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.
