Advice on first Rolex purchase from AD (Bay Area, CA)

[ticktockoclock]

Hi all -

I just joined the forum today and am writing my first post.

Background

I have long been an admirer of the 36 OP. During the summer of 2021, I was in the South of France and befriended someone at a beach club who had a 36 OP Tiffany dial. I had never seen anything like it - the simplicity (time only, baton markers, simple movement) contrasted with the pop of the dial's color.

At that time, it was nearly impossible to get Rolexes. Crazy wait times at ADs and VIP-only availability. I also read about bad things on the grey market so I decided to stay away. Thus prolonged my acquisition of my OP.

To scratch my itch, I opted for a micro-brand OP homage: Astor & Banks Fortitude Lite with a mint green dial. It's a beautiful peace and has taken me far.

That's when I discovered the green dial OP because one of my colleagues wears the 41.

Current Strategy / Prospect

At the beginning of September, I visited Davidson & Licht in Walnut Creek, Heller in San Ramon and Tourneau in San Francisco.

Tourneau: 1 visit early September. They told me they don't have any watches on premises. The sales associate I spoke with told me I'd never get an OP since they're one of the most popular watches.

Heller: 2 visits (1 in early September, 1 in late October). I spoke with Elizabeth for 30 minutes or so. The conversation was great. I told her about myself (career, interests, watches, etc.) She didn't have any OPs on exhibition but she let me try her 36mm pink dial OP. She put my name down and my interest in the 36 OP green dial. Over the 1.5 months, I texted twice asking about availability of my time piece. First time she didn't respond. On the third time, I asked if I could come in. She told me to come in whenever and she'd be around. When I came in she didn't recognize me at first so it was a bit awkward. There was a 41 OP green dial but it was exhibition only. She told me she'd let me know if it comes off exhibition.

Davidson & Licht: 2 visits (1 in early September, 1 in late October). I spoke to Alex the first time for 20 minutes or so. Easy conversation and we kind of hit it off. I shared my story, etc. He didn't have any 36 OPs but I tried on some 41 OPs. They seemed a bit too big on my wrist. He was super friendly, we shot the breeze a bit and he took down my info. Over the next 1.5 months, I texted three times asking about availability of my time piece. On the third time, I asked if I could come in and he made me an appointment. When I came in, he told me he had a surprise... He had the 36 OP green dial! But it was exhibition only. Still it was a dream to try it on and we spent an hour talking about watches and he showed me a bunch of other Rolexes and Tudors. We both got to know each other better and I left feeling really good. He told me he was excited to let me know when the watch was available.

Questions

-I'm getting the best service / reception from Alex at Davidson & Licht. If my goal is to get the watch, should I focus my efforts with him or continue to work with both Davidson & Licht and Heller?

-How often should I be reaching out to Elizabeth and Alex? I don't want to come off as pestering, but I also want to stay top of mind in case they get a shipment with my 36 OP green dial. I've read stories about people getting lucky coming in on days where there's a shipment or at the end of the sales cycle and getting their desired time piece from the AD day-of.

-Given how well it went with Alex during my last visit, should I try to get back out there mid-November to look at more time pieces? During my last visit, we really nerded out on watches together and he said he'd be happy to have me any time to show me cool pieces he has in.

-Does anyone know if prior spend is required at these ADs? I have my blinders on and am fixated on acquiring my OP 36 green dial. I don't see myself bundling, buying a Tudor or a DJ just to open the door. I do want to start a long term relationship with the AD/jeweler as I plan to get gifts for my girlfriend, engagement ring in the future, etc.

I appreciate your thoughts and guidance!

[edyu]

All Bay Area Rolex AD watches come from one Rolex GM so if you are keen on one particular watch, it doesn't hurt to ask multiple ADs normally because it could be one AD might get it while the other doesn't for any particular shipment week.

However I think the 36 green OP is in demand so usually they will offer it to VIPs first. I'd suggest that you go back once a month to one particular AD and stick with it. It would remind them know that you really care about that particular piece and you want to get it from them.

As for Alex, it's weird that he told you a surprise but didn't offer the OP36 to you. Also an hour is a long time to talk about watch. Maybe he was hoping you buy something else to get the OP as part of the deal. For me, if SA said surprise it means they have a watch for me.

Also give them a good reason for your watch. Is it a milestone? A birthday? For wedding? Those definitely help.

[Dave O]

I think you are on the right track with the exception of texting them. In store visits mean much more than a text. Hard to put a name to a face that way. I try to visit my AD (D&L) every three to four weeks just to talk watches, life etc. Always enjoyable and builds a better relationship than just a text. The comment about milestones in your life is important as well. I believe this means a lot to D&L.

