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ROLEX VERNISSAGE PLUS
Combine that with other factors-which we’ll explore below-and you’ve learned your first lesson in basic economics: high demand plus low supply typically results in either a conspicuous shortage or skyrocketing prices (or both). All the while, the Swiss brand is essentially churning out the same number of watches per year (estimated at around 1 million). Indeed, many are saying that demand has never been higher. It’s then no surprise that Rolex watches remain in high demand, even as certain luxury counterparts experience ebbs and flows. Look through Rolex’s history and you’ll find these kind of stories everywhere. Take an iconic release like the Submariner, for example, which essentially created the modern dive watch when it first debuted back in the 1950s. That’s been the case for decades, with the Swiss brand constantly raising the bar on everything from design to mechanics. In the world of high-end horology, Rolex is king. Curious hobbyists, consummate collectors, and even authorized dealers are left to wonder: what gives?
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We remain in the midst of a Rolex shortage, with customers waiting literal years to score the latest Daytona or Submariner. However, coveted brand Rolex was experiencing the effects of low supply and high demand as far back as 2016, putting them well ahead of the recent trend. The pandemic has caused supply chain issues and product shortages across various industries and watches are no exception.