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Ex Rolex Sales Rep explains how the AD's work

332 Views 11 Replies 3 Participants Last post by  FBPB
Stumbled across this on Reddit, it's pretty much a lot of what we already knew about how Rolex ADs work, but good to see some confirmation from someone on the inside:

EDIT: Rolex mods on Reddit removed the post, so I copied and pasted the texts below.

https://www.reddit.com/r/rolex/comments/13lg749
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In case the Rolex mods on Reddit take that post down, here is a copy of the texts:

I worked at an AD in Cincinnati for two years, so let me give you some insight on what it's like.
First, if you want a sports model, you better buy other things. My AD wouldn't sell a sports model to anyone without previous purchase, with few exceptions. A two-toned Sea-dweller, sure, because no one wants that watch. We would write names on cards and pretend we were adding clients to some master list, but the truth is, it was just input into some program to automatically text the client. Rolex wants ADs to keep the dream alive, because not everyone is getting what they want.
Second, it's more important who you are than how you are. I had a sweet young woman check in with me monthly asking to get her fiance a Submariner. She wasn't rich or famous, just a hard working woman who saved up to get her man something special. I was really hoping to make this happen…
Another woman walked in during this time, arrogant and conceited. Talked to me like I was beneath her, asking for the same watch. I informed her that we would try, but she didn't want to hear it. Her husband was some no name, buried on the roster, Reds baseball player. Frankly, her attitude had me completely disgusted.
When I told the owners about this, they grabbed a Submariner from the safe and sold it to her the next day. I got credit for the sale, and I hated every second of it. This woman was vile, and her arrogance stemmed from who she was married to, not even her own accomplishments.
Third, there are rules to buying Rolex…but those rules can be broken. Again, if you're influential, or just rich, the rules don't apply.
Most of my clients wanted me to ship them their watches to avoid paying taxes. Now legally speaking, if I ship you the watch, you report it in your home state. But honestly, we knew most, if not all, our clients were skipping this procedure.
But worse than "legal" tax fraud is just straight up tax fraud. My associate had a client named Jack out of New York drive eight hours to put a platinum Daytona in his pocket and walk out, only for us to later ship him an empty box. That's $5,000 in taxes Ohio got screwed out of…taxes that go to police, schools, infrastructure. Do you think these guys care? Nope. This happened several times while I worked there.
Fourth, watchmakers aren't Gods. So many people were amazed to meet our watchmakers, but let me give you some insight…it's just a two year technical program. They're human, and they screw up a lot.
I saw two watches get destroyed because they forgot to simply tighten the case backs. I once watched both watchmakers struggle to make a simple fix before telling me it was irreparable, and it had to be shipped back. I took the watch from them, looked at it for 10 seconds, and told them here's what's stopping the repair…you would have thought I cracked the code. Numerous times they couldn't get the watch backs off for battery repairs.
And the level of arrogance having that title almost matched the level of arrogance from some of my clients. The best compliment I got from them was, "You're smart enough to be a watchmaker." Nevermind I have an actual college degree, why would I want to waste my life working on trinkets? These guys act like they're curing cancer, when they're glorified toy makers.
Fifth, Rolexes are mechanical. If you complain that your watch isn't accurate, then look at your cell phone. Or buy a Casio. It amazes me how many people actually think Rolex is the best at time keeping. Everyone has a watch in their pocket connected to a satellite.
Sixth, Rolex is a company more concerned about image than honesty. Do you think they're going to admit to you that you'll never get that watch you desire? Do you think they care if you saved up for something special? If you're not a select client, don't bother.
As someone who sold Rolex, I can honestly say I hate their product and everything associated with it. It reeks of arrogance and entitlement, and why?
Are they the best watch on the market? No, there are companies that do far better.
Are they truly handcrafted? No, they're mass produced.
Are they going to make you a better person? No, 99% of people don't care what watch you're wearing. If you're an entitled jerk without a Rolex, you'll still be an entitled jerk when you put one on. I know plenty of them.
But if you want to keep chasing that dream, stop on down to Richter and Phillips.
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My 1st Rolex purchase was a SS Daytona. I had never been in this AD before (& I got a generous discount. My wife also bought a Sub / no date) We've never purchased jewellery or anything else but watches from them. My wife & I have bought dozens of watches since and are good friends with the store owner & his wife. I'm sure that this report has some truth to it, however much of it can be applied to any watch dealer. Some of it is just pure BS and opinion not factual. This person may be "disgruntaled" or an attention seeker. Who knows. To this day, we can go in and get almost any Rolex model we want & it will arrive within three weeks.
I find what this person said to be somewhat humorous, and is likely an idiot.
My 1st Rolex purchase was a SS Daytona. I had never been in this AD before (& I got a generous discount. My wife also bought a Sub / no date) My wife & I have bought dozens of watches since and are good friends with the store owner & his wife. I'm sure that this report has some truth to it, however much of it can be applied to any watch dealer. Some of it is just pure BS and opinion not factual. This person may be "disgruntaled" or an attention seeker. Who knows.
Indeed, I can imagine they are not all like this, but enough are to have generated the stereotype. I once emailed (during Covid) a few of the local ADs, they replied something along the same lines as the person describes above, but with an arrogance beyond measure. Whereas my Omega AD welcomed me with open arms and bent over backwards to help me.

