BREAKING THE WAITLIST

In this issue of Wrist Wealth, we take you into the quiet world of the Rolex Authorized Dealer. Through the words of an anonymous sales rep, you will learn how it all works—the waitlists, the preferences, the deals made behind the counter. The truth about how Rolex watches move from the showroom to your wrist is clearer now, and it’s not what you might expect.

This is no easy business. It’s a game of connections, of timing, of knowing the right things. If you’ve wondered what really happens when you walk into a Rolex store, here it is. No fluff. Just the facts from someone who’s seen it all.

Q: Firstly, thank you for taking the time to speak with me. I feel like a lot of people are curious about how the AD-salesperson relationship works, and they have their own suspicions as well. Hopefully, we can shed some light on it.

A: No worries, happy to help! I love your content—you provide a lot of great insight into the watch world, so being able to help your followers understand things better is a fun opportunity for me.

Q: How do you prioritize customers when you have limited stock?

A: I like to prioritize my long-term customers who have a purchase history with me. Management also oversees who we can sell certain pieces to. We usually use popular steel sports models to help offload slow-moving jewelry or overlooked watch brands.

Q: So I guess the rumours are true.

A: Which rumours?

Q: The rumour that AD’s use Rolex as bait in order to sell other stuff in the showroom.

A: Well, put yourself in our shoes—every day, we get hundreds of people calling, texting, emailing, or walking in, all asking the same question and all wanting the same thing.

Q: Which is to buy a Rolex at retail?

A: Yeah, they hear they can make quick money by buying a Rolex and flipping it for a profit. They want to cash in on grey market prices and expect us to just hand one over. Sorry, but it doesn’t work like that—you have to earn your way up the ladder.

Q: Well isn’t that what a retail stores purpose is, to sell the merchandise to patrons?

A: Maybe, but we’re in a unique situation. Not every brand’s watches can be flipped for profit right away—but some models have tens of thousands of dollars in potential. That’s why we have to be really selective about who we sell to, and make sure it makes sense for us too.

Q: Okay, that makes sense. So let’s talk about how you actually decide who gets what.

A: Sure—if we’re talking outside the Rolex brand and you’re a big spender, you usually get what you want. For example, I had a client come in on a Thursday and pick up a Meca-10 Big Bang. While I was ringing him up, he asked about a black dial Daytona for himself and a mint green Datejust 41 on a jubilee bracelet with a fluted bezel for his brother. We got a shipment two days later—Saturday—and both watches went to him that same afternoon. In just two days, he spent nearly $100,000, and I made my commission.

Q: All because he bought the Hublot?

A: Yup!

Q: I see, does that mean the next time he asks for a Rolex he will get it?

A: Not necessarily—it really depends on which Rolex he’s asking for. A lot of people assume that just buying a Rolex helps build their purchase history with us, but that’s not usually how it works. We don’t count Rolex toward building status because everyone wants them and they sell themselves. What we really pay attention to is the purchase history with other, less in-demand pieces—think jewelry, or other watch brands that don’t move as quickly. So when a customer comes in asking for a high-demand Rolex, I’ll often guide them toward something else first. If they follow through, it tells me they’re serious, and that’s what starts to build the kind of relationship that actually matters. Then the cycle repeats.

Q: So another $60,000 Hublot and he gets Rolex?

A:Potentially, yeah—it’s not just about watches. Other purchases can help build that history too. Things like tennis chains, bracelets, or high-ticket jewelry all count. And if a customer picks up pieces from brands like IWC, Piaget, or Jaeger-LeCoultre, that adds to their profile as well. All of that contributes to how we decide if they’re ready for another Rolex. It shows commitment beyond just trying to score a hyped piece.

Q: Wow, I guess gone are the days that people get a Rolex without having to spend money on things they don’t want.

A: We still make sure to take care of the clients who were with us long before the post-pandemic hype. The ones who’ve been buying Rolex consistently for years—they’ve earned that priority. So when something desirable comes in, chances are they’ll be getting the call first. It’s our way of staying loyal to the people who’ve always supported us, not just the ones chasing the current market buzz.

Q: Okay, so you’re talking about the post-pandemic hype with Rolex. Let’s say, before all of that, I wasn’t in a position to afford a Rolex, but now I can. Shouldn’t I still have a shot at getting one at retail, even without a purchase history?

