How many of the 1.2 Million watches go to USA?

[4reRlxGuy]

So based on 316 ADs and 300k watches maybe the avg is 80 pieces for each AD per month?

The larger one get more and the smaller ones get less?

Can see a mom and pop single location surviving on selling 3 pieces a day as long as they don't need to finance an extravagant build out periodically

[brandrea]

Originally Posted by KatGirl

Wait, I thought you were joining us…..

Kat


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lets not go there


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[CarlOver]

Originally Posted by Krash

This is probably a good guess. We do know that the USA is the biggest market for Rolex, but they do sell watches in all of Europe, and most of Asia, too. So I was thinking somewhere around 300,000.


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Originally Posted by CarlOver

Russia too?

Originally Posted by Krash

Russia is part Europe / part Asia. So it’s included.


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I was asking if Rolex is actually selling in Russia since they stopped after the invasion of Ukraine and it seems like some have some insider info. That was my inquiry, not about Russia’s location geographically. Best to you!

[ArtNouveau]

Originally Posted by gerry100

Rolex is a black box, due to it's structure as a trust.

They are incredibly opaque and we'll never know the answer to questions like this

This. Rolex would never publicly announce annual production, allocations, or sales. Production numbers can be determined by some third party sources and the 1.2M is probably accurate.
I will throw out something in regards to a comment speculating about RolexUSA dealers. Yes, higher tier ADs get more inventory and the dealer owned stand alone Rolex only Boutiques are at the top of the US food chain.

[scooba]

I know its not really relevant but in the UK we are down to 95 outlets , it may be 94 now .

[Krash]

Originally Posted by omar-rye

From ChatGPT:

“As of 2022, the United States has the highest number of official Rolex authorized dealers (ADs), totaling 317 out of 1,816 worldwide.  This means approximately 17.5% of all Rolex ADs are located in the U.S.

While the U.S. leads in absolute numbers, smaller countries with fewer total retailers might have a higher concentration of Rolex ADs relative to their size. However, specific data on the percentage of Rolex ADs relative to the total number of jewelers or luxury watch retailers in each country is not readily available.“

Assuming the % of watches is directly proportional to the % of ADs, then it’s approximately 210,000.

But I suppose it’s possible that US ADs get a greater % of watches, too. So somewhere around 200,000 to 300,000 is still a good guess.


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[Triggerfish]

Originally Posted by 4reRlxGuy

So based on 316 ADs and 300k watches maybe the avg is 80 pieces for each AD per month?

The larger one get more and the smaller ones get less?

Can see a mom and pop single location surviving on selling 3 pieces a day as long as they don't need to finance an extravagant build out periodically

Yeah I wonder how many watches a smaller mom and pop AD get compared to a bigger AD? From what I've been told lately and by observing, it does not appear that the mom and pop store is getting much... while the larger AD seems to always have a delivery going when I randomly stop by.

[padi56]

Originally Posted by Triggerfish

So we all have heard that Rolex makes 1.2 Million watches a year.. do we know how many are imported into the USA of that 1.2 Million? Is there a distribution list of what country gets what percentage/numbers of watches?

Well Rolex USA is a separate company from Rolex SA rest of the world so only Rolex USA would know.

[inadeje]

It isn’t a variable associated to the population of countries because if it was India and China would eclipse the US many times over. It’s the disposable income factor. Historically speaking the US has numerous advantages that cannot be overlooked. Firstly, there is a profound and too easy “credit culture” which allows consumers access to things that frankly they shouldn’t be buying. As an earlier member mentioned, Ferrari is another example where around half the cars end up over in the US. I wouldn’t be surprised if the US isn’t similar on a numbers basis where Rolex is concerned.

[Harry-57]

Originally Posted by brandrea

Yes, I was attempting to be sarcastic

You need to put a sarcasm flag up or something. I could do with one myself.

I was going to post "more than England" but you got in first.

[brandrea]

Originally Posted by Harry-57

You need to put a sarcasm flag up or something. I could do with one myself.

I was going to post "more than England" but you got in first.

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[saxo3]

Maybe 5? Depends on what additional taxes new fools have in mind?

[Oystersteel92]

Originally Posted by Phlippe

I thought Rolex pulled out of Russia because of the sanctions?

I believe they stopped deliveries to Ukrainian ADs as well. There was some evidence of increased deliveries to the US in the months just after that happened.

Originally Posted by inadeje

It isn’t a variable associated to the population of countries because if it was India and China would eclipse the US many times over. It’s the disposable income factor. Historically speaking the US has numerous advantages that cannot be overlooked. Firstly, there is a profound and too easy “credit culture” which allows consumers access to things that frankly they shouldn’t be buying. As an earlier member mentioned, Ferrari is another example where around half the cars end up over in the US. I wouldn’t be surprised if the US isn’t similar on a numbers basis where Rolex is concerned.

The growth of the upper middle class in China from 1990 to now is the single biggest factor in supply drying up. Throw in the more recent phenomenon of social media flexing and the post-Covid economies and you get what we have today.

I for one think I've tapped out. That last price increase is what got me, even though I can legitimately afford it. Got one more watch on my radar and I think I'm going to go preowned, 5-digit for it and be done.

[INC]

Originally Posted by Phlippe

I thought Rolex pulled out of Russia because of the sanctions?

Sanctions do not apply to watches.

Beyond that, the truth is that only a few companies left Russia, and most of them were idiotic EU companies. However, despite these few hundred companies, most are still there. Sometimes under different brands, but mostly under their own names. And those who did leave, their products are simply bought from a former Soviet republic. Money is great, but profit is everything.

https://www.rolex.com/store-locator/russia/moscow

It is worth to mention, that Swiss is not the part of the EU, so the EU sanctions does not mandatory for them.

[inadeje]

Originally Posted by Oystersteel92

I believe they stopped deliveries to Ukrainian ADs as well. There was some evidence of increased deliveries to the US in the months just after that happened.



The growth of the upper middle class in China from 1990 to now is the single biggest factor in supply drying up. Throw in the more recent phenomenon of social media flexing and the post-Covid economies and you get what we have today.

I for one think I've tapped out. That last price increase is what got me, even though I can legitimately afford it. Got one more watch on my radar and I think I'm going to go preowned, 5-digit for it and be done.

Yes, that latest price increase, especially for PM variants, seems outlandish. I was wandering around the Seybold building here last week to get a general sensation of the overall market. My benchmark was the watch I am still on the list for at my AD-the solid YG skydweller on jubilee - well, I saw no less than three unworn 2024 and one 2025 BELOW current retail…which is telling