The short answer is yes – generally, it is cheaper to buy a Rolex in Hong Kong compared to other countries, especially in Western markets like the United States or Europe. One of the key reasons why Rolex replica watches are cheaper in Hong Kong is the relatively low taxes and import duties. Hong Kong operates as a free port, meaning that there is no Goods and Services Tax (GST) or Value Added Tax (VAT) applied to purchases. In contrast, many countries, including the United States and the UK, impose taxes that can significantly increase the retail price of a luxury item like a Rolex. This tax-free environment makes Hong Kong an attractive shopping destination for tourists and collectors alike.
Currency exchange rates can also play a major role in the pricing of luxury watches. The Hong Kong Dollar (HKD) is typically more favorable compared to other major currencies, such as the Euro or the US Dollar. When the exchange rate is in the buyer’s favor, it further reduces the cost of purchasing a Rolex in Hong Kong. Moreover, Hong Kong’s strong financial status ensures stability in its currency, which can be advantageous for international buyers.
Rolex has a global pricing structure, but regional differences in pricing can still exist due to factors like local demand and operating costs. Since Hong Kong is a major international hub for luxury goods, the competition among high-end retailers may drive down prices slightly, making watches more affordable. Additionally, many authorized dealers in Hong Kong offer competitive pricing in an effort to attract buyers from around the world.
Another advantage of buying a clone Rolex in Hong Kong is that there is no need to worry about warranty registration requirements in many cases. In some countries, authorized dealers may require customers to register their watches for warranty purposes, but in Hong Kong, the warranty is generally valid worldwide. This makes it easier for buyers to purchase without worrying about restrictions or complicated paperwork.
Hong Kong’s status as a global shopping destination also means a wider selection of models and availability. Authorized dealers and high-end watch boutiques often stock a wide range of replica Rolex watches, including limited edition models that may not be available in other regions. This availability makes it easier to find specific models, often at lower prices.
Kong Kong offers a significant price advantage for buying Rolex watches, thanks to its tax-free status, favorable exchange rates, and the competitive luxury watch market. Whether you’re a seasoned collector or a first-time buyer, purchasing a Rolex in Hong Kong is often the best choice for those looking to save money while acquiring a prestigious watch.
A genuine Rolex is crafted with high-quality materials such as 904L stainless steel, gold, or platinum, making it feel substantial on the wrist. However, the weight of a Rolex varies depending on the model, size, and materials used.
The Rolex Oyster Perpetual and Datejust models are among the brand’s most versatile and popular options. Constructed primarily from stainless steel or a combination of steel and gold, these models typically weigh between 110 and 160 grams, depending on the case size (ranging from 28mm to 41mm). For example, the 36mm Rolex Datejust with a Jubilee bracelet weighs around 124 grams, while the larger 41mm version can weigh up to 150 grams. Models with solid gold components, such as the Datejust Rolesor, weigh slightly more due to the heavier material.
Rolex’s professional dive watches, including the Submariner and Sea-Dweller, are known for their robustness and durability. The replica Rolex Submariner, made primarily from stainless steel, typically weighs around 155 grams for the standard 40mm model. Versions with gold accents or fully gold construction can weigh upwards of 200 grams. The Sea-Dweller, with its thicker case and helium escape valve, weighs even more – approximately 185 grams for the stainless steel model and up to 250 grams for the Rolesor or gold editions.
The Rolex Daytona and Yacht-Master series offer a mix of sporty and luxurious aesthetics, which is reflected in their weight. The Rolex Daytona, a chronograph model, weighs between 140 and 180 grams depending on its material. For instance, the Everose gold version weighs around 179 grams. The Yacht-Master series, available in sizes ranging from 37mm to 44mm and crafted in materials like Oystersteel, gold, and platinum, can weigh from 135 grams (for smaller steel models) to over 220 grams (for larger models in precious metals).
