First ever Rolex AD experience

[Durhamcyclist]

I’m based in the UK and have been a watch geek for years (own some seiko, rado, vintage omega, some micro brands). I’ve been fortunate enough to have a good few years at work and I’ve started looking at some brands such as omega, JLC, and rolex.

I visited my local Rolex AD and was really blown away by the submariner, I loved it. He was really nice but very realistic about my chances of getting a sub, 2-5 years. However we got talking and he did say if I were to buy something for my wife then I might expect it a lot sooner (6 months to 2 years).


I totally get it’s a crazy market right now for Rolex and honestly I would love to get my wife a lady date just. But is this behaviour to push me towards buying a watch that’s less in demand normal and fair? Or should I look to find another AD as he’s just stringing me along? Would other ADs be prepared to sell me a sub sooner than 6 months+ if I bought a LDJ first?

It sucks that real watch lovers are unable to just purchase what they want with all this flipping going on and I know with only a purchase history of one non-Rolex watch the AD needs to qualify that I’m not a flipper but any advice on the best way to proceed would be much appreciated. Build the relationship and buy a LDJ with this AD or go elsewhere?

Thanks

[Nairn1980]

Originally Posted by Durhamcyclist

I’m based in the UK and have been a watch geek for years (own some seiko, rado, vintage omega, some micro brands). I’ve been fortunate enough to have a good few years at work and I’ve started looking at some brands such as omega, JLC, and rolex.

I visited my local Rolex AD and was really blown away by the submariner, I loved it. He was really nice but very realistic about my chances of getting a sub, 2-5 years. However we got talking and he did say if I were to buy something for my wife then I might expect it a lot sooner (6 months to 2 years).


I totally get it’s a crazy market right now for Rolex and honestly I would love to get my wife a lady date just. But is this behaviour to push me towards buying a watch that’s less in demand normal and fair? Or should I look to find another AD as he’s just stringing me along? Would other ADs be prepared to sell me a sub sooner than 6 months+ if I bought a LDJ first?

It sucks that real watch lovers are unable to just purchase what they want with all this flipping going on and I know with only a purchase history of one non-Rolex watch the AD needs to qualify that I’m not a flipper but any advice on the best way to proceed would be much appreciated. Build the relationship and buy a LDJ with this AD or go elsewhere?

Thanks

Each steel sub probably has hundreds of potential clients. Spend history dramatically Improves your chances in a sea of keen buyers.

If you think your wife would appreciate a Rolex (who wouldn’t?), then you may have a happy wife, and be much closer to the watch you want.

(Or completely ignore me, and head to Watchfinder or a trusted seller and bite the bullet for a premium)

Merry Christmas

[stark1]

There's a lot to consider. Every AD operates differently, but what you are describing is pretty typical these days. However, the difference is that some AD's (or certain associates) don't disclose what you've been told overtly. From my experience, the message of buying additional stuff from them has been discrete.

They would prefer that you spend more with them and not be a one-purchase customer. That said, if they sell other types of product, like jewelry, then perhaps that would be enough to incentivize them to allocate a hard-to-get piece for you. Assuming you'd be purchasing something for your wife anyway (birthday, Christmas, anniversary, etc.). If you do not plan on purchasing other items from the AD, then the road will likely be long and hard for you, though not impossible.

[Harry-57]

Originally Posted by Durhamcyclist

is this behaviour to push me towards buying a watch that’s less in demand normal and fair? Or should I look to find another AD as he’s just stringing me along? Would other ADs be prepared to sell me a sub sooner than 6 months+ if I bought a LDJ first?

You have chosen to jump in at the worst possible time for availability and wait lists. It's impossible to say who might be stringing you along and who might produce a watch sooner. That has to be your call. I don't think it's worth buying something you don't want in return for being promised something that may or may not happen in a time frame which may or may not be honoured. At the end of the day they want to sell you as many things as possible. It is, after all, what they are there for.

Unless your AD is a tiny, limited stock, limited brand shop, there might be other goods and services you could avail yourself of over time without buying something you don't want. A willingness to spend, even small amounts, gets you seen in the shop spending, and allows you to get to know them and remind them, as opposed to just contacting them regularly to ask the same question.

