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"The scarcity of our products is not a strategy on our part," Rolex insists.
Exclusive data released by Chronext reveals an initial slump as the pandemic hit, but prices quickly recovered as manufacturing freezes cut supply.
Brands need to help their retail partners this year by giving them the chance to stock and sell the most desirable new watches.
There were signs at the end of 2019 that investors and flippers were offloading Rolex steel sports watches and prices were softening on the secondary market.
Rolex will not speak on the record about future production plans, but moves are afoot to resolve the current crisis in steel professional watches.
The market for luxury steel sports watches is so hot right now that you could hardly question A. Lange & Söhne for wanting a piece of the action.
Customers will have more luck finding rocking horse shit than a steel Daytona, Nautilus or Royal Oak (we call them unicorn watches), so in the certain situation that you cannot offer them to your best clients, WatchPro has created this handy guide to gorgeous alternatives.
WatchPro's Rob Corder reveals his top ten tips on how to beat the waiting lists for today's hottest timepieces.