Note: OP green dial is a VERY desirable watch. Don't be surprised if they don't allocate it to you, but rather a long term client with a long purchase history. You may have to set you sights a little lower than the green dial. That being said, don't give up hope.

[1William]

Welcome. Interesting strategy and I hope it pays off for you. Since you have decide which watch you want have you looked at our Trusted Seller? I would see what the watch is being offer for through them and then figure out the price of the watch through the AD including tax. How much difference? If it was somewhat close, a few thousand dollars, I would call the Trusted Sellers, have a conversation about any questions you may have. Once satisfied, I would ask for the best price, typically 2-5% off, pay and have the watch the next day by lunch. Simple. Don't get caught up in the AD games when you can have the watch immediately. If it is about money then that is a different conversation. Your time is worth what? Good luck and let us know how it goes.

[ticktockoclock]

Originally Posted by 1William

Welcome. Interesting strategy and I hope it pays off for you. Since you have decide which watch you want have you looked at our Trusted Seller? I would see what the watch is being offer for through them and then figure out the price of the watch through the AD including tax. How much difference? If it was somewhat close, a few thousand dollars, I would call the Trusted Sellers, have a conversation about any questions you may have. Once satisfied, I would ask for the best price, typically 2-5% off, pay and have the watch the next day by lunch. Simple. Don't get caught up in the AD games when you can have the watch immediately. If it is about money then that is a different conversation. Your time is worth what? Good luck and let us know how it goes.

It's not a money issue on the grey market it's just my risk tolerance. I have friends who have had bad experiences even with reputable grey market sellers. I'm not in a huge rush either - the way I see it I'm fine to wait so I know I have a fully authentic timepiece with warranty, etc.

I'm also at a stage in my life where I'll likely have annual jewelry spend. I want to start a relationship with an AD to assist with future watch and jewelry acquisitions.

[maximus1]

Originally Posted by ticktockoclock

It's not a money issue on the grey market it's just my risk tolerance. I have friends who have had bad experiences even with reputable grey market sellers. I'm not in a huge rush either - the way I see it I'm fine to wait so I know I have a fully authentic timepiece with warranty, etc.

I'm also at a stage in my life where I'll likely have annual jewelry spend. I want to start a relationship with an AD to assist with future watch and jewelry acquisitions.

Purchase some jewelry and let them know what you are looking for.

[TomWambsgans]

OP, if you know exactly what you want a gray dealer is worth considering. I am also in the Bay Area and I tried finessing sales reps etc. It was a lot of work and going gray was much cheaper than spending my time that way.


Hard for me to imagine ever buying from an AD after experiencing the top notch service from a reputable gray like DavidSW or the others who are part of this forum.


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[VictorGMT]

Originally Posted by TomWambsgans

OP, if you know exactly what you want a gray dealer is worth considering. I am also in the Bay Area and I tried finessing sales reps etc. It was a lot of work and going gray was much cheaper than spending my time that way.


Hard for me to imagine ever buying from an AD after experiencing the top notch service from a reputable gray like DavidSW or the others who are part of this forum.


Sent from my iPhone using Tapatalk Pro

I came here to type this almost word for word.

OP, if you value your time at $0.00 per hour, you MIGHT get your watch for less than a great gray like DavidSW will charge.

You might not.

[Yellowfury]

bay area is a weird market. i got a supercase sub, batman, and exp 40 but couldn't get a dj 34 for the life of me. Also having massive difficulty getting a sub date as a gift for a wedding.

[edyu]

Originally Posted by Yellowfury

bay area is a weird market. i got a supercase sub, batman, and exp 40 but couldn't get a dj 34 for the life of me. Also having massive difficulty getting a sub date as a gift for a wedding.

Are they all from the same AD? I didn't know DJ comes in 34.

[Skee-Bum]

OP, my search is similar to yours. However, I’m looking for a GMT, which are also hugely popular, to mark a milestone birthday. I’ve started going into the same AD once every two weeks, just to say hi and have them keep me in their thoughts. I’ve just started this process and I have until March of next year before the B-Day.

Now all that being said, if the end of February rolls around and still no sign of new watch. I will just go gray market with a trusted seller and move on with my life knowing I tried my best..

[Yellowfury]

Originally Posted by edyu

Are they all from the same AD? I didn't know DJ comes in 34.

Originally Posted by drrd

That’s a difficult one :)

sorry, meant op 34. yeah all same ad.

[drrd]

Originally Posted by Yellowfury

…couldn't get a dj 34 for the life of me

That’s a difficult one :)

[SLWoodster]

You stay working with all 3.

