Whether Rolex Submariner, Rolex GMT-Master II, Rolex Daytona or another coveted model from the Swiss brand: If you want to purchase a Rolex directly from the concessionaire and thus at the list price, you have to expect waiting times. The first step towards owning your own luxury watch is to join the Rolex waiting list. We explain what these lists are all about, how long the waiting time is for various models and the importance of authorized Rolex dealers in this regard.
Why are Rolex watches so sought-after?
The fact that there are waiting times if you want to buy a Rolex watch is due to the great popularity of the legendary Rolex models. Rolex only produces comparatively small quantities per year, which do not even come close to saturating the market. In other words, demand is chronically much higher than supply.
But why are the Swiss manufacturer's luxurious watches so popular? Over the decades, Rolex has built up an almost incomparably good reputation. The renowned brand's watches are regarded worldwide as being of incredibly high quality, technically flawless and with a strong design. In addition, they have proven to be extremely stable in value, which also makes Rolex products interesting for investors.
A Rolex on the wrist acts as a meaningful status symbol whose value often far exceeds the purchase price for the wearer. Wearing a Rolex Daytona, Rolex Submariner or Rolex GMT-Master II is an unmistakable sign of success, style and good taste. This is why many buyers choose a Rolex not "just" because of its technical features, but above all because of its expressiveness and image.
Watch connoisseurs know this: The name Rolex alone instantly makes many hearts beat faster. The brand stands for pure luxury and is so well-known and sought-after all over the world that the brand name is also paid for with Rolex models. If it says "Rolex" on it, many people are willing to pay large sums without hesitation - because the name speaks for itself.
Rolex has also built up a wide-ranging marketing network full of well-known cooperation partners. The stars from the worlds of sport, art, culture and entertainment who wear Rolex models also drive up the popularity of the watches and arouse interest even among people who have little interest in timepieces.
In addition, the "scarcity" of the timepieces themselves also stimulates buying interest among many customers. The fact that certain Rolex models are so hard to come by also drives the desire to own such an exclusive watch among many collectors.
All of these factors add up to a popularity that few other watch brands enjoy. Depending on the model, this results in long waiting times, which customers should be aware of. Because you can't get your hands on an exclusive Rolex "just like that".
What is the Rolex waiting list?
The Rolex waiting list is a list on which Rolex dealers can enter interested parties for the individual models. If the watch in demand is not currently available for immediate purchase - which is usually the case - the concessionaire can put the customer on this list and thus note that the respective watch fan would like to buy this watch in due course.
But beware: A "place" on the waiting list does not mean that you are guaranteed to receive a Rolex watch. Under certain circumstances, you may remain on the list for years without ever having had a real chance of getting the model you want - in this case, all the waiting time was for nothing.
To avoid disappointment, it is therefore important to familiarize yourself with exactly how the Rolex waiting list works. Interested parties should know that inclusion on the waiting list does not constitute a commitment to sell the watch at a later date. After all, who ultimately has the privilege of buying a Rolex watch is determined by various factors, which we will of course examine in more detail later in this article.
The process of joining the Rolex waiting list
If you have never dealt with the subject before, you might imagine the Rolex waiting list as follows: You register your interest in a Rolex of a certain reference with a concessionaire, who gives you a precise waiting time, puts the customer on a fixed place on the list and delivers the watch as soon as it is the customer's turn. Unfortunately, this is not how it works in reality.
Dealers are more or less free to choose the customers who receive their desired Rolex watch. The "Konzi" decides for himself to whom he sells a rare watch. It is therefore not necessarily a case of "first come, first served".
Nevertheless, if you don't put your name on the waiting list in the first place, your chances of getting the Rolex model of your dreams are zero from the outset. Therefore, it is definitely a sensible step to ask your trusted concessionaire to add your name to the waiting list. The process is simple: you visit one or, ideally, several Rolex dealers and simply register your interest in one or more watches.
Most dealers will provide information on their estimate of the expected waiting time on request. If the dealer states a few months, this is initially a good sign and good news. It shows that the probability of a purchase actually being made is comparatively high. However, if the stated waiting time is many years, it is more or less written in the stars whether and when you will actually be able to hold your dream Rolex watch in your hands.
