Official Retailer Says Buying a Rolex Is More Possible Than You Might Imagine

Rolex watches are often viewed by many as out of reach due to the high price tags attached and the process it takes to buy one. However, purchasing one of these timeless classics might not be as hard as it seems.

Stemming from the early 20th century, the renowned Swiss luxury brand is famous for its timeless pieces that are highly sought after by collectors and luxury lovers. This appeal rose during the pandemic, with demand for its watches reaching heightened levels.

However, you can’t just pick up your phone or turn on your computer and put a brand-new Rolex Daytona in your cart, as the company doesn’t sell its watches online — not new ones, at least. Going to the website and finding an official retailer located near you is your first step to ownership.

Rolex store director Caitlin Hausser shared how to buy a Rolex from New York-based William Barthman Jeweler.

The jeweler, situated on Wall Street “in the shadow of the New York Stock Exchange,” sells the whole range of Rolex watches in the catalog. The prices can vary between $5,600 and $85,000, according to Hausser.

The store gets a lot of traction from clients seeking to mark special occasions such as receiving a bonus, welcoming a new baby, or celebrating a promotion.

Different from the typical approach of many luxury brands, where prospective customers often need to be existing clients before making a purchase, William Barthman takes a different approach. They promptly add new clients to their books and initiate the process of acquiring a Rolex without delay.

Hausser emphasized that the focus is purely on the availability of the models, “Everyone wants everything right now” and certain models prove to be more difficult to get than others. However, “nothing is impossible.”

“We always ask for your top three choices,” said Hausser.

Unlike Hermès, Rolex’s business strategy doesn’t revolve around capturing long-lasting clients. Hausser said, “Rolex wants new clients. We want everyone to have a Rolex.” She emphasized that there is no favoritism involved in the process. For instance, if a new client shows interest in the same model as an existing client, both clients could get their top choices, putting availability ahead of client status.

Hausser said William Barthman can immediately place orders for the more common models, such as Datejust. However, Rolex will need to approve it first.

The application process is not drawn out. In fact, the watchmaker simply ensures that the relevant model is in stock before approving the transaction and sending off the piece to the store. Hausser said, “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 highlighted that people who feel intimidated by the brand should just visit an official retailer, such as hers, to explore the range of watches available.

Speaking about buying a Rolex, Hausser said. “It’s all about keeping the dream alive.”