Thread: Authorized Dealer Markup

I'm on my way to my first nice watch for graduation and recently found out I can get it from cost through an authorized dealer. Does anyone happen to know the markup on Panerai, IWC, Rolex, or a general rule of thumb? I'm deciding between a 111, Pilot Chrono, & Submariner. I know the Pilot Chrono can be easily had for 20% off of MSRP, I'm thinking markup must be substantially more. Thanks!

Thats tough question, i'm sure it depends on the watch but I'm guessing 45% or so. Maybe Fear can better answer that. No way in hell you gonna get a Rolex or Panerai at cost unless you bring a loaded firearm with you. Matter of fact, you won't be able to get any of those watches at cost unless your dad owns the place.

Originally Posted by Salduchi

No way in hell you gonna get a Rolex or Panerai at cost unless you bring a loaded firearm with you.

Is that all we have to do?

Originally Posted by mmaroney

Is that all we have to do?

I'm not recommending it mind you, but i've heard people get great discounts with those type of super saver coupons

Markup on Rolex (if sold at list price) is 66.67%.

Margin (if sold at list price) would be 40%.

Lot of WIS knuckleheads incorrectly use the terms interchangably.

brands are discounted as a percent of list price for the dealers, and then you need to add in the cost of shipping and insurance, usually about $50 a watch. the discount is like so, if its a 40% line, and list is 10,000, then dealer cost is 6,000, or 40% off of list price of 1k.

the discount changes from band to brand, the higher the brand, usually the less the discount. usually they are between 30 and 40% back of list for dealers, the lowest i know if is 30, there are a FEW brands in the 45 area still, some low end, under 1k each watch brands and actually 50%. but most of those brands are whored out all over the place anyway, and really not that popular. if i had to say an average id say 38 to 40.

now you need to take into account no only shipping and insurance to the dealer, but the carrying costs on a few million bucks in watches isn't cheap. even employees usually have to pay 10% over cost to buy watches for themselves. depending in the brand, be happy with 20 off. some brands more, some less, but its a good fair discount for both the dealer and the customer. years ago, not that long ago actually, brands used to give the dealers more of a deal, going to a dealer and getting 30 or 35 off sometimes used to be not that un common, but 90% of brands, some i know of a few times, i pulled 5 to 10 percent from the dealers mark up, and left retail the same. so a 10k list watch when we had 43 back used to cost us 5700, then they chop it to 35%, now it cost is 6500 for the same watch, but list is still 10k. anyway, a little insight to the industry.

Wow, at cost? The only time I've seen jewelers offer a watch close to dealer net is if a watch is not moving. I've heard of dealers offering that for some of the older Ferrari-Panerai collabos.....but not for any of the fast moving items. Sometimes, its not about the discount but the service you receive. Will that dealer be there for you if something happens to your watch in the future? Are they an authorized dealer? Will they have access to hard to get future items? Buy the seller, not the price.

Originally Posted by verone24

Wow, at cost? The only time I've seen jewelers offer a watch close to dealer net is if a watch is not moving. I've heard of dealers offering that for some of the older Ferrari-Panerai collabos.....but not for any of the fast moving items. Sometimes, its not about the discount but the service you receive. Will that dealer be there for you if something happens to your watch in the future? Are they an authorized dealer? Will they have access to hard to get future items? Buy the seller, not the price.

The authorized dealer is a friend, apologies I should've been clear in my initial post.. I'm not getting it at cost simply as a customer, or looking to cut corners!

My friend owns an authorized dealer in Hong Kong (Rolex) and when you walk in they have set it up that you can ONLY get 5% off retail. Anything else they shouldn't be doing (due to watches being extremely competitive as a business) He gave me 12% and people are telling me I am getting such a discount and I should be happy. But my dad bought a Piaget a few months ago and got 20% off which he is happy with as well.