Explain the Rolex "game" to me. (Page 1 of 2)
Posted: 2/1/2026 10:38:56 PM EDT
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Generalizations and assumptions will abound in this post so, bear with me. The way I understand it...I can't walk into a Rolex AD and purchase the watch that I want. In my case, I'd be interested in a Submariner. They will tell me they have reference models and I can "get on a list" and wait a few years to potentially have the opportunity to purchase. I can purchase a Oyster Perpetual(maybe), then purchase another step up in model, for a better opportunity. Get to know the dealer, salesman, etc. and establish a relationship for a better chance at purchase. Question...is this accurate? And, if it is...is it because they don't have watches to sell or are they trying to create some manufactured exclusivity? Or...is it something else entirely? Second question - if they don't have watches to sell...why don't they make more? Or...if they're trying to create exclusivity, why? Rolex is already considered to be an exclusive brand. I wouldn't think any more help is needed. Lastly - for those of you that have owned one a long time, has purchasing a Rolex always been this way? |
"Either way, I don't give a damn what you think you're entitled to!"
| I have been interested in Rolex since the late 80's. In Early 90's I could go in to a Rolex store and buy pretty much want I wanted. Late 80's I bought an explorer for around $1200 cash. In early 90's I bought 36mm date just without the band because I couldn't afford the band. I put on a replica band. Paid around $1800 for a two tone date just sans the band. In the 2000's once I was earning more I could walk into the AD and purchase several stainless steel sports models for 15% off if I bought more than one...The two tones would be around 20-25% off. The grail back then was the Stainless Steel Daytona which I could never ever find and ended up buying one gray market in 2010. Then Rolex cracked down on AD's selling Rolex at a discount or to a customer who purchased too many of the desirable models. My AD lost his dealership. Then covid hit and ultimately supply and demand went through the roof along with social media influencers. Seems like more and more younger people (due to influencers) are interested in Rolex once the Fitbit/Apple Watch influence died down. I just purchased 4 Rolex's this past month with one being a CPO from a different AD, the other 3 were gray market. It's all about supply/demand and exclusivity once again. That is their marketing approach. |
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I think the buying a cheaper reference to get a better reference is a myth. Same with getting to know the AD. I had the Rolex i wanted in less than six weeks from the first time i walked in. Granted it wasnt a high demand reference. But the sales people are still strangers. My wife bought a $350 ring and a $350 pendent from them during the wait. That isn't exactly getting noticed. Sometimes you can walk in and get a Rolex. They get inventory in on a regular basis. If they dont have customers waiting or the customer turned it down, they will sell them to you. They have always had a reference or 2 available when i went in. Just not watches i wanted. Now most ADs are also certified pre-owned (RCPOs). Now they pusy you to buy a pre-owned which are marked up 20%. This one is shady. I don't understand their distribution model. |
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Originally Posted By freerider04: Depends on the dealer. Some play games, some dont. I could probably pick up a sub of some variety at my local shop tomorrow but the higher demand models could take a couple months to a couple years of waiting. Do you have a previous relationship with said dealer? Have you purchased a Rolex from them before? Are they an AD? |
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Originally Posted By gotigers: I think the buying a cheaper reference to get a better reference is a myth. Same with getting to know the AD. I had the Rolex i wanted in less than six weeks from the first time i walked in. Granted it wasnt a high demand reference. But the sales people are still strangers. My wife bought a $350 ring and a $350 pendent from them during the wait. That isn't exactly getting noticed. Sometimes you can walk in and get a Rolex. They get inventory in on a regular basis. If they dont have customers waiting or the customer turned it down, they will sell them to you. They have always had a reference or 2 available when i went in. Just not watches i wanted. Now most ADs are also certified pre-owned (RCPOs). Now they pusy you to buy a pre-owned which are marked up 20%. This one is shady. I don't understand their distribution model. You kindof stated my point....the one you purchased wasn't a high demand watch. Do you have a previous relationship with that dealer? |