Figures of ten years or more often indicate that the dealer is trying to politely put the prospective buyer off rather than a serious intention to sell. This is especially true if the watch in question can usually be obtained in a shorter period of time - for example, in "only" two years. It therefore also depends on the exact model as to what waiting times are realistic.
Since dealers are usually relatively well informed about when and how often the various Rolex models are delivered to them, even extremely inaccurate or non-existent information on waiting times tends to be a bad sign. A "Konzi" who makes no statement at all about how long you will have to wait is probably not planning to help the customer in front of him to get the watch he wants.
The waiting time for a Rolex: How long does it really take?
As already mentioned, the waiting time for a Rolex watch is determined by various factors, including the relationship with the retailer and the customer's purchase history, but also the number of watches produced by the respective reference per year. We will look at these influencing factors in detail later in this article. In the following, we will first look at the average waiting list times for some of the best-known and most sought-after Rolex watches.
Current waiting times for important models
Rolex Submariner
The Rolex Submariner, which was first introduced in 1953, is clearly one of the most iconic Rolex watches and is correspondingly popular with collectors and investors. The watch, which received its latest "update" in 2021 and has since been produced with a 41 mm diameter, is particularly sought-after in the steel version and is available with or without a date display.
A Submariner "No Date" - i.e. without a date display - is often a little easier to come by than its equivalents with a date display. Why is that? Quite simply, most customers prefer the version with a date. As retailers receive between ten and twenty of the "No Date" each year, depending on the size of their business, the waiting time is usually a maximum of six months. Occasionally, you can even get really lucky and find a "Konzi" that has the "No Date" in stock and sells it with (almost) no waiting time.
The steel Submariner "Date" with the reference 126610LN is produced in higher quantities, but is also in much greater demand. This results in an average waiting time of between three and six months.
You may have to wait considerably longer for the Rolex Submariner "Hulk", "Starbucks" or "Bluesy" in steel or steel and yellow gold. If you want to buy one of these watches, you have to be prepared for waiting times of at least six to a full 18 months. The retailer only receives five to ten of these models per year, which are of course requested much more frequently during the same period.
And that's not the tip of the iceberg! The wait for Submariner models in white gold or yellow gold can be as long as three years. After all, only one or two examples of the white gold "Smurf" with a blue dial are delivered to the "Konzi" each year. As a new customer, the chances of getting hold of one of these rare models are therefore pretty slim.
Rolex Datejust
Released in 1945 as the first automatic wristwatch with a date display, the Rolex Datejust is now available in three sizes ranging from 31 mm to 36 mm and 41 mm in diameter. Depending on the size, the stylish watch for men and women is equipped with the caliber 3235 or 2236, which is a proven manufacture movement.
The 31 mm Datejust watch is actually worn exclusively by women, so there is comparatively little demand for it and some retailers issue it without any waiting time at all. If you want to get your hands on a Rolex as quickly as possible and are flexible when it comes to the exact model, the Datejust with a 31 mm diameter is an attractive option.
The Datejust model with a 36 mm diameter is much more sought-after, but is also one of the Rolex watches that end up in relatively large numbers at the "Konzi". On average, the most popular references in steel, steel and yellow gold or steel and rose gold with a smooth or fluted bezel take a maximum of six months to arrive - sometimes just a few weeks.
Probably the most popular Datejust watches are those with a 41 mm diameter. Thanks to deliveries of up to 60 pieces per year in some cases, the waiting time here is nevertheless limited. Unless the retailer finds the customer completely unappealing, the waiting time for a 41 mm Datejust is usually less than six months. And there is another piece of good news: you don't necessarily have to be an existing customer to be able to purchase one of the Datejust models from the retailer.
Rolex Daytona
If one had to decide which Rolex watch to award the title of legend, the Rolex Daytona would certainly be a serious contender. It is therefore hardly surprising that the watch is one of the Rolex models for which prospective buyers have to wait the longest. However, experience shows that this prospect does not deter customers from joining the waiting list.
