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There is general consensus that Rolex deliberately withholds production on the Steel Daytona. Here is some myth busting. The annual production today is about 850,000. The split has always been in favour of laddie’s pieces the biggest seller is the ladies bi-metal Datejust. This may come as a shock f
There is general consensus that Rolex deliberately withholds production on the Steel Daytona.
Here is some myth busting. The annual production today is about 850,000.
The split has always been in favour of laddie’s pieces the biggest seller is the ladies bi-metal Datejust. This may come as a shock for some. The reality is the bestselling men’s watch is also a bi-metal DJ!
In total there are 850,000 pieces per annum produced. I would estimate as the roughly half is men’s watches. If we say 450,000?
Of these 50% probably are precious metal/bi-metal (that is being conservative in estimation)
So 225,000 steel watches.
This includes all sport and Oyster perpetual/Oyster Date/Datejust- which account a minimum I think 50%
This leaves 125,000 pieces
For YM, YM2, Milgauss, Daytona,Submariner,Submariner Date, Sea Dweller, DeepSea, Exp1 , Exp 2, GMT 2, Sky Dweller, Air King
13 models:
That’s about 10,000 pieces of each. So 10,000 Daytona white or black.
Rolex is 116 countries. I can hazard a guess, 4000 doors for Rolex? Probably more, but even if 4000- that’s about 2-3 pieces/per year
If every door has 10 orders, that’s a 4-5 years wait.
Could /should Rolex stop production of bi-metal DJ? Why wouldf they do that, when they are the bestselling most desired model they make. If there is a sudden shortage of Datejust, the customer can more easily buy another brand. These are the core customers for Rolex. There is no conspiracy, it’s just all about demand/supply and capacity.
As a business, they cannot afford to destroy their core business, so the Datejust/Day-date and precious sports will reign supreme.
Best
Imran
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talking about the 116500 In my country a small deler gets at least 4 per year, an average between 6 and 10 and the bigger one 2 every month
and I like your math. Still, the same formula could be used for any Rolex stainless model, but you don’t see a wait for a Submariner or GMT. IMO, it’s a clever game.
Depends ofcourse on demand in your country Best my friend Imran
it isn't hard to get a steel Daytona. Part of the value chain is dealers taking their cut over list before pushing them out to resellers. There are hundreds available on the market. It would be interesting to know how many actually are supplied from ADs at list. Velociphile
Was in Ohio last week and walked into the only Rolex AD in town. Obviously first time for me, no relationship with AD. Looked at their two Rolex display sections. Asked about any new stainless steel models for Daytona and SkyDweller. Nothing. They had the gold and two-tone models in the display case. Also had regular SS Submariners & Explorers & Milgauss on display too. This AD said they have a policy to only sell to people in the region (i.e. their loyal repeat customers) and it’s an allocation
Same as most people would not expect the Constallation to be the best selling model of Omega! Not sure if it still is (after all the Speedy hype we seen the last few years) but for many years it was! Best Blomman
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