Have a fundamental question: why would an AD give a discount on a brand new Rolex? Is it similar to car dealers giving discounts on inventory on the lot? Or the discounts only apply to pre-owned? And if an AD does give a discount on brand new, what range should I be looking at?

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You will not get a discount on a SS Rolex at an AD. There used to be discounts for all Rolexes, then PM watches only. Nowadays I’m not even sure you’d get something for a platinum day date or a lady’s watch. 🤷‍♂️

To answer your first question: yes, same as with a car or any other negotiable item: ADs were willing to wave part of their commission in order to strike a deal. With the current market demand, there is absolutely no reason to do so.

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The only Rolexes that are really in demand are the stainless steel sports model and you can expect zero discounts on them. Precious metal / twin tone watches are really not different from most other brands and you can expect to ne able to negotiate

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That’s not entirely true. The new OPs are also in heavy demand

These days no chance at a discount on anything stainless steel. Things used to be different and I shopped back when a discount was possible. At the time it was just part of the deal; ADs had inventory and it was part of the dance to ask for a better price than MSRP.

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