We start with the Rolex Daytona, which is the second to third most difficult to obtain: the yellow gold watch with a green dial and the reference 116508. The model nicknamed the "John Mayer Daytona" often takes more than three years to arrive and is actually unattainable for new customers.
The waiting time for the Rolex Daytona "Panda" in steel is almost as long, especially in the version with a white dial and black totalizers. The expected waiting time is one and a half to three years for around ten watches that are sold to dealers every year. Incidentally, this is exactly the same waiting time as for a reference 116509 in white gold and the Oysterflex watches from the famous collection.
The waiting times for Everose gold and steel-gold watches are somewhat shorter, with a minimum of six months and a maximum of 18 months. If you want to buy a Rolex Daytona watch and have not yet decided on a particular reference, these models are a good choice, at least in view of the shorter waiting time.
We previously talked about the "John Mayer Daytona" and described it as the Daytona with the second worst availability. So there must be a watch that is even harder to come by: the Rolex Daytona Ref. 116506 in the finest platinum. Only one of this watch, which costs just over €70,000 or just under €77,000 depending on the dial, ends up at the dealer every year, which explains the average waiting time of over five years. It goes without saying that only well-known customers with an excellent purchase history are considered when it comes to who is allowed to buy such a watch.
In fact, there is another Rolex Daytona model that can compete with the platinum watch just presented in terms of availability. We are talking about the Daytona with a meteorite dial. Whether in white, rose or yellow gold, it is not really possible to predict how long it will take to get hold of one of these Rolex watches. This is because the timepiece is produced in such small quantities that not even every concessionaire receives one such watch per year. It is therefore clear that you can only get your hands on a Meteorite Daytona with a lot of luck, good connections and staying power.
Rolex GMT-Master II
There is hardly a watch enthusiast who has not dreamed of adding a Rolex GMT-Master II to their collection. The Rolex watches, which first appeared as a reference in 1954, today house a caliber 3285 movement and are available in numerous versions, some of which differ significantly in terms of production volume, popularity and waiting time.
One of the GMT-Maste II models that has received the most coverage is the Rolex GMT-Master II "Pepsi". The steel watch with a two-tone bezel in blue and red is sold around 12 to 25 times a year and may also be available to new customers within 18 months. The same applies to the all-gold "Rootbeer" version with a brown and black bezel, which is produced in smaller numbers but is also in much lower demand.
If you opt for the bicolor "Rootbeer" instead, the waiting time is reduced to a maximum of one year. The same amount of time is required for a "Batman" watch, which can be recognized by its blue and black bezel.
A longer waiting time is to be expected for the "Sprite" version. This watch has a bezel in black and green, which will take at least a year, more likely two. "Sprite" models are (still) reserved for existing customers, although it cannot be ruled out that new customers will also be able to purchase the watch if luck is on their side.
If you put yourself on the Rolex waiting list for a white gold "Pepsi", the waiting times are on a completely different scale. Dealers only receive one or two watches of this type per year, which means that the average waiting time is over three years.
You need even more patience if you want to buy the "Pepsi" with a meteorite dial. This watch is such a rarity that some dealers only see it once every few years. The model in fine white gold is therefore only for those who can live with indefinite waiting lists of five years or more.
Rolex Oyster Perpetual
People who are specifically looking for an affordable Rolex are often advised to buy a Rolex Oyster Perpetual. In fact, these models - depending on their size and exact design - are among the Rolex watches with the lowest price. At least if you can buy them from a dealer at the list price. The watches, which were released in a first reference in 1931, are available in a total of five sizes from 26 mm to 41 mm.
The Oyster Perpetual timepieces in the three smaller sizes - 26 mm, 28 mm and 34 mm - are listed as ladies' watches and are therefore in comparatively low demand. This means that their availability is generally above average. It is quite possible that the filigree Rolex watch is in stock at your trusted concessionaire and can be purchased - without a waiting list. This watch is therefore also an interesting option for new customers who would like to "get to know" the retailer through an initial uncomplicated purchase.
