The AD doesn’t care about us

[smugtech]

Originally Posted by worldofoyster

Money talks

That's why the OP is un-happy. Money didn't talk this time (GDP of a small country)

[Pboned]

Unfortunately, I feel the AD’s have tons on their own plate with all of the clients they have. Trying to decide who should get an allocation for a variety of “Special” life events. They can’t please everyone.

[4reRlxGuy]

Doesn't help when these clients give event tickets (concerts and sporting events) as a thank you for there latest allocation.

[njlam]

I think ADs only go to individual clients when the grey market bundling bid is weak....why sell one SS model when you can move 10 and 10 unattractive models at the same time?

Bundling is why grey dealers are more important to ADs than any individual customer.

[Fleetlord]

Originally Posted by Henrimontgomery

You’re just not VIP. You probably spent a lot, but others spent more.

That's really what is happening here.

Purchase history in comparison to other clients is always in flux compared to new clients coming on line with big spends or other customers organically spending more.

There are plenty of buyers in the AD CRM system who get the congrats the OP is wishing for....odds on they aren't even keeping track what they are spending, but the AD is and they work to keep THEM engaged.

[cmannie]

I’m very disappointed with my AD.
In 2019-2020 I bought 9 or 10 new Rolex…3 where PM
I’d get call from the owner…”hey I’ve got nice watches.”
So id go and buy…i spent almost $400,000 there. Plus another $100,000 on diamonds and other watches. Only to be suddenly cut off “we don’t have anything but will call when we do” call never came. No explanation. I went to shop a couple times. Cold shoulders
I buy grey now. Simon’s is a huge rude disappointment. Man up and simply tell me why. Cowardly and a slap in my face.
Growing up in family business I couldn’t fathom being so rude to a great customer.
Shame on them.

[Blansky]

The way the OP gets treated is so inconsiderate.

I still get a card every year from the guy who stole my watch from my gym locker ten years ago.

[NAUI1982]

Originally Posted by edyu

Maybe I'm wrong but if you were born on 1982 (maybe it's just a special year) that'd make you 42? And 27th anniversary would mean you were married at 15? I guess 1982 is just a special year not your birth year. :)

Anyways 27th anniversary is an amazing milestone, congratulations!

Tbh, whether you get reached out by SA is most likely due to any particular SA and whether his/her calendar is synced to the AD system. I agree with Kats post about reminding them.

One thing is that people do tend to expect certain reciprocal favor after spending (a lot of) money at a store. However because it was really just a transaction so it depends on whether that translates to any reaction is determined by whether the SA happened to remember. Just remind them that you will not be spending money with them if they don't show some "love" to you. You'll be surprised how crappy some CRM software are and how many stores don't use them. My Rolex AD still uses paper.

I never had anything from the Patek AD after buying an expensive piece either but I don't really expect them to because they are just someone I buy stuff from not my friend nor my family.

No worries, but let me correct your math. Lookup NAUI. National Association of Underwater Instructors. 1982 is when I went through the ITC and because a SCUBA instructor, it's not my age. LOL!!!

And again, the rant is about using their technology (CRM) to create and manage the brand and the relationships with their customers on a level that a premium brand should be performing. The other lux brands that my wife and I deal with are on a whole different level than ROLEX.

The level of kissing ass at your AD is a new level of whoring that Rolex and their boutiques have conned their customers into beleiving is necessary to buy a watch.

[NAUI1982]

Originally Posted by Henrimontgomery

You’re just not VIP. You probably spent a lot, but others spent more.

I think this is directed to me as the OP, but not sure.

Missing my point...but that's okay. And FYI, I've spent more than most I suspect.

[NAUI1982]

Originally Posted by TickTockChuck

Seems a bit sad & hollow to hope for recognition of life's milestones from basically strangers at a luxury store. I would've thought that's what family and friends are for. If a person seeks fulfillment from buying "things" then that won't end well imho. Sure a Rolex is nice, but again it's just a watch. Regardless, great service always comes down to the individual rather than something mandated, basically taking pride in your job. Good luck.