Known for their opulence, the Rolex Day-Date and Sky-Dweller are exclusively crafted from precious metals like gold or platinum. The 36mm Day-Date in 18k gold weighs approximately 180 grams, while the larger 40mm version can weigh over 200 grams. Platinum Day-Date models are heavier, tipping the scales at around 230 grams. The clone Rolex Sky-Dweller, featuring an annual calendar and dual time zones, weighs between 170 grams (for steel models) and over 250 grams for gold or platinum versions.
The weight of a Rolex replica varies significantly based on its model, size, and material composition. Generally, stainless steel models are lighter, while gold and platinum variants are heavier, offering a more substantial feel on the wrist.
When reflecting on Rolex’s most memorable releases of 2024, it’s impossible not to recall their bold and innovative models from 2023. That year saw the introduction of daring watches, such as the “left-handed” GMT-Master II, a Day-Date collection featuring 12 motivational words and 31 emojis, an Oyster Perpetual with colorful balloon motifs, and a titanium Yacht-Master 42 designed with tool-like precision. These releases were groundbreaking, pushing the boundaries of both design and functionality. By comparison, the novelties of 2025 have been far more conservative, leading many to wonder: Is Rolex still the undisputed king of watches?
While the 2025 collection may not have made the same dramatic impact, the year has been notable for other reasons, particularly the brand’s departure from its Formula 1 sponsorship. Rolex had been the official timekeeper for the motorsport giant since 2011, but in 2025, the luxury conglomerate LVMH stepped in with an offer reportedly worth US$150 million annually – significantly outbidding Rolex. While this could be seen as a blow to the brand’s presence in the motorsport world, it also frees replica Rolex to focus on other prestigious racing events like endurance racing and the Pebble Beach Concours d’Elegance. Rolex’s shift away from Formula 1 signals a shift in priorities, embracing a more refined, classic image.
The Power of Rolex in 2025 So, is Rolex still the reigning champion of the watch world? In short: Yes. Despite the quieter releases of 2025, Rolex remains the most successful Swiss luxury watchmaker. The brand continues to dominate the market with staggering sales figures. In 2024, Rolex produced 1.24 million watches, totaling CHF 15.15 billion in retail value. Although 2025 sales may see slight fluctuations, the brand’s ability to command higher average prices will likely offset any reduction in volume.
Moreover, Rolex is on track to reclaim the title of the world’s best-selling watch by value, a position it lost to the Apple Watch in 2017. While the Apple Watch overtook Rolex and the Swiss watch industry in terms of total units sold, Rolex’s replica watches command a higher price point. In fact, the brand is expected to surpass Apple in watch sales by value in 2025, proving that traditional Swiss craftsmanship still holds strong in the luxury market.
Despite some challenges in the watch industry, such as a general slump in sales and a growing fatigue with luxury goods, Rolex remains a dominant force. On the secondary market, prices for Rolex watches have seen slight dips, yet the brand’s value continues to rise. Morgan Stanley’s figures show that while the parallel market for Rolex watches is down by a few percentage points, it still outperforms competitors like Audemars Piguet and Patek Philippe. The availability of Rolex models at official dealers is also improving, with wait times for popular pieces like the Submariner dropping from 105 days in 2023 to just 68 days in 2025.
Rolex’s Growing Presence in the Pre-Owned Market Rolex’s dominance extends beyond new releases, with the brand capturing a significant share of the secondary market. In 2025, the Rolex Certified Pre-Owned (CPO) program, launched in late 2022, continues to thrive. By mid-2025, over 5,000 listings from more than 60 authorized dealers worldwide had made their way into the program. Morgan Stanley estimates that Rolex controls 44% of the secondary market, valued at approximately US$11 billion, with its CPO program contributing an additional US$125 million. This strategic move shows Rolex’s intent to not only maintain control of the primary market but also capitalize on the pre-owned sector.