With quantities of five to ten watches arriving at the retailer each year, the 36 mm Oyster Perpetual is not available in abundance. However, it is also less popular than the 41 mm model, which we will come to in a moment. If you put your name on the waiting list for the 36 mm version, you will usually get the opportunity to buy it within six to twelve months. At least if you don't prefer a model with a Tiffany blue dial. This color has always been the most difficult to obtain.
The Oyster Perpetual timepieces in the three smaller sizes - 26 mm, 28 mm and 34 mm - are listed as ladies' watches and are therefore in comparatively low demand. This means that their availability is generally above average. It is quite possible that the filigree Rolex watch is in stock at your trusted concessionaire and can be purchased - without a waiting list. This watch is therefore also an interesting option for new customers who would like to "get to know" the retailer through an initial uncomplicated purchase.
With quantities of five to ten watches arriving at the retailer each year, the 36 mm Oyster Perpetual is not available in abundance. However, it is also less popular than the 41 mm model, which we will come to in a moment. If you put your name on the waiting list for the 36 mm version, you will usually get the opportunity to buy it within six to twelve months. At least if you don't prefer a model with a Tiffany blue dial. This color has always been the most difficult to obtain.
In direct comparison to the Rolex Submariner, Datejust and GMT-Master II, the waiting lists for the Yacht-Master seem almost empty. This is particularly true for the 37 mm watches, which are available in steel, rose gold or as a bicolor model. In most cases, no more than five of each reference can be found at the retailer, but the generally low demand reduces the waiting time so that it usually does not significantly exceed the 6-month mark. If you catch a favorable time, you may be able to buy the watch directly without a waiting list, even as a new customer.
Such an immediate purchase without waiting lists is rather unlikely with the 40 series model of the Rolex Yacht-Master. After all, the mid-size models are much more in demand. Nevertheless, all in all, they are still bought much less frequently than the Rolex Submariner, for example. For prospective buyers, this means that the Rolex Yacht-Master dream watch is on the waiting list for an average of six to twelve months, regardless of whether they prefer a steel or rose gold model. Both material variants are also usually offered to new customers without a purchase history by the respective retailer.
In addition to the models on precious metal bracelets, the Yacht-Master collection also includes some references with Oysterflex bracelets. The annual quantities sold to dealers and the waiting times for these models differ again. Both the 40 and the 42 Oysterflex watches are sold one to three times a year to concessionaires. With limited demand, the waiting list for such a watch - whether with a rose gold, yellow gold or white gold case - is between six and 18 months. Depending on the level of demand, not every retailer will be prepared to sell to a new customer immediately. A purchase is possible in principle, but not necessarily exclusively for existing customers who have already invested a small or large fortune in the dealer's goods.
Rolex Yacht-Master II
When talking about the Yacht-Master series, the Rolex Yacht-Master II watches should of course not be forgotten. These timepieces were presented to the public for the first time in 2007 and were initially made of yellow gold, later rose gold and finally even steel. At its heart is the caliber 4161, which equips the chronograph with an adjustable countdown with flyback function. This makes the movement one of the more complex Rolex calibers, which amazes watch fans with its functionality.
In the case of the Yacht-Master II, technical sophistication does not lead to huge demand. If you look at the figures, the Yacht-Master II tends to fall into the category of unpopular Rolex models. This is because customers who are interested in this particular watch rarely show up at the dealer. Rolex has also noticed this, which has led to only a few of these watches still being produced. Some concessionaires do not even receive a single one of the sporty Rolex watches per year.
However, if a customer has decided to buy exactly this watch, it is still advisable to ask the dealers. If a Yacht-Master II in yellow, white or rose gold happens to be in stock, even new customers may be able to take it home immediately. If, on the other hand, the dealer does not have a model in stock, it is doubtful whether he will be able or willing to order one. On the one hand, there is no guarantee that the timepieces are even in stock at Rolex, and on the other hand, the retailer will obtain more detailed information about the commitment of the prospective customer. After all, if he orders and receives the watch, he wants to be sure that it will be sold and thus rule out the possibility of getting a sinfully expensive "slow seller".
