Rolex professional model purchase restriction?

[desmomini]

I bought a Sub Date, Batman and Hulk from my AD in 2018.

Then a black DeepSea in 2019, and declined a Root Beer the same year.

Daytona in 2020.

Sky-Dweller and Bluesy in 2021.

[daveswordfish]

Untrue. Each AD allocates as they see fit. Many, including myself, have purchased multiples in the same 12 month period


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[WatchesNBlondes]

Definitely not true

[JC316]

Originally Posted by Cigars&Watches

Curious to hear your perspective if this actually works.

My AD does not have a hard rule on this but does like to spread the allocation around to be as fair as possible. Of course there are always the exemptions..

I think it is too early to tell if this will benefit the average watch consumer. In my humble opinion, I don't believe that we'll see an available supply in the immediate future. There are several factors that play a role on how this pans out.

I've mentioned this before but in Korea, the Rolex ADs are boutique style. This means that each Rolex AD only sells Rolex products. The Rolex stores all reside in a department store which opens at 1030. Many of the Rolex stores, especially in the Seoul area have all adopted a check in system which enrolls a customer via their phone number and assigns a number verifiable via a messaging application. In a nutshell its a digital ticketing system.

For the past year, people have waited in line, overnight, at designated areas identified by the Rolex ADs in hopes of receiving a number. At the beginning of the year, I drove by one of the more popular department stores and saw at least 60 people camped out on the sidewalk at about 0700 in the morning. At the beginning of 2021, I was told that the number of customers issued a number was around 50. I recently saw a sign that increased the number to 90. This does not mean that they'll see all 90 people, it just means, that's the number of people they will register. It is possible that you could wait all day and not even have a chance to enter the store.

I can't speak for any other country, but the Rolex ADs in Korea currently do not cater to VIPs or hold watches for preferred customers. In the current state of our hobby, there is no need for them to do so as they sell as quickly as they receive them. I'm not saying that it isn't possible that on occasion, a VIP or a high profiled individual isn't receiving special treatment, but I believe it to be an extremely rare occurrence which generally is approved at the Rolex Korea HQ level and not the local AD.

When purchasing a Rolex in Korea, there are several conditions that need to be met. The customer must provide valid ID which must match the credit card at the time of purchase. The phone used to register a number must also be present on the customer upon entry. If any of those conditions are not met, you will not be able to purchase a watch.

I believe that as the prices of Rolex watches on the secondary market continue to increase, we'll see more people waiting in line to hopefully make some money. From my general observation, the majority of people in those lines are flippers and wait in line everyday until they score a watch.

I recently watched a YT video about a flipper who described his day to day. His first couple visits full of hope which quickly turned into months of obsession because he had already committed so much time to the effort. He was unemployed and had nothing better to do so he continued to wait and hope. 6 months later, he picked up a watch and sold it for $5000 profit. He admitted that it wasn't worth it, but he'd do it again when he was able to purchase another one. His goal was to be offered a Daytona or Pepsi GMT as it had the strongest resale value.

My personal opinion is that flippers, not the secondary market, is hurting the Rolex brand. For me, the purchase experience is just as important as the item being purchased, which is why all of my purchases have been at ADs. It is also why I'll visit multiple ADs to find a salesperson I can connect with.

I don't blame flippers for taking advantage of the current market conditions, its just frustrating as a Rolex fan. Until the market cools down, I'll continue to be a fan on the sidelines and admire them from afar as I personally cannot justify purchasing a production model over MSRP.

[RazorD]

I think this is some ADs policy. Mine said they generally try to get each one of their preferred clients 1 a year. I’m sure there are times they under or over deliver but I think some do this to share the love if/when possible.

[Seddyspaghetti]

Originally Posted by drrd

your ad says you are only allowed to purchase 1 professional model every 12 months.

+1

[vengapat]

It an AD... they can do whatever they want. Go to another AD lolol

[vh2k]

In today's market, almost every piece is an allocation unit -- which means ADs will likely review which customers should be offered the piece.

Large corporate ADs in the United States will likely check your recent purchase history before you are offered another Rolex. What they do with that information varies.

For "some" AD locations, they may go to the next customer if you've purchased a desirable steel professional reference recently (time period can vary).

[macrowatch]

Think it's an AD level decision. But you can see for example Chanel in South Korea putting limits on certain bags on an annual basis. And I believe Hermes has done something similar globally already.

[inadeje]

OP - it isn’t helpful to generalize a given modus operandi and then apply it broad brush across every AD in a given country.

First off, ADs aren’t Rolex the manufacturer. This is a common misunderstanding repeatedly confused across the internet.

Secondly, if an AD has a specific rule, its that ADs rule and prerogative, not Rolex.

Thirdly, a heavy traffic AD on a popular street or mall in a given city knows their stock flow and buyer demographic, so they may autonomously apply a rule similar to the one you mention. Conversely, another AD (even from the same chain) with less traffic may say 3, 5 or they don’t care and will sell you what they can.

The moral of my explanation is that there isn’t and cannot be a “one size fits all” scenario.