The “Harmony of Contrasts” Collection Rolex’s 2025 theme, “Harmony of Contrasts,” brought a mix of bold, yet traditional designs to the forefront. The standout piece was the Deepsea in yellow gold, a striking 44mm watch with a blue dial and bezel. This model certainly made waves, although it wasn’t as innovative as some of the more avant-garde pieces from 2024. Another notable release was the platinum version of the 1908 dress watch, which replaced the Cellini in Rolex’s lineup. The platinum model’s ice-blue dial, featuring engine-turned decoration, felt like a natural progression rather than a groundbreaking surprise.
The 2025 Rolex GMT-Master II also received attention, with a new black-and-gray bezel and the nickname “Bruce Wayne” among enthusiasts. While this new release isn’t as bold as some of the brand’s past creations, it offers a refined, classic look that appeals to Rolex’s core audience. Additionally, the Daytona chronograph received new glamorous updates, and a new clone Rolex Sky-Dweller in pink gold with a gray dial continued Rolex’s tradition of elegant sports watches.
Looking Ahead: What’s Next for Rolex? While 2025 might not go down as a year for revolutionary releases, it’s clear that Rolex’s strategy remains focused on maintaining its reputation for excellence and exclusivity. The brand’s recent moves suggest that it’s not just about producing the most eye-catching designs, but about keeping its legacy intact through strategic marketing, careful market control, and maintaining the highest standards of craftsmanship. As expectations for future releases grow, enthusiasts are already speculating about potential innovations, such as a titanium Milgauss or other niche creations that could capture the imagination of collectors.
While 2025 may not be a standout year in terms of new models, Rolex’s enduring strength, market dominance, and ability to innovate in subtle ways show that it remains, without a doubt, the king of luxury watches.
It depends on several factors, including the quality of the replica and how closely it mimics the genuine watch.
1. Quality of the Replica
High-Quality Replica Rolex (Superclone or 1:1 Models):
These are crafted to replicate the genuine Rolex watches with extreme precision, often using high-grade materials like 904L stainless steel, sapphire crystal, and Swiss ETA automatic movements. From a distance, and even up close, it can be nearly impossible for most people to differentiate a well-made replica from an authentic Rolex. The logos, engravings, and overall aesthetics are typically spot-on.
Low-Quality Replicas:
Cheaper replicas often lack attention to detail. Inconsistent fonts on the dial, poorly aligned markers, incorrect proportions, or a lightweight feel can make it clear even from a distance that it’s not genuine.
2. Design Recognition
Rolex designs are iconic, and many people associate certain features, like the Cyclops lens over the date window or the fluted bezel on a Datejust, with the brand. A well-crafted replica that gets these details right can easily pass as a Rolex at a glance.
3. Who’s Observing?
Individuals familiar with Rolex watches are more likely to notice subtle differences in the replica, such as the sheen of the materials, minor imperfections in the dial, or the movement of the second hand.
Most people are unlikely to scrutinize your watch, especially from a distance. If the clone Rolex is of decent quality, it will still convey the appearance of a luxury watch.
4. How You Wear It
The way you carry yourself matters as much as the watch itself. Confidence, style, and pairing the watch with appropriate attire can enhance its perceived authenticity. Most people won’t question whether the Rolex on your wrist is real unless there are obvious signs to suggest otherwise.
The vintage Rolex watches are highly sought after, replicas and heavily modified pieces are common.
One striking detail is the dial’s condition. It appears “unbelievably well-preserved” for a 70-year-old non-waterproof replica watch. Typically, vintage Rolex dials show signs of patina due to age and exposure. However, the hands are spotted, which is inconsistent with a pristine dial. This discrepancy suggests that the dial may have been restored or entirely replaced. Dial replacements or restorations are not uncommon but can significantly impact authenticity and value.
The watch case is also suspect. Its style does not align with Rolex’s design language from the 1950s. Rolex cases from that era often featured more defined lugs and a robust, utilitarian aesthetic. The case described here seems more reminiscent of brands like Jaeger-LeCoultre, Longines, or Movado. This deviation raises questions about whether the case is original or swapped.
