Introduction of Rolex Online Reservation System

Although there are reports that Rolex resale prices are not what they used to be, Purchasing from an official Rolex boutique is still not an easy task. As a brand that created the open run culture where people would wait for the store to open and rush in, Rolex has been experimenting with various entry methods. Since March last year, Official Rolex dealer shops maintained a phone reservation system that kept prospective buyers glued to their phones every day. However, Starting in July, They have introduced an 'online reservation system.' Now, Entry is restricted through online reservations, Much like securing tickets for a popular singer's concert.

Rolex Sales Structure

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Before looking into the reservation system at official Rolex boutiques, There is something you should know first. Understanding the sales structure of Rolex Korea will clarify which route to take for reservations.
As a privately held company, Rolex strictly keeps its sales, Profits, And production volumes confidential and operates its global boutiques in a kind of cell structure. In Korea, Only ten authorized dealers are responsible for operating Rolex boutiques. For reference, Rolex officially entered the Korean market in 2002.

Open Run? Open Call?
Walk-in Availability

Since each authorized dealer shop is operated by a different entity, The operating methods vary slightly. However, All dealer shops have adopted the online reservation system. Once a person successfully makes a reservation, There is about a 30-day restriction on re-entry. Most dealer shops also allow walk-in customers after all reserved visitors have entered.

Basically, Online reservations are managed by accepting one month's worth of reservations at once, And reservations must be made directly on the website of the dealer shop you wish to visit, Not through a unified platform. The opening time for online reservations, Operating hours, And the number of people allowed per day all differ by dealer shop, So there is even feedback that there is more to study now.

Reservation Methods of Official Rolex Dealer Shops in Korea
Information provided by: Naver Cafe All About Rolex

Since the online reservation system was introduced only recently, The operating methods are frequently changing. For the most accurate and up-to-date information, It is best to check the official website of each dealer shop or contact the store directly.

How Are Users Responding?

A dealer shop website where reservations closed immediately

How have prospective Rolex buyers responded since the online reservation system was first implemented on July 1? It appears that, Just like before, All reservation slots for the month are filled within just a few minutes of opening. Those who fail to secure a reservation must wait until the next round at the end of July or early August.

There is also much interest in whether the new reservation system can effectively block purchases by proxies or resellers. One of the reasons Rolex Korea continues to try various entry methods, Even at the risk of confusing customers, Is to limit purchases by resellers. Some dealer shops also restrict the number of watches a consumer can purchase per year.

Despite all the controversy, One thing remains clear: it is still extremely difficult to purchase a Rolex at a boutique.