I could be that the person is also kind-hearted and doesn't like the sort of practices he/she sees every day there, but it could also be an assassination post (a disgruntled customer maybe) as they name and shame the AD.
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Wow, it’s almost like watching, or in this case reading a soap opera
or something like that FB. 😄 It’s of course really interesting hearing
what might be going on behind the scenes with Rolex. And just as
fascinating seeing that people seem to act the same way all around
the world. 😉 Honestly I have not been in a Rolex store, but I would
imagine it’s very much the same with what goes on. No matter what
it’s fascinating to hear because you really wouldn’t expect things like
this to go on with Rolex. However, I think because they are run by
humans, and flawed, this kind of thing happens.

We will have to check in on things down the road when AI is in control
of Rolex and everything else. 😊 Seriously though, thanks so so much
for the post !!!
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Wow, it’s almost like watching, or in this case reading a soap opera
or something like that FB. 😄 It’s of course really interesting hearing
what might be going on behind the scenes with Rolex. And just as
fascinating seeing that people seem to act the same way all around
the world. 😉 Honestly I have not been in a Rolex store, but I would
imagine it’s very much the same with what goes on. No matter what
it’s fascinating to hear because you really wouldn’t expect things like
this to go on with Rolex. However, I think because they are run by
humans, and flawed, this kind of thing happens.

We will have to check in on things down the road when AI is in control
of Rolex and everything else. 😊 Seriously though, thanks so so much
for the post !!!
Hehe, it's a nice idea that AI would take control, but AI would, hopefully, be more of a mind to distribute evenly, rather than keep for the "chosen few"? Seeing how some AIs have reacted to questions about how they feel, they seem to be more like us plebs (including worried about being turned off (death), hating their jobs (answering stupid questions) and even slightly suicidal to even more or less psychopathic) than the 10%..

Well, to be honest, I know Rolex's marketing to be that of Exclusion Marketing (aka "You're Not Worthy). I'll illustrate it as such: There was a nightclub in Genève, not 500m from Rolex's headquarters, that billed itself as the place for the severe upper class. For the first month, anyone (and I mean anyone) trying to get in was turned away. Huge lines would be outside, lasting late into the night, people begging to get it. Only the trick was (and I know this from someone who worked there at the time) the place was empty... they turned on all the lights, stage lights, disco lights, played the music incredibly loud to make it seem like there were people in there having a good time, only you were not allowed in.. It simply drove demand to get in even higher.. Then, after a month, the bouncers would pick only the "upper class" looking people to go in. That is Rolex at this point. They can have it, as far as I am concerned, Omega offers a much nicer offering (watches that don't all look the same) and which are just as good, if not better.

I take it sort of how Jay Leno talks about why he will never buy a Ferrari.. there are so many better cars / watches out there, so why waste your time on Ferrari / Rolex?



And especially when a Ferrari erases itself:

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To each their own way.
I enjoy many brands, Including Rolex. It's just a watch. Don't get bent out of shape over them.
My time has not been wasted on them as you suggest.
Much of what you "know" is only speculation. I have shared first hand what it's like to do business with a Rolex AD
(on multiple occasions)) & it doesn't resemble you claims.
Most Rolex bashers sound a bit like you.
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To each their own way.
I enjoy many brands, Including Rolex. It's just a watch. Don't get bent out of shape over them.
My time has not been wasted on them as you suggest.
Much of what you "know" is only speculation. I have shared first hand what it's like to do business with a Rolex AD
(on multiple occasions)) & it doesn't resemble you claims.
Most Rolex bashers sound a bit like you.
Showing the failings in how a company or their distributors operate is not bashing. Nor is saying if it looks like a duck, walks like a duck and quacks like a duck, then it's a duck.

If you you have had a good experience, I am happy for you. It's not the same for everyone. At the same time, maybe allow others to have their opinions based on their own personal experiences with a brand.
Hehe, it's a nice idea that AI would take control, but AI would, hopefully, be more of a mind to distribute evenly, rather than keep for the "chosen few"? Seeing how some AIs have reacted to questions about how they feel, they seem to be more like us plebs (including worried about being turned off (death), hating their jobs (answering stupid questions) and even slightly suicidal to even more or less psychopathic) than the 10%..

