Rolex’s new flagship store on Old Bond Street opens today, with Watches of Switzerland Group, the store’s operator, prioritizing a smooth customer experience over the frenzied scenes seen during the MoonSwatch launch.
The secondary market frenzy that once made flipping Rolex watches a guaranteed profit has cooled significantly since its peak in 2021 and early 2022. Back then, prices soared to two or three times retail value, but a market downturn since spring 2022 has left many speculators struggling.
Authorized Rolex dealers have also refined their strategies to deter flippers, focusing on cultivating long-term client relationships rather than catering to short-term investors. However, the high-profile opening of the Bond Street megastore—one of Rolex’s largest—could tempt resellers back, anticipating rare models that still command premiums on the secondary market.
Strict Crowd Control Measures in Place
To prevent disruptions, Watches of Switzerland will limit in-store capacity to around 40 customers at a time. The sprawling 7,200-square-foot showroom spans four floors, allowing for a one-to-one staff-to-customer ratio while maintaining ample space.
If queues form, staff will manage demand using a restaurant-style booking system, taking names and scheduling appointments for later in the day. The system will remain active throughout the weekend, when foot traffic is expected to surge.
By prioritizing order over hype, Rolex and Watches of Switzerland aim to uphold the brand’s luxury appeal while deterring the chaotic scenes that have marred other high-profile watch releases.
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