Monday, February 19, 2007
How to find an authorized Rolex dealer
No, I'm not adding a Rolex to my bling collection. Rather, I was just trying to get an example of a 'store locator' for a premium brand. What could be more premium than Rolex? I went to their website and looked for the normal choices (Store Locator, Dealer, Contact Us) to no avail. Not only did they not have a phone number to call for this information, but I had to sit through Flash downloads before getting information on each screen -- I wanted to scream!
I eventually relented and called the closest number I could find, their New York affiliate. There, I got voice mail and after listening to their entire message, I found what I was looking for.
Find your local Rolex dealer by dialing 1-800-36-ROLEX (1-800-367-6539).
And, for those looking for a local Seattle Rolex dealer, the correct answer is Ben Bridge Jewelers at 409 Pike Street - 206-628-6800.
I then called that number and expressed my frustration. The representative told me that they hear that a lot, but that they intentionally make it difficult "for security purposes". Who are they kidding?!? If my goal were truly to steal a Rolex, this amount of effort is nothing. So, rather than optimize for their customers, they focus on thieves. They may think that they're reinforcing their brand with this hard-to-find experience, but I really don't think they're accomplishing their goal -- instead, they're driving people away.
I eventually relented and called the closest number I could find, their New York affiliate. There, I got voice mail and after listening to their entire message, I found what I was looking for.
Find your local Rolex dealer by dialing 1-800-36-ROLEX (1-800-367-6539).
And, for those looking for a local Seattle Rolex dealer, the correct answer is Ben Bridge Jewelers at 409 Pike Street - 206-628-6800.
I then called that number and expressed my frustration. The representative told me that they hear that a lot, but that they intentionally make it difficult "for security purposes". Who are they kidding?!? If my goal were truly to steal a Rolex, this amount of effort is nothing. So, rather than optimize for their customers, they focus on thieves. They may think that they're reinforcing their brand with this hard-to-find experience, but I really don't think they're accomplishing their goal -- instead, they're driving people away.
Labels: dealer, find, rolex, seattle
Comments:
I found this to be rather annoying also. Their flash page seemed to have no working links whatsoever, just a warning about only buying from authorized dealers. They make that very difficult when they won't even tell you the names of their authorized dealers.
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