As news of Rolex opening another top boutique in London - Knightsbridge this time - comes during the covid period of quiet, it causes more comments and questions over the number of outlets Rolex have over the lack of stock and availability.
Fans of the brand say it is simply another flash store full of ‘older ladies Rolex's’ and not any that any one really wants. But is that the case?
Clients who can afford Rolex claim only very select hand picked customers have access to anything new or ‘rare’. The waiting list apparently not chronological but selected is found by horology fanatics to be deeply distasteful.
Preference for wealthy collectors with a long history with the Authorised Dealers seem to fast track you up the list. Blind callers - as they call the new guy who rings up or calls into the store- will be way down the list and the likelihood of the model you want ever reaching you is zero to one.
Its is an excellent way of convincing new clients to buy a different watch instead, of moving along the Rolex pieces no collector wants. All the while hearing from the store it is ‘not them, its Rolex not sending enough’
Rolex however claim to make enough.
The supply backlog of Rolex sports models is a lengthy one, and money seems to be jumping ship to Omega instead.
Is this your case with Rolex watches? Do you think Rolex has more shop fronts than Sports watches? Or are you on the preferential list and glad its super exclusive?