rolex holding out stock to create demand
rolex is always in demand especially the sports model in ss, even when they were readily available they command retail for the most part and it is usually the ADs keeping them in the safe creating faux lists, it's not rolex themselves
and now that the market is up and people have spending money from bonuses and up-and-comers and such, ADs have finally sold their hidden stock and waiting for rolex
rolex definitely has some control on the market but they are probably operating at their max as usual but there is no point in increasing production because that will require hiring new watchmakers and training them to their standards and new facilities which will all be useless once the market goes back down
and while they can move some of the current watchmakers to make more ss sports models (though they were probably trained to specialize in the watch their assigned on), it wouldn't be efficient as the tools and machine that creates Subs and GMTs aren't interchangeable with those that makes Cellinis and DJs
they are just going to go by their consistency and make sure they do not have too many resources when the market goes down and the extra-high-demand watches stops selling at the current rate, if/when recession hits, they'll have to lay off people and have empty warehouses that have non-operating machines
it also helps that rolex has no shareholders to answer to so that is how they control the market but i doubt they have thousands of ss models sitting in their warehouse
we also got to keep in mind that the DJs their biggest seller, not just because it's cheaper/their entry-level watch but also some do go for it if the ss sports model aren't there but again i don't think that is rolex doing as ADs has to sell a certain amount of watches so they do not lose their account and they have no control what comes into their store and that is why we have grey markets, they buy up those stock from ADs to make room and look good for the rolex reps
apologies for the long post, i've just really thought about it a lot