[Sebastian5]

Originally Posted by fsprow

Although an extreme example, Ferrari sales may illustrate where Rolex sees themselves ultimately wanting to go.

1. Extremely difficult to purchase one from a dealer without several previous new vehicle purchases, particularly of less desirable models.
2. A background check on prospective purchasers is run.
3. Average annual income of purchasers is US$1,000,000.
4. At times, for highly desirable models, the purchaser must sign an agreement not to resell the vehicle for one year except back to the dealer for purchase price.
5. Clear preference to sell to those with high public visibility - entertainment, sports, etc.
6. A sparse dealer network.

I hope we don't see this for Rolex, but its not very far from where Richard Mille, Patek and AP stand. And I'd certainly rather purchase from a reseller than deal with the Ferrari model. I imagine Rolex is quite pleased with where things stand.

That's only for the halo models (LaFerrari, TDF etc). Any regular model isn't that hard to get. Maybe a bit more difficult at launch, but that's not any different than say a PS5 right now.