Given the huge amount of uncertainly and dubious information floating around about Rolex these days, I thought I'd share my recent experience to provide some unbiased perspective and guidance for others looking to buy.
After being on a self-imposed watch buying detox the past few years, I decided last summer to dip a toe back into the waters and began thinking about adding a Submariner to my collection - a watch I've wanted for close to 20 years. I'm fairly new to my area, so I started by reaching out to a local AD through the Rolex website to express my interest in the Sub. The Rep responded within a day and invited me to stop by the shop for a visit to learn more about the buying process and to try on some models, which I did the following weekend. While there, we had a good conversation about watches and other things and I was able to see/try on a couple different demo models in person. I was honest in my feedback in terms of what I liked (loved the Sub and also the Explorer I) and also what I didn't (Sea Dweller was massively too big, Milgauss too thick, and I'm just not a fan of two-tone) and ultimately decided my first choice would be the No-Date Sub, followed by the Date version, or even potentially the Explorer. The Rep took my info and encouraged me to check-in every now and then for updates.
Over the following months I did continue to follow-up with an occasional quick (but polite) email and would also stop in to say hello if I happened to be shopping in the area. I didn't make any other "sweetener" purchases from the AD, nor was I ever offered anything I didn't want. To pass the time otherwise, I satisfied my watch fix by browsing around the vintage market and following auctions looking for interesting deals, which I enjoyed. Fast forward to earlier this week and I received a message out of the blue from the AD Rep asking me to give them a call. After connecting, I was told they had a No-Date Sub waiting for me if I still wanted it, which (of course!) I did. I was able to get out to the store within the day and completed what turned out to be a very pleasant buying experience.
I know everyone's experience will vary, but I'm happy to report that it is still possible to obtain a steel sports model Rolex, at retail, without jumping through hoops or buying your way into a significant AD "relationship". Will it take time? Yes - I ended up waiting around 9 months to get the watch I really wanted - but I view that wait as insignificant compared to the decades I now hope to enjoy the watch.
In terms of main takeaways or advice for others looking to buy, I'd offer the following:
After being on a self-imposed watch buying detox the past few years, I decided last summer to dip a toe back into the waters and began thinking about adding a Submariner to my collection - a watch I've wanted for close to 20 years. I'm fairly new to my area, so I started by reaching out to a local AD through the Rolex website to express my interest in the Sub. The Rep responded within a day and invited me to stop by the shop for a visit to learn more about the buying process and to try on some models, which I did the following weekend. While there, we had a good conversation about watches and other things and I was able to see/try on a couple different demo models in person. I was honest in my feedback in terms of what I liked (loved the Sub and also the Explorer I) and also what I didn't (Sea Dweller was massively too big, Milgauss too thick, and I'm just not a fan of two-tone) and ultimately decided my first choice would be the No-Date Sub, followed by the Date version, or even potentially the Explorer. The Rep took my info and encouraged me to check-in every now and then for updates.
Over the following months I did continue to follow-up with an occasional quick (but polite) email and would also stop in to say hello if I happened to be shopping in the area. I didn't make any other "sweetener" purchases from the AD, nor was I ever offered anything I didn't want. To pass the time otherwise, I satisfied my watch fix by browsing around the vintage market and following auctions looking for interesting deals, which I enjoyed. Fast forward to earlier this week and I received a message out of the blue from the AD Rep asking me to give them a call. After connecting, I was told they had a No-Date Sub waiting for me if I still wanted it, which (of course!) I did. I was able to get out to the store within the day and completed what turned out to be a very pleasant buying experience.
I know everyone's experience will vary, but I'm happy to report that it is still possible to obtain a steel sports model Rolex, at retail, without jumping through hoops or buying your way into a significant AD "relationship". Will it take time? Yes - I ended up waiting around 9 months to get the watch I really wanted - but I view that wait as insignificant compared to the decades I now hope to enjoy the watch.
In terms of main takeaways or advice for others looking to buy, I'd offer the following:
- Visit your AD in person and build rapport with your Rep. Explain what you're looking for and why, but also expand the conversation beyond watches to make yourself a little more memorable as an individual.
- Be honest about about what you like (and don't) and would be willing to purchase. Provide a couple options to be flexible, but avoid asking for everything in the catalogue.
- Be realistic about what you're asking for - i.e. coming in off the street and requesting a Daytona probably isn't going to be taken seriously. While it's certainly possible to get a watch as a first-time buyer, it's also understandable that ADs are going to save the really desirable stuff for their most established customers.
- Stay in touch with your Rep to get updates and express your continued interest in the watch. Be reasonable in terms of frequency (don't be annoying) and keep things polite, professional, and concise.
- If/when you do get the call, be prepared to follow through on the purchase quickly. I got the sense that a delay of more than 1-2 days would likely result in my losing out on the opportunity.
- Luck is definitely a factor, so be kind and build up that good karma!