That’s why these threads “my AD said X or Y” are so confusing, since it ignites a debate and people start thinking that this rule is national, or worse, that Rolex (the manufacturer) is somehow implicated (they most certainly are not).

I’ll give you an example for another product. I’m in the market for a Porsche GT3 touring. My dealer in Miami says 6-12 months. A dealer in Cote D’Azur France said 12-18 months. A dealer in Panama said max 3 months…

Why? Well the dealer has an allowance of a model, and pretty simply the dealer in Panama hasn’t sold any, so he gets first dibs and his first order and jumps the line. I don’t want the car in Panama (even though I have a home there) and I’m not buying simply to export to Europe (where I wanted to use the car).

I know the example isn’t the same as the watch scenario, but it’s just to outline how market forces, allotments and other factors can affect how dealers (ADs) handle a petition sometimes ad hoc, with no rhyme nor reason.

[CoveWatch]

Any AD can have their own policy, or lie, and sell to whomever they prefer.

[Pinchy]

There are absolutely no such rules. I got 4 steel sports last year (Sub, GMT, Explorer, Daytona)

[Benzsiam]

Each AD has their own policy and always have an exception to their preferred customers.

I got 10 in 2020 & 6 in 2021 and all of them aren't easy to get, lucky me.

[Tools]

Originally Posted by ericpan

My AD says normally you are only allowed to purchase 1 professional model(like Sub, GMT) every 12 months, is that true?

edit:1 ss professional model.

If this is what your AD told you, then it is your AD's policy.

Rolex sells their products to the AD for them to sell as their individual business practice dictates, it is very unlikely that "Rolex" has any such policy.

[roadster198]

Originally Posted by ericpan

My AD says normally you are only allowed to purchase 1 professional model(like Sub, GMT) every 12 months, is that true?

edit:1 ss professional model.

I was told similar when I picked up my new sub a month ago. I enquired about a SS blue sky dweller and was told I might have to wait a while so others can get a chance at that model.

I dare say if I was regularly spending large amounts with them it may be different.

[SS Oyster]

Originally Posted by Steerpike999

Sorry, last time I checked a blue SS Sky Dweller was not easy to get.


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What does that have to do with the original question?

[Steerpike999]

Originally Posted by SS Oyster

What does that have to do with the original question?

Nothing obviously, just like to answer people that take the time to quote my comments.
Have a nice day.


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[Emery]

The 1 professional piece on 12 months limit applies to me, as communicated by my AD.

I’m not a VIP or a whale, so it’s not like they were going to offer me anything else within this timeframe anyway, so no real difference to me.

[omx5o]

Originally Posted by drrd

Your AD says you are only allowed to purchase 1 professional model every 12 months.

Definitely this.

[samson66]

When I bought my Datejust my AD said they "normally" restrict all Rolex purchases to one watch every 12 months.

[ronricks]

I was told from one AD in a rolling calendar year:

1 SS Professional model
1 TT Model
1 PM model

this was done with a 'wink' and a 'nudge' They allocate watches to who they want to if you are a known good customer they are going to give you what you want.

[noshame]

Originally Posted by drrd

Your AD says you are only allowed to purchase 1 professional model every 12 months.

This.

[Danny83]

Nope

[Polar Bear]

Add enough zeros to the end of your spend history and i doubt any rules apply with your AD

[RolexSimon]

Originally Posted by JC316

Sharing where you are located in the world would help validate your ADs statement.

In Japan and Korea, what your AD said is true.

Japan = 1 Sports and 1 non sports per year ( 2 Total)

Korea = 1, regardless of model per year.

Life life without regret and in good health!

Agree - it's country specific. Australia apparently 1 SS, 1TT one PM as from 1/1/22. I'd be interested to hear if other ozzies have been told the same.......

[Frank K.]

In Poland, EU You can only get one reference at time. So You sign up for a OP 126000 and untill picked and paid You cant sign for another 126000.
You can however be signed for a GMT (e.g.)same time.

[Harry-57]

Originally Posted by Flint

I am interested to learn why/how a normal person would want to buy or could afford more than 1 professional model per year

Because they want to and they can.

[KathleenL]

Originally Posted by Harry-57

I bought an OP, a CHNR and a TT Sky Dweller from my AD in 2021. The OP and Sky Dweller were from stock, the CHNR had an 11 month wait. Had they all been wait listed it is possible that my AD might modulate who they gave them to and at what frequency, but I don't know that.

I only got one watch in 2022. But since it was my BLRO on Oyster, I'm not complaining.

Only ONE watch in the first 11 days! My heart aches for you.

[Flint]

Originally Posted by Harry-57

Because they want to and they can.

Doesn't explain , I am still puzzled ! One reason I guess is to make money when they flip and in doing so prevent a genuine buyer buying at retail rec price and owning watch of their dreams

[malba2366]

Im sure a lot of them are doing this with new customers. The dealers are scared of selling to flippers because Rolex has made it their responsibility not to sell to flippers. Someone just walking into an AD now (during a hot market) asking for multiple sport watches and a blue sky dweller fits is very likely interested in flipping watches.