The Rolex waitlist is really just an “interest list,” not a true first-come-first-served waiting list, and it only exists at the store level, if at all–Rolex has no overarching waiting list. Rolex’s authorized dealers decide if and how they maintain their lists, so typically the only way to avoid the wait (aside from getting lucky, which happens) is to be a loyal customer of your local Rolex dealer. Rolex dealers are jewelry chains that value repeat business like anybody else, and it’s up to them to decide how they allocate watches when their willing customers outstrip their supply.
But how did this situation come to be? Presumably Rolex – like any business– wants to sell as many products as it can. Was it always like this? Can the waitlist be avoided? When a salesperson writes down your name, where does it go?
To answer these questions, it helps to know about Rolex’s distribution network and supply chain, and its very special place at the throne of the luxury watch market.
A Deeper Look at the Supply Side: The Rolex Supply Chain: Does Demand Really Exceed Supply?
Watches have always been a peculiar and exclusive business, and companies manufacturing them have always been extremely tight-lipped about everything from development to production to sales. We’ll tell you what the real deal is with the Rolex waiting list.
Was there always a Rolex waiting list?
No. In fact, in the 1990s, anyone off the street could have walked into a Rolex dealer and bought a steel Datejust or Rolex Submariner No Date at list price, likely even with a discount. In fact, aside from steel Daytonas, and the ceramic Pepsi released in 2018, most Rolexes were basically readily available until 2019.
Why is there a wait list for Rolex?
Supply and demand. And as we mentioned, there isn’t any official “Rolex waiting list,” but individual authorized dealers will generally keep their own. Put simply, the Rolex “waiting list” is the result of market economics. Watches (and luxury watches in particular) have exploded in popularity over the last decade, and demand for Rolex watches far outstrips the estimated one million watches per year that Rolex produces. Let this number seep in.
One million watches is an often-quoted production figure, but it has not been verified by Rolex – like its competitors, Rolex is quite secretive about its data, and doesn’t disclose its yearly production. In fact, Morgan Stanley estimated that Rolex’s output could have even reached 1.2 million in 2022. Compare this to the estimated production of some comparable watch manufacturers:
| Brand | Estimated Yearly Production |
| Audemars Piguet | 50,000 |
| Breitling | 230,000 |
| Omega | 560,000 |
| Cartier | 620,000 |
| Rolex | 1,200,000 |
| Longines | 1,700,000 |
Most Swiss manufacturers in the luxury space produce for fewer watches than Rolex, with many brands producing 100,000 watches per year or less. The only ones moving more units per year than Rolex are Tissot (2.8 million) and Longines (1.7 million), albeit at much lower price points.
Assuming the 1.2 million figure is correct, Rolex is roughly in line with the unit production of their closest two competitors by revenue–Cartier and Omega–combined. Yet, those brands generally don’t have waiting lists except for their most coveted models.
More on the Demand for Rolex: Five Reasons Rolex is Popular and Successful
Is the wait list different at a “boutique” vs. a “regular” dealer?
No, not really. You’re likely to encounter a very similar situation whether you’re shopping at a boutique or a typical AD. However, anecdotally, some shoppers do report marginally better results at boutiques. At the very least, since Rolex boutiques only sell Rolexes, you know you won’t be pressured to “bundle” random jewelry with your purchase. Some have speculated that with Rolex’s purchase of Bucherer, Rolex will push other dealers to maintain fairer waitlists. We’ll see.
I’m traveling soon. Will an overseas AD put me on their wait list?
No, probably not. Rolex encourages its customers to patronize an authorized dealer near their home, and dealers naturally prefer to sell to repeat customers. Don’t be too offended if a store won’t put you on their list because you’re from out of town–chances are, it’s really not personal. You could get lucky, of course, but Rolex purchases when traveling typically require an extra big dose of luck. And no, Rolex dealers in Switzerland are not any more likely to have stock than your local AD.
An AD took down my info. Now what?
Assuming the salesperson did in fact write down your info, it will go into that store’s database. If Watches of Switzerland took down your info, then they’re the only ones that have it. No other Rolex dealer–aside from other WoS locations–will know you requested anything.
As discussed above, an Authorized Dealer has full discretion in deciding its watch allocation to customers, so it benefits Authorized Dealers to keep lists of customers interested in particular models so they can be quickly sold once they are delivered to the store.
The cold hard truth: whether an AD keeps a written waiting list, a waiting list in their mind, or chooses not to keep one at all is entirely up to them. If they do keep a list, they definitely don’t have to follow it. In Japan, some shoppers report that stores have abandoned lists altogether in favor of a daily first-come-first-served policy that has resulted in some huge lines. A more MoonSwatch-like approach, if you will.
