AD Monitors Chrono24 to price their new Rolexes

[SadHappy]

The title says it all but here's my experience:

Background: Two years ago in Greece, there is an AD who basically controls the monopoly in a certain region. I paid 15K euros for a (brand new) 126710BLNR when it was going for 9K retail. It was one of those situations where someone "backed out" and while I was looking at other watches it was "magically" pulled out of the safe. I bought it (one time shame on you?), I am not a reseller I really wanted this watch, like most people.

So from what I have seen/read on several sites, an AD selling a new (verified new this was a debate last time) Rolex at gray prices is not technically "illegal" or grounds for getting their credentials investigated and removed by Rolex. Unless I have been misinformed and someone has a solid contact, that would be great.

Well, I have been contacted twice since then by the same AD, once in Jan for a James Cameron and they wanted 19K Euro of course while the Rolex price tag was still on it showing I think around 12K...and they had a list of "owner prices" he wanted to sell the new batch of watches they just received (handwritten). They also had a 126719BLRO they wanted 49K and the Rolex price tag I think said something like 39K. I was informed he monitors Chrono24 and lists his prices based on this... I shit you not... Then they had the nerve to say remember when you bought the GMT for 15K it's worth more than that now... that was justification and I was like I'm not a reseller I enjoy my watches and like to collect them for me.

Current day, I am in love with the 126619LB, since the first time they announced it, I asked them if they could try and get it ...two years later (give or take, cannot remember when they came out with it, think it was announced 2020) they texted me, guess what we just got in! At this point, I'm super excited and at the same time not getting my hopes up as I know where this will lead. I won't even get into the whole convo, they wanted 49K Euros when the retail tag is 39,600. I obviously passed, to me I would love to have this watch and wear the shit out of it but personally, a quarter of the joy is knowing I paid an AD price for a beautiful piece.

I guess this was just another post to share my experience/disappointment with the whole Rolex process. It seems to have evolved into a major lopsided benefit for the ADs vs. the watch enthusiast. It was crazy before but this whole new market is another story, between the prices and "exhibition only". I wonder what it will all lead to.

Tl;dr AD owner monitors Chrono24 and sells new pieces based on those prices.

[JSolution]

That wouldn’t happen in the UK

[Dini]

Originally Posted by JSolution

That wouldn’t happen in the UK

It wouldn’t but they’d go a different way. I once dealt with DMR and the SA basically said you need to spend money on DMR jewelry and you’ll get to put a deposit on the watch and be allocated it. The amount you had to spend on their own jewelry was the mark up at the grey dealer.

So many AD’s with bad policies…

[Jameswilliams125]

I had same experience with an ad in Greece. Through a connection they offered me a datejust 41 blue jubilee for 14K instead the price is 9300. I got the watch for one day.

[Number3]

Originally Posted by Dini

It wouldn’t but they’d go a different way. I once dealt with DMR and the SA basically said you need to spend money on DMR jewelry and you’ll get to put a deposit on the watch and be allocated it. The amount you had to spend on their own jewelry was the mark up at the grey dealer.

So many AD’s with bad policies…

Yup, just different ways to skin the same cat.

[dannyp]

I've heard that this is routine in some regions, mainly certain Middle Eastern markets. There, it seems to be prevalent enough that Rolex has to know (and for whatever reason accepts it), but no idea about Greece.

[tmoy810]

That is the dream scenario for many TRF members. They can basically get whatever they want, when they want.

I wonder if they do it for every single watch sold in their stores. Or only cold call people who have been willing to pay over retail in the past.

[SadHappy]

Originally Posted by tmoy810

I wonder if they do it for every single watch sold in their stores. Or only cold call people who have been willing to pay over retail in the past.

That's a pretty good point, I cannot say for 100% sure but I am under the impression he sells retail to his friends but other clients have to pay the list price he makes up. I am just assuming because they told me he goes through the new batches they receive and picks out/has them hold the ones his friends or special clients want or were waiting for...then they can sell their clients what is left. I'm not best friends with the one salesperson but we are friends and talk normally but apparently not friends when it comes to selling Rolexes lol.

[SadHappy]

Originally Posted by Dini

So many AD’s with bad policies…

True, it's really sad and I am not sure how Rolex doesn't have a hurt reputation from this, at least not big enough for it to affect them to make a change. Kind of like GM and Ford who recently promised repercussions to any dealerships upselling their vehicles, the only difference is Rolex has much more power than just withholding inventory, they can pull an AD's license to sell. I wonder what it takes since nothing seems to happen to ADs who have shady policies.

[whiskyrolex]

Seems to be a European thing. A friend of mine in Rotterdam told me this happens there too. AD basically sells the watch for retail, but you also purchase a coupon for the difference between market and retail price which can only be used on non Rolex jewelry items.

[Roddypeepa]

Some countries are more corrupt than others and I’m sure that bleeds it’s way down to all walks of life


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[Tzachi]

Its a known of some EU dealers act, Greece, Cyprus and few others.

[Divingdeep87]

Originally Posted by Tzachi

Its a known of some EU dealers act, Greece, Cyprus and few others.

And Spain. Here in Denmark alot of the grey dealers is offen in Spain funny enough

[Giangos]

A few years ago i spoke with an AD in greece. I asked for a 116500. They offered me one but not at retail. It was at the market price. Actually it was below. So yes it happens, ADs in some markets sell outside the RRP.


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[TswaneNguni]

No AD in my country will sell a Rolex at higher than MRSP.