How does the Release and Discontinuation Process Work?

[TreyBallNation333]

Genuinely curious...does Rolex cut production before they discontinue certain models or do they cut it after they release new models? Also, is Rolex producing new releases during the 1st quarter to prepare for the new release or do they start production after the announcement? TIA

[thesharkfactor]

They just take them out the next catalogue then stop sending them to AD's. However, some may still filter through even years after being discontinued. I've seen a 2021 GMT LN for example and that was disccontinued 3 or 4 years ago. Also, there may be some inventory in an AD's safe for years before they sell it.

[Solo118]

Originally Posted by TreyBallNation333

Genuinely curious...does Rolex cut production before they discontinue certain models or do they cut it after they release new models? Also, is Rolex producing new releases during the 1st quarter to prepare for the new release or do they start production after the announcement? TIA

When Rolex plans a discontinuation they simply finish up their parts for that particular watch, and even though it may not be on their website or lineup they can certainly still get into AD's hands. On the flipside ADs might hold older stock and release it at the time of their choice.

For new releases the production is already started and in full swing by (for example) W&W, and it just takes a little bit of time before it hits the ADs. You will likely see new "incoming" posts within a week or 2 likely from Europe area.

[Tools]

Originally Posted by TreyBallNation333

Genuinely curious...does Rolex cut production before they discontinue certain models or do they cut it after they release new models? Also, is Rolex producing new releases during the 1st quarter to prepare for the new release or do they start production after the announcement? TIA

Usually they stop producing well before the latest replacement is shown. If it is a popular model, it seems like the well has dried and many of the blogs around use that as speculation that X will be discontinued.

There are usually plenty still in the pipeline, but no, they don't keep producing the discontinued model.

On occasion they introduce new models and do not discontinue the old model for several years. The GMT is the best example of this. For a decade you could buy the GMT Master, or the GMT II; sold side-by-side.