In a move signaling a shift in the luxury watch market, Rolex has begun easing its strict “Exhibition Only” policy, allowing authorized dealers to sell certain high-demand models directly from display cases. The change comes as waiting lists for iconic watches like the Daytona, Submariner, and GMT-Master II have significantly shortened—a stark contrast to the multi-year waits seen just two years ago.
End of an Era for “Try Before You Buy”
Since 2021, Rolex enforced a policy where many of its most coveted models were displayed in stores but marked “Exhibition Only,” meaning customers could admire them but not purchase them immediately. This was due to extreme shortages driven by unprecedented demand and production constraints. However, with wait times now shrinking, select authorized dealers have been given the green light to sell these watches on the spot—though allocations remain limited.
“Rolex is adapting to a more balanced market,” said luxury watch analyst Clara Montague. “Production has increased, and while demand remains strong, the frenzy of the pandemic years has subsided.”
Why the Change?
Several factors have contributed to the shift:
Expanded Production: Rolex’s new manufacturing facilities in Switzerland, including its state-of-the-art “Project Titan” plant, have boosted output.
Cooling Secondary Market: Prices for popular Rolex models on the pre-owned market have fallen 20-30% from their 2022 peaks, reducing pressure on retail availability.
Economic Shifts: Higher interest rates and a more cautious luxury spending environment have tempered the “must-have-now” mentality among buyers.
Impact on the Secondary Market
The announcement has already sent ripples through the resale market, where prices for certain Rolex models dipped further. “We’re seeing a stabilization,” said Michael Tan, CEO of a leading watch trading platform. “If Rolex becomes easier to buy at retail, the gray market premium will continue to erode.”
What’s Next for Rolex?
While the brand has not officially confirmed whether this is a permanent change, industry insiders believe Rolex will maintain tight control over supply to preserve exclusivity. However, for the first time in years, enthusiasts may have a realistic chance of walking into a boutique and leaving with a highly sought-after watch—without a years-long wait or a steep markup.
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