Is It Easier to Buy a Rolex Abroad?

Rolex allocations have eased slightly compared to the peak of scarcity, but many steel models—particularly the Submariner, GMT-Master II, and Daytona— can still be difficult to buy at retail. That leads to a common question: is it any easier to get one abroad? The answer isn’t straightforward. Before diving in, this perspective comes from firsthand travel experiences—often in Switzerland—and what we’ve observed among collectors. Outcomes vary, and no single rule applies everywhere.

Why Boutiques Prioritize Locals

Rolex authorized dealers do not have formal “waitlists.” Customers register interest, and dealers allocate watches based on their own criteria—typically purchase history and whether they believe the buyer is going to wear the watch rather than flip it. There is no public line to join, and no system where you simply move up as time passes.

This approach naturally favors local customers who are more likely to return for service and future purchases. That doesn’t mean you’ll be turned away if you’re just passing through—travelers can and do get opportunities—but allocations of models like the titanium Yacht-Master or Pepsi GMT are typically reserved for established clients with long-standing relationships.

The Airport Exception

Image Source: Jaztime

Airport dealers operate differently. Their business depends entirely on travelers who are passing through, which can make them more open to selling watches on the spot.

Within our own team, one colleague was offered a Sea-Dweller 43, the black-bezel two-tone Submariner, and the black-bezel full-gold Submariner—all at once at the Geneva Airport. We’ve also seen Explorers and Datejusts available there. Those are anecdotes, not promises, but they show how airports sometimes make inventory available that a city boutique would allocate to locals.

If You Do Get Lucky: VAT Refunds and Bringing It Home

Image Source: Swiss Watch and Diamond Exchange

In most countries, Rolex retail prices include a form of Value Added Tax (VAT). Tourists who export the watch can usually apply for a refund, though the rate and process vary.

Take Switzerland as an example. The Submariner Date (ref. 126610LN) lists at CHF 9,900, VAT included. At Switzerland’s 8.1% VAT rate, the refundable portion is about CHF 742. Once that refund clears, the net cost is closer to CHF 9,158. With exchange rates sitting around 1 CHF ≈ USD 1.24 this August, that equals about USD 11,430 before refund service fees or card FX charges.

For comparison, the U.S. retail price for the same model is $10,650, before sales tax. In states where tax runs 8–10%, checkout usually lands between $11,500–$11,700. Depending on exchange rates and refund fees, buying abroad can come out slightly ahead or slightly behind, but the difference is rarely dramatic.

Other markets shift the math further. VAT in the EU often runs between 19–25%, which makes the potential refund larger, though the paperwork and fees can be heavier. Currency swings also matter: if your home currency weakens, that advantage can shrink.

Wherever you’re traveling, one constant remains: when you bring the watch back to the United States, you’re expected to declare it with Customs.

The Takeaway

Image Source: Hodinkee

So, is it easier to buy a Rolex abroad? Sometimes. Airport dealers can be more open to immediate sales, while city boutiques abroad often operate just like the ones in the U.S. If you do get lucky, VAT refunds can make the purchase more attractive, though the core truth remains the same: timing, dealer discretion, and plain good luck decide the outcome.

If you have experience purchasing Rolex watches, domestically or internationally, let us know in the comments—we’d love to hear how it played out for you.