Rolex is currently building three temporary production facilities in Switzerland. These facilities will help increase the output of watches for collectors. The three new facilities, located in the canton of Fribourg, are expected to start producing timepieces in 2025. Furthermore, the watch behemoth has plans to launch a new $1.1 billion factory in Bulle, Switzerland, to commence production in 2029.
Rolex – A Watch Empire
Headquartered in Geneva, Switzerland, Rolex is the world’s largest watch manufacturer by far. It currently has several production sites in Switzerland, including cases, dials, testing and assembly plants near Geneva, as well as a movement production site in Bienn of nearly a million square feet. Although Rolex does not report production figures, it is estimated that the company currently produces about one million watches per year, with a turnover of almost $8 billion in 2021 according to Morgan Stanley.
A Problem of Supply and Demand
Rolex watches have always been highly sought after by collectors, and with the rise of the luxury goods market, demand has never been higher. However, this high demand has created a problem of supply and demand. With new models generally unavailable for immediate purchase through the watchmaker’s authorised network, collectors have to wait for long periods before they can purchase the watches they desire. In order to solve this issue, Rolex is building three new temporary production sites in Switzerland.
Three New Production Sites
The three new production sites will be located in the canton of Fribourg and are expected to start producing timepieces in 2025. The Vivier SA industrial park in Villaz-Saint-Pierre will be the location for the temporary facility. The facility in Romont will be 97,000 square feet and is set to begin operations in 2025. Rolex will also open a recruitment centre in Bulle, Switzerland. Production lines will be installed gradually, and recruitment will be staggered. The new facilities will employ between 250 and 300 workers. Employees will reportedly be trained in Romont before being transferred to Bulle.
A Step Towards Meeting Demand
The new outposts will help Rolex expand its production capacity, support growth, and meet the ever-increasing demand for its timepieces. This is good news for collectors who have been waiting for long periods to purchase the watches they desire.
Final Thoughts
Rolex has been a leader in the luxury watch industry for over a century. The company has always been known for its precision and craftsmanship, and its watches are highly sought after by collectors around the world. The unprecedented demand for Rolex timepieces has created a problem of supply and demand. In response, Rolex has taken steps to address this issue by building three new temporary production sites in Switzerland. These new facilities will increase the company’s production capacity, support growth, and meet the ever-increasing demand for its timepieces. With the addition of these new production sites, Rolex can continue to provide its customers with the precision and craftsmanship that it has always been known for.
