Rolex Is Taking Advantage of You. 

"My Dad is the most ghetto guy in the world, we had the maids over this week....." 🤔

No they are not taking advantage of me… opening up with the gold rolexes and the maid story… so relatable.

The pricing on CPO is a fucking joke. I don't think this will have any impact on the grey market.

2-yr warranty logic goes like this I think: New watches come with a 5 year warranty, CPO has to come with less warranty to differentiate the product, so 2 years seems right. 5-2=3 which is how old the watch has to be in order to be eligible for CPO. You can't take a watch with 4 years left on the warranty and call it preowned and reduce the warranty to 2 years.

Not so subtle maid flex in the intro. 😂

Christian, I think you’re going to be proven VERY wrong; CPO is just a niche program; just because R has tons of money doesn’t mean they’re going to buy up a huge amt of watches. I said that Day 1: R will use the trade in to prioritize their ‘loyal customers’. The $20-25B grey market estimate is a joke; they just took listings data, not sales. Watches sit on Chrono for months and months and never sell.

That beginning story actually made me realize how wealthy Christians family is lol (Did not expect this to cause an uproar)

It is not complicated …. It will work like a car dealership… they usually pay less than the private sell. Convenience also plays. You will get more like low blue book for common watches and high blue book for a more desirable watches. Of course you are going to be able to choose between new and same older model.

Sounds horrible tbh. I can't believe people in the ghetto have to hide their Rolex from their maids. In the Hamptons we have no such worries.

You can just buy a used Rolex and have it serviced by Rolex, then it’s basically the same thing without the mark-up because any watch that is allowed to be serviced by Rolex must be original.

"No calls"....I lost it on the floor laughing.....17:18

“Had the maids over but didn’t trust them in my home so we hid two Rolexes in a sock and it was no big deal to my dad.” What in the privilege fk kind of opening is that? Was new to you guys, now my time as a viewer has expired.

If they try to undercut the market, what is stopping me from buying the undercut price and sell it back on gray market for profit? Unless CPO has a waiting list too.

Solid point about CPO terms. They could change those on the fly.

I think I saw Oisin o Malley saying he’d seen a pre certified Daytona priced at €62000 from Rolex in Venice.

The CPO pricing will always be higher than current grey market pricing because of the peace of mind, guarantee, warranty, etc. just like in the auto industry. ADs won’t have to hide anything since 95% of pieces will continue to be sold before they hit the display case. But for argument’s sake, in the event a model IS sitting on shelves and was also available new, the customer would have the option of saving a few bucks for some scratches or buying new just like cars. This will not affect the grey market.

Hi, any one know what the song is called at the start of the video.

The thing about Rolex going into the grey market is that the best rule is “buy the seller, not the watch”… and I’m just not buying Rolex. CPO or retail. Full stop.

My AD never has a popular Tudor, never mind a Rolex. He took a deposit from me for a Rolex for my wife. Promised to have it in 6 weeks. After 6 months I walked in and told him to give me my money back.

Most intelligent business take on the situation yet! Finally, an educated opinion-thank you gents!

As long as any other premium watch brand offers the possibility of just walking in their boutique or their reseller and just buy the model you want Rolex will mean nothing to me.

So what should I do, still wait for a price dip on the no date sub? I'm still looking for a 124060 or 114060, and in Europe the prices are ridiculous

Doesn’t Bucherer in the UK already have their Rolex Pre-owned section rolled out?

Um ya think, duh 🙄Rolex and other brands charge $10,000+ for a steel watch and $40,000+ for precious metal watches. And I own 2 Rolexes, you don’t think we know this???🤣🤣🤣

Perhaps Rolex will have some type of incentive for qualified trade-ins on new pieces to encourage sales from existing and then get new clientele for the certified used. Pushing out the grey and second hand and making them the most attractive deal

Here in the UK, this is what car dealers have done for years (have always done?). Main manufacturer dealers. It’s the price of not buying a lemon. A bad used watch is less likely to kill you! One that’s been kept in the enthusiast market is one thing, one that’s been brought because it’s a flash watch is another. That being said, I have been buying at specialist auctions recently and now have a couple of vintage (1950s) JLC

Like everything else in Rolex's brand marketing strategy it's all in the service of building exclusivity. They are not going to be trawling for consignments or doing vast buyback campaigns from gray market dealers. The inventory is mostly going to be refurbished display models from ADs, a clean, consistent source of "new" stock. But the whole point is to reemphasize the implication that buying from a gray market dealer or another individual - any source Rolex doesn't have its name on - is un-classy and dubious. They also know Rolex thefts are spiking and in a way are using that "do you REALLY know where your watch is from?" implication to, again, build exclusivity

Don't know what it is, but Michael seems perpetually drunk, even if I know he doesn't drink

Didn’t this happen with diamonds a few decades ago? Did Rolex become DeBeers?! I can’t wait to see how this plays out.

