The Rolex Hype Market Is OVER

It's been a long time coming, but the Rolex hype market is now officially over. With prices coming back down to sensible levels and waitlists shrinking, the bubble has well-and-truly popped. But what does that actually mean for all of us?

Here on Andrew Morgan Watches I want to bring you all the best on watches from my personal perspective. There's watch reviews, expert reactions, top 10 lists, the best and worst of the industry and a whole bunch of memes, too. So if you like Swiss watches, German watches, Japanese watches—whatever—you'll be sure to enjoy AMW!

[SomeoneSmarter]

I really, really wanted a Rolex Sub Date about 18 months ago. I had saved up my £9k and had it in an instant saver account ready for the call from the AD. I regularly popped into the AD to remind them how much I wanted the Sub, etc. £9k is already way too much to be spending on a steel watch, so I refuse to pay an extra £4-5k for a pre-owned one. The AD eventually said I need to "build my profile" if I am ever to get a Sub. So on top of my £9k, I would need to spend an additional £6k for a different model first. I'm now so fed up with the AD games that I have completely lost all interest in a Sub. I'm glad I still have my £9k!

[ProfessorPesca]

I’m sure Rolex will be devastated to hear that I no longer care. The AD game-playing and explosion of flex culture over the last 4-5 years have killed my once significant desire for a Rolex.

[SilverSmurfer-fnpr]

Can confirm: some ADs haven't gotten the message.

[mattabell]

I got interested in watches just a couple months ago. I always wanted a Rolex because that’s the brand everyone knows, like non-car lovers still know Ferrari. But after learning ADs are worse than Porsche dealers I’m now happily wearing my Omega Speedmaster sapphire sandwich!

[benquiroz]

Whew!! So glad the hype is over. I can finally go back to not being able to afford a Rolex normally. Now I can expand my vicarious collection without restraint.

[zevongrie]

I was at a newer Rolex AD last week. The watch guy was very pleasant, showed me multiple Rolex watches. Wanted to look at the Omega I was wearing. Showed me a two tone Sea Dweller and mentioned he had one of those on hand. This jeweler also had Tudor and Oris and showed me several of those.
He got my info and was very straightforward as to what was available versus what I had put on my list.
Overall a great experience.
The other Rolex AD in town has had my name and info for 3 years now and no call. But I felt like that place was just going through the motions but knew they were not going to sell me a Rolex.

[MegaBlackley]

No longer want one. I bought Omegas and Tudors and Breitlings with Rolex's money, and in the process found I really didn't need an Explorer II. I think I'm good.

[HaCkErk]

It's not over at all. But the good thing is, a lot of people don't care anymore. After waiting for a long time to get the call, when it arrived, i realized after all this frustration i don't care anymore. I passed on it and have no regrets. Looking at the watch would just remind me how they kept me a slave waiting for it.

[dxmeister]

Great, maybe the time will come again to take Rolex seriously as wristwatches as opposed to overpriced, overhyped, “look at me” type of Instagram fame show-off jewelry

[kaunas]

The vast bulk of the cost of these very expensive watches goes towards marketing, fancy shops and the cushy management expenses. The actual cost of making the damn thing is only a small part of the final sales price.

[patrik]

Honestly. I don’t care about Rolex anymore, I came to see the comments and love people being fed up.

I still like Tudor even though I had an abysmal experience in Rome with Tudor not allowing me buying a bb41 monochrome burgunday. I didn’t have a relationship with them. 😂

Thankfully bucherer in Copenhagen made up for it. I really wanted it not because it was hype.

So now that I got Tudor and omega my next watch is an Aqua Terra or a JLC Polaris. Fuck Rolex 😂

[lp]

Yep - Rolex AD really treated me like a wet bag of shaite when I wanted the watch for my 30th Birthday... and that is it - they lost me as a customer forever. Submariner was my first choice (second being Omega Speedmaster), but now any of their watches are behind the last watch on my list. I will NEVER buy a Rolex... they can come into my house, abduct my girlfriend and even give me a blowjob, they not getting 1 penny out of me. No brand can treat me like this and expect my money ever again. Even if they beg me and my purchase would be 50% of retail and would be a difference between them going bankrupt of not... I am happy to see them go. Rolex does not exist to me. And this was 2020, so pre-pandemic... I can't even imagine how bad it was during the pandemic, because even before simpleton black Submariner was already "look don't touch" item. And when I asked if I can "try it on" the staff laughed a little... kind of trying to make me feel embarrassed for asking such stupid question.

And by the way - I don't mean "service was horrible"... no - they literally made fun of me, obviously in very polite way, but it was literally patronising. Basically they treated me like a 5-years old in a car dealership... "oh yes, you can drive this... whroom whroom, you like this, maybe when you father comes around you can sit on his lap". No I am sorry, I am the customer, I was looking to part with £8, 000 of my hard earned cash (not from crypto) and you selling a luxury good which is completely optional in life. With that attitude you won't have my business.

[hazbeen]

I simply cannot understand the attraction of an artificially inflated scarcity. This whole process of marketing, limited access and thus pricing is a rort in my opinion. And on top of that they're mass produced.

[Sasquatchi]

Until you can walk in and out same day with a Pepsi or Daytona, it's not over.... Just simmered down

[uncles]

I went to the AD today and told them I wanted a Pepsi GMT. I told them Andrew Morgan said the hype is over. I received the Willy Wonka movie ending treatment. But in this case, Willy wasn't joking, I lost, I got nothing, not even a good day sir. If I'd have known this, I'd have stole some fizzy lifting drinks or at least had a few more cups of cappuccino and chocolates.

[TootDubai]

Horrible new designs, disgusting customer service, a company that insist on servicing legally documented stolen watches, ignoring their base customers, supported by spineless watch influencers (except this great channel) so what do you expect.

[TheLegendaryLinx]

Im not going to buy a Rolex from an AD until it they go back to preCovid days, when they offered discounts to buy one. They are way over priced and over hyped atm! Im good with my 14270 explorer, I love how I can wear it anywhere and it flys under the radar. Buying other models that scream look at me I have a Rolex is not safe to wear in most places these days.

[tombops-pqqu]

have owned 25 rolexes all new purchases over the years. when they started refusing me because i was not special enough they lost me forever. would not take a rolex for free and sold every single one of them. would be embarrassed to wear one now

[Vusseyv]

My local AD is full of used car salesmen. Nothing for sale. Not going back. It’s over for me. I’ll spend my money elsewhere.

[benlau]

Yep been on a waitlist too and got the call. I no longer desire paying 10K for S/S Rolex