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Originally Posted By Loonytik: Do you have a previous relationship with said dealer? Have you purchased a Rolex from them before? Are they an AD? I went into my local Rolex AD (Fink's Jewlers, in Charlotte). Never visited the store before, never purchased a high end watch or anything else. I struck up a conversation with one of the sales reps and told them that I wanted a Submariner, Date. Even discussed the tales of people waiting years for them. Told him I had visited another Rolex AD in Charlotte a couple of days ago and they would hardly give me the time of day. Four months later, I had my Sub and have worn it every day since. That was four years ago in the height of the waiting list game. Not all ADs are like that. Some are complete dicks. If one treats you badly, go to another one. |
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I was able to get my friend a news James Cameron for less than the used one they had. They received two new James Camerons and one was earmarked for a good customer, the other was a hold back in the vault. My firm has a professional and personal relationship with the AD so we leveraged that for my friend who had no purchase history with the AD. Worked out that they happened to have what he wanted at the time and he was vouched for. That is actually a big part of it if you are unknown to the AD because Rolex holds it against the AD if they find you sold a watch and it immediately ends up on the secondary market. Rolex wants to know where the watch is going and they don't want them going into the hands of flippers. There are certain Rolex exclusives that Rolex insists on approving all purchases to ensure the person purchasing represents the brand well |
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Originally Posted By Loonytik: Do you have a previous relationship with said dealer? Have you purchased a Rolex from them before? Are they an AD? Originally Posted By Loonytik: Originally Posted By freerider04: Depends on the dealer. Some play games, some dont. I could probably pick up a sub of some variety at my local shop tomorrow but the higher demand models could take a couple months to a couple years of waiting. Do you have a previous relationship with said dealer? Have you purchased a Rolex from them before? Are they an AD? They are an AD, I haven't bought a Rolex from them myself, but I have been in there twice with friends who both walked out with a Sub with zero previous history. Another friend purchased his first Rolex from them as well. He waited about a month and a half on a GMT Master. I have bought and sold/traded pre-owned watches with them several times in the last few years, but nothing special. |
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All the ones around here play that game. Rolex seems to be turning a blind eye to it to make the demand higher and add exclusivity. So the ADs bad behavior benefits Rolex, and Rolex allowing it benefits the ADs. I don’t see it ending anytime soon as such. Not all play this game but the ones who don’t are few and far between. |
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Originally Posted By Sierra5: All the ones around here play that game. Rolex seems to be turning a blind eye to it to make the demand higher and add exclusivity. So the ADs bad behavior benefits Rolex, and Rolex allowing it benefits the ADs. I don’t see it ensuing anytime soon as such. Not all play this game but the ones who don’t are few and far between. Our AD was turning over the certified pre-owned inventory so fast that Rolex told them they weren't charging enough and to up the prices to slow it down. It's all so contrived. |
The duty of a patriot is to protect his nation from its government.
"I would remind you that extremism in the defense of liberty is no vice! And let me remind you also that moderation in the pursuit of justice is no virtue!"
"I would remind you that extremism in the defense of liberty is no vice! And let me remind you also that moderation in the pursuit of justice is no virtue!"
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Originally Posted By Sierra5: All the ones around here play that game. Rolex seems to be turning a blind eye to it to make the demand higher and add exclusivity. So the ADs bad behavior benefits Rolex, and Rolex allowing it benefits the ADs. I don’t see it ensuing anytime soon as such. Not all play this game but the ones who don’t are few and far between. See...that part in bold is one major thing about this that I don't understand. Rolex is already "exclusive." I read a few posts about this same topic elsewhere...one guy stated he had bought 4 Rolex's and wanted a Daytona. The AD told him to forget about owning one. |
"Either way, I don't give a damn what you think you're entitled to!"
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Originally Posted By Loonytik: See...that part in bold is one major thing about this that I don't understand. Rolex is already "exclusive." I read a few posts about this same topic elsewhere...one guy stated he had bought 4 Rolex's and wanted a Daytona. The AD told him to forget about owning one. |
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Originally Posted By Herewego: Just go grey market on Chrono24. You can have a like new or unworn submariner on your wrist by the end of the week. I personally would never purchase something like a Rolex on the grey market. That's just me. It has nothing to do with the fact that a Submariner is $3-4,000 more(sometimes higher)on the grey market than retail. It has to do with knowing if there's ever an issue, it will be handled. |
"Either way, I don't give a damn what you think you're entitled to!"
