There is no watchbrand, big or small, cheap or expensive, that should treat their costumers without proper respect. No one should allow such behaviour.

I went to the AP boutique in Singapore in the mall next to the Sands hotel, the door was locked during business hours and a representative opened the door about 4 inches and told me i had to make an appointment to enter, and they don’t have any watches for sale. I can honestly say I’ve never witnessed something like that before.

Waitlists are OK, but not forcing customers to buy a lesser watch to be eligible for their desired watch. I would laugh in their face and walk out. Unload your unpopular watches on someone else.

Collected Rolex over many years. I travel extensively and many of my references have come from multiple AD’s across the planet. Now, because I have no real history with any one AD in particular, I’m not considered a true loyal Rolex customer, despite owning 16 of them. The last time I went into an AD enquiring about a watch I wanted, I was so disgusted with the ‘purchase history’ bullshit I walked out happily knowing they will never have another penny of my business. It’s completely destroyed the brand for me. I no longer desire anything they make and likely never will. But this same culture has spread throughout the luxury watch segment. What Rolex started has tarnished all the main luxury Swiss brands. I don’t even see any Swiss watch as a luxury item anymore and I have others, not just Rolex in the collection. Slowly I will be selling them off. My last watch purchase was a Citizen. Couldn’t be happier. Geneva can stuff its clockwork Watches where the sun doesn’t shine. It’s all just overhyped BS, which is a shame, because it never used to be that way.

The soon to be economic depression will see many brands disappear. Their arrogance precedes their fall .

At this point, it's really disheartening how you get treated at a Rolex AD. I've saved for years to get an OP for my 30th birthday, and I can't get anywhere with multiple ADs. They want me to have an "extensive" purchase history but I can't spend money on watches I don't want just to get the opportunity to purchase the one I do want. Really sad. Might just get a Tudor, Tag, or Cartier. They will happily take my money...

I have never understood people that will do all kinds of stupid things and spend money on things they don't actually even want just for a false promise of an opportunity to give a dealer EVEN MORE MONEY. The transaction seems pretty simple to me: if the dealer does not have a thing that I want at a price we can agree on, then there is nothing else to say. I don't buy, or I buy the next thing that I can get that is suitable.

I haven’t purchased either yet, but Breitling and Panerai boutiques seem to go out of their way to make customers feel welcome in my experience.

Rolex make me laugh. They made me wait 3 years for a Yachtmaster 40, and then made out like it was the last watch in the world. When I showed up to collect it a couple of months ago the dealer went through the whole dog and pony show and said they had just got it in and that they had all discussed it and couldn’t think of anyone better to give it to than me. I knew this was all a bunch of crap but you have to play dumb. Anyway, when the bracelet had been adjusted I put it on and I immediately noticed that the bezel was misaligned, so I pointed it out. The dealer went away for 5 minutes and came out with another new one which they just happened to have on hand. I didn’t even bother to point out that this “luckiness” rather undermined their previous position. Anyway, I love the watch, and I can’t complain about the actual quality of the service I received, but Rolex ADs must be holding onto some serious pile of watches to keep up the pretence that there’s a scarcity of less popular models.

A lot of these brands are being hyper short term focused at the moment. Jacking up prices, being rude to customers, releasing exclusive models for VIP’s and basically killing off their customer base. Rolex will be fine but even the likes of AP and Lange will struggle once they’ve turned away the enthusiasts. Bought my last few watches from Vacheron and JLC because I won’t put up with this crap when spending serious amounts of money,

I got a call that the yellow gold blue dial sub is available for me to purchase , I ordered it 2 years ago and forgot that I did 😅, anyway I turned it down as I no longer wanted it as I bought a gold omega instead . Felt weird turning a Rolex from an AD down . Tables are turning 😊

I used to love watches and was a huge fan of ALS and Rolex but what these brands have done in terms of limiting supply and treating customers poorly is a shame. It has completely turned me off of luxury watches. The exception for me would be Cartier. While I know it is on the edge of being a fashion watch, the Santos in particular not only sports great history but can be purchased by walking into virtually any boutique in the world. Not only that, but the sales staff will treat you like you are spending 5 figures in their store. All these brands need to do better.