The movement contains a marking of “Rolex 15 rubies.” While Rolex did produce some manual-wind movements with 15 jewels, the description notes an unusually rough appearance, including signs of oxidation and crude manufacturing. Authentic replica Rolex movements from the 1950s are typically well-finished, even under a loupe. A rough movement could indicate a counterfeit or a Localdlish – a piece assembled from various parts.
From these observations, there’s approximately a 50% chance this watch is a genuine Rolex, albeit heavily modified. The 100% certainty, however, lies in the dial being non-original.
While this piece may have some clone Rolex components, it’s essential to approach with caution. Authenticating vintage watches requires expert evaluation, especially for a brand as iconic and often imitated as Rolex.
The date window of Rolex is an important part. While several iconic models do incorporate this feature, not all Rolex watches are designed with a date complication. Understanding which models have a date window can help collectors and buyers make informed decisions.
Most Rolex watches that feature a date window are equipped with a cyclops lens, a distinctive element positioned above the date at the 3 o’clock mark. This lens magnifies the date by approximately 2.5 times, making it easier to read. The cyclops lens has become synonymous with replica Rolex, symbolizing the brand’s commitment to precision and functionality. To verify the authenticity of a Rolex with this feature, you can gently feel the crystal glass with your finger. A legitimate cyclops lens will be convex, creating a noticeable bump, while a flat lens may indicate a replica watch.
It’s essential to recognize that not all Rolex models have a date window. For instance, the Rolex Daytona and the Explorer are well-known models that do not include this feature. These watches are designed with different functionalities in mind, catering to various preferences and uses. The Daytona, with its chronograph functions, focuses on timing and racing, while the Explorer emphasizes durability and readability for adventurous pursuits.
The Oyster Perpetual line, one of fake Rolex’s most classic collections, also does not feature a date window. These watches prioritize simplicity and elegance, showcasing the brand’s craftsmanship without the distraction of a date complication.
And the absence of a date window in certain Rolex models allows for a broader range of designs and functionalities. Whether you prefer the classic Datejust with its cyclops lens or a more straightforward design like the Explorer, Rolex offers a diverse selection to meet different tastes.
The Rolex Submariner stands as a remarkable symbol of success rather than just an exceptional dive watch. Earlier this year, I had the opportunity to borrow the Rolex Submariner 126610LN for a month, allowing me to gain deeper insights into a watch I had only briefly encountered before. During my time with it, I took the watch on various ocean excursions and work trips, leading to several observations.
Distinguishing the replica Rolex Submariner from its cultural significance is challenging. The watch holds different meanings for various individuals. For some, it marks significant life events, such as the birth of a child or a new job. For others, the Submariner symbolizes the prestige associated with the Rolex brand, becoming a definitive piece in their collection. This cultural weight positions the Submariner as a horological “default setting,” commanding respect as one of the foremost models in the watch industry.
The term “icon” may be overused, yet it aptly describes the Rolex Submariner. This watch’s legendary status results from a successful blend of Rolex’s marketing and its inherent quality. Over the years, the Submariner’s popularity has generated captivating stories that enhance its iconic status, creating a self-fulfilling narrative.
I’ve encountered several notable stories about the Submariner. One was a clone Rolex found in the Pacific Ocean and returned to its owner after a prolonged absence. Another involved a Submariner that was lost and then quickly recovered. I was particularly fascinated by the history of Rolex supplying two Submariners to Harold Holt, a former Australian Prime Minister and avid diver, who tragically went missing during an ocean swim in 1967.
I learned about the restoration of a rare Australian Rolex Submariner ref. 5510, where we discovered an image of the original owner in the archives. I also followed the journey of Fratello reader and stuntman Tom Place, who is on a quest to locate the Submariner he lost in 1996 while diving. Earlier this year, I compared the previous generation Submariner to the Tudor Black Bay “Monochrome,” which further highlighted its enduring appeal.