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Originally Posted By gqllc: I have been interested in Rolex since the late 80's. In Early 90's I could go in to a Rolex store and buy pretty much want I wanted. Late 80's I bought an explorer for around $1200 cash. In early 90's I bought 36mm date just without the band because I couldn't afford the band. I put on a replica band. Paid around $1800 for a two tone date just sans the band. In the 2000's once I was earning more I could walk into the AD and purchase several stainless steel sports models for 15% off if I bought more than one...The two tones would be around 20-25% off. The grail back then was the Stainless Steel Daytona which I could never ever find and ended up buying one gray market in 2010. Then Rolex cracked down on AD's selling Rolex at a discount or to a customer who purchased too many of the desirable models. My AD lost his dealership. Then covid hit and ultimately supply and demand went through the roof along with social media influencers. Seems like more and more younger people (due to influencers) are interested in Rolex once the Fitbit/Apple Watch influence died down. I just purchased 4 Rolex's this past month with one being a CPO from a different AD, the other 3 were gray market. It's all about supply/demand and exclusivity once again. That is their marketing approach. When you say gray market does that refer to places like Jomashop? |
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Originally Posted By jimmybcool: When you say gray market does that refer to places like Jomashop? Yep Gray market are places like Jomashop, Ashford, Watchmaxx and Watch Warehouse. They sale new bulk bought with their own warranty, no manufacturer warranty. There are pre-owned shops like Bob’s watches, DavidSW, Watchfinder, Watch Your Wrist, etc. Chrono, Bezel and Grailzee are auction/private watch sale sites. Then there is Ebay. |
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Originally Posted By HiramRanger: Our AD was turning over the certified pre-owned inventory so fast that Rolex told them they weren't charging enough and to up the prices to slow it down. It's all so contrived. Originally Posted By HiramRanger: Originally Posted By Sierra5: All the ones around here play that game. Rolex seems to be turning a blind eye to it to make the demand higher and add exclusivity. So the ADs bad behavior benefits Rolex, and Rolex allowing it benefits the ADs. I don’t see it ensuing anytime soon as such. Not all play this game but the ones who don’t are few and far between. Our AD was turning over the certified pre-owned inventory so fast that Rolex told them they weren't charging enough and to up the prices to slow it down. It's all so contrived. Yeah that’s the kinda stuff that turns me off. I really want a sub, but I’m not going to play that game, nor have the money to spend thousands on stuff to even get the shot,……..possibly. |
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Originally Posted By Loonytik: I personally would never purchase something like a Rolex on the grey market. That's just me. It has nothing to do with the fact that a Submariner is $3-4,000 more(sometimes higher)on the grey market than retail. It has to do with knowing if there's ever an issue, it will be handled. If there is ever an issue, there are many reputable shops that have highly skilled watch makers that can fix the issue. Further, the warrantee follows the watch. |
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Originally Posted By Herewego: If there is ever an issue, there are many reputable shops that have highly skilled watch makers that can fix the issue. Further, the warrantee follows the watch. This is news to me. Grey market purchases do not come with a manufacturer warranty to my knowledge. That would be my definition of the warranty following the watch. |
"Either way, I don't give a damn what you think you're entitled to!"
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Originally Posted By Loonytik: This is news to me. Grey market purchases do not come with a manufacturer warranty to my knowledge. That would be my definition of the warranty following the watch. Originally Posted By Loonytik: Originally Posted By Herewego: If there is ever an issue, there are many reputable shops that have highly skilled watch makers that can fix the issue. Further, the warrantee follows the watch. This is news to me. Grey market purchases do not come with a manufacturer warranty to my knowledge. That would be my definition of the warranty following the watch. Gray markets have thier own warranty. I bought an Oris Aquis from Watchmaxx. I have a 2 year warranty through Watchmaxx. They will send a shipping label if it needs work. It follows the watch. The only negative i see, is gray market watches do not have an original warranty card. Some buyers want the full set. Not having an original warranty card hurts value if you plan on reselling. More so for high end watches, not so much for entry and mid level watchs. |
