Rolex has relaxed its policy on “Exhibition Only” watch displays, signaling a shift in the luxury watch market as waiting lists for most models become more manageable. Authorized dealers worldwide are now removing the once-ubiquitous green-and-yellow signs that restricted customers from purchasing displayed timepieces.
The policy was introduced during the pandemic when soaring demand, coupled with production halts in 2020, led to severe shortages. Initially, makeshift signs varied by retailer, but Rolex later standardized the displays, enforcing the rule globally for three years.
Retailers Welcome Change, Highlight Improved Accessibility
David Hurley, USA president of Watches of Switzerland Group, previously praised the exhibition strategy, noting it allowed customers to try on watches rather than keeping them locked away. “It’s great because people can experience these timepieces firsthand,” he said in 2022.
In central London, major showrooms—including those on Bond Street, Regent Street, Oxford Street, and Knightsbridge—have already removed the signs. A UK-based authorized dealer, speaking anonymously, confirmed Rolex has made the signs optional, citing shorter waiting lists “depending on the reference.”
Waiting Times Decline Amid Cooling Demand
Recent data from WatchCharts and Morgan Stanley Research reveals a notable drop in waiting periods. In 2023, the median wait for a Rolex Submariner was 105 days; by late 2024, it fell to 60 days. Similarly, GMT Master wait times decreased from 180 days in 2022 to 90 days.
However, analysts caution that the data, sourced from Reddit posts by avid collectors, may not reflect the broader market. Secondary market activity also suggests softening demand, with Rolex watches—both new and pre-owned—selling at their slowest pace since 2021.
While Rolex has not released official figures, these trends indicate a cooling market, giving retailers and buyers more flexibility than during the peak scarcity era.
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