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Had an extra day layover and talked to Rolex AD

 

Was in Ohio last week and walked into the only Rolex AD in town. Obviously first time for me, no relationship with AD. Looked at their two Rolex display sections. Asked about any new stainless steel models for Daytona and SkyDweller. Nothing. They had the gold and two-tone models in the display case. Also had regular SS Submariners & Explorers & Milgauss on display too. This AD said they have a policy to only sell to people in the region (i.e. their loyal repeat customers) and it’s an allocation model when it comes to popular stainless steel watches. Said that the BLNR, Hulk, Daytona and SkyDweller have a waiting list.

IMO It’s a savvy model that Rolex and their AD network are playing — they know the demand is very strong for their popular lines. It’s playing the long game & the scarcity game. No need to over-produce when demand shows no sign of slackening. I mean Rolex does over-produce their standard lines like the DayDate, DateJust, Explorer, and Milgauss. You see those models in most display cabinets and definitely all over Chrono24 amd the rest of the web. I guess Rolex could shift production from DateJust & Explorer & Milgauss to more BLNR and Daytona & SkyDweller if they really wanted to tap into the market. But I think the value of the aura of scarcity is worth much more to Rolex and their ADs.

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9 Comments view entire thread 

The Daytona conspiracies

 
By: Miranda : March 5th, 2018-08:52
There is general consensus that Rolex deliberately withholds production on the Steel Daytona. Here is some myth busting. The annual production today is about 850,000. The split has always been in favour of laddie’s pieces the biggest seller is the ladies ...  

the average is a lot more than 2-3 per year

 
By: Bruno.M1 : March 5th, 2018-08:58
talking about the 116500 In my country a small deler gets at least 4 per year, an average between 6 and 10 and the bigger one 2 every month

It’s an interesting theory

 
By: JToddH : March 5th, 2018-09:09
and I like your math. Still, the same formula could be used for any Rolex stainless model, but you don’t see a wait for a Submariner or GMT. IMO, it’s a clever game.

You do in UK, no sub/sub date or gmt

 
By: Miranda : March 5th, 2018-09:12
Depends ofcourse on demand in your country Best my friend Imran

I like your maths but you missed a bit of the equation

 
By: Velociphile - No longer in the building : March 5th, 2018-09:12
it isn't hard to get a steel Daytona. Part of the value chain is dealers taking their cut over list before pushing them out to resellers. There are hundreds available on the market. It would be interesting to know how many actually are supplied from ADs a... 

Had an extra day layover and talked to Rolex AD

 
By: Joepny : March 5th, 2018-09:48
Was in Ohio last week and walked into the only Rolex AD in town. Obviously first time for me, no relationship with AD. Looked at their two Rolex display sections. Asked about any new stainless steel models for Daytona and SkyDweller. Nothing. They had the... 

Interesting info, Miranda!

 
By: blomman Mr Blue : March 6th, 2018-05:44
Same as most people would not expect the Constallation to be the best selling model of Omega! Not sure if it still is (after all the Speedy hype we seen the last few years) but for many years it was! Best Blomman