Rolex Boutique Dallas — Attraction in Highland Park

I want to first emphasize that I never make complaints about any establishment, but the treatment I received at your store warranted this action.

As a person who has been a Rolex customer for multiple years, I expected a certain level of customer service, which unfortunately was sorely lacking during my recent visit.

I made a special trip from Oklahoma City to Highland Park with the intention of inquiring about a watch. Upon entering the store, I was greeted by a blonde sales associate who did not bother to introduce herself or provide me with her name or business card, and I asked her about the availability of the watch I was interested in.

The sales associate informed me that the watch I wanted was only available for display. When I requested to be added to the waitlist for the watch she asked me if I lived in Dallas; when I told her that I did not reside in the local area, she advised me to only stick to authorized dealers in Oklahoma City.

This response left me astonished and frustrated. As a seasoned Rolex customer with multiple purchases under my belt, I have never encountered such discriminatory treatment based on my place of residence. Are you suggesting that only locals are entitled to purchase watches from your store? If so, this policy is not only discriminatory but also highly illogical, especially considering the countless Rolex stores in tourist destinations around the world where non-residents are welcomed with open arms.

Such discriminatory behavior has no place in any establishment, let alone one representing a prestigious brand like Rolex.

Needless to say, my experience at your Highland Park store has left me deeply disillusioned. If it were possible, I would rate my experience as 0 stars. I urge you to address this issue promptly and ensure that all customers, regardless of their background or place of residence, are treated with the respect and professionalism...

I have been a client of this location for a few years, so this review is based on the sum of my and my wife's experiences during that time. This is the most friendly, kind, and supportive Rolex establishment I have ever experienced. Working with Joey and Phillip is truly refreshing, but even the security staff and other Sales Associates are kind and pleasant. You never feel pressured to purchase something you don't want to "earn" the right to purchase something you do want. They get to know you as a person and collector, and then diligently work to get you your allocation as soon as it's possible. Such a statement is definitely not true of other Rolex boutiques in the DFW area that try to quid-pro-quo you with their other jewelry to entertain your watch purchase requests (i.e., Northpark). This location has been instrumental in helping to commemorate many life events, and I am truly grateful for the relationship and friendship my family has been able to form with each and every one of their team members.

A few notes: This is a small boutique, and the best experience is had with an appointment. That way, you can really spend some time appreciating the pieces and working with your Sales Associate. The team does their best to accommodate drop-in clients, but it's usually between other appointments and never ideal. They have many pieces on display that allow you the opportunity to try, even if you can't immediately buy. There are usually 3-6 pieces on display for immediate purchase and about 30 for exhibition, but there are 1300+ unique reference combinations, so don't expect to see every bracelet, dial, and bezel combination. The COVID demand for Rolex has waned, but demand still far outpaces supply, so most pieces require some...

I recently visited the Rolex boutique at Highland Park Village and had a very disappointing experience. There was no greeting or introduction when I walked in. The associate’s first question was, “What part of the country are you from?” which felt intrusive and inappropriate, especially in a luxury retail setting. I mentioned I lived nearby, but instead of asking what I was interested in, he immediately said, “We don’t make reservations on sport watches.” When I asked, “So I can’t buy a sport watch from you?” he replied, “No, you’d have to go to somebody else,” and explained they have too many people wanting those models. His tone felt dismissive and condescending throughout. He never showed me any alternatives or engaged with me as a customer. He only pointed to a tiny section and said, “These are the only ones we have for sale.”

Even though I was already wearing a Rolex, the experience felt more like I was being prequalified or judged rather than welcomed. I mentioned that his approach came across as rude, but he insisted his questions were “normal.” I barely made it a few steps into the store before being shut down, while other customers who arrived after me were greeted properly. This is the second time I have had a similar experience at this location.

I left feeling disrespected and unvalued. I will not consider purchasing from this store, and I strongly believe Rolex corporate should review the customer service standards here. There are many other boutiques where clients are treated with professionalism...