In short, “getting on a Rolex waiting list” usually just means that you’ve expressed interest in a particular model to an Authorized Dealer, and hopefully they will remember that if and when they receive it. Oh, and if they like you, that helps too, but we’ll get into that in a bit below.
What does this all mean for the Rolex waiting list?
- The supply of some references is very limited because Rolex does not simply “fulfill orders” from its 1,000+ dealers. Rolex sends batches of watches to their dealer network, usually every week or two, and the AD has no control over how many Pepsis, Daytonas, or other hot models they get. Inevitably, they will get lots of Datejusts and ladies’ models, and if they want to keep getting good allocations, they’ll need to move those too.
- Rolex tends to give more watches to the retailers that sell those watches the fastest. This, in part, drives some stores to “bundle” watches (“if you buy this Datejust you can get that sports model”) although officially Rolex prohibits such overt bundling.
- Nowadays it’s very rare for a casual buyer to wander into a store and get a sought-after Rolex off the shelf that day. Irrespective of any waiting list, Authorized Dealers favor their long-standing clients and when a particular watch becomes available, these are the customers that immediately get “the call.”
- More often than not, store sales teams practice upselling to get rid of the less desirable watches from a shipment. If you are on a waiting list for a GMT-Master II for instance, you might get offered a less popular reference. As you have to wait years for the Pepsi you want, you might consider accepting the offer to signal that you are a serious customer who values the brand not only for its popular pieces.
- Watch flipping (buying from an Authorized Dealer and immediately reselling) is watched closely. Rolex has been known to monitor serial numbers of watches, and which stores sell hot models that turn up on the grey market. Rolex will be likely to voice their displeasure to the AD–who in turn will be unlikely to offer that customer good allocations ever again. If there is any Rolex list, there is definitely a Rolex blacklist (albeit at the store level).
Is there a waiting list for all Rolex models?
Pretty much. If you happen to want a less desirable watch that an AD just happens to have on hand and unallocated when you walk in, you might get lucky. That said, there is a waiting list for most Rolex watches, whether it’s one month or five years.
The length of a waiting list for a Rolex varies by both model and configuration. If you’ve been following the market, it won’t come as a surprise that the most sought-after Rolex models at this moment are the stainless steel references of three iconic models – the Submariner, the GMT Master II, and the Daytona, Let’s go down the list of hardest-to-get Rolexes.
Rolex watches with the longest waiting lists
Rolex GMT Master II “Pepsi” – ref. 126710BLRO
While the Rolex GMT Master II is one of the most well-known Rolex models, as it came from the 1960s, its “Pepsi” flavor, with its distinguishing bright red and blue bezel, has always been one of the best-received variations.
So, it was not a huge surprise when the steel Pepsi was relaunched, featuring a ceramic bezel and a Jubilee bracelet, at Baselworld 2018. It has been a scorching hot watch ever since. At this point, don’t be offended if your local Rolex salesperson declines to even bother adding your name to any list for this model. Maybe you’ll be quoted “ten years” for the waitlist, or maybe, if you’re a valued customer of your Rolex dealer, you’ll get it much sooner.
One thing is for certain–the supply of Pepsis, relative to demand, is very low. The process of making a bi-color ceramic insert is logistically far more difficult when neither of the colors is black. Notice that all four colorways of GMT bezels released since the Pepsi–black/blue, black/brown, black/green, black/grey–are half-black. So, that does support the rumors that Rolex can’t produce as many Pepsi bezel inserts as they’d like.
Rolex Cosmograph Daytona “Panda” 126500LN
The fame of the Rolex Cosmograph Daytona is almost unmatched. Part of it comes from the legendary Paul Newman’s personal Daytona, which sold at auction for $17 million dollars, the most expensive watch sale in history at the time. But the present-day Daytona, with its signature black and white tricompax dial, is equally coveted by Rolex admirers – so much so that a pre-owned Daytona can be easily sold for double list price, and the retailer wait-list for one can reach the ten-year mark (if they’ll even put you on one).
Rolex Submariner Date “Starbucks/Kermit” – ref. 126610LV
As you all know, there are several variations of the Rolex Submariner, and the 126610LV “Starbucks” is the latest of three Submariner references that feature a green bezel insert. Some call it a “Kermit,” while others refer to this reference as a “Cermit” because of its ceramic bezel insert, insisting that the original 16610 LV is the one true “Kermit.”
We’ll help you keep these silly names straight: Your Go-to Guide to Rolex Nicknames
Secondhand prices for the 126610 LV are consistently above list price. While this model is significantly more obtainable than it was upon release, you should still expect a multi-year wait.
