Rolex AD order from distribution center?

[dlddrrr]

I have a question for someone who has the inside track or worked at an AD: I know my AD gets random watch shipments every 1 or 2 weeks and they don't know what is inside until a couple days beforehand, but on special circumstances (VIP clients) or once a month/year (ex. Christmas) can the AD request a watch from Rolex?

Some folks on this forum wrote they are able to order Datejusts through their AD, and my AD said they can't. Has anyone tried asking for a PM watch or a sports model, and the AD "ordered" and received it in a relatively short time? If so, how long did it take?

[Pepperjack]

I've asked my store's buyer before, but most of it goes over my head. I'll post as I understand it. Hopefully someone else can clarify or confirm.

We don't so much order specific product; it's more like ordering a number of pieces, requesting certain models and configurations. Some pieces are more readily available, so in practicality it's "ordering." We are, I believe, required to have a certain percentage of various sizes, models, gem-set, etc., so we can't just order 100% steel professional models, for instance. Sometimes Rolex will just send pieces that are close to what we requested, but different enough the intended customer isn't interested. Sometimes they will send pieces that we don't think we even have the clientele for.

Our store is measured by many metrics, and the better we do on those metrics, the better our allocations.

I'll just say I'm glad it's not my job.

[jb335]

Good question OP and glad we have Pepperjack here for the insight.


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[KatGirl]

I was told last weekend, that you can no longer order a specific Datejust, from Rolex, through your AD. Just a few months back, you could fill out an “intent to purchase form”, and either prepay, in full, or at some ADs, give a substantial deposit. To quote my SA, “Rolex has put the brakes on that practice, for now.” When they were allowing that, it was specific to the Datejust model. I hope this is helpful.

Kat


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[dukie748]

Ordered / requested a particular configuration Lady DJ through our AD, albeit not one commonly seen in store (278344RBR) - arrived 6 weeks later - this was June last year.

[rich-96db]

Ordered a specific DJ36 for my wife in early October. It arrived mid-January.

[lawyerdude]

I was at AD the other day and asked about the OP for my wife and they said that OP is not something they can order, but could order a datejust for her. Which is weird since when i came to discuss a datejust for me, a month or two before, that wasn’t offered. So, not sure.

[brandrea]

Originally Posted by Pepperjack

I've asked my store's buyer before, but most of it goes over my head. I'll post as I understand it. Hopefully someone else can clarify or confirm.

We don't so much order specific product; it's more like ordering a number of pieces, requesting certain models and configurations. Some pieces are more readily available, so in practicality it's "ordering." We are, I believe, required to have a certain percentage of various sizes, models, gem-set, etc., so we can't just order 100% steel professional models, for instance. Sometimes Rolex will just send pieces that are close to what we requested, but different enough the intended customer isn't interested. Sometimes they will send pieces that we don't think we even have the clientele for.

Our store is measured by many metrics, and the better we do on those metrics, the better our allocations.

I'll just say I'm glad it's not my job.

What do you do at the AD?

[Pepperjack]

Originally Posted by brandrea

What do you do at the AD?

My title is "watchmaker." I mostly do paperwork.

[Calatrava r]

Originally Posted by Pepperjack

I've asked my store's buyer before, but most of it goes over my head. I'll post as I understand it. Hopefully someone else can clarify or confirm.

We don't so much order specific product; it's more like ordering a number of pieces, requesting certain models and configurations. Some pieces are more readily available, so in practicality it's "ordering." We are, I believe, required to have a certain percentage of various sizes, models, gem-set, etc., so we can't just order 100% steel professional models, for instance. Sometimes Rolex will just send pieces that are close to what we requested, but different enough the intended customer isn't interested. Sometimes they will send pieces that we don't think we even have the clientele for.

Our store is measured by many metrics, and the better we do on those metrics, the better our allocations.

I'll just say I'm glad it's not my job.

Pretty much what other ADs I have spoken with say too.

[brandrea]

Originally Posted by Pepperjack

My title is "watchmaker." I mostly do paperwork.

[ArtNouveau]

I got a green OP41 last summer less than a month after asking for it. At the time my SA said they could order a few certain models/configurations and this was one of them. I chatted with him last week a bit, he said they know how many of certain models they will get for the year but not all yet, notably the Celebration dial OP41 I want. And apparently the order process is on hold, at least for now.

[Henrimontgomery]

Like in any system with a dealership distribution model, it goes like this:

Rolex produces x number of each model, and at some point in the year (or multiple), dealers send their pipeline of request. You have different production lines probably, with some flexible for “urgent” matters.

They then get allocated the models based on their talks with management, executive offices and sales reps (Rolex, not ADs).

[peptide45]

My SA has told me that they she is able to put in "requests" for allocation models and basically, you are put on a list for that model. She has told me the list is not linear and while they do factor is wait time, it is one of many factors... Most of the desirable stainless steel sports models are subject to this "request" process. The watch I'm trying to get for my wife (31 mm datejust fluted pink dial diamond set) was "special order." Apparently, this means that the order goes to Rolex and they will fill it eventually... How true any of this is, I don't know... We placed our "request" for YM40 and "special order" for date just 31 mm on Feb 28 2023... So coming up on a year and nothing yet.