So whether you can get a Yacht-Master II from the dealers in your individual area is ultimately a matter of chance. Dealers who have one in stock will probably be more than happy to sell it - whether to new or existing customers. However, due to the small production quantity, it makes sense not to commit to one material in any case - this improves the chances.
Rolex Sky-Dweller
As the latest collection from Rolex, the Sky-Dweller naturally attracted a lot of attention. The function-packed watch with its classic look has a month, date and 24-hour time display, which is made possible by the complex manufacture caliber 9001.
If you have no particular preferences regarding the material and want to wait as little as possible, you should ask for a Sky-Dweller in "Rolesor yellow gold". In this version, the watch is more readily available than in steel, for example, which in this case means that the waiting time is three to six months.
Compared to this, the wait for a steel version is quite long. Here, the waiting time is up to three years, which is similar to the waiting time for a Sky-Dweller in pure yellow gold. For both models, requests from new customers are not considered by the majority of dealers. So you have to be an existing customer - and have the necessary patience - to secure one of these watches.
As far as the waiting time is concerned, the Everosegold specimens are in the middle of the field. As an existing customer, you can get one within twelve to 18 months, although even as a new customer it is not hopeless to be put on the waiting list.
Just like the Yacht-Master, the Rolex Sky-Dweller is also available on an optional Oysterflex bracelet, with a yellow or rose gold bezel and dial. The watches have only been produced with this bracelet since 2021, but regular customers rarely wait more than a year and a half for it.
Rolex Explorer
There is a story behind the Rolex Explorer that has been told many times: Sir Edmund Hillary had a very special watch with him on the first ascent of Mount Everest. His timepiece was specially made by Rolex for this important event. Today, Hillary's watch is known as the "original Explorer" because it was the foundation on which the later Rolex Explorer models for everyone were built. To this day, the Explorer products are known as timepieces for mountaineers and explorers on expeditions that can withstand adverse conditions and provide reliable service.
Even though the size of these Rolex models is small at just 36 mm in diameter, the Explorer is also popular with men. However, when compared to other Rolex steel models, it is noticeable that the popularity of Explorer watches is not as great as one might expect. This is probably also the reason why Rolex is now releasing fewer watches - a maximum of twelve to be precise - to dealers each year. Nevertheless, customers still have the opportunity to obtain a Rolex Explorer within a maximum of one year, even if they are not regular customers of the dealers they visit.
The role of authorized Rolex dealers in waiting list management
Let's take a closer look at the role of Rolex dealers in the management of waiting lists. As briefly mentioned at the beginning of this article, authorized dealers are not obliged to sell a newly delivered watch to the first person on the waiting list. Instead, it is largely up to the retailers themselves to decide to whom they offer a coveted model. As a result, you may not be sold a Rolex, even if you have been on all the waiting lists for a very long time.
What's more, a "Konzi" is not even obliged to add every interested party to the waiting list. Even if this does not happen very often, he could decide at any time not to include a potential customer as an interested party or to remove them from the list. This is because the lists are not kept and managed by Rolex itself - all of this is the responsibility of the retailer.
This also explains why the term "interested party list" would actually be the correct one. After all, a waiting list is based on the assumption that deliveries will be made in the order in which the names appear on the list. And this is precisely not the case with the "Rolex waiting list".
Against this background, it is obvious how valuable a good relationship with Rolex dealers can be. Let's imagine the following situation: After a year of waiting, the dealer finally receives five Rolex watches of a certain reference. A glance at his list reveals that there are currently 25 people waiting for exactly this watch. He has to make a decision and choose who to sell a watch to. If there are both new and existing customers on the list, he will of course first address his offer to the people he already knows and values as customers.
If there are not enough copies to cover all interested existing customers, the retailer will most likely look at the extent to which they have benefited from the individual candidates in the past. This is where the customer history comes into play. The retailer checks how regularly the prospective customers have shopped with them and how much they have spent. In all likelihood, the watch enthusiast who has invested the largest sums in jewelry and watches from this jeweler to date will win the race.
