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It's funny how, despite Rolex watches themselves being a real luxury product, the pre- and after-sales customer experience is anything but. Sacrifice your dignity sucking up to ADs while they treat you poorly. Dealing with scummy greys, or at the very least visiting them in stores that fall well short of luxurious. Not having the freedom to customise your watch after you bought it through dial or bracelet swaps. It's the opposite of customer centric.
But even if Rolex were moving to a corporate owned boutique model like AP, where you can at least experience a degree of politeness and a nicely furnished boutique to spend some time in, it's probably a ~10 year journey to get that retail footprint up. I'm guessing there's at least hundreds of ADs and to phase them out and replace will take so long and still wouldn't address the terrible customer experience problem.
The terrible customer experience is a risk to the brand of Rolex. Clearly it's damn durable because there's still no shortage of people after them. But it's not invincible.
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