We all know about the very limited supply of steel sport rolexes. I wanted to relay the following experience. I’ll be traveling from the US to Switzerland late next month. I’ve been interested in acquiring a black ceramic GMT (116710 LN). So I wrote to Beyer to ask if I can prepay for one now and have them hold one if it comes in within the next 6-7 weeks before I arrive.
I received a very polite response saying they have a 3 year waiting list. HA HA. (This is not for a GMT or Daytona). I was invited to come in and select another model from the collection. Ummm, no thanks.
It used to be the case that it was a special thing to travel to Switzerland to buy a Rolex. I guess it’s not possible anymore, unless you are willing to forego the model of your choice.
I just don’t understand what behavior Rolex is trying to engender here among its potential customers. Most buyers will simply go to a gray dealer (I could get this exact watch with 12 hour fed ex delivery from a gray market deal I bought two watches from last week). Some may just buy an older, used piece (vintage or modern) as a substitute. Or, others may go for a different brand. Some, I suppose, may buy a Datejust or Milgauss, but it seems unlikely to me since buying exactly what they want from a gray dealer is more logical and very easy to do. (As a point of information, there are over 400 of these models available for sale on Chrono 24).
So, for Rolex this seems like a huge lost opportunity. To sell their product, give a customer a great AD experience (in Switzerland, in my case), form brand loyalty. I just don’t see how not making stock available through retail channels they have worked decades to establish does them any good.
And, what’s the point of showing watches at a show like Basel World that no one can actually buy?