It may be somewhat more difficult for the salesperson to make a choice if the list is full of new customers. He is probably less able to assess these customers and also finds it difficult to predict whether they will only buy from him once or whether they will come back to him again and again if they are satisfied. In this case, the sympathy factor is likely to be significant. The concessionaire will remember the conversations with the interested parties and assess what impression they made on him.
If he is unsure whether a candidate would potentially want to resell the watch quickly, he will almost certainly cross out the corresponding name. This is because reselling a rare Rolex watch at a profit immediately after purchasing it is unacceptable and can lead to a rare Rolex not being offered for sale for a long time. Anyone who does not want to jeopardize their reputation with dealers should therefore steer clear of quick resales.
A hotly debated topic surrounding the Rolex waiting list and ways to obtain a rare Rolex relates to so-called add-on purchases. This refers to the purchase of other products, which should then lead to an increase in favor with the concessionaire and a better chance of obtaining the desired Rolex model. It is no longer a secret that such additional purchases can actually have the desired effect under certain circumstances and are even a fairly common method of obtaining a Rolex that is not readily available. Nevertheless, not every retailer takes additional purchases into account to the same extent and it is not always necessary to make an additional purchase in order to get a little closer to the Rolex you desire. However, it is certainly a fact that additional purchases have helped one or two lucky Rolex owners to buy their dream watch.
The question of what role dealers play with regard to the Rolex waiting list can therefore be answered quite clearly: a huge one. Even if they sell according to the basic requirements specified by Rolex, they decide for themselves to whom they sell what and when. A long-standing, valued customer will therefore almost always be preferred to a new customer - regardless of which of the two was first on the waiting list.
Reasons for the high demand for Rolex watches
Rolex produces around 1.3 million watches every year. A figure that does not initially suggest a long waiting time. With 1.3 million, everyone should be able to get exactly the model they want - right? If you consider the worldwide reputation of the Rolex brand, it becomes clear why this is not the case. Although Rolex produces a considerable number of watches, these are still nowhere near enough to meet demand. Quite simply, demand is many times higher - this was the case years ago and is unlikely to change in the foreseeable future.
This is due to various factors that have already been mentioned in this article. These include the incomparably good reputation of the brand, its worldwide renown, the symbolic power of a Rolex watch, the clever marketing strategy and the waiting time for Rolex watches themselves.
Let's be honest: a watch that is immediately available doesn't have to be bad. But a model that is sold out for months and for which you have to wait a year or longer due to its desirability - well, a watch like that simply has to be above average. It is precisely this consideration that takes place consciously or subconsciously in the minds of watch fans when they are confronted with a waiting period. And of course, this principle applies not only in the watch industry, but virtually everywhere. Most of us automatically assume that a product for which we have to wait is certainly worth the wait.
In the case of Rolex, this conclusion is certainly not wrong. Anyone who has spent even a cursory amount of time with watches knows that Rolex timepieces are hard to beat in terms of quality. For decades, Rolex has been producing watches that convince both watch enthusiasts without specialist knowledge and experts alike. When you buy a Rolex watch, you don't have to wonder whether it is of high quality, functional and durable - you know for sure. Accordingly, the well-heeled customer will always go for a Rolex if he does not want to compromise on quality.
Then there is the product selection. At Rolex, almost everyone who appreciates the luxury of a technically sophisticated, exclusive watch will get their money's worth. From classic models, such as the Day Date and Datejust, to pilot's watches and models with calendars, through to the sporty perennial favorites, of which the Submariner is an excellent example, the Rolex product portfolio is characterized by a pleasantly wide range. Whether you are looking for an elegant watch to wear with an evening dress, a functional watch for everyday use or a technical masterpiece for your display case: You will generally find what you are looking for at Rolex.
Rolex combines exclusivity, design diversity and product quality with effective marketing, influential cooperation partners and the long-established positioning of its timepieces as status symbols. As we have already mentioned all these aspects in this article, we will not go into them again explicitly at this point. However, it should be emphasized that it is probably the ingenious interplay of various factors that ensures that Rolex models continue to attract a lot of attention and are actually always in demand.
