![]() The only difference? There’s no price transparency.īuy from a secondhand site – At least your soul is pure, given that you paid a markup to an anonymous Internet Person! How do you think those pieces are getting on Chrono24 anyway? It’s either people who have “great relationships” with the ADs, or those who are kicking some of their profits back (likely both). This is an authorized watch dealer markup by another name. Get on a waitlist and wait – If you think you’re ever going to get a Audemars Piguet Royal Oak because you rolled into an AD and asked to be on the waitlist without a pre-existing relationship, you’re a mook.īuy a bunch of stuff at the AD – Buy watches from your dealer that you probably neither want nor need, a practice that establishes a “relationship” with the authorized dealer that secures the watch you really, really want. But face the facts: how do you think it works today? If you want a desirable timepiece right now and you’re not somebody whom the manufacturer wants to use for marketing (hello Kardashians), you can do one of three things: But unhappy dealers and frustrated customers do not a long term future make.Īllowing stratospheric watch dealer markups is fundamentally unfair! Desirable pieces will only go to people who will pay for them! That goes against everything that we care about as watch collectors! The manufacturers? They seem OK with yearslong waiting lists, screwing over their customers and vendors while enriching secondhand dealers. The dealers would make more money – a most welcome shot in the arm after the Coronageddon lockdown and the supply drought. Suddenly, instead of buying a new-in-box gray market Rolex Daytona on Chrono24, you could walk in to your local watch store and buy it yourself.Īs a buyer, you’d get all the benefits of purchasing an authorized watch, with full manufacturer support and known provenance. If manufacturers allow dealers to mark up watches to what the market will bear it would solve the current shortage in one fell swoop. In fact, watch manufacturers should take a page from the car industry and encourage their dealers to mark up desirable watches to the moon. Everyone agrees: the Authorized dealer markup (ADM) is an evil, evil, thing. Want to become The Internet’s Most Hated for an hour? Just be a car dealer who puts an absurd markup on a new car and the vitriol comes pouring forth. Īuthorized dealers who add to the manufacturer’s suggested retail price rub a lot of people the wrong way. And there is an answer: watch dealer markups. We can argue about why that’s happening, but the fact remains: there’s a massive mismatch between supply and demand. It’s basically impossible to get any almost any current Rolex (and many OMEGAs, Pateks, Vacherons, etc.) from an Authorized Dealer (AD). ![]() We’re in the middle of the greatest watch shortage in modern memory.
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