GENEVA – Rolex will create three temporary production facilities that will begin churning out luxury watches in 2025, as the world’s largest maker of high-end timepieces seeks to boost output amid unprecedented demand for its products.
The capacity follows plans to spend 1 billion Swiss francs on a major new production site in Bulle, also in the canton of Fribourg, that is expected to commence operations in 2029. It’s also caused a surge in secondary market prices that has seen popular models, such as the Daytona Cosmograph, trade at values well above retail.
There will also be a temporary facility at the Vivier industrial park in Villaz-Saint-Pierre, Switzerland that will begin operating in 2024 as well as a recruitment centre in Bulle.
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