- How Max
The Unspoken Truth
So you have set your eyes on a shiny new Rolex and have decided to take the plunge to purchase the timepiece. However, if you think you can just walk in casually into your nearest Rolex AD and get your timepiece with a snap of a finger, I’m sorry to break it to you but that is just not how it works around here.
More often than not, you will find yourself being put on a wishlist for Rolex’s more popular models (think the likes of Rolex Daytona or Submariner) and end up waiting much longer than expected - no instant gratification here unfortunately. While we might lament the wait, the truth of the matter is this - even as demand increases exponentially for popular watch models over the years, Rolex is mostly likely not looking to increase the supply anytime soon (or ever). After all, the scarcity of Rolex watches is what makes their timepieces so sought after - a classic marketing technique not uncommonly seen in the luxury market. In fact, the supply of Rolex watches is so far behind the corresponding demand that retailers have even gone so far as to remove the term ‘waitlist’ from the vernacular to avoid giving the perception of commitment and promise to those fervently waiting for their turn to own their Rolexes.
While there are numerous articles online with tips on how to beat this queue/waitlist/wishlist for your timepiece, one thing is for sure - there are no guarantees when it comes to supposedly tried-and-tested ways to get your hands on a Rolex. All that being said, despite the seemingly insurmountable challenge of owning one of the most popular Rolex watch models, there will still be the fervent few - or should I say many - who are hell-bent and unwilling to walk away. After all, the ones we desperately want are often the ones that are the most out-of-reach. To these people, we say: not all is lost - there have even been times when AD allocates watches to new customers when supply permits through social media posts. Retailers often take into consideration certain criteria of incoming requests, and while there is by no means a sure-fire way to seal the deal upon checking all the boxes, it definitely can increase your chances.
The next time you find yourself being put on a wish list, here are some important things to remember:
Manage your expectations
Align your dreams with reality, starting with the fact that the average waiting time for a Rolex is around 2-5 years - sometimes even longer. Just because you’ve been saving up for an upcoming anniversary, birthday or some other significant celebration, it does not mean that there will be any priority placed on specific individuals. This is unfortunately the natural state of affairs and out of the control of most retailers, simply due to the ever-growing chasm between supply and demand. Unlike real estate property, it is a seller’s market for the luxury timepiece market - watch retailers have limited stock but customers by the thousands who are eagerly waiting their turn.
It is also important to remember that watch lists are not chronological by any means. This is because this list does not exist in the first place since too many factors are at play here, hence the new coined term ‘wish list’. Nevertheless, there are watches worth waiting many years on a waiting list for -
126710 GMT & 116500 Daytona