Yesterday I visited the local Rolex dealer, Lee Michaels Fine Jewelry. They only had exhibition models. I was told they do not take names onto lists for desired models, but I must "develop a customer relationship" with the salesperson. Means I must buy lots of crap I do not want. I mentally noted some of the retail prices, went online after I left and found most of them right at the retail price.

The funniest part about the whole Rolex dilemma is that they know that these AD’s are using Rolex as a collateral to sell other watch brands or jewelry. Which is so weird IMO.

I love AP but I still hate them for the lack of finishing on even their higher end watches. Hand anglage should be standard even on their entry level pieces yet you rarely find it on any AP

I love hearing Jenni say "Wolex", it's so cute 😁

So weird that people criticize Rolex for their behavior but not Patek Philippe. Patek requires you to purchase a Calatrava or ladies model before you can purchase a higher demand model. The Patek Philippe CEO discontinued the 5711 because it was too popular and was drawing too much attention to the brand and they wanted to preserve their image. If Rolex discontinued the Daytona for those reasons, people would have gunned them down. People say that Rolex act like the Ferrari of watches, but Patek Philippe IS the Ferrari of watches. They make a low production product (unlike Rolex which produces many times more), stop you from purchasing it without the appropriate purchase history, and shut you down if you show the slightest interest for something in demand. Those are the reasons Jay Leno will never purchase a Ferrari, and everyone loves to voice that as their opinion on Rolex, but why not Patek Philippe?

Completely agree on AP. Felt like they were doing me a favour letting me spend thousand’s with them, on the dial colour I didn’t want, but it was explained as a take it or leave it scenario as I probably wouldn’t get offered anything else. Also lost respect for the brand with their ambassador and marketing direction and focusing too much on hype and not enough on true enthusiasts. Was my favourite brand but have sold all my AP’s and don’t see me ever owning one again which is sad!

I love zenith. In my opinion it doesn’t deserve to be on the list🤷🏻‍♂️

I like Rolex, the design, quality, and reliability but I can't bring myself to buy one. I'm totally turned off by the way they operate and the wait lists. I'd rather give my money to another brand that I like just as much and i don't have to jump through hoops or deal with a ridiculous secondary market. When I have money in hand to spend and the Rolex AD won't take it, I'll go somewhere else and buy a watch.

My dad and I have been on the "wait list" forever at our local Rolex AD. I want a simple black sub and he wants a blue datejust 41. Every time either one of us goes in, we are told nothing yet, and get brushed off by the sales person. It pisses me off so much!!! As for AP, I only have one experience and it was a negative one. I was in the Vegas about 6-7 months ago. Walked into the Rolex, Patek, even RM and chatted with the sales people and talked watches for a bit. Walked into AP and was basically kicked out of the store by the lady working there. I just walked in, was quietly looking some of the pieces under the glass cases. The lady asked if I had an appointment. I said I didn't. She proceeded to tell me that I need to make any appointment online and come back then if I want to see any pieces, otherwise there was nothing she could do for me and basically pushed me out of the store. Extremely rude, will be staying away from the store period.

i went to the Jacob & co store in NY, just eye shopping, when i was approached i told i was only looking and not really a customer, the person there replied... you may not be a customer today, but we always make sure the day you can be a customer ... here is where you will return, knowing very well i would not buy anything i still got a VIP treatment. Something that these brands with their heads up their asses cant understand is that they sell a product that serves no purpose... treating customers the way they do will catch up with them.

What a great analysis, Jenni! This is very helpful. Thank you!

I'm amazed the Sprite is now selling for around £14,000. I remember when it was selling for £30,000 around 2 years ago. As a lefty, it's my dream watch, so I'm becoming increasingly hopeful I'll eventually get one at retail, or even second-hand for retail price.

I've been lucky to have acquired many sports watches from Rolex, but I have been actively getting rid of the Rolex sports watches out of my collection, because I find the experience at an AD or boutique so patronising and belittling. Really dislike the brand, cannot muster anything to make myself go into their boutique.