Rolex GMT-Master II “Batman” – ref. 126710BLNR
Another superhero for your wrist, the Rolex Batman, with its distinguishing black and blue bezel, has been a bit overshadowed by its brighter brother, the Pepsi – but the demand for the Dark Knight watch remains steady, as does its value on the “grey market.” This also means that you have to factor in a waiting time of around three to four years to snatch one. Some collectors insist that the 126710 BLNR is called a “Batgirl” when it comes with a Jubilee bracelet, and that seems slightly tougher to get than the Oyster.
Rolex Cosmograph Daytona “LeMans” 126529
Daytonas have been particularly hard to get ever since the steel Daytona got a ceramic bezel in 2016. In 2023, a whole new Daytona lineup was unveiled with new movements and slightly tweaked aesthetics. Gone are the green “John Mayer” dials and the ever-desirable meteorite dials.
While Rolex generally releases all of their new and updated models predictably at the Watches & Wonders fair in March/April of each year, they saved an unexpected surprise for June 2023: The LeMans Daytona ref. 126529LN. It features exotic subdials inspired by vintage “Paul Newman” Daytonas, a red “100” on the bezel celebrating the 100th anniversary of the famous 24-hour race at LeMans, and a 24-hour subdial (instead of the usual 12-hour).
The LeMans Daytona was an instant smash hit and secondhand prices are multiple times higher than the $51,400 MSRP. If you’re a VIP at your local authorized Rolex dealer, you can still expect to wait several years for this, and if you’re not, well…the LeMans is not likely to happen for you.
Rolex Sky-Dweller 336934
Out of all variations of the Sky-Dweller, the relatively simple stainless steel and blue dial configuration has historically been the champion in terms of price appreciation, demand, and difficulty to find. The mint green dial, released in 2023, was an immediate hit as well. The wait list for this model is reportedly 3 – 4 years.
The Sky-Dweller is very popular, with some speculating that it might even replace the Daytona as Rolex’s most popular model.
Rolex Oyster Perpetual 41 – ref. 124300
Another star of the Rolex line is the Oyster Perpetual. While it is technically Rolex’s entry-level lineup and historically one of the easier Rolex styles to obtain, that all changed with the revamped 2020 Oyster Perpetual lineup featuring bright colors like red, yellow, turquoise, green, and pink. Red and yellow dials are already discontinued, and the turquoise dial is no longer available in the 41mm size. The most difficult dial to obtain–and the one with the highest grey market premiums–is currently the “bubble dial,” or “Celebration Dial” as it’s officially called.
While silver and green dials (and to a lesser extent, black dials) are fairly obtainable with some wait, expect multi-year waits for anything more colorful, and don’t be surprised if your local dealer declines to even put you on the list for a Celebration Dial.
What does the waitlist for a Rolex Submariner look like?
A simple Rolex Submariner Date in steel, ref. 126610, has an expected wait time of 1-3 years. The no-date Submariner, ref. 124060, is less common, but it also has less demand, so its wait times are similar. In fact, this is roughly the wait time you can expect for many Rolex models that are hot, but not Daytona-hot–like the two-tone Rolex GMT-Master II models, the “Root Beer” ref. 126711 and the “Guinness” ref. 126713.
What is the hardest Datejust to get?
The 41mm size, Jubilee bracelet, fluted bezel, mint dial, and blue dial are all traits that make Datejusts more desirable and generally tougher to pick up at retail. Wait times for Datejusts can be days or many months, depending on the configuration you’re looking for. In most cases, you shouldn’t be waiting years for a Datejust.
Remember, there is no single Rolex waiting list, so three years at one AD might be only a few hours at another if you’re really, really lucky. But as Reddit’s mind hive in the AD Wait Time Megathread suggests, most people aren’t that lucky when it comes to Rolex waiting lists.
Do any Rolex watches have no waitlist?
Two-tone Datejusts, especially mid-size or ladies’ models, are the most likely Rolexes to be available for sale at an authorized dealer with no wait. You also might walk in and see some solid gold models, especially with diamonds. Beyond that, Rolex models without waitlists are almost nonexistent. Keep in mind that Rolex makes over 1,300 variations of watches and you’ll almost certainly have to wait for one you really want. The Rolex sports models with the “shortest waitlists” so to speak are typically the Air-King, Rolex Explorer, Yacht-Master, and Sea-Dweller.
Typically, the larger the size, the harder the watch is to find. So, expect a Yacht-Master 37 to be easier to find than a Yacht-Master 40. Consumer preference for large size does have its limits, though. The 44mm Deepsea is usually available without a long wait. And in November 2022, Rolex released the Deepsea Challenge in Titanium. While many expected it to be “unobtainium” and have long wait lists, its 50mm size seems to have scared off the masses and some Rolex fans have reported examples of Deepsea Challenges readily available for sale.
