The Future of Rolex Dealers: Changes in Store
The acquisition of smaller Rolex dealers raises questions about the brand's future and impacts the retail experience for customers.
00:00:00 Rolex has bought out smaller Rolex dealers, raising questions about the future of the brand. The acquisition may impact the retail experience for customers and raise concerns about other luxury watch brands being sold through a subsidiary of Rolex.
š Rolex has purchased a number of smaller Rolex retailers, leading to speculation about the future of the brand.
š The acquisition will impact the ads, retail experience, and availability of Rolex watches for end customers.
š¼ The purchase raises questions about the future of Rolex and its potential transition to a boutique-only model.
00:05:55 Rolex dealers will no longer sell other brands, raising questions about the impact on other retailers. Rolex's power move demonstrates their control over the market.
š Rolex dealerships will no longer sell other brands like Omega and Patek Philippe.
š Rolex will remain a silent investor in mixed brand retailers, with the power to control their business.
š¼ Losing a Rolex concession can lead to significant financial losses for dealerships.
00:11:52 This video discusses the poor buying experience at Rolex dealerships and the lack of customer service. The speaker shares their personal experiences and highlights the contrast between different stores.
āļø The buying experience at Rolex dealerships is generally poor, resembling a Bazaar rather than a luxury brand.
š The experience at different Rolex dealerships can vary greatly, with some providing excellent service and others lacking in hospitality.
š The confusion and miscommunication among the salespeople at a Rolex dealership led to an embarrassing situation for the customers.
00:17:50 The video discusses poor customer experience at Rolex dealers and the possibility of Rolex implementing better sales training. There may also be a shift towards direct-run Rolex stores.
š Rolex dealers are no longer providing a satisfactory customer experience.
š„ Rolex is taking steps to improve the training and professionalism of their employees.
ā There is speculation that Rolex may shift to a direct sales model in the future.
00:23:47 The video discusses the potential end of Rolex dealerships and the shift towards direct sales, citing the need for Rolex to regain control of brand perception and improve customer experience.
š°ļø Rolex dealerships may be coming to an end as Apple takes control of sales.
ā Rolex aims to regain control of their brand perception and improve customer experience.
š Waitlists for Rolex watches will still exist, but the company plans to better manage the waiting experience.
00:29:44 Rolex dealers will undergo changes and become better trained, making it easier for customers to buy Rolexes. This could potentially lead to Rolex becoming a boutique-only brand in the future.
š In the future, Rolex dealers will be better trained and customers will feel more comfortable buying Rolexes.
š¤ There is a debate about whether Rolex will eventually become a boutique-only brand.
š Some people believe that the changes will improve the customer experience while others are uncertain about the impact.
00:35:40 Rolex is ending its partnerships with small ads and giving more watches to successful Rolex Eddies. Eventually, small ads may disappear and be replaced by new boutiques.
Rolex will continue to focus on B2B business and selling to authorized Rolex dealers, while decreasing their concessions to smaller ads in Germany.
Small Rolex ads in Germany may lose their Rolex concessions and eventually cease to exist, with larger Rolex ads receiving more Rolex watches.
In the long term, Rolex may consider buying out successful chains like Vampire and Christian back, while slowly expanding their own boutiques.
Want to deep dive into this video?