It will be very simple. You can have this CPO watch now for a premium over new pricing or we can put you on our imaginary list for a new one and let’s see how that works out. Of course if you buy enough from our CPO choices that might help you get a new one sooner in the future.

You’re confusing Rolex SA and the authorized dealers. The authorized dealers participating in the CPO will buy used watches at the lowest price possible, service only if needed, get a beige hang tag, call it a CPO (put a beige hang tag from Rolex SA), and sell it to the customers that go to the AD on a weekly or daily basis at a premium to the grey market price. The less honest dealers will hint that the customer is “building a relationship” by paying a fortune for the beige hag tag. This relationship won’t get that consumer a shot at a new Rolex (because those are used for bundled product sales). When the Rolex wearing consumer wears the watch it won’t matter (unless people start wearing the hang tag to admit they overpaid).

This was a so much better episode. Good job on keeping promotional content duration in check

My local bucherer has a separate store for new rolex and CPO. So the argument about stock comparisons is moot for my location.

If they have soo much money, then why get into the 2nd hand market, to make a few pounds? Where are all the watches coming from?Where do all the Rolex's go that were bought into AD's for service, then flagged up that they are stolen, but never end up back with the original owner. Why are Burcherer not showing the year of the CPO watches they are selling?

13:40 - he’s talking to you, TPG Anthony “ill buy it back for twice the price….nevermind no one believes that and neither do I” 🤡

Will I be able to use my rolex rewards points at TGI Fridays?

One day that little scratch will have a larger meaning.

This sales model is nothing new. Rolex is simply using the strategy luxury car makers started. For example, you can't buy a GT3 Porsche, you must trade in another in-demand model first. Ferrari does something similar where you can't buy their most exclusive car without having bought an entry-level model first.

If I can avoid the AD'S insisting on a "relationship", I will..forever. Exxon pissed me off during an inspection 40 years ago and I still haven't been back.

Piece of mind always comes with a cost. Most people would be fine if that’s where it ended. The lure of a piece at retail is the real and ugly hook. To be fair, most people want top dollar and the grey folks are better sales people then the AD’s. Especially if there is such a delta in what both parties are offering. The effect on grey will be small.

Cold open with the "maids" humblebrag from Christian (followed shortly by the "I knew two weeks in advance" line). Poor little insecure dude. Michael needs his own channel, because he's SUCH a likeable guy. Don't get me wrong - these videos are sometimes pretty funny. But you can often see Michael serving as the "Greek chorus", as he casts his eyes downward, when Christian's tiresome act makes us squirm uncomfortably at home.

Every scratch has a story. Great cold open! 😂 Rollie is just whimsical

Y know what’s funny, your dad did that but not that scuff is gonna remind you every time if that one time your dad thought it was a good idea to put both watches without protection in a sock lol. So to me I think now that scuff has a meaning. :)

I get my watches under grey market at the AD. People dont know how to haggle.

Rolex as a brand, utterly unlikable. They don't give a fuck though

You are the wolf of the watch business. In the best of ways!

I believe the setup will be more like a car dealership that carries new and pre owned vehicles. AD will call recent buyers after maybe a year to offer them a new watch in exchange for their used pre-owned piece. The pre owned piece will be sold at market, which will still be above retail and the new piece will go to the buyer. This will incentives ppl to give back watches to Rolex once done. And Rolex will make more profit on the used pieces.

I look at this like I would cars. I can get more money selling the car privately, but I’m realistically gonna take the car to the dealership and trade it in because it’s faster and easier. Remember when you could buy a used car for more than the brand new one right next to it just a few months back? It’s not a 1:1, but I think it’s close enough

i think they can go hard on trade-in business, and a lot of those watches will be safe queens in great condition... this could lead to much more offerings to past customers to get the trade in... the plebs might have less access to brand new

' what's with this old wine...' 😄

You will need to buy several CPO before an AD even considers you for a brand new one. The video must be recorded earlier as it is now clear that they have the new models on sale as well. So, years waitlist or never for the new ones but you can have a CPO for double the price today, very unfair indeed and legitimizing the flipping although “3” years wait.

