Rolex Demand Is So Insane They’re Building Temporary Watch Factories

Amid a surge in demand that was supercharged by the pandemic and continues to climb even as other buying trends fall by the wayside, Rolex said it will add “three temporary production facilities” which will begin operations in 2025 to help increase output of its coveted timepieces, as reported by Bloomberg.

“Rolex officials said work on a 9,000 square meter facility in Romont, Switzerland will commence in the second half of 2023 with production expected to start in 2025,” Bloomberg wrote about the new expansion. “There will also be a temporary facility at the Vivier SA industrial park in Villaz-Saint-Pierre, Switzerland that will begin operating in 2024 as well as a recruitment center in Bulle.”

“All Rolex watches are developed and produced in-house at our four sites in Switzerland,” Rolex added at the time. “They are assembled by hand, with extreme care, to meet the brand’s unique and high-quality standards of quality, performance and aesthetics. Understandably, this naturally restricts our production capacities — which we continue to increase as much as possible and always according to our quality criteria.”

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