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Originally Posted By Loonytik: [/b][/u] This is news to me. Grey market purchases do not come with a manufacturer warranty to my knowledge. That would be my definition of the warranty following the watch. What people call gray market for Rolexes, Pateks, APs, etc. (anything selling over MSRP) is 99.99% just secondhand/flipped, not true gray market. Anything with “box and papers” will have an active warranty that Rolex will absolutely honor if still within the 5 year warranty period. True gray market is a dealer selling inventory at a discount out the back door to a place like Jomashop. A lot of brands don’t allow dealers to sell at a discount. That’s why those discounted watches don’t come with factory warranties - the original dealer didn’t register the watch to help prevent those backdoor sales from being traced back to them. |
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I walked through the Rolex dealer at the Wynn a few years ago with this on my wrist. They had a display model that was not for sale of a modern GMT. I would never play their games. The sales lady did not impress me. I have owned two GMTs in my lifetime. I am still lusting after a vintage root beer. Attached File |
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Originally Posted By MarkHatfield: One semi-custom knife manufacturer told me they deliberately don't have all models available all the time so as to create interest and supposedly more demand. And they likely sell much less than they could if they met the demand. Some business people aren't too smart. |
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Originally Posted By Positronic: WTF kinda silly business model have you stumbled upon? Exclusive+Rarity=High prices= MOAR exclusivity + HIGHER Prices? I must learn more of this wizardry. How many businesses, less sophisticated than Rolex, do you think calculate Lower Volume 1 x Higher Margin 1 and compare it to Higher Volume 2 x Lower Margin 2? And beyond that, tune their output to be Optimal Volume 3 x Optimal Margin 3? |
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Originally Posted By Loonytik: [/b][/u] This is news to me. Grey market purchases do not come with a manufacturer warranty to my knowledge. That would be my definition of the warranty following the watch. My understanding is that after the warrantee card is activated, Rolex does not track who owns the watch, the warrantee is attached to the watch regardless of owner. AD’s have been known to misrepresent this information as it doesn’t help them. |
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This is the game...tongue in cheek, sort of. Scene: Mid-Morning, Sunny yet cool Spring day. A well dressed man walks up to the Rolex Boutique window, admires the selection and then enters. Helpful Rolex Assistant: Good Morning Sir, how may I assist you? Mr. Shopper: Hello, I'd like to buy a Rolex Submariner please. Helpful Rolex Assistant: No. Mr. Shopper: Umm...alright, you must be out at the moment; what models do you have available for purchase? Helpful Rolex Assistant: None. Mr. Shopper: But, you have watches in the showroom cases. Helpful Rolex Assistant: Yes. Mr. Shopper: Excellent, I'd like to buy one please. Helpful Rolex Assistant: No. Mr. Shopper: Well, how can I buy a Rolex, you make more than a million watches every year, more than many makers combined. Helpful Rolex Assistant: We must add your name to a list and we will call you when it is available. Mr. Shopper: Hmm...Okay, please put my name on the Submariner list. Helpful Rolex Assistant: No, you will need to pick out something else, and we will call you when it comes in. Mr. Shopper: But I don't want something else. Helpful Rolex Assistant: Sir, you must be a customer to be able to purchase one of the more than one million watches we make every year. Mr. Shopper: How do I become a customer? Helpful Rolex Assistant: You must buy a watch, or perhaps many watches, before we will sell you the one you want. Mr. Shopper: How do I know if it's one or many? Helpful Rolex Assistant: You don't. Mr. Shopper: So, let me understand, if spend tens of thousands of dollars on a Rolex, or Rolexes, I don't want, you might sell me the one I do want. Helpful Rolex Assistant: Now you've got it. Mr. Shopper: Uh-huh. So let me ask you... Helpful Rolex Assistant: Yes, please Sir... Mr. Shopper: Is there an Omega Boutique in the vicinity? Helpful Rolex Assistant: Ahhh, yes there is Sir. But you don't want to go there. Mr. Shopper: Why not? Won't they sell me a watch either? Helpful Rolex Assistant: Well, umm, yes, they will. But, Sir, you have to remember anyone can buy one of the only 600,000 watches Omega makes per year, they're not nearly as exclusive as are we. Mr. Shopper: So, I can just walk into Omega and buy any watch I want? Helpful Omega Assistant: Well, yes, Sir, but (Cough) Would you like me to put you on a list for one of our watches Sir, which one would you like? Mr. Shopper: Ahhhh, how about a Planet Ocean? Helpful Rolex Assistant: Sir, the Planet Ocean is not a Rolex time piece. Mr. Shopper: Yes, I know. (Leaves the shop.) |
this sums it up Buying a Rolex Vs Buying an Omega 😂 #shorts https://www.youtube.com/shorts/8o9LkvF6QQA |
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The game is not one that I'm willing to play. I also detest the culture that Rolex has surrounded itself with and embraced. It is all about the bling and hypebeast IG crowd. The newer 6 digit "tool" watches have more bling and a "look at me" vibe to them. I will stick with my low key but solid Tudor Pelagos. |
