The 2021 Rolex Submariner is among the most sought and price-inflated watches of the year. Since the launch of the new Rolex Submariner, watch collector have scrambled to get their hands on the latest version of the world's most famous dive watch. But despite a reasonable retail price of $9,550 in its celebrated "Kermit" green bezel form, used examples of the steel Rolex Sub have soared to a price of $25,000 on chrono24, eBay, and preowned watch sales websites.

"Buying a watch to sell a watch" is one of the worst reasons to purchase a luxury timepiece. It frustrations patient customers of the brand in question, distorts marketplaces, cheats the most earnest and patient watch buyers, and brings disrepute to the watch hobby. While it is difficult to resist flipping a watch for a quick profit, many collectors do exercise restraint and do right by the watch collector's fraternity.

Price inflation on watches like the Rolex Submariner Date 126610LV are driven by a combination of market demand and watch buyers who buy these watches to re-sell them. Around the world, frustration has built as prospective Rolex buyers have been told to expect years long waiting lists and scarce supply in showrooms. At the same time, VIP clients of Rolex, Patek Philippe, Audemars Piguet, FP Journe, and other premier watch brands have gained advance access to the most desirable new watch models.

Often, early access begets profit-taking as buyers use their head-of-line privileges to buy models like the Rolex Submariner, AP Royal Oak, Patek Philippe Nautilus 5711; many of these buyers put their names on waiting lists solely with a view to selling the watch immediately. VIP watch buyers often place their names on waiting lists for multiple models such as the Rolex Oyster Perpetual 41, Rolex Daytona, Rolex GMT Master II, and even the Datejust 41; often these buyers have no interest in the models -- only the endgame of flipping the watch.

Tonight's show includes an extensive discussion of pernicious watch flipping; advice on resisting sales pressure to buy immediately; a renunciation of "package deals" that force buyers to buy unwanted watches to secure coveted models; about the dangers of "settling" for a watch you don't really want.

All of this plus watch collector wrist shots will be featured in this episode of "Watches Tonight!"

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