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By that definition, Rolex stopped being a retail brand last year and shows no sign of returning any time soon. The reality today is that members of the public cannot simply walk into a shop and walk out with a Rolex.
This was once true for just a handful of references: steel Daytonas, Batman GMTs or Hulk Submariners, but shortages have now spread across the entire steel men’s watch range and is rapidly engulfing even the precious metal portfolio — even ladies’ Datejusts are hard to find.
As almost everybody now realises, Rolex authorised dealers do not sell watches to the public, they allocate them to customers that bring other benefits to them beyond the sale of a Submariner.
https://www.watchpro.com/corders-column ... ail-brand/
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