[jamesbondOO7]

Last time I bought a new watch, which was in 2014, in Geneva and a Lady DJ for my wife, I could specify everything and it was delivered within a few weeks. Well I also had a 20% discount (sort of Friends and Family I think) and had to sign a document that it was for our personal use.

[Devildog]

Originally Posted by Henrimontgomery

Like in any system with a dealership distribution model, it goes like this:

Rolex produces x number of each model, and at some point in the year (or multiple), dealers send their pipeline of request. You have different production lines probably, with some flexible for “urgent” matters.

They then get allocated the models based on their talks with management, executive offices and sales reps (Rolex, not ADs).

Rolex ADs (with, I believe, the exception of the Rolex Boutique in Geneva) do not have a direct line of communication with Rolex SA, the manufacturer (Caveat - it may be different in Switzerland)

Rolex SA supplies a number of wholly owned corporate distribution entities in the various global regions. Its those distribution entities that contract with the AD network.

Dealer pipeline requests (such as they are) will be sent to the distribution entity for that country/region, not Rolex SA.

How much, if any, of that is passed on up the line to Rolex SA the AD network won't know.

[KatGirl]

Originally Posted by ArtNouveau

I got a green OP41 last summer less than a month after asking for it. At the time my SA said they could order a few certain models/configurations and this was one of them. I chatted with him last week a bit, he said they know how many of certain models they will get for the year but not all yet, notably the Celebration dial OP41 I want. And apparently the order process is on hold, at least for now.

That coincides with what my SA said, during my last visit. The ability to order a specific congregation, of any model, is on hold, at least in the US.

Kat


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[smithnl3]

So what are your thoughts if your AD is telling you that they do not have a firm update on a delivery date, but the order is confirmed from Rolex? Also paid a 50% deposit in January 2024 after initially request to purchase in July 2023.

[joli160]

Originally Posted by smithnl3

So what are your thoughts if your AD is telling you that they do not have a firm update on a delivery date, but the order is confirmed from Rolex? Also paid a 50% deposit in January 2024 after initially request to purchase in July 2023.

If they keep you completely in the dark for almost a year I’d ask for a refund and buy grey. You’ll have it tomorrow

[brandrea]

I’m not sure if it’s circumstance , but two of my Rolex purchases had “Special Order” indicated at the top of the sales receipt. I’m not sure what that exactly means.

FWIW, the Submariner was delivered after about 2 weeks (after release). The SD43 was delivered about 3 days after the Basel release event at my AD. Granted this was many years ago now

[Ravager135]

I've "ordered" a Datejust and a Milgauss from my AD in the past, but it could have been as simple as they expected the one I wanted in that particular configuration to arrive anyway. It took about six weeks for both.

My understanding is moreso inline with what others have said. ADs can request certain pieces, but nothing is essentially guaranteed. So sure, you can "order" a Submariner Date for a client, but really the AD is getting one or two every two weeks anyway. The AD I use is family owned and they have implied (though not stated) that they do not get as many harder to get pieces as other ADs probably do, but they do get them. I've never seen them display off catalogue or gem-set pieces, but to be fair I rarely see that at any AD I've been to.

My AD has not gotten any Rolex shipments and will not until they move their location and build out their Rolex boutique down the street. I am hoping they are fully stocked at the grand re-opening.

[Oystersteel92]

Originally Posted by Pepperjack

We don't so much order specific product; it's more like ordering a number of pieces, requesting certain models and configurations. Some pieces are more readily available, so in practicality it's "ordering." We are, I believe, required to have a certain percentage of various sizes, models, gem-set, etc., so we can't just order 100% steel professional models, for instance. Sometimes Rolex will just send pieces that are close to what we requested, but different enough the intended customer isn't interested. Sometimes they will send pieces that we don't think we even have the clientele for.

Rolex is a different animal of course but the reason my local Breitling AD gave up the line was because they were under constant pressure to take watches that they didn't have the clientele for.

If not already, I think we're very close to the point where you can again "order" a DJ or DD (at least in 36MM) in the configuration you want and actually get it in just a few weeks.

[Ballzzz]

Originally Posted by Oystersteel92

Rolex is a different animal of course but the reason my local Breitling AD gave up the line was because they were under constant pressure to take watches that they didn't have the clientele for.

If not already, I think we're very close to the point where you can again "order" a DJ or DD (at least in 36MM) in the configuration you want and actually get it in just a few weeks.

You can currently order DJ/DD that was a very short term blip FYI

[KatGirl]

Originally Posted by Ballzzz

You can currently order DJ/DD that was a very short term blip FYI

Yes, during the Christmas holidays, they temporarily paused the “Intent to Purchase Order” program, presumably because Rolex shuts down for several weeks, at that time. All is normal again, now. My AD mentioned Datejusts only, excepting the most sought after configurations, such as mint green and Wimbledon.

Kat


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