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I just went grey. It was a reference that I could have gotten through an AD, but to be honest, if you have Rolex money, you have the extra cash to just buy it grey today. Your time isn't worthless. I'm eyeing another watch and, if the AD takes more than a few weeks, I'll just buy it grey as well (Datejust mint green). The whole "million watches a year" thing, if accurate, doesn't satisfy the real supply / demand offset - out of those million watches, some subset are the ones that people actually want in quantity. This is why it is easy to buy a two tone watch, or full white gold reference that costs 2-4x as much as the steel version and looks almost identical - nobody wants those. They want the steel sports watches. |
| I was in Zurich this last weekend, walked the Bahnhoffstrasse - a LOT of timepiece / flagship stores...they all had many nice timepieces to sell! I stopped in the Bucherer store...you were essentially interviewed to enter (what are you looking for, brand, etc...)...they were nice enough, I sat down, water, chocolates, etc....mentioned that I really like the Bluesy two-tone..."well, we only have the white gold available today...." - the saleslady brought the one available (for 46,500 CHF) and the unavailable two-tone....tried both on, had a nice chat....waiting list blah blah blah....had it been available the price was 16,850 CHF from what I recall - so substantially more than here in the USA (from memory of last look anyway). Same experience at the Bucherer in the ZRH Airport. Overhead one of the sales folks telling a few others "yeah, we get people that just come in here and ask what's availalbe - it will be a lady's watch and the guy says that he will take it - we know he's going to flip it - doesn't even ask to see it first..." Crazy!! |
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| They make a million watches a year. Their scarcity has got to be manufactured. |
Originally Posted By JAD762:
I know. But a few posts above this there’s a perfect demonstration that people don’t want reality, they just want to be mad.
And angry retards always find something retarded to be angry about.
I know. But a few posts above this there’s a perfect demonstration that people don’t want reality, they just want to be mad.
And angry retards always find something retarded to be angry about.
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Originally Posted By bcw107: They make a million watches a year. Their scarcity has got to be manufactured. 60ish millionaires in the world, even more wannabees loading up the credit card and brokers buying more than they can sell. I don't know. A million can be gone real quick. Rolex is still selling watches 20-25% below market. That makes no sense. Most manufacturers would adjust to the market. It has been like this since covid. I think the problem is brokers hording inventory to keep the price up. Last month, I bought a DJ41 for $7600 OTD at an AD. A hop offered me $9000 2 weeks later. Many DJ41s are going for 10k on the private sale sites. Brokers are buying them as fast as they can. Brokers are enticing or straight up paying people people to buy the watches from AD and sale the to the brokers. |
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I guess I played the game yesterday without even trying. I took my blue 3-6-9 OP into the AD in Columbus yesterday for service and had a really nice discussion with the Rolex Specialist who assisted me. I think she may be the Rolex manager or assistant manager. She loved my blue OP and had never seen the blue color with the 3-6-9 dial. After a bit of conversation, she asked me what current Rolex I would buy if I could and I told her I was wanting a green dial OP in 36mm. She told me she would get me one but they didn't have one in stock. She said it might be a few weeks or even several months but she would get me one. I guess we'll see. This is the watch I'm wanting. 
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It’s not that complicated and it’s way overblown by people who don’t know any better or just know what they saw on TikTok or what their uncle’s neighbor’s friend heard. It’s simple supply and demand. There are more potential consumers than there are Rolex watches available so you can’t just go into a store in buy one. No different than a Ferrari or a Dodge Demon. You can wait for what you want or you can buy a preowned watch but you will pay more than new price. Rolex ADs can sell to whomever they choose and they generally don’t want to sell to flippers, gang bangers, assholes, etc. There is no requirement to buy less desirable watch references, brands or other bullshit first but some people try that to kiss ass and get moved up in line. |
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Originally Posted By RobertL: I guess I played the game yesterday without even trying. I took my blue 3-6-9 OP into the AD in Columbus yesterday for service and had a really nice discussion with the Rolex Specialist who assisted me. I think she may be the Rolex manager or assistant manager. She loved my blue OP and had never seen the blue color with the 3-6-9 dial. After a bit of conversation, she asked me what current Rolex I would buy if I could and I told her I was wanting a green dial OP in 36mm. She told me she would get me one but they didn't have one in stock. She said it might be a few weeks or even several months but she would get me one. I guess we'll see. This is the watch I'm wanting. https://www.ar15.com/media/mediaFiles/67156/IMG_2064-3719758.jpg So, you going to sell that blue Explorer dial OP? 