To me, the replica Rolex Submariner epitomizes the evolution of design. As I write, I’m wearing my Tudor Black Bay 58 in blue, a watch that, in many ways, exists in the Submariner’s shadow. The Black Bay features similar design elements but adds its own Tudor flair, particularly in the handset.
Some may view the Tudor Black Bay 58 as a more accessible alternative to the Submariner. For me, it captures the essence of the Submariner when it balanced mechanical excellence, vintage charm, and cultural relevance, while still appealing to everyday individuals. However, this sentiment has diminished with the newer post-2008 Submariners, which is why I often prefer my Tudor.
Not all perceptions of Rolex are positive. As the brand has gained prominence, it has also attracted criticism. The culture of “wrist flexing” – the act of showcasing a watch rather than appreciating it – has intensified, particularly in the age of social media. This shift has altered how the Submariner is perceived; it is no longer solely a tool watch but often the favored choice for those looking to display status. The scarcity of Submariners in recent years, has only heightened this trend.
Rolex’s marketing strategies have sometimes amplified the luxury image of the Submariner, which can seem at odds with its original purpose. Nonetheless, the Submariner remains an outstanding dive watch, deeply rooted in horological heritage.
The case measures 40.5mm in width (Rolex lists it as 41mm, factoring in the bezel overhang) and is 12mm thick, with a lug-to-lug distance of 47.6mm. The 21mm end links of the Oystersteel bracelet are an unusual size, though they serve a design purpose. The clasp features Rolex’s Glidelock system, offering ample adjustability.
The unidirectional bezel has excellent action, arguably the best I’ve encountered. It features a screw-down crown that ensures water resistance up to 300 meters. Powered by Rolex’s 3235 caliber, it boasts a 70-hour power reserve and meets the Superlative Chronometer accuracy standard (±2 seconds per day). The dial and hands are equipped with Chromalight luminescent material that glows a striking blue in low light.
Wearing the Rolex Submariner is a distinct experience compared to its predecessor, the ref. 116610. The case feels less bulky, and the refined bezel reflects light differently, avoiding the fingerprint magnet issue of the previous model. In low light, the bezel appears as a muted gray, adding to its understated elegance.
The replica watch feels smaller than its 41mm specification, likely due to its slimmer profile. Although it appears more refined than my 39mm Tudor Black Bay 58, it wears larger, but not as drastically as I anticipated.
The bezel’s improved visibility underwater addresses one of my primary concerns with the previous generation, which could be difficult to read in bright sunlight. The slimmer case offers reassurance while diving, minimizing the risk of snagging on underwater obstacles.
While I felt confident wearing the Submariner in the water, I experienced some trepidation on land. In upscale settings, the watch often signals status, leading to a perception that detracts from the enjoyment of wearing it. Despite this cultural baggage, I found myself reaching for the Submariner frequently during my loan period. Over time, my reservations faded, and I believe they would disappear entirely if I were to own this remarkable dive watch.
Rolex has long been a coveted brand, but recently, obtaining one of their watches, especially the popular stainless steel ‘Professional’ models, has become increasingly difficult. Even with a strong relationship with an authorized dealer – often requiring substantial purchases over time – buyers face waitlists of several years for models like the ‘Pepsi’ or ‘Hulk.’ This exclusivity is driven by the mismatch between supply and demand, as Rolex has yet to significantly increase production.
Experts like WatchPro’s Rob Corder suggest that the current shortage might ease in the next two years. However, finding a popular Rolex at retail remains challenging, pushing buyers toward the aftermarket, where prices are exorbitant.
For those determined to secure a fake Rolex, international travel might be a viable strategy. Although Rolex maintains tight control over pricing globally, differing stock allocations make some countries more favorable for purchasing. Countries such as China and the US receive substantial Rolex stock, but high demand there can still make it difficult to find popular models. The situation is similar across most European countries and Japan.