La dee da Mr. Fancy pants with his maids 😆

Its like CPO cars, it is all about perception. You are made to believe that you are getting something superior, maybe you are maybe you’re not ???? But you do get warranty and guarantee of authenticity

So rolex tells me I can't buy a new sub but I can buy a used one from 3 years ago and pay them $5k for that option. I don't really like the optics of it. I mean I get if a brand like omega did the same thing where used is actually cheaper. The other option isfor rolex to sell them direct to gray market dealers which is bad as well.

*edit* “ They’re not just watches; they’re heirlooms.“ (needs a semi-colon or colon because the sentence is two independent clauses) hope this helps / love all the videos!

It's getting ridiculous. A watch is a watch is a watch...

The cartel AkA Rolex want a slice of the grey market.Their prices for pre owned are just insane😂.

My question is; are the used pieces going to be more expensive than new ones? Haha.

Bucherer in London have the CPO already for a couple of weeks was told first place anywhere and the prices were significantly above the trading price. Hulk for £23,500 rose gold Daytona almost £60,000. Said they didn’t know the exact year of anything. Didn’t see anything that has a current reference from memory but everything was fairly modern

Theory: Hans Wildorf created Tudor as a preemptive strike against lower market watches eroding Rolex’s market share, (and of course to use excess Rolex parts inventory), today Rolex is using the CPO program as another preemptive strike to further secure Rolex’s values. Fast forward as Rolex increases production once they build another plant, the number of pre-owned Rolexes will increase in the wild. Now new Rolexes will be competing against itself (used vs new) in the market place. What better way to control that preowned market than to create a product the is placed just above the average grey market Rolex product. Tudor is exceptional value in their price point category (everyone can agree). CPO backed by Rolex will be considered “better value” in the marketplace also. If you keep the used values high (which greedy ADs will do), it will bump the CPO to a new level above the Grey market and thus preserve the value of the new stock (with incremental price increases). Hierarchy: Rolex => competes against Retail Market high end watches CPO => competes against Grey Market Tudor => competes against lower end watches Brilliant!!

They will price aggressively. No incentive at all for them to undercut the pre owned market.

That thumbnail is the only Rolex I want 😮‍💨

How does your relation to the watch industry impact your willingness to speak in an uncensored way about them?

Social points + Veblen buying..........holy crap......nice!

I think the whole point from Rolex is to make Rolex accessible again. Rolex is smart they want to take back over their market. I think Rolex will set prices at retail again and not allow current models watches to sell for over retail. Rolex will probably gain used watches from trade in and may already have plenty of old stock. Rolex also promises to produce more watches once their new factory is opened. Collectible out of production watches are one thing but new current models should come from ADs and not resellers for over retail is what Rolex keeps saying, hopefully they accomplish this.

They should have an upgrade program… seems to get around flipping

Your theory on Rolex making watches and holding for three years could already be in play. Maybe they have already made a bunch of watches for that exact purpose 🤔

( 8 08 -- ). tell them to put a cork in it ! go to the Theo & Harris shop Chris to get a watch roll , your house cleaners , btw, are honest hard working people . ~ JDS/CT be safe.

You guys are from Staten Island?

for sure, first wave will be Exhibition pieces that are 'technically' pre owned.....Rolex has been planning this for minimum 3 yrs and 'pumped out' tens of thousands of exhibition pieces around the world to their AD';s, that will 'magically' become available at retail ++(look at initial Bucherer prices for CPO......top end of pre-owned!!) Then Rolex rrsp's will 'mysteriously be able to rise' to fill the space. This is ALL about Rolex being pissed off that their avg retail prices for a watch is massively below PP/AP/VC...... it's an ego trip guys!!!!!

Prediction: The only watches that can be traded into an AD are pieces that the AD has originally sold. I personally believe the first wave of CPO watches will be exhibition pieces that have had the movements unlocked/replaced. In order for Rolex AD's to accept watches they are not directly familiar with would open the AD's up to fraud. I highly doubt these AD's are going to become authentication experts overnight.

Rolex is taking advantage?? I watched the video and still don't understand how Rolex is taking advantage of me. Listen, if prices on new or nearly new Rolex is so high; Don't buy them! I have MANY Rolex and the newest is over 10 years old, you don't have to buy new, a Rolex last probably for hundreds of years. Buy vintage, better prices that don't fluctuate like a jojo, more interesting too.

Zenith looking nice

Rolex makes cool watches. But they are just the watch people without personalities buy when they make some money.

Not comet!