I now own and love Casio. All titanium with a diamond coating case and bracelet, bezel made of carbide with diamond coating, high polish, all as scratch resistant as sapphire crystal. The MR-G B5000B. I owned 4 Rolexes and Omega, I now have a Tudor BB58 Bronze Boutique. And the MR-G B5000B is my favorite, It's glossy shinny and I don't half to worry about scratches. And Casio does not play games with there customers. You can order your watch and get it. In my case I live in Canada, it was out of stock in my country, I found a dealer in Japan on Chrono24 with a 5 star rating. Got my brand new MR-G B5000B sent to me right away. I'm looking forward to the new 2100 in Titanium with the Black Diamond coating that just came out. Casio's MR-G line are true gorgeous $4000-6000 watches that deliver. 🤩

I think Zenith’s similarities to Daytona and the Royal Oak are a little overblown. I’m not saying there’s no resemblance, but it’s not like they’re copies. The Chronomaster Sport really doesn’t look that much like a Daytona except for subdial layout (minus the overlapping dials) and bezel. Lots of watches have a black bezel like that and many, many chronographs have that same subdial layout. The Defy Skyline Chronograph is at a glance clearly a Genta-inspired design, but Zenith has had Genta watches before, one that they’re clearly inspired by for this mode. The case shape is entirely different, the bezel shape is different, the bracelet is different, the proportions are different, the pushers are different, the dial is completely different. Really, the only similarities are the date placement and that they both have integrated bracelets, which can be said for every integrated bracelet watch. To a regular person, sure, they look alike. But to watch people? I’ve seen more similar watches be called completely different before.

Bang-on video. I knew about AP but didn't realize that ALS was running the boutique angle too. Really disappointing.

Great discussion. I hope Kai doesn’t make you sleep in the garage for badmouthing AP. I think their bigger issue: too many LEs, too much (apparent) catering to celebrities. Rolex could kill the grey market by buying back some new watches on the grey market, tracing them back to the dealers w with the most, and pulling their allocation. We all know salespeople are selling them to friends and sharing in the profits. I’d add 1 more: IWC. And their problem - greed. The Ingenieur at $8 or $9k to get new customers would have been genius. But what do they do? Price it at a silly level.

I think you should include Seiko on this list. Huge price increases while the quality has gone downhill.

just get gold Omega speedmaster with green dial. :P

Great video! Sad to see how many great brands have developed. But honestly it's always an up and down during all those decades of watchmaking. But I definitely agree with the brands mentioned that are currently doing lots of things wrong or missing out...

Love the jellyfish Casioak Jenni. Wearing the same watch today.

This is a damn fine list i must say. Amazing content and knowledge as always!

This is why I like IWC. I can walk into the store, be treated like a valued customer, and actually BUY THE WATCH I WANT without having to wait or buy something else first. Of course you have to like the design, and there are other brands in this price range that work the same way. But this list is spot on. Brands that don't treat their customers properly aren't going to get my business.

At mamacoo it's not just a watch; it's an art piece. Each design is crafted with unique inspiration and craftsmanship. The exquisite production process reveals not just a watch, but a fashionable feast for the senses.

I Don't Mind Being On A Wait List To Buy THE Watch I Want - As Long As The Price Stays About The Same.... If It Goes Up Too Much - I'm No Longer Interested.... Or - If I'm On The Wait List Too Long - Yeah, Just Drop Me - I've Already Bought It Somewhere Else Or Something Else.... BUT I'll NEVER Buy Any Other Crap Just For The Privilege Or Chance Of Buying The One I Do Want - No - That Ain't Gonna Happen.... I Don't Know Of ANYTHING I Want That Bad.... If The People Are Rude Or Someone In The Store Is Rude To Me - I'll Leave And Buy Somewhere Else....