Luc Wiesman, Founder of DMARGE, notes that buyers from other countries may face additional hurdles. For example, in Dubai, sales staff reportedly restrict purchases to local residents, which likely applies to Rolex as well. This restriction is designed to prevent resale and build lasting customer relationships.
Surprisingly, Switzerland, where Rolex is headquartered, has a relatively low allocation of stock and is also an expensive place to buy. Conversely, Dubai and Monaco, known for their affluent residents, offer mixed results.
South America presents an intriguing alternative. Countries like Brazil and Colombia are noted for having relatively good stock levels for popular models, despite prices being slightly higher than the US MSRP. The lower local demand and fewer tourists contribute to this availability.
Eastern Europe is another region where buyers might find better stock levels. Though prices are high, the lower local demand and reduced tourist influx can improve chances of finding sought-after models. However, the safety of traveling to certain countries should be considered.
Australia and New Zealand, on the other hand, receive minimal replica Rolex stock. Australian enthusiasts frequently lament the scarcity of models, with some joking about having more stock than local dealers.
Finding a popular Rolex at retail is challenging no matter where you are. The consensus among Rolex insiders and enthusiasts is that securing a watch requires persistence and a bit of luck. As travel restrictions remain a concern for many, acquiring a Rolex at retail continues to be a rare opportunity, but hope remains for dedicated buyers.
Rolex fans, as ever, are buzzing with speculation. The brand’s ability to stir such anticipation speaks volumes about its influence. Last year, I correctly predicted the gold GMT (and I’m not letting anyone forget it). This year, our predictions range from practical to the fantastical. Without further delay, here are our Rolex predictions for replica watches & Wonders 2025, just days ahead of the official unveiling.
The Fantasy: A New “Beach” Daytona We’ve seen some colorful releases in recent years, such as the emoji Day-Date and the celebration dial OP. So, why not dream a little further? I’m imagining a revival of the “beach” Daytona dials, reminiscent of the pastel hues from the early 2000s. Picture stone dials in turquoise, yellow mother of pearl, pink mother of pearl, and green chrysoprase. My colleague TanTan envisions pastel lacquer dials, but this is my prediction, so I’m sticking with the original stone concept. Let’s take it a step further – white gold cases to really make them stand out. Sure, it’s a long shot, but hey, stranger things have happened.
This would be new territory for clone Rolex, especially since stone dials haven’t been part of the modern Oyster Perpetual line. The OP model was designed to be an entry-level Rolex, but stone dials do have historical precedent, as some of the rarest vintage Datejusts featured them.
The Dream Daytona: Oysterflex and Bracelet Combo Ever since Rolex introduced the Le Mans Daytona, I’ve been paying more attention to the Daytona line. Comparing the Le Mans to the white gold Daytona on an Oysterflex, I realized something: the ultimate Daytona doesn’t yet exist. The modern Daytona on an Oysterflex is great, but you can’t switch between strap and bracelet. My hope for 2025? A stainless steel Daytona with a quick-release system for both the oyster bracelet and the Oysterflex strap. This would create a nearly perfect, versatile daily wear watch.
Imagine the classic white-dial Daytona, complete with the latest innovations like the ceramic bezel with a metal rim and a possible display caseback. Adding the option to switch between a sleek bracelet and a comfortable strap would elevate this model to new heights. It’s a watch that can go from the city to the country club with ease.
A Red Submariner Date: A Nod to the Past There’s been some buzz about a red Submariner no-date, but historically, that’s not accurate. My prediction? A Red Submariner Date, paying homage to the original Submariner Date reference 1680 from the late ’60s. With the possible discontinuation of the Red Sea-Dweller, this feels like a perfect time for Rolex to bring back a red diver’s watch in a more classic package.
The “Starbucks” Submariner can remain the “white text” model, while the Red Sub Date injects some excitement into the classic Submariner line. Personally, I’m obsessed with the vintage Red Sub and its connection to Robert Redford, so if this watch does appear, you can bet I’ll be trying to get one.
