Rolex Needs a New Business Model

[VogelPhoenix]

Originally Posted by Coronette

Rolex needs to sell direct to consumer. That would completely eliminate the unfair lists the jewelers manipulate. Once the watch is purchased from Rolex its sent to an authorized jeweler that has all the fakes in the case to try on and they set the watch up once it arrives at the AD of your choice. This would eliminate all the AD grey market and waiting list shenanigans. I wouldn't hesitate to go on a Rolex corporate wait list because you know its going to be handled fairly and you wont get smoke blown up your A$$ as the ADs are doing now.

Couple of issues with your plan:
1) In the history of retail there has never been a greater sales tool than the insane valuations of mass-produced trinkets we see now. Rolex would have to be crazy to mess with that. They should LOVE the grey market in its current form, and I bet they secretly do.
2) Assume Rolex announced today that tomorrow, 12PM GVA time, first come, first served waitlists for all their models open. At 12:00:01 those waitlists would be filled by flippers/greys using automated machinery to secure their place in line. Zero reason for Rolex to get into an arms race with bot developers. Any hurdle they put in place will be much easier to clear for full-time flippers than the random guy from the street trying to buy a Sub for his 40th...

Maybe ADs should vet people before they go on waitlists? Well, welcome back to exactly where we are now.