You are essentially waiting for this watch to be sent to one of these dealers.

One of these dealers allocates to the rep that you are working with.

One of these reps calls everyone on the list before you.

Maybe they don’t all pick up. Or maybe rep gets lazy or likes you better and calls you first.

If more of them call your name than expected, you let your friends know so you can buy it and pass it on. Maybe you don’t have any friends that want it. Then you sell it.

Originally Posted by ticktockoclock

Hi all -

I just joined the forum today and am writing my first post.

Background

I have long been an admirer of the 36 OP. During the summer of 2021, I was in the South of France and befriended someone at a beach club who had a 36 OP Tiffany dial. I had never seen anything like it - the simplicity (time only, baton markers, simple movement) contrasted with the pop of the dial's color.

At that time, it was nearly impossible to get Rolexes. Crazy wait times at ADs and VIP-only availability. I also read about bad things on the grey market so I decided to stay away. Thus prolonged my acquisition of my OP.

To scratch my itch, I opted for a micro-brand OP homage: Astor & Banks Fortitude Lite with a mint green dial. It's a beautiful peace and has taken me far.

That's when I discovered the green dial OP because one of my colleagues wears the 41.

Current Strategy / Prospect

At the beginning of September, I visited Davidson & Licht in Walnut Creek, Heller in San Ramon and Tourneau in San Francisco.

Tourneau: 1 visit early September. They told me they don't have any watches on premises. The sales associate I spoke with told me I'd never get an OP since they're one of the most popular watches.

Heller: 2 visits (1 in early September, 1 in late October). I spoke with Elizabeth for 30 minutes or so. The conversation was great. I told her about myself (career, interests, watches, etc.) She didn't have any OPs on exhibition but she let me try her 36mm pink dial OP. She put my name down and my interest in the 36 OP green dial. Over the 1.5 months, I texted twice asking about availability of my time piece. First time she didn't respond. On the third time, I asked if I could come in. She told me to come in whenever and she'd be around. When I came in she didn't recognize me at first so it was a bit awkward. There was a 41 OP green dial but it was exhibition only. She told me she'd let me know if it comes off exhibition.

Davidson & Licht: 2 visits (1 in early September, 1 in late October). I spoke to Alex the first time for 20 minutes or so. Easy conversation and we kind of hit it off. I shared my story, etc. He didn't have any 36 OPs but I tried on some 41 OPs. They seemed a bit too big on my wrist. He was super friendly, we shot the breeze a bit and he took down my info. Over the next 1.5 months, I texted three times asking about availability of my time piece. On the third time, I asked if I could come in and he made me an appointment. When I came in, he told me he had a surprise... He had the 36 OP green dial! But it was exhibition only. Still it was a dream to try it on and we spent an hour talking about watches and he showed me a bunch of other Rolexes and Tudors. We both got to know each other better and I left feeling really good. He told me he was excited to let me know when the watch was available.

Questions

-I'm getting the best service / reception from Alex at Davidson & Licht. If my goal is to get the watch, should I focus my efforts with him or continue to work with both Davidson & Licht and Heller?

-How often should I be reaching out to Elizabeth and Alex? I don't want to come off as pestering, but I also want to stay top of mind in case they get a shipment with my 36 OP green dial. I've read stories about people getting lucky coming in on days where there's a shipment or at the end of the sales cycle and getting their desired time piece from the AD day-of.

-Given how well it went with Alex during my last visit, should I try to get back out there mid-November to look at more time pieces? During my last visit, we really nerded out on watches together and he said he'd be happy to have me any time to show me cool pieces he has in.

-Does anyone know if prior spend is required at these ADs? I have my blinders on and am fixated on acquiring my OP 36 green dial. I don't see myself bundling, buying a Tudor or a DJ just to open the door. I do want to start a long term relationship with the AD/jeweler as I plan to get gifts for my girlfriend, engagement ring in the future, etc.

I appreciate your thoughts and guidance!

[RCC watches]

I took a similar approach when looking for the candy pink op36 for my wife. Valley Fair Rolex came through after a couple months. No prior purchase history. But on the other hand, I managed to get a green op41 from a random visit to SF Tourneau in 2022. No purchase history there. So getting on the “list” and random visits has the potential to work. Good timing and luck certainly help.

[ticktockoclock]

Originally Posted by RCC watches

I took a similar approach when looking for the candy pink op36 for my wife. Valley Fair Rolex came through after a couple months. No prior purchase history. But on the other hand, I managed to get a green op41 from a random visit to SF Tourneau in 2022. No purchase history there. So getting on the “list” and random visits has the potential to work. Good timing and luck certainly help.