A Full Gold Explorer: Why Not? Rolex has given us gold Submariners and GMT-Masters for years, but never a full gold Explorer. It feels like it’s time. The Explorer, at its classic 36mm size, is my favorite modern sports watch in Rolex’s lineup. A gold version would be unnecessary, ridiculous, and absolutely perfect. There’s something incredibly appealing about a solid gold sports watch with a black dial and no date – simple yet luxurious, and wearable by almost anyone.
A Malachite Dial Day-Date: Disco Revival The use of stone dials in replica Rolex’s catalog has been mostly a thing of the past, but last year’s Carnelian Dial Day-Date shows there’s still interest. With green dials trending, it wouldn’t be surprising to see Rolex reintroduce the malachite stone dial. Imagine this deep green hue paired with a yellow gold case and bracelet – a true throwback to the disco era. While this may not be on the horizon for 2025, the idea of a malachite Day-Date is too fun to ignore.
A Titanium Milgauss: Science Meets Style This watch was originally designed for scientists working around strong magnetic fields, so why not embrace modern materials and release a titanium Milgauss? Titanium is not only lightweight and corrosion-resistant, but it’s also non-magnetic, making it the ideal material for a fake Rolex watch like the Milgauss. With the recent discontinuation of the steel version and the rising popularity of titanium in the sports watch segment, a titanium Milgauss would be a fitting and exciting addition to the Rolex lineup.
Contrary to popular belief, there’s no grand conspiracy behind Rolex’s scarcity in the market. Many enthusiasts and commentators argue that Rolex intentionally limits production to create a sense of exclusivity and hype around its most coveted models. However, the reality is much simpler: Rolex already produces and sells over a million watches annually – more than any other brand in its price range – but demand still far outstrips supply.
Iconic models like the Replica Rolex GMT-Master II have waitlists stretching for years, frustrating countless potential buyers. In response to this overwhelming demand, Rolex announced in 2022 that it would be expanding its manufacturing capabilities. Since then, the brand has been quiet about these plans – until now.
A Major Expansion in Bulle
Recent reports from Switzerland, including one by the Swiss newspaper NZZ, reveal that Rolex has unveiled the first renderings of its upcoming manufacturing facility in Bulle, Switzerland. The complex, which Rolex has applied to begin constructing, is enormous – spanning 100,000 square meters and estimated to cost over 1 billion Swiss francs (approximately $1.1 billion). When completed, it will employ around 2,000 workers.
The new Bulle facility will consist of four production buildings linked to a central hub for administration, meetings, and other support functions. Although it’s not yet clear which specific components or materials this new site will produce, the scale suggests that it could relieve pressure on Rolex’s existing four facilities across Switzerland.
Currently, each of these facilities specializes in different aspects of Rolex’s vertically integrated production: the Geneva site assembles the watches, Biel/Bienne handles movement creation, Chêne-Bourg takes care of dials, bezel inserts, and gems, while Plan-les-Ouates focuses on assembling bracelets, bezels, and cases, along with operating Rolex’s renowned gold foundry.
What Does This Mean for Rolex Buyers?
While Rolex has shared an exciting glimpse of the Bulle facility, details about its impact on the market remain sparse. The complex is slated to open in 2029, meaning it will be several years before we see its effects on Rolex’s production capacity.
In the meantime, Rolex is also opening two temporary manufacturing sites to help meet demand. One in Villaz-Saint-Pierre is set to open this year, with another in Romont following next year. These facilities could begin increasing the number of wholesale Rolex watches available as early as next year, with production continuing to ramp up until the Bulle site is fully operational.
If everything goes according to plan, the 2030s might be the decade when Rolex finally starts to meet demand more effectively – though, of course, some level of scarcity will likely remain. But for now, there’s hope that the waitlists might start to shorten, even if just a little.
