However, this was not a sudden decision by Rolex but rather the first step in a much larger, and long-planned process. Demand has been high for some time now, so it’s not as if Rolex execs just noticed that collectors can’t buy most of their watches at retail. Based on conversations I’ve had (and there’s plenty I’m not able to share), product shortages are not a macabre business strategy but rather an acknowledged problem for a company that makes money, um, selling watches at retail.