Luxury brands manufacture scarcity to stay exclusive. Ferrari makes you wait 18 months to 2 years and interview with them first. Rolex keeps zero inventory in stores so you can't just buy a watch.
About 18 months to 2 years.
January 30, 2024.
No — the speaker says Rolex keeps no inventory in any of their stores.
If you could just go in and buy a Ferrari, then there wouldn't be scarcity around it. They interview you. So what do you do for a living? Where will the car be parked? How are you going to portray our brand? It's basically what they're wanting to know. Depending on the model that you want, it's an 18 month to a 2 year wait just to get it. That's something that Apple modeled off luxury brands, Gucci, Fendi, Prada, Chanel. They only deliver small batch of products to any of their boutiques. They don't even know when they're getting more because that's how they keep it exclusive and that's how they control the supply. And if you look at the most extreme example is Rolex. They keep no inventory in any of their stores. You can't even buy a Rolex even if you want one. It's ridiculous.
