Back in the private room of the showroom, Julian placed a green leather box on the table. He opened it to reveal the Submariner, its ceramic bezel gleaming under the spotlight, the second hand sweeping smoothly around the dial.

Rolex wants to sell to enthusiasts who will wear and love the watch, not flippers looking to make a quick profit on eBay.

"Hi Arthur, it's Julian. I have some very good news. A shipment just arrived from Switzerland, and your stainless steel Submariner is in the back. Can you come down today to pick it up?"

"I'd like to buy a Submariner," Arthur said, trying to sound confident.

A impeccably dressed sales associate named Julian glided over with a polite, practiced smile. "Good afternoon, sir. How may I assist you today?"