Good luck with it. Don't give up. You might walk straight into your Sub around the next corner. Unlikely but not impossible.

[S7gpt]

been there, in the Uk and to be honest not worth the trouble, if the sub is what you want go grey and have it on your wrist in a couple of days, I was really against going grey but the games you need to play are just not worth it in my opinion...

[Tim Plains]

Seems like he is being honest with you. Some ADs don't have typical wait lists, popular Rolex watches are rewards to good/repeat customers, up to you if it's worth buying other things to get ahead. I bought four watches in the span of two months, nothing I didn't want, would have bought them all anyways, that allowed me to bypass "the list" for a Sub and I'm good now for another SS when I want to buy one.

If I were you, I would tell him/them you will buy the lady DJ but have to buy both watches on the same day, one transaction. No stringing you along that way.

[dannyp]

Originally Posted by Tim Plains

Seems like he is being honest with you. Some ADs don't have typical wait lists, popular Rolex watches are rewards to good/repeat customers, up to you if it's worth buying other things to get ahead. I bought four watches in the span of two months, nothing I didn't want, would have bought them all anyways, that allowed me to bypass "the list" for a Sub and I'm good now for another SS when I want to buy one.

If I were you, I would tell him/them you will buy the lady DJ but have to buy both watches on the same day, one transaction. No stringing you along that way.

But be equally playful. Something like: “I’ve been considering a DJ as a special gift for the wife. But you know what would be really special? Bringing her in and walking out with his and hers Rolexes! Our anniversary (or other memorable event) is in X months, why don’t we come in then?”

[S7gpt]

Originally Posted by Tim Plains

Seems like he is being honest with you. Some ADs don't have typical wait lists, popular Rolex watches are rewards to good/repeat customers, up to you if it's worth buying other things to get ahead. I bought four watches in the span of two months, nothing I didn't want, would have bought them all anyways, that allowed me to bypass "the list" for a Sub and I'm good now for another SS when I want to buy one.

If I were you, I would tell him/them you will buy the lady DJ but have to buy both watches on the same day, one transaction. No stringing you along that way.

yep, was promised an uplift on waiting list when purchased a YM for wife - well that was a joke and they just pushed to buy more, just glad we really wanted to buy the YM regardless ....

[Gab27]

The number of people who want Subs are sky high relative to the available number, and so the market value is substantially greater than the amount that ADs can sell them for in many areas. So this isn't all that unusual behavior.

This sort of thing generally comes in the form of either making purchases to increase your chances of getting something or making purchases at the same time you get the primary item you seek. Obviously, the latter is much more desirable because the former doesn't guarantee any outcome.

The AD is often going to prioritize those that bring them more revenue, and more revenue comes from selling these in a strategic manner. You can't blame them for this, IMHO.

[Cigars&Watches]

Ask them outright what kind of spend you need to get a sub. They may tell you. Is 10k in Jewelry?. A ladies watch or both. Then decide if you want to go grey.

[inadeje]

Originally Posted by Durhamcyclist

I totally get it’s a crazy market right now for Rolex and honestly I would love to get my wife a lady date just. But is this behaviour to push me towards buying a watch that’s less in demand normal and fair? Or should I look to find another AD as he’s just stringing me along? Would other ADs be prepared to sell me a sub sooner than 6 months+ if I bought a LDJ first?

It sucks that real watch lovers are unable to just purchase what they want with all this flipping going on and I know with only a purchase history of one non-Rolex watch the AD needs to qualify that I’m not a flipper but any advice on the best way to proceed would be much appreciated. Build the relationship and buy a LDJ with this AD or go elsewhere?

Thanks

There are a couple of things at play. Rolex has moved up market. The supply is inferior to current demand. This disparity results in more buyers than available watches available which consequently creates the secondary market demand. We cannot isolate this phenomenon blaming flippers as the culprit. Rolex is a victim of its own success, having crossed over a few years ago into ultra-desirability territory. So where does this leave you OP?

Well, firstly, there are other brands. But you don’t want other brands because you like us (and many others) have grown fond of the cache surrounding Rolex. The mystique surrounding the brand and its relative exclusivity. You need to come to terms with this reality, since it will assist in replacing this notable frustration with a logical analysis of the dilemma at hand.