A: Good question. I’d say it really comes down to the in-person interaction with a sales rep. Let me give you an example: a customer walks in, we start chatting about watches and his love for certain brands and models. He eventually mentions his passion for Rolex, specifically the Submariner with the green bezel. Now, my job is to gather as much information as I can because I know where this conversation is heading. I start analyzing a few things—how he's dressed, what he does for a living, whether he already has a watch collection, or if he’s just getting started. Once he mentions wanting the green bezel Submariner, I sit him down, take his details, and add him to our customer waitlist. After he leaves, I do my homework: I search his name online, check his social media like Facebook, Instagram, LinkedIn, and even browse grey market groups to see if he's active there. If I find posts where he’s trying to flip Rolex watches, that’s a red flag, and he won’t be contacted for the watch.

Q: Ok and if he comes up clean, then what?

A: Okay, if everything checks out and I feel like the interaction was genuine, he’s not a flipper, and he truly wants the watch, then I’ll speak with management and give my approval. Management will then coordinate with the other sales reps to see which clients are also waiting for that specific watch, and we’ll add him to the list of people who are eligible to receive it.

Q: So the mythical waitlist is a real thing?

A:It’s definitely a real thing, but that doesn’t mean you’re guaranteed to be put on the list, or that you’ll get the watch anytime soon. Sometimes, it can take a decade before you get the call.

Q: Let’s go back to what you mentioned earlier. It matters what someone wears and what they do for work? That’s kind of shallow no?

A: Yeah, but that’s just the nature of the business. We’re selling luxury goods, not medical aid kits for the Red Cross. The whole thing is built around showing off and status—otherwise, why would anyone drop that kind of money on a watch if it didn’t boost their image? Honestly, it’s shallow from start to finish. And some brands even require you to write essays about who you are, what you do, and why you deserve to buy a watch from them.

Q: Yeah, F.P. Journe.

A: Yeah, exactly! This isn’t anything new. Every big luxury brand gatekeeps their products to make sure people are buying for the right reasons.

Q: So does that mean you don’t sell to grey market dealers?

A: We definitely try to avoid it, but we’re always catching flippers and dealers who’ve bought pieces from me or my colleagues.

Q: Do they get cut off?

A: Absolutely!

Q: I have some friends in the industry that get their entire stock from the AD.

A: That’s definitely a possibility, especially with ADs in smaller markets. They’re more likely to do that.

Q: They are not in a small market though.

A: Look, our owners and managers don’t stock grey dealers, but does that mean others don’t? No, I’m sure they do. Especially if these relationships were formed back when Rolex was sold at 35% discounts. These grey dealers swoop in and buy everything—not just Daytonas and GMTs, but pieces most people wouldn’t touch. They do it to make sure that steady flow of brand-new watches keeps coming their way.

Q: Ok, a couple more questions and we can wrap?

A: Sure thing.

Q: What’s the best way to buy a Rolex at retail?

A: I’d say there are two ways. The fastest is to buy other stuff and put your name down for Rolex. The second is to come in, make a good impression, and have a solid reason for wanting the watch. Sometimes, that works even quicker.

Q: You guys are on a serious power trip eh? Fucking Barnum & Bailey over here.

A: (Laughs) Oh yeah! I get bribed, begged, and pleaded with all the time by some of the richest and most powerful people in town.

Q: I bet! If a customer’s willing to buy something to get a Rolex, what would you suggest is the best item in your store to buy that could help them mitigate losses and come out on top when they finally get the Rolex they want?

A: That’s your area of expertise not mine, maybe you should make a video on it!

Q: Maybe I should! Thank you so much for your time and honesty, hopefully now my now my audience will have a better understanding as to how it works

A: My pleasure! Anything I can do to reduce the number of people calling in every day for a GMT or a Panda Daytona, then it was all worth it.

Thank you to everyone for reading along. It was quite an interesting experience, to say the least. Diving into the world behind the Rolex AD system was eye-opening, and I’m grateful for the opportunity to share these insights. I also didn’t want to push my luck too much, so I hope the information was useful and gave you a deeper understanding of how things really work behind the scenes. Whether you’re looking to get your hands on that next sought-after model or just curious about the inner workings of the industry, I hope this interview has shed some light on what goes on beyond the display cases. Stay tuned for more, and as always, feel free to reach out with your thoughts and questions.