Rolex has long been a coveted brand, but recently, obtaining one of their watches, especially the popular stainless steel ‘Professional’ models, has become increasingly difficult. Even with a strong relationship with an authorized dealer – often requiring substantial purchases over time – buyers face waitlists of several years for models like the ‘Pepsi’ or ‘Hulk.’ This exclusivity is driven by the mismatch between supply and demand, as Rolex has yet to significantly increase production.
Experts like WatchPro’s Rob Corder suggest that the current shortage might ease in the next two years. However, finding a popular Rolex at retail remains challenging, pushing buyers toward the aftermarket, where prices are exorbitant.
For those determined to secure a fake Rolex, international travel might be a viable strategy. Although Rolex maintains tight control over pricing globally, differing stock allocations make some countries more favorable for purchasing. Countries such as China and the US receive substantial Rolex stock, but high demand there can still make it difficult to find popular models. The situation is similar across most European countries and Japan.
Luc Wiesman, Founder of DMARGE, notes that buyers from other countries may face additional hurdles. For example, in Dubai, sales staff reportedly restrict purchases to local residents, which likely applies to Rolex as well. This restriction is designed to prevent resale and build lasting customer relationships.
Surprisingly, Switzerland, where Rolex is headquartered, has a relatively low allocation of stock and is also an expensive place to buy. Conversely, Dubai and Monaco, known for their affluent residents, offer mixed results.
South America presents an intriguing alternative. Countries like Brazil and Colombia are noted for having relatively good stock levels for popular models, despite prices being slightly higher than the US MSRP. The lower local demand and fewer tourists contribute to this availability.
Eastern Europe is another region where buyers might find better stock levels. Though prices are high, the lower local demand and reduced tourist influx can improve chances of finding sought-after models. However, the safety of traveling to certain countries should be considered.
Australia and New Zealand, on the other hand, receive minimal replica Rolex stock. Australian enthusiasts frequently lament the scarcity of models, with some joking about having more stock than local dealers.
Finding a popular Rolex at retail is challenging no matter where you are. The consensus among Rolex insiders and enthusiasts is that securing a watch requires persistence and a bit of luck. As travel restrictions remain a concern for many, acquiring a Rolex at retail continues to be a rare opportunity, but hope remains for dedicated buyers.
