Rolex is opening three temporary production sites in Switzerland to meet demand that has soared in recent years. As reported by Bloomberg, construction of the facilities in the canton of Friborg will begin later this year with full operation expected in 2025. Just a few months ago, we told you about Rolex's intentions to open a new $1,1 billion factory near Bulle which will become fully operational in 2029.
Headquartered in Geneva, the crown is by far the largest watchmaker in the world. It currently has several production sites in Switzerland, with cases, dials, testing and assembly facilities near Geneva, as well as a movement production site in Bienn of nearly one million square feet.
While Rolex does not report production figures, it is currently estimated to make about one million watches a year, with sales of nearly $8 billion in 2021, according to Morgan Stanley. However, despite these numbers, Rolexes currently in production are generally not available for immediate purchase through the authorized network: demand far exceeds supply. This phenomenon has meant that in recent years the brand's watches have undergone a wave of speculation, which has also turned into discontent on the part of real Rolex enthusiasts and collectors.
“The new Bulle manufacturing site, just like these three temporary installations, will allow Rolex to expand its manufacturing capacity, sustain growth and meet ever-increasing demand,” the company wrote in an email to Bloomberg.
Rolex has not been standing idly by, indeed, to meet this increase in demand, it will open a temporary facility at the Vivier SA industrial park in Villaz-Saint-Pierre and a 97.000 square foot facility in Romont which will begin operating in 2024 and 2025 respectively. in 250. There will also be a recruitment center in Bulle. The production lines will be installed gradually. Hiring will also be staggered, but the new facilities could eventually employ between 300 and XNUMX workers. Employees will reportedly be trained in Romont before being transferred to Bulle.
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