The impact of waiting lists on the price of Rolex watches
After discussing in detail how the long wait for Rolex watches comes about, we can't help but take a look at the effects of waiting lists on the market. To what extent does the sometimes poor availability of sought-after Rolex models influence prices on the secondary market?
Before we dive into this topic, we would like to briefly clarify a few terms. When it comes to the prices of watches, we are talking about the list price and the price on the secondary market. It is important to know the difference here. The list price is the price that Rolex sets for individual watches. The price on the secondary market deviates from this in the vast majority of cases. It is rarely lower - often significantly higher - than the list price and indicates the price that sellers ask for their Rolex on the open market.
The pricing follows a simple principle: what is desired by many and difficult to obtain becomes more expensive, while products that are available in abundance and unpopular are offered very cheaply. So you can put one and one together and you have a rough idea of the prices at which sought-after Rolex watches are currently being traded on the secondary market.
It is basically completely logical that a rare, popular Rolex, for which you have to wait several months to several years at the dealer, is sinfully expensive on the secondary market. So you pay a price that is sometimes significantly higher, but on the other hand you save yourself the waiting time in a very simple - albeit expensive - way.
The price situation on the secondary market also means that in many cases a Rolex increases significantly in value from the moment it passes from the dealer into the hands of the buyer. But beware: concessionaires are extremely reluctant to see the jewelry they sell to a carefully selected clientele being sold at a high price on the secondary market shortly afterwards. As we have already mentioned, this kind of behavior can be sufficient reason to ensure that you will never again be sold a Rolex watch by this "concessionaire".
The controversy surrounding the Rolex waiting list
The Rolex waiting list is a controversial topic that is a recurring subject of discussion and is the subject of one or two myths. If you look around online, you will constantly find posts claiming that Rolex and the authorized concessionaires maintain a regular waiting list. Sometimes it is even claimed that there is a kind of "VIP waiting list" managed by Rolex itself and reserved for customers with a particularly large budget and network of contacts. As far as we know, this is simply wrong.
So we repeat once again: if you want to buy a Rolex that is not immediately available, you can be put on a waiting list, but this is more like a list of interested parties. It merely serves the dealer to note who is interested in the model in question. Contrary to what many people think, a place on the waiting list is no guarantee of receiving the desired Rolex. This is because it is not the time of the request but the number of pieces delivered, the number of interested parties and their purchase histories as well as their relationships with the concessionaire that determine to whom a model is offered.
Of course, putting your name on the list is the first step towards your dream watch, without which it simply won't happen. However, it is important that interested parties know exactly what being put on the waiting list really means for them, how the procedure works and what they need to be prepared for. In plain language, this means that anyone who wants to be put on the list without a purchase history or an established relationship with the concessionaire must expect to wait months or even years, depending on the model - always without absolute certainty that the waiting time will pay off in the end.
Conclusion
Whether it's the Rolex GMT-Master II, Rolex Submariner, Rolex Daytona or Rolex Sky-Dweller: watch enthusiasts have to wait a year or more for many coveted Rolex references. This is primarily due to the fact that Rolex watches are in high demand and the Swiss company produces significantly fewer watches each year than there are potential buyers. While some less popular models can sometimes be purchased directly from the retailer without having to wait, there is usually a long wait for the really sought-after timepieces. These can only be avoided by buying on the secondary market, which in turn leads to much higher prices.
The Rolex waiting lists, about which there are numerous myths and theories, are ultimately nothing more than lists of interested parties kept by the concessionaires. The dealer makes a note of who has expressed interest in a reference and uses this information when new Rolex goods are received. He is not bound to a specific order of delivery and can decide for himself and in principle arbitrarily to whom he sells. This decision is usually based on several factors - such as purchase history and the relationship with the customer - which is why new customers often have a difficult time. However, even if the Rolex waiting list is not a guarantee of a purchase offer, it is an important tool for the concessionaire and it is essential to be placed on such a list in order to have a chance of buying a Rolex watch at the list price.