Nate TilleyCo-Founder, ROAS · Direct Response Expert

Why Rolex doesn't keep ANY watches in store

Name: Why Rolex doesn't keep ANY watches in store
Uploaded: 2024-09-11T21:45:00+00:00
Duration: 40 s
Channel: Nate Tilley
Description: Short transcript of a two-speaker discussion about Rolex’s distribution/business model: speakers note Rolex is highly ranked and generates about $10.1B…

11 Sept 2024 · 1 min

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Short transcript of a two-speaker discussion about Rolex’s distribution/business model: speakers note Rolex is highly ranked and generates about $10.1B in annual sales, and argue Rolex intentionally limits in-store availability—selling exclusivity and waitlists—to increase profitability. The piece raises the normative question whether Rolex should meet demand or continue leveraging waitlists.

Questions this video answers

Fifth-ranked luxury fashion brand.

Approximately $10.1 billion in annual sales.

Chapters

Rolex. It is the fifth ranked luxury fashion brand in the world. These guys do over $10.1 billion in sales annually. It is almost impossible to get a Rolex. I have been all over the world searching for a timepiece and I cannot find it.
That is because they actually don't have anything for sale. They claim it's because their watches are in such insanely high demand. But this is all a fugazi to sell the exclusivity of the brand. They've learned they are more profitable by selling the wait list and the actual watches. What do you think of this tactic? Do you think that they'd make more sales by selling to the demand or do you think that they should keep selling the waitlist?