The Swiss brand, which started out producing timepieces for explorers and sportspeople in the early 20th century, is now best known for its watches coveted by collectors and luxury enthusiasts — especially as demand surged during the pandemic.
But you can’t just head to your computer or phone and add a brand new Rolex Daytona to your cart, as the brand doesn’t sell its watches new online (though our Reviews team does have a guide for how to buy secondhand Rolexes online). Going to the website and finding an official retailer near you is your first step to ownership.
A store director, Caitlin Hausser, walked Business Insider through how to buy a Rolex from William Barthman Jeweler in New York City.
You can find a Rolex for as low as $5,600
The jeweler, on New York City’s Wall Street in the shadow of the New York Stock Exchange, sells the entirety of Rolex’s watch catalog. Hausser told BI that prices could range from $5,600 to upward of $85,000.
They often see new clients who want to celebrate a promotion, a bonus, or a new baby.
One thing to note if you got a really big bonus, though: For the off-catalog pieces — the ones with the most bling — you’ll have to look elsewhere.
It’s not as difficult to buy as other luxury accessories
Unlike with Herms Kelly or Birkin bags, which require you to be an existing client before purchasing, William Barthman adds you to its client book right away and starts working on getting you a Rolex.
From there, it’s all about what’s available, Hausser said. “Everyone wants everything right now,” and some models are harder to come by than others, but “nothing is impossible.”
“We always ask for your top three choices.”
Tougher-to-find types include the highly coveted Rolex Daytona — owned by ultrawealthy collectors such as Jay-Z.
But Rolex’s business model, unlike Herms’, isn’t geared to benefit long-term clients. “Rolex wants new clients,” Hausser told BI. “We want everyone to have a Rolex.”
There’s no favoritism, Hausser said. For example, if you have the same top choice as an existing client, you may get that watch while they get their second choice.
Orders have to be approved by Rolex
For the more common watch models, such as a Datejust, Hausser said William Barthman could immediately place your order — but it’d have to be approved by Rolex first.
It’s not an application process, though. The watchmaker just has to make sure it has your specific model in stock before it approves the transaction and sends the piece to the store.
“Then, Rolex gives us an estimate, and we tell clients that it’ll be this month, next month, or in the next two to three months,” Hausser said.
But until then, you won’t know how long you’ll have to wait for your new watch. Hausser told BI that clients wouldn’t have to pay for their new Rolex until it was time to pick it up.
Above all, Hausser emphasized that anyone intimidated by the brand should just stop by an official retailer (such as hers) to check out the watches.
Buying a Rolex is “a big milestone,” she said. “It’s all about keeping the dream alive.”
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