See it on the wrist: Rolex Sea-Dweller Wrist Roll
How to get on the Rolex waiting list
So you want to get on the mythical Rolex waiting list? Getting on a “waiting list” isn’t necessarily tough, but for reasons discussed at length above, getting your desired watch in hand is another story.
Remember, buying a Rolex is relatively easy. You just have to be able to pay the list price. Convincing an authorized dealer to sell you a Rolex is the hard part.
Developing a relationship with a Rolex AD
The best way to develop a relationship with an AD is to treat these people exactly as they are: people, or rather, professionals who work in a watch store and are likely to know much more about the subject than you do. Our advice is to show your enthusiasm about the brand, shake hands, remember names, smile a lot, and ask questions. Expressing your appreciation for particular details can also help.
Here are some helpful tips for getting on a Rolex waitlist at any AD:
- The best way to get on any Rolex AD waiting list is face-to-face. Visit your local ADs in person and introduce yourself.
- Try to find common interests – you can start with the watches they sell. Ask questions and learn from them.
- Once you have a comfortable rapport, ask about buying the particular model you want. They may tell you they have no list, or that they’ll keep you in mind, or add you to a list. It doesn’t really matter, smile and say thanks. This is a long game.
- Ask for a copy of the latest Rolex magazine issue or a catalog of the current season’s models. This shows your interest in the brand and they are great as a keepsake and as a reason to drop by when the new issues or catalogs come out.
- Talk about your personal connection to the watches. Do you have a story that made you decide you wanted to own a Rolex or buy a particular model? This can resonate. Share it with the AD.
- Visit regularly (but probably not more than once a month). Check-in on how they are doing, try on the exhibition pieces they have, talk about Rolex or other watch brand developments, their kids, your summer plans, whatever.
This approach is about diplomacy and finesse and it depends solely on the human relationship you can establish with the staff. A five-year wait time is a long game, so if you’re gonna play it, play it smart. Don’t forget, a junior sales assistant that the owner trusts has far more influence than you might think, so be conscientious of how you treat all employees, from the door greeters to the head of sales. Also, if the AD has other brands available, remember that returning customers receive better treatment than new customers, so buying other watches or jewelry sold by that specific AD may help you hit your ultimate goal.
Building a rapport with the AD staff might mean the difference between leaving empty-handed or walking out with a green bag much sooner than you think.
Can I avoid the Rolex waitlist?
As we said, it is difficult to avoid a wait list for any Rolex, but there are a couple of ways to make it shorter:
- Be an existing, highly-valued customer (in which case you are probably not reading this)
- Have a close existing relationship with an AD (you might be reading this and stopping to call your local AD who also happened to date your mother in high school)
Doesn’t apply to you? Yea, us neither.
All kidding aside, you, like others who have had bad Rolex AD experiences, may just decide it’s not worth the hassle, wait or uncertainty, and opt to go to the Grey Market – a decision, mind you, that we fully support.
Read more: What Is A Grey Market Dealer & Why Should I Buy From One?
What’s the best day to try to buy a Rolex?
Friday. Anecdotally, Friday seems to be the most common day for Rolex shipments to reach AD showrooms. You’ll still need a lot of luck to get a Rolex you want on a walk-in basis, but Friday is the most likely day to hear “actually, we just got one in!” Just don’t get your hopes up.
Skip the line and buy it from a Grey Market Dealer
The scarcity of supply and huge demand, especially for the most popular Rolex models, has caused the secondary market price of most Rolex models to increase drastically, causing a huge difference in Rolex retail prices vs Rolex market prices – with buyers willing to pay a 10% – 300% premium in the grey market to obtain the most desirable configurations without the lengthy wait and time investment.
A good grey market dealer often provides services similar to those of a Rolex dealer, with the possibility of supplying other brands in addition to the King of them all. They can sell and buy new and pre-owned Rolexes, carry discontinued and vintage pieces, can ensure excellent customer service, and provide the same guarantee on the items sold, as well as one essential thing: immediate availability of the watch you have to have now. You may have to pay a little more, but it beats having to wait an indeterminate amount of time for a watch that may never come.
We have great respect for the crown and the Rolex ADs who are highly knowledgeable and extremely competent. That said, as a trusted grey market dealer for over 20 years, we at Luxury Bazaar believe the primary difference between an authorized Rolex dealer and a competent, trustworthy grey market dealer has little to do with the quality of the product, the level of customer service, the level of knowledge or the authenticity guarantees provided: the primary difference is a contract that gives the right to use the Rolex brand officially.
More Rolex Guides:
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