark]

This is one of the reasons I'm hesitant to build a relationship with an AD...

[piratepress]

My closest AD lost it's Rolex status last year after 25 years. No big loss, though, as they never got any sport models so I shopped elsewhere.

[GMT Fan]

The Rolex web site still lists an AD at the Ben Bridge at Brea Mall (1022 Brea Mall). Is this the place in question?

[pickettt]

Originally Posted by GMT Fan

The Rolex web site still lists an AD at the Ben Bridge at Brea Mall (1022 Brea Mall). Is this the place in question?

Yes, I was there yesterday. They took them all out of the window, case, and stripped the crown off the wall. It's all been in the last two weeks.

[Navarino]

Is it the Ben Bridge at Del Amo in Torrance, by chance? I could see that one not wanting to foot the bill for a remodel of the Rolex section in the back. I'm sure the other AD down the street (Morgan's) does much better than them when it comes to Rolex sales/inventory as well...

[cda555]

I always feel terrible for the people who establish a relationship with an AD, then something like this happens.

[AK797]

Originally Posted by cda555

I always feel terrible for the people who establish a relationship with an AD, then something like this happens.

Or a new manager comes in every year.

[AdaWit711]

Bummer, that’s been my closest AD for years, but they have never been able to locate anything for me. It’s only been a window shopping location.


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[Hodog16]

Usually it’s either they did something shady which is less likely now because Rolex has put the fear of God into every AD I’ve visited in the past 6 years or more likely they were underperforming, didn’t want to spend the money to renovate, or didn’t want to stop selling competitors.

My AD had to renovate an entire section to Rolex who actually brought in the materials and people to work on it. Rolex is very protective of the brand in that fashion. They were also told in between the lines not to get Breitling which they were considering.

What’s funny is the margin on Rolexes isn’t very good but it’s a halo brand that gets people into the door.