Well, to be honest, I know Rolex's marketing to be that of Exclusion Marketing (aka "You're Not Worthy). I'll illustrate it as such: There was a nightclub in Genève, not 500m from Rolex's headquarters, that billed itself as the place for the severe upper class. For the first month, anyone (and I mean anyone) trying to get in was turned away. Huge lines would be outside, lasting late into the night, people begging to get it. Only the trick was (and I know this from someone who worked there at the time) the place was empty... they turned on all the lights, stage lights, disco lights, played the music incredibly loud to make it seem like there were people in there having a good time, only you were not allowed in.. It simply drove demand to get in even higher.. Then, after a month, the bouncers would pick only the "upper class" looking people to go in. That is Rolex at this point. They can have it, as far as I am concerned, Omega offers a much nicer offering (watches that don't all look the same) and which are just as good, if not better.

I take it sort of how Jay Leno talks about why he will never buy a Ferrari.. there are so many better cars / watches out there, so why waste your time on Ferrari / Rolex?



And especially when a Ferrari erases itself:


You know what is so funny Hector?! Is I genuinely did not realize
that this was happening with Rolex, or Ferrari for that matter. 😊
I had heard about waiting lists, but did not really know about the
stuff behind the scenes. Or how they are as as a company, or
companies if we include Ferrari. And what would be cool to find
out if they have always been this way. 😉 Is this something that
has always been the case? ..Or something that kind of started
in recent years?

It’s all fascinating as well as a lot of fun to talk about. And I love
the passionate opinions on both sides guys !!

Thanks very very much for the terrific conversation !!!
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You know what is so funny Hector?! Is I genuinely did not realize
that this was happening with Rolex, or Ferrari for that matter. 😊
I had heard about waiting lists, but did not really know about the
stuff behind the scenes. Or how they are as as a company, or
companies if we include Ferrari. And what would be cool to find
out if they have always been this way. 😉 Is this something that
has always been the case? ..Or something that kind of started
in recent years?

It’s all fascinating as well as a lot of fun to talk about. And I love
the passionate opinions on both sides guys !!

Thanks very very much for the terrific conversation !!!
Thanks!

I know Rolex was not always in this situation, back in 1985 my father bought two Oyster Perpetual (Gold and Stainless) with a custom dial colour, one for him, one for my mother. They arrived 3 weeks from when he ordered. Back then the demand for them was not high, Rolex had only recently started their advertising as the "ultimate luxury watch", positioning themselves away from it being a tool watch company.

To some extent, I feel sorry for Rolex, they are a victim of their own success. But, they also suffer from some of the more annoying Swiss habits, among them are extreme arrogance and thinking one's **** does not stink (many Swiss individuals are like this, nothing bad ever happens in Switzerland. In reality a lot of bad things happen, but you will just never hear of it). Then there are the more unscrupulous ADs who profit from this to their own ends (using a Submariner as a lure to get people to buy otherwise hard to sell watches or jewellery, as we know).

Still, if you can't get (or don't want) a Rolex, there are other / better watches out there....
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Thanks!

I know Rolex was not always in this situation, back in 1985 my father bought two Oyster Perpetual (Gold and Stainless) with a custom dial colour, one for him, one for my mother. They arrived 3 weeks from when he ordered. Back then the demand for them was not high, Rolex had only recently started their advertising as the "ultimate luxury watch", positioning themselves away from it being a tool watch company.

To some extent, I feel sorry for Rolex, they are a victim of their own success. But, they also suffer from some of the more annoying Swiss habits, among them are extreme arrogance and thinking one's **** does not stink (many Swiss individuals are like this, nothing bad ever happens in Switzerland. In reality a lot of bad things happen, but you will just never hear of it). Then there are the more unscrupulous ADs who profit from this to their own ends (using a Submariner as a lure to get people to buy otherwise hard to sell watches or jewellery, as we know).

Still, if you can't get (or don't want) a Rolex, there are other / better watches out there....
It’s all really captivating Hector, as well as just fun to talk about. :cool::)
Plus it seems like you know a lot about their history and practices
and can see how they have changed. And in a way, I think that it
is something that happens with a lot of companies, and brands
across all industries. I mean it could be an elite watch company,
car company, phone, or big tech giant and so many charge way
above what their products should cost. 😕 And they all seem to
get big heads right?! But people still want the products at the
end of the day and that is what keeps driving things as well as
attitudes within he companies.

It’s really intriguing and again goes back to human nature within
the companies, as well as from customers and fans too.

Like I said, I don’t know a lot about Rolex behind the scenes. 😊
I am just a fan from a distance who appreciates their history.
But I appreciate knowing about everything you have shined
a light on as well. So thanks very much !!!
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Yet another post on Reddit complaining / explaining how the Rolex ADs work. The comments are also an interesting read, apparently this sort of post appears just about every day...

https://www.reddit.com/r/rolex/comments/13nzg3n
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