- Rolex watches are some of the world's most recognizable and well-known accessories.
- They also come with a high price tag, and buying one isn't as simple as just walking into a store.
- An official Rolex retailer explained how it all works.
You might be disappointed if you walk into a Rolex retailer hoping to leave with a watch the very same day, but the process isn't as intimidating as it may seem.
The Swiss brand, which started out producing timepieces for explorers and sportspeople in the early 20th century, is now best known for its watches coveted by collectors and luxury enthusiasts — especially as demand surged during the pandemic.
However, you can't just head to your computer or phone and add a brand new Rolex Daytona to your cart, as the brand doesn't sell its watches online. Going to the website and finding an official retailer located near you is your first step to ownership.
Store director Caitlin Hausser walked Business Insider through how to buy a Rolex from William Barthman Jeweler in New York City.
You can find a Rolex for as low as $5,600
The jeweler, situated on New York City's Wall Street in the shadow of the New York Stock Exchange, sells the entirety of Rolex's watch catalog. Prices can range from $5,600 to upwards of $85,000, Hausser told BI.
They often see new clients who want to celebrate a promotion, a bonus, or a new baby.
One thing to note if you got a really big bonus, though: for the off-catalog pieces — the ones with the most bling — you'll have to look elsewhere.
It's not as difficult to buy as other luxury accessories
Unlike with an Hermès Kelly or Birkin bag, which requires you to be an existing client before purchasing, William Barthman will add you to its client book right away and start working on getting you a Rolex.
From there, it's all about what's available, Hausser said. "Everyone wants everything right now" and some models are harder to come by than others, but "nothing is impossible."
"We always ask for your top three choices."
Tougher-to-find types currently include the highly coveted Rolex Daytona — owned by ultra-wealthy collectors like Jay-Z.
But, unlike Hermès, its business model isn't geared to benefit long-term clients. "Rolex wants new clients," Hausser told BI. "We want everyone to have a Rolex."
There's no favoritism, Hausser said. For example, if you have the same top choice as an existing client, you might get that watch while they get their second choice.
Orders have to be approved by Rolex
For the more common watch models, like a Datejust, Hausser said William Barthman can immediately place your order — but it'll have to be approved by Rolex first.
But it's not an application process. The watchmaker just has to make sure it has your specific model in stock before it approves the transaction and sends the piece to the store.
"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 said.
But until then, you won't know how long you'll have to wait for your new watch. Clients don't have to pay for their new Rolex until it's time to pick it up, Hausser told BI.
Above all, Hausser emphasized that anyone intimidated by the brand should just stop by an official retailer (like hers) to check out the watches.
Buying a Rolex is "a big milestone," she said. "It's all about keeping the dream alive."