Rolex sports model supply ; what’s their agenda?
At the risk of numerous “oh no, not this again” posts.....
I’m struggling to see Rolex’s point in blatantly restricting supply of their Professional models. I’m currently on holiday in Sydney and am in the market for a new watch and quite fancy a non date sub. Heathrow and Singapore airports: nothing. No problem, Google tells me there are 5 ADs/official suppliers in Sydney.... again, nothing. Not a single sports model at any of them.
Got chatting to a nice chap in one of the shops and he freely admitted it was embarrassing for them with row upon row of empty cases and having to turn away potential customers every day. He suggested airports are the only place where you can get a sports model at the moment because they don’t run waiting lists and have to display watches upon receipt from Rolex.
Now, I’m not an idiot (well, not completely) and I understand supply and demand and artificially keeping prices inflated. But, apart from servicing revenue and being able to price new stock in line with the inflated used market, what do Rolex hope to gain? I’m assuming they could increase production any time they wanted?
Am I being a bit dim? Is it really just to keep the brand elusive? I’ll admit, I’m a few beers in, sitting on a friends boat moored in Sugarloaf bay.... I am somewhat “chilled” so could easily be missing the point completely!
I’m now busy looking at other brands (an Omega co axial Master Chrono is currently favourite) because I’m not sure I want to be part of their game. Rolex won’t care, neither will anyone reading this, but I can’t be the only one who will be putting their money elsewhere.
Apologies if I’ve bored anyone, but I really would like to understand their business model.