Is Rolex Shorting the Market of New Watches to Drive Its Certified Pre-Owned Program?

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Rolex's Certified Pre-Owned Program and the lack of new models remain a mystery. We asked industry experts and anonymous Rolex insiders for answers.

the near impossibility of purchasing a new Rolex Daytona? This seemed a fair, if somewhat cynical, question to ask after multiple authorized Rolex dealerships offered us little hope for a newHublot and TAG Heuer Are Both Getting New CEOs

Despite this dearth of both definitive information from, or even about, Rolex, the experts we spoke with offered up some interesting and wide-ranging speculations.William Massena told us that the idea that Rolex intentionally shorts supply, “is all bullshit, just rumors. If you talk for ten minutes with , because global demand is so high they can hardly handle it.

Whatever the case may be, people are growing annoyed with Rolex’s retail situation. Another anonymous source with extensive Rolex retail experience toldthat, “People get cynical about Rolex because they’re like the super cool, popular kid in high school who you can’t image is a nice guy. Rolex is just so corporate.” Some of this impression may come back to Rolex’s business and manufacturing practices have long been shrouded in mystery.

 

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