Is the Covid crisis making luxury brands out of stock?, Retail News, ET Retail

New Delhi: The world’s most luxurious wristwatch brand, Rolex, is sold out in the market during the current festive season. Some Rolex watch models have a waiting period of over a year. The waiting period for professional modules varies from three to six months or even a year, indicating that this year 2022 – no deliveries can be made to customers.

Rolex stainless steel, Rolex sports model, professionals – all are facing shortage in the market in recent years.

However, the shortage of this luxury brand is not particular to India, but globally there is a shortage of Rolex watches.

Meanwhile, other luxury premium brands do not face such availability issues in India and abroad.

Rolex watches are currently hard to find in outlets at an authorized dealer in the capital and the NCR. However, several reasons like the impact of Covid or a spike in demand are attributed to the shortage of this luxury brand.

While visiting the outlet of an authorized Rolex watch retailer in Delhi, an outlet manager on condition of anonymity said that even one particular module of the Rolex could be more than a year old. waiting. The authorized dealer has three outlets in Delhi and NCR, but none currently have Rolex. Even Rolex wristwatches are not available online.

Industry experts say that as the company is not mass producing the items, there is an increase in demand after the Covid period which is not being met by the company.

Industry experts note that there has been an increase in demand after the Covid era, which has led to a shortage of supply. Simply, Rolex cannot produce as many watches as the market demands, they say. However, if the demands have increased, there is only one reason why the number of people who can afford luxury watches has also increased.

“All Rolex models are assembled by hand and of course during Covid there was a crisis of workers working in the manufacturing plants which perhaps led to such a shortage of supply,” said the store manager of the Rolex outlet, adding that this shortage is not limited to India only, but globally it is having an impact.

“We have no idea when it will be restored, but the shortage has continued since the origin around the world. The brand has been unable to meet the peak of demand after the pandemic, it that’s why we are facing such problems. But for sure the shortage is due to the increase in demand,” the dealership manager said.

“During the Covid era, supply was stopped and remaining stock was the first priority for the manufacturer to dispose of. This is why we are experiencing the shortage as it is the last quarter of the year. However, we we expect the same condition for this year and the situation may improve from next year,” said another authorized Rolex outlet manager.

“It’s hard to quote an exact time, but an obvious turning point came in 2016 when Rolex released the Daytona 116500LN at Baselworld. The Daytona has always been an iconic timepiece that has had a special place in history and played an important role for the Rolex brand,” writes Millenary Watches, a popular luxury watch website on its portal.

“But that was further proven when Rolex released a ceramic-bezel version of the Daytona, available with either a white or black dial. It wasn’t necessarily exactly when the Rolex shortage began, but it was a very clear turning point. At that time, the masses started talking about the year-long waiting lists for this model, the speculations started, and the excitement grew as those who were the first to have them further increased the demand as some people showed them on the internet and on social media,” he said.

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