Wow are you a celebrity ha ha? The SA at Tourneau told me they rarely sell OPs (and when they do it's to high-spend clients) and I'd likely never get one from them.

What was your cadence of visits like at Tourneau and Valley Fair before you got the 36 candy pink OP and the 41 green OP?

[RCC watches]

Originally Posted by ticktockoclock

Wow are you a celebrity ha ha? The SA at Tourneau told me they rarely sell OPs (and when they do it's to high-spend clients) and I'd likely never get one from them.

What was your cadence of visits like at Tourneau and Valley Fair before you got the 36 candy pink OP and the 41 green OP?

Maybe one prior visit each. Just lucky I guess.

[Submariner868]

I have experience with all three ADs you have spoken with. The watch I asked for was a 124270. That was in August of 2023 - by November of 2023 I got the call from Tourneau. I have since checked in with the other two ADs out of curiosity and they have had nothing for me in terms of a 124270. I have also inquired about a 126234 with all 3 ADs but have heard the standard, "We don't have anything" response. Everyone was very pleasant, offered to clean my Sub, coffee, water, etc. The only suggestion I can make is to keep checking in with them, but don't expect an OP in a few months, especially in a 36mm. I can't even get a 36mm DJ! You may want to try some of the ADs out of the Bay Area that are within driving distance.

[ticktockoclock]

Originally Posted by Submariner868

I have experience with all three ADs you have spoken with. The watch I asked for was a 124270. That was in August of 2023 - by November of 2023 I got the call from Tourneau. I have since checked in with the other two ADs out of curiosity and they have had nothing for me in terms of a 124270. I have also inquired about a 126234 with all 3 ADs but have heard the standard, "We don't have anything" response. Everyone was very pleasant, offered to clean my Sub, coffee, water, etc. The only suggestion I can make is to keep checking in with them, but don't expect an OP in a few months, especially in a 36mm. I can't even get a 36mm DJ! You may want to try some of the ADs out of the Bay Area that are within driving distance.

In acquiring your 124270 from Tourneau, what kind of follow-up did you do? Monthly visits, etc.?

Agree I've had great experiences at all three so far but I also began my search at the beginning of September.

Just trying to find a good cadence for my visits. I genuinely do enjoy getting to know them, talking shop, etc. but I also don't want to waste their time since I'm so focused on my desired timepiece.

[Submariner868]

Originally Posted by ticktockoclock

In acquiring your 124270 from Tourneau, what kind of follow-up did you do? Monthly visits, etc.?

I had zero spend history at Tourneau; just made an appointment, talked about what I wanted and why, exchanged contact information and that was it. I sent the sales person I worked with a "thank you for your time" email when I got home. Less than three months later I had the Explorer. The other ADs I stopped in twice between August and December of 2023 (difficult as I am an hour+ away from both). I was out of state for most of 2024, so stopping in wasn't an option and I kept in touch with the occasional txt message.

[OTX]

It never hurts to visit every now and then. If anything, it shows them you are passionate about watches. I also don’t buy from the gray market for the same reasons you mentioned. Not to mention, I enjoy the AD experience.

As far as OPs go, from what I was told by an AD, the Tiffany dial, Turquoise and Candy pink OPs are the hardest to get by far. Looking at the gray market values confirm it. Then green is next and the silver, back and dark blue after that. Best of luck getting one :-)

[PBJ1925]

While you're at it, you should also give Shreve in PA a try, along with Rolex Boutique at Valley Fair.

The reference you seek isn't impossible, but friendly persistence maybe the key. Best of luck in your journey.

[jeffgo888]

Try Kerns in Burlingame
Their service and inventory is very nice and customer service is superb
I also had them send my Pepsi for tuning to Dallas and it came back finished in 2 or 3 weeks


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[ticktockoclock]

Originally Posted by jeffgo888

Try Kerns in Burlingame
Their service and inventory is very nice and customer service is superb
I also had them send my Pepsi for tuning to Dallas and it came back finished in 2 or 3 weeks


Sent from my iPhone using Tapatalk

Search update:

I tried Kerns in Burlingame today. The SA was super nice and it seemed like they had a larger Rolex display than other Bay Area ADs I've gone to. A few observations that I invite people's reactions to:

1) The SA asked me if I was local. I said I live in the Easy Bay and she was perplexed as to why I came to Kerns in Burlingame. She sort of kept pressing on this and asking me why I hadn't gone to ADs closer to me. Is this some sort of red flag for them?