Basically, heading towards another crisis...this time of their own creation...the industry will not recover from this

I went to AP house in West Hollywood for an interview as it turns out. They wanted to make sure I was a “fit for the brand”. After being told I would need to buy a code before a RO I registered my interested for a couple watches and walked out the door. My sales associate said “hey, make sure you send me your employer and job title so I can put it in your profile” as I left… what?!? The whole thing was so distasteful and borderline tacky. I never followed up with him… I still want an AP RO, and one day (soon) when their sales slump I’ll happily go buy one without all the bs, unlit then, hard pass. Also, Rolex…

Hi Jenny great video as usual. :) what is that watch you are wearing in this video?

I would replace Zenith (disagree with you on them) with Tag Heuer, if only for that abomination that is the KITH Heuer.

You hit everything exactly on the head Jenni , kudos to you ! Would include PP though as they employ pretty much the same tactics . Its so sad , I for one have switched my preferences to buying watches from companies that treat me like they actually want my business

I can pay full retail without a wait. I can also wait and pay at a minor to moderate discount. I do not pay full retail after waiting several months and I NEVER pay over retail after waiting several months. That's just silly.

Even Rolex has some quality issues. I tried on 2 different GMT 2s; one had a buttery smooth clasp mechanism, but the other was surprisingly a bit stiff to open. At that price they all should be buttery smooth, especially since customers only get 1 watch in a certain model offered to them.

Excellent content. Loved it

Honest. Straight forward. Excellent

I really love how her videos are informative and get to the point without being too much

Thanks, a very valid and relevant video! Fully agree.

I find the information very interesting,I also enjoy the way you pronounce the words

At the local Mall, the AP bouquet is next to the iwc shop, but they don't open the door of AP, you have to walk through iwc to get to AP - dumknopf!

A lot of luxury brands are removing themselves from box stores. It’s not just the watch community. Brands like Rimowa, Gucci, Moncler, etc are all moving away from places like Neman, Bloomingdale’s, Nordstrom, etc and into their own boutiques.

Totally agree on AP - aside of the low steel quality compared to rolex its service is overpriced

On a recent trip I went to several different watch dealers. The Rolex saleswoman must have told me 15 times in the 45 minutes I was in their store that I could not buy a watch today from them. It’s important to note that I never asked to buy a watch nor did I ask a question about price. The sales staff was very friendly and I understand the market importance of exclusivity for Rolex but they are turning off potential customers by taking it to the excess. There were several stores that had new or newly “used” Rolex for similar money in the area. If I were to buy one that is the route I would go. I went to the Omega boutique and I’m very seriously considering buying an Omega AT Worldtimer.

Great list. I do disagree with your take on Zenith but the rest are hard to argue.

Very interesting and one of your most enjoyable programs. Regarding Rolex though, I think the market demand for their brand has more to do with availability issues for most of their models than Rolex itself. There are some exceptions such as the stainless steel Daytona, but overall Rolex is currently a victim of their own success. For the most part they just have difficulty keeping up with current demand.

I couldn't agree more with Roger Dubois on the list. I was at a work event recently where they were a major sponsor, and I got a chance to look at some of their watches. All I can say is that I have never seen a bunch of watches that are so expensive that did absolutely nothing for me. Big, chunky, gaudy looking even though you can see the movements are very clever. High horology watches but with Hublot styling and design sensibility. Not one classy, stylish or understated design amongst them.

Great review. Lots of insight- thanks

Enjoy all your videos Jenni, just don't comment a lot. However this took my mind back over 30 years! I had a first generation Swiss quartz and it was a battery pig, like me and Godiva's! And had no warning indicator. After about the 6th trip to have new battery put in I went to a nice Jewlery store. And said I want a watch no battery.. They said only one was Rolex, Got a nice black dial Datejust, and they financed. Sure seems folks are having quite a different time now a these days.

I owned Patek perpetual calendars, Rolex Milgaus and Parmigianis. In the end, my favorite watch is the Casio Geoshock.

Had a great experience at my local Tudor AD and jewellers, they were even prepared to knock £380 off the cost of a Tudor BB Chronic reverse Panda - so tempted

I would rather pay a premium on the grey market than suck up to a Pratt in an AD….they seem to forget they work in a shop!