Thanks for the good luck wishes. I don't think it's sad, or hallow because my point is actually suggesting that Rolex and the AD do not treat customers and manage relationships they way the good luxury brands do. And I'm making that point here that you all should expect more from your AD! They have the tools and systems to make their customers and important part of running a luxury brand. The difference is that the Rolex customer has been desensitized to what good customer relationships are like. You think it's your job to kiss the asses of the SA at your AD, and spend lots of money on watches you don't want in hopes to get what you do. (not all people here do that, but there is a common thread in the topics here that suggest it).

My point is pretty clear I think. And I certainly don't seek validation from the damn AD/Rolex people to live my life.

...But I have to say there are some terrific people here and enjoy the debate, dialog, information, and such that community brings.

I'm just pointing out that other luxury brands do far better at this than Rolex, and they're far better at managing the customer relationship even under more constrained product that Rolex who makes over 1.5million watches a year and growing.

[Rolexatlast]

The ADs (at least until recently) could sell every Rolex they receive, so some think “why bother to put in any effort” - unless they can use the promise of a watch to push people into buying other stuff that they don’t want.

But I take the point that the OP raised that luxury marketeers may make the customer chase the goods, but will provide a luxury service to keep the punters feeling special.

Rolex must know this, and as they have a long term view on their market. They must want ADs to provide the quality service, so that people will keep spending even when the market downturns.

This could be one reason for Rolex thinning out the independent ADs - the ones taking short term greed approach of not valuing customers and shoving all their stock to greys.

[NAUI1982]

Originally Posted by S’portEye

I didn’t know how to put it as eloquently as you did, but this is how I feel about this thread. It also smacks of self-importance.

Sorry you feel that way. Has ZERO to do with self-importance at all. Could NOT be further from the facts. But I appreciate you for joining the conversation.

[NAUI1982]

Originally Posted by Fleetlord

That's really what is happening here.

Purchase history in comparison to other clients is always in flux compared to new clients coming on line with big spends or other customers organically spending more.

There are plenty of buyers in the AD CRM system who get the congrats the OP is wishing for....odds on they aren't even keeping track what they are spending, but the AD is and they work to keep THEM engaged.

Nope, that's not what is happening here. But thank you for contributing to the conversation.

[NAUI1982]

Originally Posted by Blansky

The way the OP gets treated is so inconsiderate.

I still get a card every year from the guy who stole my watch from my gym locker ten years ago.

[Rolexatlast]

Originally Posted by NAUI1982

Sorry you feel that way. Has ZERO to do with self-importance at all. Could NOT be further from the facts. But I appreciate you for joining the conversation.

Sadly, some posters think Customers should be eternally grateful to be allowed to buy a Rolex at all

[Watchsprings]

Happy Anniversary, I do agree there are luxury brands that do a better job of providing a luxury customer experience than others. As for Rolex, I have 3 SAs I work with and 1 is more thoughtful than the others. In all cases YMMV.

[CarlOver]

I wonder if there has been a change from above, either AD management level or Rolex themselves, that said something along the lines of, ignore previous buyers and try to get watches into the hands of consumers that are new to Rolex?

[Calatrava r]

One dynamic in the luxury watch market a few years back was the most stores had particular customers who would basically buy everything and whatever else was offered. What the customers did with everything they bought really wasn't a big concern to anybody back then, sales were paramount. I suspect ADs knew these folks didn't really have 30 or more watches in their collections. As the watch market tightened, and the brands took a super hard line on customers' flipping watches, even those which were bought in good faith with the intent to keep at the time of purchase and worn regularly. So, the dealers panicked and moved away from the volume folks onto new small collectors who in their view were collection builders so their inventory would not end up in the secondary markets. Oddly, a huge past spend history in the current watch market may not be as useful as some think.

[Rolexatlast]

That would make sense. All brands need a flow of new customers to replace existing customers who cease buying (they die, become poor or just lose interest).

Cutting off your flow of new customers is bad for long term business.

[Polyesterpig]

Using a Customer Relationship Management (CRM) system to send automated personal messages to customers. Classic!

[Fleetlord]

Originally Posted by NAUI1982

Nope, that's not what is happening here. But thank you for contributing to the conversation.

Sure anytime.

If not for that reason, then why would the AD have "forgotten" to recognize your anniversary?

At this point you could:

1) Call the manager of the AD and tell THEM your displeasure at the failure of their staff to utilize their CRM software properly and not recognize an important anniversary of yours. Perhaps they really do need your help in this regard?

2) Do absolutely nothing about this except take your substantial business elsewhere?