The AD doesn’t know you from Adam. You want what everyone else wants. How can you make yourself standout from the rest who ask 24046 times a day for one Rolex or another from this self same guy you’re chatting with? Well, that’s the 100% profit question. What I mean by that is that he knows that you know that whichever SS sports watch he sells you is worth (at least) 100% more when you leave the store. Now, imagine that for a second, you buy something that is 10 seconds later worth 100% more. Is the solution that Rolex do something to make their watches worth less? Probably not. Is the solution they exceed demand with increased supply? Well, in that case you probably wouldn’t want one (nor would many others).

The solution is to come to terms with the above reality. Make yourself standout. This can include showing that you’re real (Rolex ADs don’t see many real people these days, in most cases seeing the +100% upside crowd). How do you show someone you’re real? Well, you talk to them, if it was a bar you’d buy them a drink, make small talk and show interest to remain in contact. Just like you would in any human relationship. Since you can’t buy them a drink and their job is to sell goods, then the logical remedy is that you buy something else that is available. Your fear is that you make this time/financial investment/commitment with the AD and ultimately it doesn’t work. You’re asking “how do I may it work”. There are no guarantees it will. But its the rule of diminishing returns. If you don’t try you won’t know

[Halifax Daytona UK]

Just go grey

[tlbarrs]

This is a good question I’m going to be honest I’m in the uk and have been buying watches for years and Rolex is a nightmare to buy. Building a relationship seems to be quite point less if your an average working guy planning on buying one every couple of years or so in reality 5m after you have left the shop your long forgotten just like in every retail shop they move on to the next customer-sale the exception to this is if your a big spender then it’s definitely worth building a relationship but I would doubt that buying your wife one will help you in this case but I may be wrong.

I’d hit the stores first you may well get lucky and walkout with one. All the best mate I hope it works out for you


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[rmwill]

Excellent post. I got started buying an unworn grey GMT LN in late 2020 from a great TRF seller. I paid about 2.5K over MSRP+tax. The watch has appreciated substantially even though its worn regularly and has minor scratches. I needed an extra link for my big wrists, so I went to my AD for the first time. The staff was fantastic and we chatted about my watch and ordered my link. A few weeks later I went to collect the link and asked if I could be put on the list for an OP41 coral. At that time, they were just out and the took a small deposit and placed an order with Rolex.

A few months later, I bought a 16570 Polar Explorer II from a seller here, and a 16600 Sea-Dweller from a trusted reseller. Both watches are extremely good value for money pieces and can be bought for good prices. Again I needed links, and I wanted to get pressure tests on them, so I went to the AD a few times to buy links and check in.

As my OP41 wait continued, the AD was apologetic and eventually offered me the first 226570 Polar Explorer II that came in earlier this year, which I snapped up (love it). Since then, I had them send my Sea-Dweller in to RSC for a movement only service.

As for the OP41 coral, they still have me at the top of the list but they haven't seen one from Rolex since Feb. 2021. I have nothing to lose waiting for this watch.

So the bottom line in my case is that I now own 4 Rolex watches that I love, and have paid what I think are great prices for. The first GMT was actually key to establishing a good relationship with the AD without buying anything I didn't want. They recognize I am a lover and collector, not an "investor". Am I in a position to get a new steel Daytona at MSRP? No way. I am happy where I am at right now and patiently waiting for the coral. Absolutely.

Originally Posted by inadeje

There are a couple of things at play. Rolex has moved up market. The supply is inferior to current demand. This disparity results in more buyers than available watches available which consequently creates the secondary market demand. We cannot isolate this phenomenon blaming flippers as the culprit. Rolex is a victim of its own success, having crossed over a few years ago into ultra-desirability territory. So where does this leave you OP?

Well, firstly, there are other brands. But you don’t want other brands because you like us (and many others) have grown fond of the cache surrounding Rolex. The mystique surrounding the brand and its relative exclusivity. You need to come to terms with this reality, since it will assist in replacing this notable frustration with a logical analysis of the dilemma at hand.

