Recent AD visits -Empty Cases

[GaoKS]

Hi all. Admittedly, it’s been a little while since I was in an AD looking for a watch. It took me years to finally wait and track down an AD to work with me on a 114060. With that being said, I’ve seen my fair share of fairly naked display cases- across many AD’s in the US and even through EMEA and APAC during travels. Normally filled about 70% with PM datejusts, Cellini’s, OP’s and the occasional YM2.

With that being said, I just visited two AD’s in the NC area and both literally had empty cases. One had a PM two tone women’s date just and the other had a men’s. Is this what you guys are seeing and is the current state of the AD inventory? One watch?! Honestly looked a bit bizarre to me and with the exception of a quick view of the Tudor and Oris pieces, made for a quick visit for me.

Just curious.. what does current selection look like at your current AD’s?

[Handey0465]

Its been clarified MANY times here.....Empty cases does not mean no inventory. They are simply in the back.

[GaoKS]

Originally Posted by Handey0465

Its been clarified MANY times here.....Empty cases does not mean no inventory. They are simply in the back.

AD’s are hiding two tone 34mm datejusts in the back now too? I’m well aware of AD behavior with high demand models as it’s been the same all over the world. However, I’ve never seen an AD have only a single watch on display, let alone two AD’s - hence the question.

[JSolution]

Originally Posted by GaoKS

AD’s are hiding two tone 34mm datejusts in the back now too? I’m well aware of AD behavior with high demand models as it’s been the same all over the world. Never seen an AD have a single watch on display, let alone two AD’s.

Someone posted here the other day about being required to bundle with a 34mm datejust as it was a hot model lol.

Shops have been closed for a long time in England we’ll see when they open but they’re still trading behind closed doors I’ve bought a couple.

[Jhsjhs]

I went to an AD in Georgia recently to look at an Omega. I talked with the salesperson I had worked with in the past, good experience as always, and got ready to leave. Before I left, she told me I had to look at the Rolex store before I left. It turns out they had 12 watches in total, 7 in windows, 5 in a room’s full of cases. It does seem like the market for formerly unpopular models has really picked up! There was a young man trying on a two-tone diamond-encrusted 34 mm DJ, which I can’t believe is what he was hoping for. Is young guys considering two-tone 34mm DJ’s a sign of a bubble?

[beshannon]

Originally Posted by GaoKS

Just curious.. what does current selection look like at your current AD’s?

No idea. Why bother going to an AD?

[Cigars&Watches]

Was in a shop up in my neck of the woods a couple days ago and very little inventory in the cases, maybe 10 total and mostly ladies pieces with diamonds. Every model is in high demand not just SS. Already pre sold or waiting to sweeten a jewellery buy.

[brandrea]

It’s been quite a while since I’ve visited my AD due to closures during the pandemic. I’m looking forward to getting out to see them some time soon

[teck21]

Mine is fairly well stocked with two tone DJs.

Mostly ladies’, diamond encrusted and/or smaller references.

But hardly bare.


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[GaoKS]

Originally Posted by beshannon

No idea. Why bother going to an AD?

Because I’m probably one of the rare individuals who doesn’t want to purchase Grey/private party and am willing to wait to get my hands on a piece at MSRP. Not willing to play that game with any of my vehicles and the same goes for watches. And yes I understand exactly what that means from a timing standpoint. Also, I do enjoy seeing ADs and what they carry, or in this case, don’t carry.

[Danny83]

Stopped by an AD in Northern ca to try to get my wife an op36. They said they were sold out of Rolex. None at all in cases



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[vh2k]

Every AD in the world has completely empty cases before 10:00AM and after 6:00PM. Pictures of empty cases don't mean they don't have stock.

[LJubel328]

Originally Posted by Danny83

Stopped by an AD in Northern ca to try to get my wife an op36. They said they were sold out of Rolex. None at all in cases



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Didn't I just see you post in another thread you recently received a 116508? "Sold out" to the casual passing by individuals

[Paul7]

Originally Posted by GaoKS

AD’s are hiding two tone 34mm datejusts in the back now too?

No such thing as a 34mm Datejust.

[ocrolexer]

Wow... just wow..

[ronricks]

Originally Posted by Handey0465

Its been clarified MANY times here.....Empty cases does not mean no inventory. They are simply in the back.

I understand what you are saying but there aren't even the usual TT models in the case or ladies models or other undesirable models etc. I went to 3 AD's a few weekends ago and one literally had 4 ladies models.