If it were only about untapped potential, Jaeger-LeCoultre and Oris would have to be on this list. Long history, real innovation, and some iconic models to their names, but presently lackluster designs and weak brand image/story that carries through to a relative lack of depth in the portfolio. They could, and should be so much more!

About Zenith: I heard no lies, (bracelet is overpriced, some modern designs look like competition) but you are overlooking the heritage models like the El Primero Original and Revival. These are outstanding, and their own design.

VC are beautiful watches, but their branding is incredibly vague! I have no idea what they stand for.

Jenni, just an observation, you seem to be rushing a bit in this video, speaking a little too fast in some sections

Great video. Completely agree with you on this.

That video made me relive a situation at a car dealership, seems there are some similarities... So I know it´s a bad feeling to get treated like this, for me that would be a "never go there again".

I think the biggest difference between the terrible experience at AP & Lange and Rolex is, that the AP and Lange fucked up in their own stores. The AP and Lange set their own rules there. They are directly responsible for most of the bad experiences and they should be held accountable. On the other hand Rolex has hundreds of independent retailers, so there always will always shitty experiences and bad behavior. Some owners of independent retailers will tolerate bad behavior or even encourage it. But it shouldn't be the policy of AP and Lange.

I was just at the AP boutique in Milan and they couldn't have been nicer or more accomodating. I was trying to talk myself into one, but I still associate Royal Oak with rappers and casino trash, and it's just not a vibe for me.

This was an interesting video.. it held my attention by informing me about the more horologistic brands. The best part, she saved... the critique of Rolex. While i appreciate her advocating for stuff, she mentions they're not offering cool new stuff... but in reality Rolex follows their own pretty regular new offerings, and frankly... they are unstoppable at that. Just look at the new 1909. Nobody can generate such interest in a traditional wristwatch. They just always grind forward, like a bull with completely Levels the China Shop ~

Love your work. Thanks.

Zenith one of the worst 6? lol wtf

Ma’am , I love your presentation; but would be really nice if review your sound production . I found myself adjusting the sound, don’t believe it’s an issue with my device . Otherwise great video

Your spot on with the way these watch brands deal with customers, I should be thanking Rolex for not selling me a watch since 1996. I no longer want expensive watches ,or want to collect them. Thanks again Rolex, great video.

Patek started out with this abusive nonsense...and it has all spread like gangrene from there with all the expensive watch companies using the same manipulative tactics.

THANK YOU ELLE! Well done!

Very interesting video. Well done on including Rolex in the list

Good vid but I totally disagree re Zenith

This was a very interesting post! Thank you you are doing great! How is motherhood treating you?

Interesting video but I don't agree about Zenith. Their movements are innovative.

While watching your description of the behavior of some of the majors in the business, I can only think of The Waitresses' song "I Know What Boys Like." A dawn-out, tortuous tease, and too many of us on the receiving end let the brands get away with it Just Because. Even the brass at Rolex are realizing, albeit slowly, that this *might* not be the ticket to staying on top. They might well take heed of an old ad by Chevrolet back in the day, with this sentence: "We didn't get to be Number One by treating our customers like Number Two."

I’m glad to hear that Patek Philippe is not on the list. The Stern Family is very humble and never pretentious which extents into their watch brand.

Hello and thanks for this video. It has been a pleasure to do not see Hublot, TAG Heuer, Richard Mille or Jacob & co on this list, as these four brands are so usually targeted by fans or enthousiasts. 😂

I'm more a SKMEI person :) SKMEI - Shir Kuh Mei - "Beautiful Moments in Time". (粤, 闽, 客). 1123 digital retro watch. Very affordable and practical, with a nice blue back light, I wear it on a NATO...because...

I bought a Swatch X Blancpain and then I bought a real Fifty Fathoms because I loved the design. IMO it’s a fantastic watch and I love it equally to my Rolex SD43. Blancpain doesn’t get the love I feel they deserve. Great video as always.