The AD doesn’t know you from Adam. You want what everyone else wants. How can you make yourself standout from the rest who ask 24046 times a day for one Rolex or another from this self same guy you’re chatting with? Well, that’s the 100% profit question. What I mean by that is that he knows that you know that whichever SS sports watch he sells you is worth (at least) 100% more when you leave the store. Now, imagine that for a second, you buy something that is 10 seconds later worth 100% more. Is the solution that Rolex do something to make their watches worth less? Probably not. Is the solution they exceed demand with increased supply? Well, in that case you probably wouldn’t want one (nor would many others).

The solution is to come to terms with the above reality. Make yourself standout. This can include showing that you’re real (Rolex ADs don’t see many real people these days, in most cases seeing the +100% upside crowd). How do you show someone you’re real? Well, you talk to them, if it was a bar you’d buy them a drink, make small talk and show interest to remain in contact. Just like you would in any human relationship. Since you can’t buy them a drink and their job is to sell goods, then the logical remedy is that you buy something else that is available. Your fear is that you make this time/financial investment/commitment with the AD and ultimately it doesn’t work. You’re asking “how do I may it work”. There are no guarantees it will. But its the rule of diminishing returns. If you don’t try you won’t know

[1665fan]

Go grey….. it’s a black sub prob 2-3k over retail who cares

[Flint]

Originally Posted by 1665fan

Go grey….. it’s a black sub prob 2-3k over retail who cares

The person who cares is the person who can't afford 2-3k , the smug / arrogance shown by some on this forum amazes me !

[joli160]

Originally Posted by Flint

The person who cares is the person who can't afford 2-3k , the smug / arrogance shown by some on this forum amazes me !

2-3K spread out over a lifetime of enjoyment is nothing. MSRP is just a number on which some are fixated.
If the list price was 2K higher you would probably not make this remark

[stevestil]

Lol “we can sell you a submariner in 6 months or 6 years”

There is no real method here. My advice is find an AD that you like and get along with- Someone you wouldn’t mind popping in to chat with every few weeks or every month.

Spend some money- build a relationship and you will get the sub sooner than you think. Once you get that first Rolex your chances of getting another and then another and then another increase.

Realistically- if you don’t want to do these things, you will need to go grey unless of course you do get lucky which is not impossible!

Yes- it sucks. Yes- it’s annoying. Yes- you shouldn’t have to “beg” to spend your money but that’s how it is nowadays. If you’re in this for the long run- I suggest building a relationship with an AD, or you can wait for the “bubble to pop” and live in a fairy tale land that one day AD’s will be begging you to buy a Rolex.

Your call. Lol

Ultimately- it depends on you and your financial situation. I personally cannot see myself going grey for many of the watches I want. The market is just too ridiculous.


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[Flint]

Originally Posted by joli160

2-3K spread out over a lifetime of enjoyment is nothing. MSRP is just a number on which some are fixated.
If the list price was 2K higher you would probably not make this remark

MSRP is what price point Rolex deemed watch to be worth and anyone paying above ( in my view ) is getting ripped off

[Easy E]

Your situation is most unfortunate and most common today. I genuinely hate it for you. The cost of a grey Sub will likely be less than a Sub at MSRP plus whatever they are pushing on you. Further, you can have the grey Sub in a day or two, guaranteed. The whole "buy this unwanted thing and we will possibly consider you for the thing you want later, maybe" has hit my last nerve. The AD is not doing you any favors, go get the watch you want.

[subby718]

Originally Posted by S7gpt

been there, in the Uk and to be honest not worth the trouble, if the sub is what you want go grey and have it on your wrist in a couple of days, I was really against going grey but the games you need to play are just not worth it in my opinion...

Absolutely 100% this! I’m sick of the BS too!

[subby718]

Originally Posted by Easy E

Your situation is most unfortunate and most common today. I genuinely hate it for you. The cost of a grey Sub will likely be less than a Sub at MSRP plus whatever they are pushing on you. Further, you can have the grey Sub in a day or two, guaranteed. The whole "buy this unwanted thing and we will possibly consider you for the thing you want later, maybe" has hit my last nerve. The AD is not doing you any favors, go get the watch you want.

This too

[Meyrin]

Originally Posted by Flint

MSRP is what price point Rolex deemed watch to be worth and anyone paying above ( in my view ) is getting ripped off

This 100%!