Well if you are ever in London come to Canary Wharf I’ll happily sell you a speedmaster

gonna be funny when rolex sells a used submariner for more than a new one

Great vid

This will sustain the grey market. If anything it will eventually raise prices on watches at retail. Grey market will be more competitive on the secondary market. One can simply buy the watch and send it to get serviced to get that service card which would be cheaper than buying pre-owned at a Rolex dealer. The white tag isn’t worth the price so long you buy from a reputable seller. Lastly, this has been a long time coming and got me thinking about how they will scale. From what I have read and heard they will be seeking those display pieces with the locked movement and other pre-owned. Part of me thinks that they did phase one years ago by getting rid of the serial numbers to random numbers. Not just because some were copied but they were getting watches to service that were stolen never giving them back to the original owner or the person that was swindled. It hasn’t happened to me but I know one person this happened to and it just makes me think a bit of the timing. Anyway conspiracy theories and all it makes sense to me this is how they will scale. I don’t think they will have enough stock to hurt grey market. There are so many watches already out there in the wild.

Rolex controlled the stock for years so they got a gazillion watches in stock for sure, now they have to sell them out, the price will go back to msrp very very soon, the hype cycle has to end before a new wave comes.

One thing that Archieluxury mentioned and it holds true. How will customers view AD’s that sell slightly new used Rolex watches at inflated prices when the same customers know new watches cost less. In a way those AD’s will look desperate for sales and can cheapen their store. Remember luxury is an image, and anything used is not as luxurious. Most people with money, that can afford to pay grey market prices won’t hurt their pocketbooks. But any wealthy person rather pay retail. Only a fool would pay double or triple retail when they can wait in line to buy at original MSRP. Wealthy people are cheap and they will not give money away for used products unless it’s new or rare. The same clients might see these AD’s as rip offs even though many might not buy these used Rolex watches. Some high end snobby clients might see an AD that sells used products as 2nd tier stores. It might make clients see those stores as beneath them. Honestly this program might not work out if they price these watches at the highest listing. It will make clients stick with grey market dealers for less money. Many reputable grey market dealers already send their Rolex inventory to RSC. Once again Rolex is late to the game…. Rolex technology is behind other brands, other brands did it first. They failed to go to space. They failed to break land speed records. The Explorer didn’t go to Mount Everest. The deepest a watch can go in the ocean is not a Rolex.

"I don't buy hyped pieces"... says the guy wearing a Pepsi. I'm a great fan of your casts. And... I disagree. Rolex holds the ultimate responsibility. It's a Rolex product, not an influencer / investor product. And you missed discussing Rolex underwriting grey market dealers utilizing cut-out firms. And your discussion assumes that used prices will revert back to less-than New retail prices. I'm not convinced of that. Finally, your "social credit score" speculation is a very real (& scary) prospect. Rolex has proven to be at the tip of the spear regarding economic research (and even manipulation)... up next... social ...

A year ago went to a Rolex Ad to buy a SS Daytona and expected 1) them to have one in stock and 2) to pay the advertised list price. They came up with blah blah blah some of it really stupid and I left but not before telling them I'll never buy any Rolex and if I do it will be a replica! And I did buy a replica of the SS Daytona for $1,500. No one tells me it's a replica. 6 mos ago I bought my 2nd replica, a Patek complication. Same effect. Fuck the watch industry| Kiss my ass!

My take on this is: with crypto collapsing n in asia's 2nd biggest country a neverending l0ckd0wn n ppl desperate for food n freedom,there are millions rolos thrown on the market. They need to regulate n pretend that these things are rare.

Someone sounds conceited to me. Likes to flex and then attempt to seem humble at times. Sign of some insecurity. Very smart though.

Worse…for who? 🤔

Your dad needs a new hiding spot now

I don’t buy hype pieces… you are literally wearing one 😂.

Actually it sounds like Rolex is taking advantage of you😅

Rolex is just a stupid flex. I'd rather have my Omega. Tudor. And a nomos in the future. Rolex is great. Just so played out.

Rolex are not they are insulting and embarrassing you!

The opening story is FUNNY… y’all it’s a luxury watch channel even non Rolex owners have maids… expensive house cleaners are like $100 for two hours that’s not even that bad. If you want to hear poor stories go to a timex channel

Not that rich. They're not live in maids. Lol

Obnoxious banter with good production value and some useful information.

Rolex 🥱

bad opening...

They're not maids, they're cleaners, lol.

Michael I'm going to need you to put more care into your hair before recording. Use some of Christian's hair moose and gel.

Most Ghetto ever!

I know you like wear and patina on your watches but I would straight lose it if my dad did that to my brand new gmt lol