In a significant departure from tradition, Rolex has announced the immediate termination of its controversial allocation system for professional models. The Swiss watchmaker confirmed today that all authorized dealers worldwide will now operate on an appointment-based purchase system without purchase history requirements.
Market Conditions Force Policy Change
The luxury sector continues facing unprecedented challenges three years into the global economic slowdown. Secondary market prices for stainless steel professional models have plummeted 40-60% from their 2022 peaks, with even precious metal references trading below retail in some markets.
“Current economic realities demand operational adjustments,” stated Rolex SA in an internal memo obtained by Watch Journal. “Effective immediately, all boutiques will transition to transparent sales procedures where availability determines allocation.”
Immediate Availability of Formerly Scarce Models
Contrary to previous years’ scarcity, June shipments to authorized dealers included substantial inventory of previously waitlisted models:
- Daytona “Panda” (Ref. 126500LN)
- GMT-Master II “Pepsi” (Ref. 126710BLRO)
- Submariner “Hulk” (Ref. 126610LV)
- Day-Date “Black Diamond” (Ref. 228236)
Asian markets reported complete sets (watch, warranty card, invoice) being available for immediate collection within 48 hours of appointment confirmation. European boutiques similarly confirmed stock availability for walk-in clients meeting identification requirements.
Revised Retail Experience
The new purchase protocol includes:
- Online appointment scheduling through Rolex’s revamped concierge platform
- In-store verification of government-issued ID and tax documentation
- Immediate full-set handover including protective film removal and warranty activation
Industry analysts suggest this move aims to combat grey market speculation while improving customer acquisition during the downturn. The policy shift marks the most significant change to Rolex’s distribution model since the introduction of professional models in the 1950s.
