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Some time ago, a friend asked me why I go to a Rolex store and buy some popular models first, only to find they are always out of stock, and if you want to buy a Rolex, you can only go to the secondary market. Let’s start with the conclusion: not exactly. But for regular people, popular Rolex models can only be bought in the secondary market.

The supply of Rolex in the primary market (official retail channel) is usually very limited, especially for popular models, which are distributed to each store. You may see the sports model you want in the store, but if you want to buy it, they will tell you that it is not in stock, and the display model you see is not for sale. You can join a waiting list, which means it is difficult to buy Rolex outside of the secondary market.

Is it not available to everyone, or can you only wait indefinitely? Of course not. Although the supply of Rolex in the primary market is usually very limited, it is not completely out of reach. These popular models are often reserved for super VIPs. For example, the Daytona has a public price of about 100,000 yuan, and you can easily sell it for 100,000 or even 200,000 yuan when you get it in the secondary market. So, will such a good deal fall to you as a regular customer who just walks into the store? Apparently not.

Therefore, some super VIPs in these Rolex stores, who have bought Rolex watches and even Tudor watches worth millions or even tens of millions, get the “chance” to buy popular models. These super VIPs often have to buy some less popular, small-size, or diamond-encrusted styles. The price of expensive women’s watches, some even have to buy Tudor, which are also high-priced less popular models. When your purchase amount reaches a certain level, you will find that sales will slowly inform you about the availability of some hot models in the store.