Rolex does not allow just anybody to sell its watches.

The chap on Khao San Road in Bangkok who very generously offered me what he insisted was a genuine Rolex for $20 was almost certainly not an authorised dealer. His rug was nicely laid out on the pavement, but it was not,
as far as I could see, covered with bullet-resistant glass.

A little research reveals that in recent years some authorised retailers have lost the prestigious status of being a Rolex dealer for failing to maintain standards. Rolex sets the bar astonishingly high. So the fact that the brand is available in Horsham for the very first time is something to celebrate.

Wakefields Jewellers in West Street celebrated its centenary last year, and now after a lengthy process the store has earned the right to sell what are arguably the finest watches in the world. It has meant a considerable investment by owners Dominic and Melanie Wakefield.

Firstly, the store needed to be substantially renovated, with the height of the ceiling raised by two foot in order to accommodate the Rolex boutique. Attack-proof glass has been installed, with Smoke Cloak security  added as a further deterrent to intruders.

In addition, a full-time security guard is on hand, and Wakefields now has a closed-door policy. Staff have had to undertake intensive training in order to be able to sell Rolex watches.

Jan Fleming of Wakefields said: “In the last eight years Rolex has only issued two accounts in the UK and we are one of them (Windsor being the other). The Rolex family is quite small so we feel proud and privileged to have this luxury brand here at Wakefields. It also says a lot about the town that Rolex has chosen to come here.

“We’ve had to work very hard and invest heavily in order to get to this stage. It is not a case of ‘here is our watch, now go and sell it’. Rolex is a special brand and needs special care. It feels like we have been given a treasure to look after and we want to nurture that.”

Wakefields held a launch party on Thursday, 29th November, inviting some of its most valued customers to view the collection. South Lodge Hotel supplied the catering, whilst the Singing Waiters provided entertainment.

Wakefields, one of the oldest businesses in the town, has already received a number of enquiries for the Rolex range. Jan said: “We are thrilled with how the launch went. Everybody had a good time and we saw customers old and new. We have generations of families that are still customers of ours today and they have been with us as we
have evolved.

“We are not recession-proof but we have been fortunate in that there are people in the Horsham area who have still been able to treat themselves. We have already had some sales for the Rolex watches, which suggests there is a good market for the brand in Horsham. That is positive news for town centre businesses.

“Of course, a Rolex watch costs a lot of money, but as well as being an excellent brand it is also an investment. One of our customers, who was at the launch, had with him an 18-carat gold Rolex watch that he paid £1,800 for back in 1981. It’s now worth £35,000.”

Visit the Wakefields website at https://www.wakefieldsjewellers.co.uk/