CORDER’S COLUMN: Flipping Rolex

Rob Corder.

A column I wrote last week about Rolex no longer being able to claim it is a retail brand clearly struck a nerve.

Over 125,000 people read the article in a few days (half of WATCHPRO.com’s page views last week) and industry executives contacted me to tell me how stupid/brave/accurate it was in roughly equal measure.

One authorised dealer, who asked not be named, called with a particularly interesting insight on how Rolex is approaching the issue of soaring demand leading to unprecedented supply problems.


First, he said that I should not fear Rolex legal team feeling my collar because they broadly agree with my analysis.

The brand is highly sensitive to the potential damage current shortages are having and want to do something about it, he shared.

“Rolex wants to see 40% of watches on first time customers’ wrists,” I was told.

“But they are not in the business of telling authorised dealers what to do and who to sell to, that is a matter for the retailer.”

Even with all the stresses and strains of the current drought, losing Rolex would be extremely damaging to this retailer.

He estimates that the brand accounts for 30% of his top line, but that over half of his business — including jewellery and other watch sales — is strongly influenced by his status as an authorised dealer.

Aiming to sell almost half of his Rolex stock to new customers comes with risk because no authorised dealer wants to be accused of selling to flippers, so it is much safer sticking with regular customers with a strong purchase history.

However, authorised dealers have been told recently by Rolex that they should be “less afraid of selling to flippers”.

He inferred that Rolex would not close an account if watches occasionally appeared on the secondary market within weeks of leaving an authorised showroom.

This is not an invitation to intentionally sell to flippers, but a recognition that ADs have become to risk-averse.

They will not take the risk of selling to genuine new customers because they are terrified that they have failed to identify somebody only interested in turning an instant profit.

“The problem is that flippers travel around the country pretending to be first time customers. They looks and sound the same,” I was told. “They talk about their family, their recent promotion or anniversary. Some come in with their young families,” he describes.

Ultimately, this dealer said, the issue would only be resolved with a major economic downturn that causes a flood of pre-owned product onto the market, deflating the inflationary bubble of Rolex prices and making them unprofitable for speculators.

In the meantime, it is at least encouraging that Rolex is searching for solutions in partnership with its loyal authorised dealer network.

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  1. Great column, as usual, Rob. Through my job I travel all around the US. The first thing a representative asks me when I walk into an AD is where I live. God forbid you’re from out of state. The retort is always the same: “We’d recommend you work with your local dealer” — which has been the de facto excuse for not being interested in considering me for a purchase. As for an economic downturn causing a flood of pre-owned watches, the stock market in the US dropped severely when the pandemic was first made official in Feb-March of 2020. And people kept buying Rolex…


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