2) They had several exhibition model cases and one case with Rolexes that were available for sale. They had a Sea Dweller, several Sky Dwellers and several Day Dates. I had not seen this before (a display case with Rolexes you could purchase on the spot).

3) The SA was quite blunt and told me the 36 OP Green Dial is very popular and they are more likely to allocate it to a 30-year customer who has spend with them.

4) The SA told me they wouldn't get any new Rolexes before the end of the year so no possibility of me getting this before 2025.

5) The SA also said that they'd put me down for the watch but they wouldn't ever call me if it becomes available (for safety reasons) so I should just come visit regularly. This seems challenging... Even if I came once a month, theoretically I could always miss it by a day. Other ADs I've worked with have all said they'd call me once it is available.

6) The SA was trying to get me to buy some jewelry for me girlfriend. I did see a vintage Baum & Mercier watch that might girlfriend would like. I was tempted to buy it but asked to have the weekend to discuss with my girlfriend's friends. Do you think I should buy it to start my spend history? Then again.. it seems like a challenging place to get my piece especially if they won't call me. Might not be worth initiating spend here if it will be hard for them to deliver to me.

[ArtNouveau]

Originally Posted by ticktockoclock

Search update:

I tried Kerns in Burlingame today. The SA was super nice and it seemed like they had a larger Rolex display than other Bay Area ADs I've gone to. A few observations that I invite people's reactions to:

1) The SA asked me if I was local. I said I live in the Easy Bay and she was perplexed as to why I came to Kerns in Burlingame. She sort of kept pressing on this and asking me why I hadn't gone to ADs closer to me. Is this some sort of red flag for them?

2) They had several exhibition model cases and one case with Rolexes that were available for sale. They had a Sea Dweller, several Sky Dwellers and several Day Dates. I had not seen this before (a display case with Rolexes you could purchase on the spot).

3) The SA was quite blunt and told me the 36 OP Green Dial is very popular and they are more likely to allocate it to a 30-year customer who has spend with them.

4) The SA told me they wouldn't get any new Rolexes before the end of the year so no possibility of me getting this before 2025.

5) The SA also said that they'd put me down for the watch but they wouldn't ever call me if it becomes available (for safety reasons) so I should just come visit regularly. This seems challenging... Even if I came once a month, theoretically I could always miss it by a day. Other ADs I've worked with have all said they'd call me once it is available.

6) The SA was trying to get me to buy some jewelry for me girlfriend. I did see a vintage Baum & Mercier watch that might girlfriend would like. I was tempted to buy it but asked to have the weekend to discuss with my girlfriend's friends. Do you think I should buy it to start my spend history? Then again.. it seems like a challenging place to get my piece especially if they won't call me. Might not be worth initiating spend here if it will be hard for them to deliver to me.

I would not waste anymore time with this AD. First off point #4 is a blatant lie. US Rolex dealers get regular shipments every week or two year round except a brief window in January where they close for the holidays then do inventory/planning for the new year. In fact most of them expect a few year end bonus allocations if they’ve done well.
As to point #5, also an extreme overstatement at the very list. Of course they call their regular customers when the watch they asked for arrives, this misreprentation tells me they do not intend to engage with you.
I think the catering to locals first is a real thing with some exceptions of course. I have received two Rolex from my dealer since moving out of state but I had previous history before leaving the area. I have asked for a specific new release Tudor from the dealer now local to me but nothing yet.

[CarlOver]

The question the OP poses is almost a weekly query we see here. The demand in your area is truly what drives sales of specific models. So what might be available to you is directly relates to what others have requested. The one thing that is often not discussed is how you come across and if the SA gets you. Keep trying…best to you!

[brandrea]

Welcome to the forum.

I’d just go grey and save the hassle

[Bxtek]

Welcome to TRF! You have definitely come to the right place. When I was looking to buy my watch (for the first time from an AD), I also came here. I have to say that there are a lot of knowledgeable, helpful and friendly people in this group! Wealth of knowledge and years of experience on any aspect of Rolex watches, or anything related to the brand.

Reading your posts, I think you are on the right path. I will say that I think you are coming in at a great time since the market has cooled off a bit compared to a few years ago. Still, these high demand pieces are not easy to get by any means, but a bit easier than not too long ago. Back in the day, AD's had absolutely NOTHING at all! At least nowadays there are PM pieces, TT DJ's and SS DJ's available on walk in.

OP, I am going to send you a PM.

[Akacoke]

Never say never. Just continue to be a pest to these ADs. By the time your kids hit 30. You might be able to get it.

[KatGirl]

Call one of the Trusted Sellers on the forum. You will get your watch, and no worries about authenticity or provenance. Good luck!

Kat


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