Image: @DMARGE
Earlier this month, DMARGE shared a photo of a Rolex boutique back in 2008 that had a front window filled to the brim with desirable steel sports models: multiple Daytonas, Submariners and Yacht-Masters all proudly on display. It’s a scene that would be completely alien to a Rolex fan today; one that underscores just how much the watch world has changed over the last two decades.
Rolex has always been popular but in recent years it’s become particularly challenging for the average consumer to purchase one of their watches at retail, particularly their popular stainless steel ‘Professional’ sports models. Even if you’ve built a relationship with an authorised dealer – which usually means dropping hundreds of thousands on watches over a long time period – waiting lists for ‘Pepsis‘ or ‘Hermits‘ can still be years-long. And that’s when you’re in Rolex’s good books…