[Talon84]

Originally Posted by NAUI1982

The level of kissing ass at your AD is a new level of whoring that Rolex and their boutiques have conned their customers into beleiving is necessary to buy a watch.

So basically you're peeved off cos they didn't give you a reach around

:

[goldfixer21]

No one ever gets a birthday/anniversary/whatever occasion communication from a business that has any heartfelt feelings in it. I still get happy birthday messages from a car dealer I haven’t been to in 8 years. They mean nothing, and the thought that I don’t get one from any other business I frequent does not trouble me at all. I don’t need to be patted on the back to spend my money anywhere.

[Thomas Mudge]

Sometimes I get very discouraged with this forum. I absolutely love everything about the brand. It's truly wonderful. Everything they do usually is fantastic. How many of you know about Rolex.org?
If you haven't checked it out, you owe yourself that.
This particular thread is dealing with the company not calling you.
And the feelings of dejection you get when they don't.
Is it really necessary for them to call you for your Daughter's birthday?
The brand keeps a hands off customer base for a reason.
You should ne happy that they don't call you at the 5 year marj and start to hassle you about booking service in advance.
If they did, you would complain about that as well.

This forum is for enjoyment. But we go straight to hate in a blink of an eye.
If you are one who complains about the brand, maybe you should re-evaluate your motives for buying a fantastic watch.

[train-time]

Originally Posted by zengineer

Seriously...you are:

https://youtu.be/hIuryZ8JUJM?si=PL9W8-GHuKNBAxAw

https://www.youtube.com/watch?v=OQMC9j-FFI0

[NAUI1982]

Originally Posted by NAUI1982

My wife and I buy a fair amount of luxury goods. We are registered and regularly see three high quality ADs for some nice watches and our spend history exceeds a small country’s gross domestic product. ��

It’s our 27th anniversary today. Our sales associates know us well, and have all our milestones recorded including dates of our kids birthdays and graduation dates and all that relevant data for their CRM systems.

Guess what?

Not a single call. Not a single email. Nothing today. We asked about eight months ago for his and her day dates. Nothing.

But we did get an email from the BMW dealer and the Mercedes dealer wishing us a hard happy anniversary. And we got a call from Cartier wishing us a happy anniversary. And we got calls from Hermes and my wife’s SA at Neiman Markus.

It seems like those luxury vendors use their CRM systems to build customer relationships and engagement like one would expect.

Rolex, nope. Nothing.

They call. When they have stuff to sell us.

Almost never stuff on our list. Only twice in about three years have they called with watches we requested. We have even bought when they called about stuff we didn’t request.

Pretty much done with Rolex. This was the straw.

Got my wife a nice Hermes birkin bag. Rolex.

Hey all.
Remember this post I made? Yeah, well seriously unbelievable update!

First, a little more back story. A few weeks ago, I went into that AD to ask why I hadn’t heard anything from them and why they don’t use their CRM system to engage with their customers.

I met with the Manager of the Rolex department who told me of my SA’s departure and was super nice, apologetic about it. I was pretty pissed off, after all, that relationship walked out the door.

The manager was very accommodative, and we talk at length about the relationship and the issue it creates when the SA leaves, we talked about my purchase history and how it would be transferred to the new SA. I met with the new SA and he was very nice of course. But in the course of conversation, he said no promises, and was happy to review my request list, which was in their CRM system and had three watches I had requested.

Fast forward to yesterday, Saturday Dec 14, 2025
I was with my wife at the mall today doing our holiday shopping. We stoped in to the Rolex AD to say hi to our new SA and the Rolex Manager. Turns out the Rolex manager had quit now too and was no longer there. DANG, we just met her two weeks ago!

Our SA was uncomfortable talking about it. I asked what happens now, who is doing the allocations to the SA and how are customers going to be prioritized? I asked my new SA how will be prioritize us as inherited clients vs his clients he has built over the years at that AD? He tells me he’d only been with this AD for a year and he wasn’t going anywhere. He tried to assure us he would take care of us and it would all be fair.

We left unconvinced and concerned. All that spend with this AD, completely erased and no manager around to advocate for us.

AND THEN THIS…
We continued our shopping and as we passed the Panerai store, I felt a tap on my shoulder as we walked by. It was none other than my old SA from the Rolex store. Sure enough, we didn’t hear from him because he LEFT the Rolex AD and went over to the Panerai store and naturally he couldn’t take his client list with him.

