Waiting list to buy Rolex watches, reality or strategy?

Mar 11, 2022 | rolex, Sin categoria | 0 comments

It is no secret that if you want to buy new Rolex watches, you will have to be very patient if you want to have enough money.

There are long waiting lists to become an owner of these high-end watches and there are certain models in particular that seem unattainable.

Why is this happening, how hard is it to buy a Rolex, and is it worth the long wait, we’ll tell you all about it.

Buy Rolex Watches, it is not enough to have the money in hand.

Collectors and users in general who aspire to have a Rolex as part of their assets, are aware that it is not enough just to have the money in hand.

If you wish to own one of the most acclaimed models, you will need to be part of this exclusive list, and in fact this does not even guarantee that you will be able to buy it.

Some loyal Rolex customers pride themselves on being able to acquire the brand’s most prized models in a short time, but there are those who have to wait even years.

But the fault lies not entirely with the brand, but with the distributors who have certain preferences when it comes to delivering parts.

Is the Rolex Shortage Real?

It seems unlikely that a company of Rolex’s magnitude would not have the capacity to meet increased wearer demand.

It could be thought that the lack of stock is on purpose in order to generate greater desirability in the market and reflect an unattainable image.

But it is really a set of factors that affect the shortages of Rolex watches and we will explain it below.

rolex waiting list

The Rolex Hermetic Position.

Rolex is not a company that usually gives too many explanations of their actions, they maintain secrecy with respect to some issues.

However, the controversy surrounding these waiting lists has been of such magnitude that they ‘pronounced themselves on the matter by clarifying the following:

  • The scarcity of the products is not a strategy of the brand, each watch is manufactured entirely by hand in 4 production center and this limits its capabilities.
  • They hope to be able to increase their capacity as long as this does not affect the quality of the products.
  • Each establishment or final distributor is the one who decides to whom it delivers the products, regardless of whether it does so by a list or decides to omit it.


To get a Rolex quickly you must belong to a very closed circle and this favors speculation.

Rolex, in an attempt to curb this situation, has stipulated to remove the concession from retailers that indiscriminately increase prices, but the chain does not end there.

When a Rolex leaves the store it practically triples in price because the customer knows there are buyers willing to pay for it, so they should also be more selective with customers.

Steel Models the Most Scarce.

Sports and steel models are the most scarce and therefore increase their price considerably in the second-hand watch market.

Perhaps the watchmaking crisis was exacerbated on the 50th anniversary of the Rolex Submariner when the 16610 LV Green Bezel model was introduced at the Brazilian fair.

At the time it did not appear to be anything special for collectors or general buyers as it was not a limited edition.

But despite this, the model, whose base price was around 4,200 Euros, was impossible to find in Rolex concession stores.

Thus this Rolex Submariner 40 mm stainless steel case became unattainable and began to be an exclusive object of desire.

Buy Scarce Rolex Watches.

Another coveted model is the Rolex Daytona whose waiting lists are endless, this is one of the most famous and exclusive Rolex models.

Not for nothing is it a favorite of the wealthiest celebrities from Ed Sheeran, Maluma to Michael Jordan.

In fact, Paul Newman’s Rolex Daytona was once ranked as the most expensive watch in the world after an auction.

Gold Rolex Watches.

Although steel sports Rolexes lead the way in terms of desirability in the market, the shortage has spread to high-end precious metal watches.

Thus, it has become difficult to get gold models or mixed-material watches, as with them customers satisfy the need to own a Rolex.

Vintage Rolex watches.

The subject of discontinued watches, discontinued or also known as vintage watches, cannot be left aside.

Certain models that are no longer in production can become highly coveted and therefore the price can get really crazy.

For example, the Rolex Hulk Submariner and its white gold counterpart the Smurf or Smurf were bid farewell in 2020 and predictably both demand and prices increased.

rolex shortage

From Object of Desire to Investment Asset.

The growing need to buy Rolex watches in recent years is not only on a whim or a desire to be ostentatious.

Actually, buying a Rolex can serve as a real investment rather than a safe haven asset.

Is it reliable… certainly yes!

It is highly unlikely that there will be a drop in the prices of watches from this manufacture and watch investors know this.

It is a round business because for example a Rolex Daytona has a base price of 13,800 Euros, but second hand can rise to 50,000 Euros.

Besides Rolex, what are the most coveted high-end watches?

There are numerous brands of watches, but among the most coveted besides Rolex of course are:

  • Patek Philippe.
  • Audemars Piguet.
  • Richard Mille.

These three companies, as well as the manufacture of the coronita, are firm in only having limited productions, thus giving exclusivity to their pieces.

In addition, during the recent pandemic, interest in high-end watches increased, perhaps because they are considered safe investment items.

Added to this is the action of social networks where “influencers” like to attract attention through luxury items such as vehicles and watches.

World Luxury Watch Sales Data.

In 2021 the major watch brands or at least the most coveted ones had a rather reduced production compared to the demand:

  • Rolex sold 810,000 units.
  • Patek Philippe sold 53,000 units.
  • Audemars Piguet sold 40.000 units
  • Richard Mille sold 4,300 units.

This limited production has given way to the sale of second-hand watches to overflow, proliferating legal negotiations and also fraudulent ones.

For this reason it is necessary to be very careful and only resort to stores or websites of proven trust as is the case of Adeler Joyeros.

Buy Pre-Owned Rolex Watches.

Faced with the impossibility of buying new Rolex watches at least immediately, a great solution is to opt for used watches.

This is welcome news for those who own a Rolex Daytona, GMT, Day-Date, Submanriner or any other collection watch and want to sell it: now is the right time!

In Adeler Joyeros we can provide you with the necessary advice for the purchase and sale of second hand watches. Contact us now!