[justcruisin]

I want to say that VF definitely has more than that other Norcal dealer...

[Maxy]

Originally Posted by JSolution

Someone posted here the other day about being required to bundle with a 34mm datejust as it was a hot model lol.

Shops have been closed for a long time in England we’ll see when they open but they’re still trading behind closed doors I’ve bought a couple.

Rolex has sold 950K watches in 2019 and 810K watches in 2020 and cases have been empty for last 2 years. You need to accept that it's the norm now but sales are still happening and nothing will be in the cases for the foreseeable future!

[RationalPragmatist]

Originally Posted by Handey0465

Its been clarified MANY times here.....Empty cases does not mean no inventory. They are simply in the back.

If hiding watches in the back spurs Rolex sales, maybe ADs do the same for Breitling, Cartier, Panerai, etc.

[77T]

Originally Posted by Danny83

I love that sleek clean display case design - like danish furniture. Spare linear lines...

Sort of resembles the cases at my nearby Bass Pro Shops hunting department.

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[GaoKS]

Originally Posted by Paul7

No such thing as a 34mm Datejust.

Apologies. I meant OP.

[GONZO2LR]

Those empty cases....didn't Rolex make the AD's update their displays a few years ago in order to be at their Rolex standards in selling the brand....WHAT HAPPENED????

[Tikandtokalot]

Don't believe for a minute that upmarket boutiques in very prestigious shopping areas have no stock to sell.
No turnover No business No brainer.
I imagine the SA is really just a bottom feeder filter for the product.
Sorry if this sounds harsh but I don't see it any other way.
I've owned retail businesses and there is no way a outlet can survive without knowing its invoicing or product expectation in advance.
I'm not buying it.

[GaoKS]

Originally Posted by Tikandtokalot

Don't believe for a minute that upmarket boutiques in very prestigious shopping areas have no stock to sell.
No turnover No business No brainer.
I imagine the SA is really just a bottom feeder filter for the product.
Sorry if this sounds harsh but I don't see it any other way.
I've owned retail businesses and there is no way a outlet can survive without knowing its invoicing or product expectation in advance.
I'm not buying it.

Man.. common sense and similar experiences would lead me to agree with you and want to. However, I also dont bieleve that all of those pieces that no one wanted 1 year ago.. the TT pieces, ladies watches, etc magically developed enough demand to warrant keeping in the back. Maybe I’m naive.

[JodyHighroller]

Originally Posted by Tikandtokalot

Don't believe for a minute that upmarket boutiques in very prestigious shopping areas have no stock to sell.
No turnover No business No brainer.
I imagine the SA is really just a bottom feeder filter for the product.
Sorry if this sounds harsh but I don't see it any other way.
I've owned retail businesses and there is no way a outlet can survive without knowing its invoicing or product expectation in advance.
I'm not buying it.

They have stock to sell, but it’s that everything is already pre-sold once it arrives. There isn’t anything left over to hit the display case. This is the major problem today vs in the past where there was a surplus of unsold inventory ready for display.

[JodyHighroller]

Originally Posted by Danny83

Stopped by an AD in Northern ca to try to get my wife an op36. They said they were sold out of Rolex. None at all in cases

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Love that DD40 press photo on the wall.

[t65tampa]

I was at a local Rolex AD yesterday. Had a few Lady Datejusts and couple of 36 mm Day-Dates on display. They are selling out of their Rolex watches as fast as they can get them shipped in. The sales associate told me overall sales are way up compared to prior years for their location. I’m happy for them.


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[DJ2020]

My AD/SA told me a few days ago that they are receiving about 3 watches a week. Nothing they want of course. There displays are empty as well (Also in NC) Not hard to sell 3 watches. Big demand - small supply. All the store that are closed all over the world and we are open in the United States. They just need to start making more watches. With 1 million a year production rate, Cases in the United States should be over flowing!

[Longhorn]

My AD told me they had gotten a greenlight in December to take orders on what they were going to get allocated the next year; however Rolex didn't inform them the exact timeframe of when they would come in. A lot of pieces have been spoken for and are leaving the door as soon as they come in.

[PBJ1925]

Originally Posted by Danny83

Stopped by an AD in Northern ca to try to get my wife an op36. They said they were sold out of Rolex. None at all in cases

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Yikes, this is even worse than my last run where you'd at least see a couple TTs, DJs, or all gold anything.