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I think it would make sense for Rolex to control the lists and allocation but to let the ADs gather the names and do the final distribution. A potential customer would have to go to an AD to give their name & info (incl. email). The AD would enter that into the system. A few weeks / months / years later, Rolex would email the customer & the AD that there watch will be available for pick up at the AD at a given date. They could even send the watch 2 weeks early to the AD to "fill the cases".
The advantage of such a system is that it keeps the AD happy, it's (more) transparent & fair for the customer, and the list management is quite simple to manage. There's still a question of whether to limit the number of entries per person on the overall list, but that's a small problem compared to the current situation.
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