He not only remembered me and my wife, but said he was super sorry he missed our anniversary. He asked if I had gotten my DJ36 back from Rolliworks yet, so I showed him the pictures. That post is here for you all to check out too. He totally remembers everything about us.

This guy is amazing and truly an excellent SA. Of course we got to talking about why he left the (AD I won’t name) and I told him that his manager at that AD has also just left! He was NOT surprised at all.

He left said AD because he could not stand the policy inside that store. Their safes are FULL OF WATCHES, and they drip them out of the store! And get this mess! He had a Skydweller allocated to him (same one as on my list) but had a customer in a position over me. He offered the watch to that customer and his customer said no. But instead of being able to call me for it being the next up on his list, the store would not let him call me. He had to give the watch back to be allocated to another SA’s customer.

He explained how he knows customers are mobile, they travel all over and they go into Rolex ADs to see what’s available. He knows that there are watches available in those AD’s safes as well and many are now also selling to walk ins more and more. Yet at this AD, they are required to tell customers THERE ARE NO WATCHES, and to take names and requests DESPITE AMPLE INVENTORY WITHIN THEIR SAFE!


Yes, this store will NOT sell a Rolex to a walk in, period. They control the allocation so tightly, that an SA can’t do business with their customer in a reasonable amount of time. The customer is consciously made to wait unnecessarily. Over and over again he would call a customer with a watch only to be told, no thanks you took too long. The customer had already acquired the piece from other ADs or as a walk in while in [pick your location].

He was so frustrated he went looking for another job. And it seems that the Rolex Manager bailed out of the AD as well. I asked him if I should just move my business to another AD and he said straight up, just keep them on MY LIST and go spread my wish list out to other ADs despite not having made purchases. Times are changing and more and more inventory is available. He seemed to think we’re going back to pre pandemic availability where walking in will be the most common purchase method, and only very few high demand watches will require waiting, and it won’t take long to wait like it used too. This particular AD has their head in the sand and is one of the game players faking artificial scarcity.


I don’t know what to make of all this, but he knows what’s in the safe and knows AD games are in fact real, but changing and changing fast.

[Kevin of Larchmont]

Just goes to show you that if you look hard enough there’s always something to complain about.

[BlackandBlue80]

Perhaps the original AD is holding on to all your special pieces for your 30th anniversary!!

[NAUI1982]

Originally Posted by Kevin of Larchmont

Just goes to show you that if you look hard enough there’s always something to complain about.

Moving on. Seeing the posts here with more and more walk in purchases and calls coming in fast and faster is nothing to complain about. The AD model is broken.

Originally Posted by BlackandBlue80

Perhaps the original AD is holding on to all your special pieces for your 30th anniversary!!

. and they can suck wind for all we care. I won’t give them my business even if they call…

That can kiss my

[seezur]

I just got my second Rolex, as a gift for my father, from my second AD. It was not easy, and truth be told I ended up getting a model I didn’t originally intend to that also cost more, but I know he will love it. The AD model is terrible. I’m not sure if my AD is engaging in any of these games or if he just doesn’t have the inventory, but the three ADs I’ve been to have been pretty disappointing experience ranging in downright rude and discourteous to “wait lists” that are seemingly indefinite.

That being said, I would never expect to get a call for a birthday or wedding anniversary from a sales person. As many people here have already pointed out, these relationships are, or should be, transactional. Doesn’t mean they can’t be friendly, and I’m always friendly with everyone I deal with. My ideal Rolex experience is not being lied to (6 month wait becomes 1 year wait becomes 2 year wait) and them being friendly and courteous considering you’re spending 4-5 figures on jewelry.

There is a TikTok video going around of a skit where a buyer goes in to get a Rolex and the salesperson shouts “don’t touch me!”. Besides being funny, I think those are the kind of interactions people expect not to have, and the fact that that’s now become a mainstream view of Rolex is a really bad thing for their PR and, I think, longevity. They are shifting from the brand of “storied tool watches” and “success” to the brand for *ssholes with more money than sense.

Anyways, a bit tangential, but my main point was I think maybe your expectations are too lofty. If they are actually being somewhat honest about timelines, presenting you with watches and treating you with courtesy, you’re ahead of most the people dealing with Rolex.