Rolex does not sell any watches online, so when it comes to buying a new Rolex, the process is as simple as going to the brand’s website and finding the location of the nearest authorized Rolex retailer. However, anyone who has tried to do so in the last few years will inevitably find that it is far from simple or straightforward.
Because Rolex is the world’s most famous luxury watch company, demand for Rolex watches worldwide far outstrips supply, and the vast majority of Rolex’s most popular models are completely sold out at retailers. While they are still in production and technically available at retailers, it is impossible to buy them brand new without spending a lot of time on the waiting list.

Many of Rolex’s most popular watches – including all of its stainless steel sports watches – are chronically sold out at dealers around the world, and most have multi-year waiting lists that don’t guarantee you’ll receive the watch before the model is completely discontinued. Some of the brand’s top models, such as the stainless steel and ceramic Daytona, reportedly still have waiting lists of more than five years at some retail locations, despite the fact that the model has been on the market for years.
There are many other reasons why you would purchase a pre-owned Rolex rather than a new one. For example, you will be able to find all models that are currently in production and sold out at retailers. While you will almost certainly have to pay a premium to skip the line and get one today, there are many who believe that the instant availability is well worth the extra cost.

In addition, not only will you have access to all currently produced models, but you can also choose from all discontinued and vintage models in the Rolex archives. Keep in mind that Rolex only sells brand new watches at its authorized retailers and boutiques, so if you want an older model or a huge collector’s Rolex vintage reference, then the second hand market will be your only option.
At last, a used watch does not mean that it is old and broken. In many cases, you will find completely unworn fake Rolex watches on the second hand market that their original owners sold because they knew they could make a huge profit by selling them to a second hand dealer. In addition, watches can always be restored and repaired, so there are many older models that have lived before that have been completely restored to their original specifications before being sold on the second hand market.