[Raidion]

This is always how Rolex has worked. Supply is limited, and prices are fixed, so they have to pick and choose who gets the rarer and more desirable watches, and who better to offer them to than the people who are your best customers (or have enough clout to be free advertising?).

Ferrari works the same way.

[blantonl]

Definitely not always how Rolex worked. Just 10-15 years ago you could walk in and purchase a stainless steel sport Rolex watch for a good discount brand new at authorized distributors.