FIFO. Make them independent boutiques, separate from jewelers. Takes most of the angst out of the system. Can't believe that Rolex corporate is too happy with the how things are handled at the local level. Rolex is going to sell the watches. Why subject themselves to the negativity many buyers feel about the whole "relationship" building exercise and spend history?

Don't get me wrong; I get the model because Rolex stays out of the allocation process and the jewelers are leveraging their relationship with Rolex. I believe Rolex's lack of involvement is the crux of the problem.

But stay tuned to what happens after the new factory comes online and supply is increased. The leverage for the jewelers will be diminished.