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Rolex Watches Are Becoming Even Harder to Find

Demand is “absolutely off the scale.”




New Rolexes are hard to come by, and secondhand models — if you can find them — are commanding extreme prices, The New York Times reports.

Rob Corder, editor of WatchPro, told the news outlet that demand is “absolutely off the scale.”

“I knew dealers who were saying three years ago that they had never seen demand for Rolex like this, but every year the market gets hotter and hotter,” he said.

Authorized dealers often hold back their supply for top customers, The Times noted. Many models have become scarce, from the Daytona to the Submariner, the Sea-Dweller and “even Sky-Dwellers and steel Datejusts,” said Benjamin Clymer, founder of Hodinkee.

Used Rolex prices are way up on the Hodinkee Shop website. For example, the Explorer II now sells for $13,000, up from about $7,500 a year ago, The Times noted.

Expensive watches became a more popular purchase during the pandemic, absorbing dollars that otherwise have gone toward travel, events and other luxuries, according to the newspaper. Additionally, some see luxury watches as a solid investment during uncertain economic times.


Last year, Rolex issued a statement saying that “the scarcity of our products is not a strategy on our part.”

“Our current production cannot meet the existing demand in an exhaustive way, at least not without reducing the quality of our watches – something we refuse to do as the quality of our products must never be compromised,” the company explained. The watchmaker was responding to a report from Yahoo Finance about its manufacturing shortage.

Read more at The New York Times



When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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