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Originally Posted By triburst1: So, you going to sell that blue Explorer dial OP? Originally Posted By triburst1: Originally Posted By RobertL: I guess I played the game yesterday without even trying. I took my blue 3-6-9 OP into the AD in Columbus yesterday for service and had a really nice discussion with the Rolex Specialist who assisted me. I think she may be the Rolex manager or assistant manager. She loved my blue OP and had never seen the blue color with the 3-6-9 dial. After a bit of conversation, she asked me what current Rolex I would buy if I could and I told her I was wanting a green dial OP in 36mm. She told me she would get me one but they didn't have one in stock. She said it might be a few weeks or even several months but she would get me one. I guess we'll see. This is the watch I'm wanting. https://www.ar15.com/media/mediaFiles/67156/IMG_2064-3719758.jpg So, you going to sell that blue Explorer dial OP? When they pry it from my cold dead hands. 
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| I mentioned this in another thread on here a few months ago - one of our local ADs suddenly dropped (or got dropped) Rolex. Well, fast forward to a few days ago...killing time while wife is shopping for lacy things and there's another jewelry store nearby....I visit...looking at timepieces...they've got some pre-loved Rolex...as highly-inflated prices...anyway, the guy I'm talking to looks familiar, sure enough, he was at the previous local AD...he was blindsided by the dropping of Rolex as well. |
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Originally Posted By Captain_Buddha: I mentioned this in another thread on here a few months ago - one of our local ADs suddenly dropped (or got dropped) Rolex. Well, fast forward to a few days ago...killing time while wife is shopping for lacy things and there's another jewelry store nearby....I visit...looking at timepieces...they've got some pre-loved Rolex...as highly-inflated prices...anyway, the guy I'm talking to looks familiar, sure enough, he was at the previous local AD...he was blindsided by the dropping of Rolex as well. Rolex doesn't fuck around. You play by their rules or else. I've seen the contract Rolex has with the local AD - which is to say I saw how fucking thick it was, I was not allowed to read it. Certain watches they approve the buyer, and if they don't, the AD cannot sell it to that person. If too many watches from an AD are found on the secondary market, they will pull the AD - so ADs are careful who they sell to. I have an acquaintance more than a friend who asked me if I could use my connection to the AD to get him a 2026 Daytona Panda or a Pepsi GMT on jubilee. The first thing that came to mind was can I guarantee they won't flip it? No? Then I'm not even going to make the ask because I won't put that AD in jeopardy. I also learned that Rolex will pay exorbitant prices for "new" watches on the secondary market just to track them back to point of sale. Again, they don't fuck around. |
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"I would remind you that extremism in the defense of liberty is no vice! And let me remind you also that moderation in the pursuit of justice is no virtue!"
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Originally Posted By HiramRanger: Rolex doesn't fuck around. You play by their rules or else. I've seen the contract Rolex has with the local AD - which is to say I saw how fucking thick it was, I was not allowed to read it. Certain watches they approve the buyer, and if they don't, the AD cannot sell it to that person. If too many watches from an AD are found on the secondary market, they will pull the AD - so ADs are careful who they sell to. I have an acquaintance more than a friend who asked me if I could use my connection to the AD to get him a 2026 Daytona Panda or a Pepsi GMT on jubilee. The first thing that came to mind was can I guarantee they won't flip it? No? Then I'm not even going to make the ask because I won't put that AD in jeopardy. I also learned that Rolex will pay exorbitant prices for "new" watches on the secondary market just to track them back to point of sale. Again, they don't fuck around. This surprises me. I'll be in the market for a new no date sub as a celebration to myself very soon and have heard how hard the AD games are. Been keeping an eye on the secondary market since I think thats what I'll have to resort to. |
| September 2020 I walked into the local Rolex dealer and asked about Subs. They showed me a couple and gave me the whole spiel about the waiting list. I asked if they had any used ones. Sales dude walked in the back and came back with a 1999 Sea Dweller. I bought it on the spot. YMMV. |
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They are the absolute kings of marketing. They make a LOT of watches, but the illusion is that they are scarce and hard to get. They want them to have that illusion, because it helps them sell every hot watch they make. Keeping them hard to get keeps the demand high, keeping their profits higher. It’s a great marketing strategy. And it helps keep prices high so the demand stays high. |