The Strictest New Policy In History! Rolex Officials Will Crack Down On New Watch Reselling Behavior!
Official Rolex official recently pushed a memo to authorized dealers. Starting November 2, 2018, in order to strengthen compliant sales and avoid improper sales, Rolex will implement the following four new policies: 1. Remove all protective films on the new watch, including the case, strap, bezel, rear Cover position. 2. Adjust the strap length to fit the individual wrist size. 3. The insurance card will fill in the consumer’s personal name and sales date. If the consumer is unwilling to fill in the name due to privacy needs, the insurance card will also fill in the ‘XXXX’ code to ensure that no blank space can be added for later writing and alteration. 4. Under no circumstances should the plastic shipping box be delivered to the end consumer. In April of this year, Rolex USA has issued similar sales measures, as follows: 1. Authorized dealers can only sell watches to consumers in stores. 2. Authorized dealers must confirm that the warranty card is registered when delivering the watch to consumers, and ‘blank cards’ must not be issued. 3. When the authorized dealer delivers the watch to consumers, the protective film on the watch must be removed. 4. If the watch is purchased in advance as a gift, the authorized dealer needs to keep the warranty card. By comparison, it can be clearly found that this November’s policy is stricter, with some qualifiers such as ‘No excepation without exception’, ‘All’, ‘No circumstances never’ and even more specific. Operation measures. At the same time, the scope of implementation is no longer limited to the United States. At present, Taiwan Province has also flowed out relevant sales rules, and yesterday, dealers in mainland China also received related pushes. It can be said that this time, no matter from the intensity and the scope of implementation, this is undoubtedly the strictest new policy in history. After 2000, the sales of Swiss watches entered a golden age, especially in mainland China, as long as the watches are selling well. After the financial crisis broke out in 2008, and the tide of hot sales receded, consumers found that many watch brands were actually swimming naked. Rolex still wins consumer preferences due to its stability and reliability. When the overall market conditions are not good, many brands have chosen to reduce prices, but Rolex made a unique way to announce the extension of the warranty period to 5 years in 2015, which attracted more cousins to buy. ‘Value determines price, and supply and demand affect price.’ As a precision timing instrument, mechanical watches cannot increase production in a short time without a strict production plan, advanced equipment and skilled assembly personnel. Faced with the sudden surge in demand, Rolex’s annual output of about 800,000 was unable to fully respond. Undersupply will definitely cause prices in the secondary market to rise. The influx of second-tier merchants carrying a large amount of money has undoubtedly contributed to the rise in prices. Assuming there is a hot-selling Rolex, authorized dealers will definitely sell watches to old customers and VIPs who have multiple purchase records in the same situation, instead of ordinary consumers who buy for the first time. As a company that sells products, Rolex has no way and energy to choose customers. For Rolex, secondary merchants and ordinary consumers are customers who buy watches. But this situation will undoubtedly hurt a lot of ordinary consumers and new customers. The same new watch needs to be purchased at a secondary merchant through a price increase. Prior to this, Rolex had carried out related controls, such as tearing films. Although there is a policy of tearing the film, there are certain loopholes, such as only tearing off the QR code film on the side of the case. The new policy this time is to explicitly tear off all the films, while also requiring the length of the strip to be adjusted to the length of the wrist of the customer. Rolex officials still do not directly select customers, but this method can greatly increase the difficulty for secondary merchants to resell new watches. After tearing the film and cutting the watch band, there is no way for consumers to recognize it as a ‘new watch’, but instead, it is classified as a ‘use product’. Naturally, they cannot earn a premium and may even lose money. According to insiders, this move is a global unifying action of Rolex’s headquarters, which aims to further avoid and curb the irrational rise of Rolex’s market caused by second-tier merchants buying and buying watches from authorized dealers of Rolex, and protecting the general consumer. Interests.