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[quote=Anonymous][quote=Anonymous][quote=Anonymous][quote=Anonymous]It's the McDonald's of luxury watches. Everyone has one.

And yet Rolex will require you to get on a waiting list for most models, even though they produce 1.1mln watches a year -- the largest watch producer in the world.

[/quote]

I’ve been collecting watches for 25 years and I don’t have a Rolex, but I’m in the process of buying one.

There are 1,816 Rolex authorized dealers in the world, across 118 countries. When you consider that there are hundreds of models in their catalog it stands to reason that ADs can only get so many of the most desirable pieces. Those watches go to the best customers of the AD. That’s why the average consumer can’t get their hands on one.

The link below aggregates waitlist times per Rolex watch.

https://www.luxurybazaar.com/grey-market/rolex-waitlist/?srsltid=AfmBOorlFA5xclBjNapPXPbLXwsg_n-31-G58p3XqYJ31Z65sl65SzKt
[/quote]

The funny thing is Rolex sells 1.1 million watches a year. Second place is Omega at about half a million, but you'll rarely see a wait list for Omega. Rolex has really built their brand for demand to be that high.

Personally that's why I avoid getting a Rolex (the "game" is of no interest to me), but they are great watches, albeit mainstream.[/quote]

I don’t disagree that playing a “game” for the chance to spend $10,000 - $20,000+ can be frustrating, but I understand if allocated watches go to people that spend a lot of money with the boutique.

Rolex makes 1M+ watches a year, but they sell 15 different models with hundreds of different variations between dials, bezels and bracelets. They all get spread out across 1,400+ dealers, and the more non-allocated Datejusts and Oyster Perpetuals they sell, the more Daytonas, Subs and GMT-Master IIs the store gets. It’s rumored that stores generally get one Pepsi GMT per month. Subs are a bit more plentiful, but the demand is more widespread across the customer base. The waitlists can be hundreds of names long.

I think Rolex, the brand, is mainstream because their marketing is ubiquitous. That said, I’ve never seen a Pepsi GMT, or the Batgirl on someone’s wrist. Nor have I seen a Daytona, or Skydweller in person. They’re allocated, and in very high demand. Those models are not mainstream. That makes them worth the wait if you appreciate the way they look.[/quote]

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