I'll take Zenith over Rolex any day, lets not forget it was a Zenith movement in the Daytona for about a decade. I believe the technical advances Zenith has in their watches is why some people choose them, lets face it you can't get a Rolex that times anything to 1/10th of a second or has display caseback. Also IMHO the new version of their Pilot watch is amazing. Zenith to me has an understated elegance that I don't believe Rolex has had for a number of years now......BTW.....great video

Rolex demand on many basic models is way down (explorer and datejusts. Yet the ADs look down on you with a smirk.

Zenith is a great watchmaker. The El Primero is the least interesting of that line. The Revivals, Originals and Shadows are far more interesting. I’m not big into integrated sports watches in general. I don’t see much originality across the industry. That said, the Skykine is well executed and that includes the new chronographs. The Revivals are far more interesting to me, though of limited mass appeal. They got plenty of interest

This should be titled something like "Worst managed brands" not worst watch brands. are AP, Lange, Rolex really the worst made watches? still saddens me to hear this as I was looking at a Lange 1 time zone, nicest watch I have so far is sub $10k ulysse nardin so its a major jump in price. Maybe I should just go with the much cheaper omega world timer

yeah don't agree with you on Zenith.....

Very good video. IMO, any watch brand under a conglomerate is just not the same. I understand how they got there, but I feel conglomerate's will only spend $ marketing certain brands over others. I purchased a new steel Blancpain Bathyscape Complete Calendar Moonphase and it is one of the highest quality watches I own or have seen. Absolutely amazing. I was able to get a 25% discount off the retail price from my AD. I did have a good purchase history, so I am sure that helped. Ironically, BP is not marketed like brands under the Swatch group. The plastic Swatch BP replicas are a joke. Some say it gives the BP brand more exposure to those not familiar with the brand, but I feel Swatch just spent $ directly on marketing the BP brand itself, the brand would be better off.

Is that a GA 2100 on your wrist? Put a 32.5 x 3mm sapphire crystal in it. The thicker crystal makes it perfectly flush with the top of the bezel and makes it look nicer and makes it easier to clean. You can get one on the eastern site that starts with an A for $10.80. Can't beat that for sapphire.

I found the staff at AP in Osaka very friendly and welcoming, I cannot say the same for the staff at Patek however.

Honestly, these six brands are all luxury brands that I can't relate to nor care about. But I can relate to what you are wearing on your wrist in this video. It looks like it could be a Casioak mod, but can't tell for sure. A video about that watch would be more relatable. :)

Wow the latest watch is so colorful and amazing

Jenni, you said that waitlists are going away? Maybe for you when you ask, but for the average "lay-person," or enthusiast, they still exist. :-( I've been to dealers from Paris to Stockholm to Frankfurt and ALL of them say that everything still has a wait list from 1-3 years, depending on model. Maybe I need to come to Stuttgart and ask the Rolex dealer you talk to and see if I get the same response? I am sure I have the answer already, though. SMH (sigh)

Zenith has a lot of watches that are an "almost" for me. The previous design Pilot's watch was one of my favorites that I seriously wanted to purchase at some point. It had a really unique design and history to it. The new Pilot's watch is competent but lacks the charm that attracted me to the original.

I could understand the sentiment that Zenith is like the Steinhart of luxury watches, but that's not necessarily a bad thing. I'm interested in Gerald Genta style models from Zenith, not because I want APRO (that I could never afford), but I do like the look and the Zenith brand, and it is closer to affordable than AP.

when I see "Preis auf Anfrage..." dann bin ich raus 😂

100% on point with Zenith. I believed in this brand. I bought the Defy Skyline boutique edition. It was beautiful. Then I realized that the rose gold in the dial does not appear good enough in sunlight and other lighting where the grey looks dull and the stars fade. Then when I saw the two touribillon Defy Skyline and the Defy Skyline chronograph and how much it copies AP. That was it for me and I let go of the watch. Similar to what Tag is doing with the seamaster. What Hublot is doing with Patek and AP. I don’t understand why swiss making brands such as Zenith copy other brands when it is so simple to design someyhing new. What a shame.