Remarque's post from 2018 delves into the growing scarcity of Rolex steel sports models, questioning the brand's strategy of creating what appears to be an artificial shortage. This discussion remains highly relevant today, offering a historical snapshot of a market trend that has only intensified, impacting both authorized dealers and collectors.
I just got back from visiting one of two local Rolex ADs.
The store had one Air King. Zero Submariners (any metal). Zero Explorers. Zero Explorer Twos. One - Two Tone GMT Master II (none in steel). Zero SkyDwellers. Zero SeaDwellers. Zero DeepSeaDwellers. Two pink gold Yachtmasters. One steel Oyster Perpetual. Zero 2017 new(ish) 41mm DateJusts. Had one DateJust II. And lots of ladies smaller DateJusts. Of course zero Daytonas, steel or otherwise.
The sales lady was very nice. She said that one year ago at this time, apart from the steel ceramic Daytona, she could get any steel Rolex with no problem. Today, she has virtually no stock of anything, especially in steel, and it doesn't matter what she orders or asks her Rolex Rep. She has no control of her Rolex merchandise and can only hope from day to day that she might get some delivery from the American distributor.
I told her that prior to BW2018, I had thought to myself that Rolex was letting stock dwindle because they were preparing to release new (Submariners/Explorers/etc) with new 70 hour PR movements. But the only new movement presented at BW2018 was the GMT Master II, with the pepsi ceramic bezel of course, so my theory regarding supplies of other models was completely wrong. So much for rational thinking.
Given that Rolex produces 800,000 to one million watches each year, one can only wonder why Rolex is creating this artificial shortage. Does it make the few who get calls from preferred customer lists at ADs when a model comes in feel privileged? Does it encourage ADs to sell above MSRP? All I know is that it certainly does not create good will with potential clients who desire a certain model and don't want to buy 4 other "less desirable/popular" models just so they can have a shot a getting a model which is currently perceived as "in demand". Because today's dirth seems to span all models.
I will say that by trying on the AirKing and the two-tone GMT Master II, I discovered that I find the AirKing case far superior in size to the GMT Master II case.
How long can Rolex play this game before even its own ADs and fanboys decide enough is enough from the Crown? Sadly the answer may be both not soon enough but never will happen...
