Sharing my recent experience at an AD which may add a new perspective to this discussion.
By coincidence, I walked into an AD and saw a ladies datejust in a configuration that I would like to gift my partner. I had initially thought of getting it next year, but since its already right there, I purchased it.
Prior to this, I had already included my name in a "list", and obviously there were no calls. It wasn't for a sports model, but an OP. My name was in that "list" since early this year. Each time I check with the SA (even times when I checked in for a 36mm datejust), the same answer is given, will check, not sure, etc. I think they are trained not to say no.
Anyway, I've oftentimes read about building a purchase history, but this was not initially discussed or brought up in any way by the SA. This changed when I purchased a piece off their display cabinet.
I wanted to set things straight as I was initially contemplating of purchasing from the grey market. I asked the SA if it was impossible to get a piece from the AD, as I've been waiting for a long time and that I was intending to get the Explorer 2 off the grey market. The answer he gave filled me with hope. He said that since I've already purchased from him, he now knows my preference of which piece I'd like. When the piece does come in, he'll offer it to me. He said that although I wouldn't be able to get it immediately, but I will be able to get it. He also advised me to not get from the grey market, as its very expensive, why waste money. As I was walking out the door, he told me to wait for the good news.
Obviously, this made me really happy. I genuinely thought that I'll be able to actually purchase something I want at retail.
However, when I finally gifted the watch to my partner and went with her to get it sized at the AD, he tried upselling me to build a purchase history of 80k, to which he'll put my name in for a sub date instead of the explorer 2. When I asked what would help me build that purchase history, he told me that its basically any non-professional watch models (e.g., datejusts). This is strange, because even if I wanted to, there weren't any pieces to purchase in the first place, so how am I supposed to build a purchase history?
The store I went to was selling only Rolex and Patek. I was thinking that I could build a purchase history with the company itself, and so I went over to their other store which has a wider selection of brands. But, when I was there, the SA told me that purchase history is based on which store I've bought from, and not an overall purchase history from the company.
So... as much as I tried to bend backwards to fulfill this ridiculous demand, it is completely impractical to build a purchase history with a store that doesn't have anything to sell. If this is how they would like to do business, I would think that adding jewelry or more brands at their store would've been helpful.
Anyway, I went over to a boutique and got a non-Rolex piece I liked. At this point, I'm not even sure if I'll ever be called to purchase a Rolex. Would've appreciated if SAs could just give a firm answer yes/ no or just state beforehand how much purchase history they would like to offer me a watch. At the least I know what I would need to spend to get what I want, instead of the what ifs or maybes. But I suppose this is wishful thinking
An overall frustrating experience, which is why people go to grey.
tl;dr
1) SA will talk to you about building a purchase history once you've purchased something from them. Otherwise, they'll just take your name and put you on a list, which I assume is a make belief list that serves no purpose.
2) I was offered a sub date at 80k purchase history (non sports models). Unsure if this is a sure thing or a way to sell me more stuff for a chance of getting it. This was a verbal proposal only.
3) It is best to buy from stores that sells Rolex + other brands. Otherwise, you'd have nothing to buy to build your purchase history.
I personally think its too much of a hassle...but wouldn't want to pay grey prices also. In the mean time, I'll just enjoy life with what I have. Who knows, there might be that 1% chance that I'll get a call to pick up that Rolex one day