Let me start by saying this: I am not a cruise-ship aficionado, nor am I a watch nerd. But in a strange confluence of events, my stay aboard a cruise ship in July was exactly how I wound up with my first “real” timepiece: a new Rolex Submariner Ref. 126610LN, tax-free and without having spent a year or more on a waitlist.
I can appreciate the craftsmanship of a beautiful timepiece, but I have always felt that those willing to jump through hoops to acquire one deserved it more than I did. When the Submariner was presented as one of three watches I could purchase at the Rolex boutique aboard Explora III—the latest vessel from MSC Group’s newly launched cruise line, Explora Journeys—saying no would have felt like missing the boat.
While cruises may conjure images of conga lines and buffets with carved fruit, I knew this journey would be nothing of the sort. Boarding the vessel’s inaugural sailing to the French and Italian coasts, I was immediately struck by how much it felt like a very large yacht. The restaurants, spa, and pool areas were elevated and intimate enough to feel right at home in any five-star resort on land. Later, standing in the ship’s central rotunda with my mouth agape at a Murano chandelier, I turned to notice two rows of boutiques, including Chopard, Cartier, and Rolex. The Rolex store, a space of just a couple hundred square feet, was shuttered—it is not permitted to operate while the ship is docked, due to maritime tax law—but I noticed several enticing models in the window.
These days, walking out of a Rolex boutique with one seems nearly impossible. A small placard beside the display made that even clearer: “For exhibition purposes only.” In other words, “These are not for you.” Assuming I could simply saunter in, I mentioned in passing to a member of the ship’s staff that I’d like to stop by when the shop was open. Surprisingly, I was phoned in my stateroom within the hour by the store manager, a friendly-yet-firm British fellow.
From left: The yacht-themed lounge space of Explora III’s Rolex boutique; Rolex watch vitrines that may hold your next acquisition.
Courtesy of Explora Journeys
He explained to me that sauntering in was not an option. Neither was browsing freely. Guests were instead given 30-minute appointments, and slots tended to fill quickly for the duration of the voyage. After asking me a few baseline questions—“Am I interested in something in stainless steel, gold, or platinum?” and “Are there any particular colors that interest me?”—he offered to schedule me for the following day, when I would be presented with three timepieces of his choosing.
Before I arrived, I tried to educate myself as best I could by doing a deep dive into the ugly depths of various watch forums. I resolved to go in with a few rules: I won’t buy a watch in hopes of flipping it for a profit. I need to actually feel something when I put it on my wrist. And I have to wear it often. After all, this wasn’t another pair of pants or shoes. I was going to take care of it—unlike many other previous wardrobe acquisitions.
When I arrived at the boutique’s velvet rope, I was asked to wait on a nearby sofa while the two appointments ahead of mine wrapped up. Through the glass, I watched as fellow passengers swiped their credit cards and filled out tax-refund forms for gold and platinum watches. Then I was welcomed inside and addressed as “Mr. Weiss,” which made me feel like a partner at a law firm.
All three watches I was shown were new inventory. I soon learned that, as much as I had rules, the staff had their own, too. I wasn’t permitted to see other variations, despite the “exhibition” pieces that sat in the windows. More importantly, if I bought a watch, I was told I could not resell it. Doing so would land me in a database of customers barred from future sales. Perhaps publishing this story will get me there anyway!
After some chitchat, I was shown two Datejusts and one Submariner Date. Two salespeople helped me weigh the pros and cons of each and calculate the tax refund I could claim when flying out of Milan.
Zach Weiss shows off his first Rolex purchase on his wrist.
Courtesy of Zach Weiss
In the end, it was the Submariner Date in Oystersteel, with a black dial and black ceramic bezel, that felt right. It’s easy to pair with anything from jeans to a tuxedo—although I remain a believer in the tradition that a sports watch should not be worn with black tie.
The only logistical hurdle was that the transaction had to be completed—and the watch collected, after having a few links removed—while we were out of port. This resulted in a funny post-midnight pickup after a round of martinis.
Altogether, the process was painless and fun, perhaps closer to what buying a Rolex used to entail: You walked into a store, chose a watch, and left with a smile on your face and a timepiece on your wrist. It turns out you still can, if you’re willing to pony up for a cruise on an Explora ship.
When I quietly shared the news with more-seasoned passengers who have sailed aboard Explora III’s sister ships, they made it clear that this was a true loophole in the world of Rolex acquisition: a rare place where someone like me, a novice with no history with the brand, could walk away with a new timepiece.
Then came the lore. Previous passengers, I was told, had booked cruises for the sole purpose of getting their hands on a Rolex—effectively sailing over the waitlist on land for the price of the cruise. Some were even known to disembark, new watches in hand, before the itinerary was over.
Apparently, their time was far too precious to luxuriate that long.
The writer was invited aboard for coverage on his personal Instagram account.
Need to Know
- Check which ship you’re booked to sail on: Explora I and Explora III have Rolex boutiques, while Explora II does not. The pattern seems to be odd-numbered vessels.
- Want your pick of the watches? Make sure you’ve reserved a top suite, as guests in those may be given priority in appointments and thus, inventory. Expect other V.I.P.s to be treated similarly.
- Ask your travel specialist to find out when the boutique is restocked, as its wares are not replenished after every voyage, and you’ll want to book when inventory’s at maximum.
- Boutiques on cruise ships are open, and tax-free, while in international waters, but you’ll need to process a tax refund using one of the regular services, like Global Blue.