[Oxfordian]

Originally Posted by Durhamcyclist

I’m based in the UK and have been a watch geek for years (own some seiko, rado, vintage omega, some micro brands). I’ve been fortunate enough to have a good few years at work and I’ve started looking at some brands such as omega, JLC, and rolex.

I visited my local Rolex AD and was really blown away by the submariner, I loved it. He was really nice but very realistic about my chances of getting a sub, 2-5 years. However we got talking and he did say if I were to buy something for my wife then I might expect it a lot sooner (6 months to 2 years).


I totally get it’s a crazy market right now for Rolex and honestly I would love to get my wife a lady date just. But is this behaviour to push me towards buying a watch that’s less in demand normal and fair? Or should I look to find another AD as he’s just stringing me along? Would other ADs be prepared to sell me a sub sooner than 6 months+ if I bought a LDJ first?

It sucks that real watch lovers are unable to just purchase what they want with all this flipping going on and I know with only a purchase history of one non-Rolex watch the AD needs to qualify that I’m not a flipper but any advice on the best way to proceed would be much appreciated. Build the relationship and buy a LDJ with this AD or go elsewhere?

Thanks

Tell the AD you'll wait, visit the store regularly be patient and it'll come, 18-24 months.

Don't go down the grey route, stick it out and work with the AD to get your watch.

[CarlOver]

Be patient. Show interest by stopping in and seeing what’s new. If they have exhibition models then try those on. You might be surprised to find out what you want is too big or too small. For me the Sea Dweller is simply too bulky and the Daytona feels too small. Love them though from photos. Great to know that ahead of time.

Go to some other dealers. Maybe you will make a connection that surprises you. Sometimes it’s the dealer that you didn’t expect to come through, that comes through for you. Be patient. Unless you have cash to burn. For those that said that a Submariner is only 2-3k over MSRP, that is not consistent with gray market pricing and also not consistent with chrono24.

[Jack T]

Yawn…

[eijiboy]

Originally Posted by CarlOver

Be patient. Show interest by stopping in and seeing what’s new. If they have exhibition models then try those on. You might be surprised to find out what you want is too big or too small. For me the Sea Dweller is simply too bulky and the Daytona feels too small. Love them though from photos. Great to know that ahead of time.

Go to some other dealers. Maybe you will make a connection that surprises you. Sometimes it’s the dealer that you didn’t expect to come through, that comes through for you. Be patient. Unless you have cash to burn. For those that said that a Submariner is only 2-3k over MSRP, that is not consistent with gray market pricing and also not consistent with chrono24.

Chrono 24 is the worse place to tell what is the market value of a watch. They are heavily inflated. Davidsw is also another site that is well inflated. Davidsw selling panda daytona for 43k bnib while on other sales group like in fb they are only selling it for 39k. resellers usually charges more while a regular person who just want to sell a watch will cost less to buy since most reseller buys from them for less compare to their asking price if they are the one who sells it.

[Pw92676]

Originally Posted by dannyp

But be equally playful. Something like: “I’ve been considering a DJ as a special gift for the wife. But you know what would be really special? Bringing her in and walking out with his and hers Rolexes! Our anniversary (or other memorable event) is in X months, why don’t we come in then?”

Great advice. If your response is not greeted with optimism, go grey.

[Kevin of Larchmont]

Originally Posted by Flint

The person who cares is the person who can't afford 2-3k , the smug / arrogance shown by some on this forum amazes me !

If the person buying the watch can’t afford the $2-3K can they really afford the $9K for the watch? The question isn’t what is the watch worth, the question is what’s it worth to you. Paying retail is easy, all it takes is time.

[TheVision]

It's a shit market right now. There's no telling whether u have to wait for 6 months or a year OR 2 weeks !

If u look at Reddit, people with ZERO purchase history have gotten SS models within a month with zero spending. However, on the different side of the coin, people have spent $50k and still waiting for 3 months.

This is why grey market is firey hot. Go grey market (and spend 100% marked up prices) and you'll have the watch of your dream in 3 days.

Or drive around and try to find a good AD. I did this and was able to get my name on a waitlist (AD also gave me a hard cover rolex magazine). I'm waiting for the new ExpII and AD qouted me 4-6 months wait time (this was back in Aug).