Rolex Display Scarcity

Kevin Rose shares a story about how Rolex creates artificial scarcity despite producing over a million watches per year.

"Something you may not know about Rolex is they make over a million Rolexes per year. Rolex hides that number, and the reason they hide that number is to maintain a sense of scarcity.

If you walk by an actual Rolex boutique, notice how there's always some missing spots in the display. When you go inside, it's all play - they tell you 'Oh they're sold out, they're not available, but we can put you on this list and in 3 to 4 months you might get a phone call.'

Guess what? You always get the phone call and the watch is coming because they're making a million a year. It's all theater to create artificial scarcity."