The Rolex Daytona, a watch icon coveted by millions of enthusiasts, is today at the heart of a controversy that is shaking the world of luxury. Between orchestrated shortages and marketing strategies, discover the behind-the-scenes of a phenomenon that transforms the purchase of a watch into a real obstacle course.
The impossible quest for the new Daytona
The Rolex Daytona has become the Holy Grail for collectors. Getting a new Daytona from an authorized dealer is now a miracle. Our investigation reveals a staggering reality: unless you have privileged connections, your chances of acquiring this legendary watch at the public price are almost nil.
In visits to four Rolex dealers in Paris, the answer was unanimous: it was impossible to get a new Daytona. Three sellers said there was no chance, while the fourth spoke of a 15-year wait. A disconcerting situation that raises many questions.
The reasons for such obstinacy
Why persist in wanting a new Daytona despite these obstacles? Two main motivations stand out:
– The price: a steel Daytona ref. 126500LN costs €14,350 in stores, compared to around €28,500 on the second-hand market.
– Prestige: becoming the first owner of a new Daytona confers a special status in the watchmaking world.
Added to this is the speculative aspect. Some buyers hope to resell their Daytona with a substantial capital gain, transforming the acquisition of the watch into a real investment.
The opaque system of “interest registration”
Faced with overwhelming demand, Rolex has set up a “registration of interest” system. Far from being a classic waiting list, this process remains unclear and not very transparent.
In the shops visited, the salespeople systematically offer to “register your interest” in the Daytona. A procedure that offers no guarantee of obtaining the watch. One salesperson even specified that it was simply a matter of writing down your name and number, without any commitment.
The number of people “registering their interest” is astronomical. In a single Parisian boutique, between 50 and 100 people a day express their desire to acquire a Daytona. Worldwide, it is estimated that 30 to 40 million requests are registered each year for this model.
Rolex's Rarity Strategy
The shortage of new Daytonas seems to be orchestrated by Rolex. The Geneva brand is drastically limiting the supply of its dealers, creating an artificial scarcity that fuels desire and drives up prices on the secondary market.
This strategy now extends to other iconic models like the Submariner. Even the precious metal versions of the Daytona have become almost inaccessible without a “history” of purchase at the dealer.
The Kafkaesque purchasing journey
To hope to get a new Daytona, you now have to follow a complex and expensive purchasing process. One salesperson told us bluntly: “You have to buy other watches to be considered a potential customer for a Daytona.”
This system pushes buyers to invest in other Rolex models, or even other brands like Omega or Cartier, before being able to claim the purchase of a Daytona. A practice that raises ethical questions, even if it is not formally prohibited.
The second-hand market, the big winner?
Faced with the impossibility of obtaining a new Daytona, many buyers turn to the used market. The prices are certainly higher, but accessibility is immediate.
A 1999 Zenith Daytona is thus offered at €30,000, while a recent 2019 model reaches €31,000. Prices well above the public price, but which nevertheless find buyers.
This situation largely benefits the Rolex Certified Pre-Owned program, recently launched by the brand. Some experts, such as Eric Wind, believe that Rolex could generate more revenue from certified pre-owned watches than from new models.
A luxury strategy or a commercial calculation?
Rolex's transformation from an accessible premium brand to an ultra-exclusive luxury brand raises questions. Is this a positioning strategy aimed at protecting the brand's image, or a commercial calculation to stimulate sales of certified pre-owned watches?
The second-hand market is experiencing explosive growth. In 2022, sales of second-hand watches increased by 20% to reach €25 billion, compared to only 12% growth for new watches.
The shortage of new Daytonas could therefore be a way for Rolex to capitalize on this booming market, while maintaining the brand's aura of exclusivity.
The mystery of the Rolex Daytona remains intact. Between orchestrated rarity and frenzied demand, this watchmaking icon continues to fascinate and frustrate enthusiasts around the world. One thing is certain: in 2024, obtaining a new Daytona is more than ever a feat.
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