Key Stats
Estimated Revenue (2024): CHF 10.5 billion
Market Share: 32% of luxury watch market
Employees: 14,000 worldwide
Headquarters: Geneva, Switzerland
Annual Production: 1.18 million watches (2024)
Rolex stands as the world’s leading luxury watchmaker with unmatched brand recognition and market dominance. The Swiss company produces approximately 1.2 million watches annually from its manufacturing facilities in Geneva and Bienne.
Hans Wilsdorf and Alfred Davis founded the company in London in 1905 as Wilsdorf and Davis. Wilsdorf registered the Rolex trademark in 1908 and relocated to Geneva after World War I. The Hans Wilsdorf Foundation has owned Rolex since 1960.
Rolex pioneered several watchmaking innovations including the first waterproof wristwatch (Oyster, 1926) and the first self-winding mechanism (Perpetual, 1931). Today, major luxury conglomerates like LVMH compete in various segments, but Rolex remains privately held and fiercely independent.
Rolex History
1905
Hans Wilsdorf and Alfred Davis founded Wilsdorf and Davis in London. The company imported Swiss movements and placed them in quality watch cases for British jewelers.
1908
Wilsdorf registered the Rolex trademark in Switzerland. He chose the name because it was easy to pronounce in any language and short enough to fit on a watch dial.
1914
Kew Observatory awarded a Rolex watch a Class A precision certificate. This distinction was normally reserved for marine chronometers, marking a major achievement for wristwatches.
1926
Rolex introduced the Oyster, the world’s first waterproof wristwatch. Mercedes Gleitze wore an Oyster during her English Channel swim, proving its water resistance.
1931
Rolex patented the Perpetual rotor, the first reliable self-winding mechanism for wristwatches. This innovation became the foundation for all modern automatic watches.
1953
Rolex launched the Submariner, designed for diving to 100 meters. Sir Edmund Hillary and Tenzing Norgay wore Rolex watches during the first successful Everest summit.
1960
Hans Wilsdorf died and left all Rolex shares to the Hans Wilsdorf Foundation. The charitable trust continues to own the company, keeping it private and independent.
2023
Rolex announced the acquisition of Bucherer, its largest retail partner with over 100 stores worldwide. The deal marked the company’s first major move into direct retail.
Rolex Co-founders
Hans Wilsdorf
German-born entrepreneur who founded Wilsdorf and Davis in 1905. Wilsdorf created the Rolex brand name, pioneered waterproof watch technology, and established the Hans Wilsdorf Foundation before his death in 1960.
Alfred Davis
British businessman and brother-in-law to Hans Wilsdorf who co-founded Wilsdorf and Davis in London. Davis handled the business operations while Wilsdorf focused on product development and brand building.
Rolex Competitors
Rolex faces competition from other Swiss luxury watchmakers and international conglomerates. The Swatch Group owns Omega, the second-largest Swiss watch brand by revenue. Richemont controls Cartier, which ranks third in the market.
| Brand | Parent Company | Est. Revenue (2024) |
|---|---|---|
| Cartier | Richemont | CHF 3.1 billion |
| Omega | Swatch Group | CHF 2.6 billion |
| Patek Philippe | Independent | CHF 2.3 billion |
| Audemars Piguet | Independent | CHF 2.4 billion |
| Richard Mille | Independent | CHF 1.5 billion |
| Longines | Swatch Group | CHF 1.2 billion |
| IWC Schaffhausen | Richemont | CHF 950 million |
| TAG Heuer | LVMH | CHF 850 million |
| Breitling | CVC Capital | CHF 800 million |
| Tudor | Hans Wilsdorf Foundation | CHF 600 million |
Rolex Revenue
Rolex generated estimated revenue of CHF 10.5 billion in 2024 according to Morgan Stanley and LuxeConsult. The company has maintained consistent growth through strategic price increases and controlled production volumes.
Rolex Market Cap
Rolex operates as a private company owned by the Hans Wilsdorf Foundation, so no official market capitalization exists. Industry analysts estimate the company’s value between $80 billion and $100 billion based on comparable luxury brand valuations and revenue multiples.
Rolex Acquisitions
Rolex has historically focused on vertical integration rather than external acquisitions. The company purchased its case makers, bracelet manufacturers, and dial producers over decades to control quality and production. This strategy made Rolex one of the most self-sufficient watchmakers in Switzerland.
In 1946, Hans Wilsdorf created Tudor as a sister brand offering Rolex quality at lower prices. Tudor watches used third-party movements until 2015, when the brand began manufacturing its own calibers. Today, Montres Tudor SA operates as a Rolex subsidiary under the Hans Wilsdorf Foundation.
The 2023 Bucherer acquisition marked a significant strategic shift. Bucherer operates more than 100 retail locations across Europe and the United States, including the Tourneau chain acquired in 2018. The deal gave Rolex direct access to retail distribution for the first time in its history.
Bucherer had been a Rolex authorized dealer since 1924, and owner Jorg Bucherer was among the last people to have worked with Hans Wilsdorf personally. With no direct heirs, Bucherer chose to sell to Rolex rather than risk the business falling to a competitor.
The Bucherer acquisition also included Carl F. Bucherer, a watch brand founded in 1888 that produces complicated movements including tourbillons and perpetual calendars. Industry observers have speculated about whether these complications might eventually appear in Rolex watches.
Rolex continues to invest in manufacturing capacity. A new CHF 1 billion factory in Bulle, Switzerland will open in 2029 and employ 2,000 workers. The company has also built temporary facilities in Romont and Villaz-Saint-Pierre to increase production before the Bulle site opens.
FAQs
Who founded Rolex?
Hans Wilsdorf and Alfred Davis founded Rolex in London in 1905 as Wilsdorf and Davis. Wilsdorf registered the Rolex trademark in 1908 and moved the company to Geneva after World War I.
Is Rolex a publicly traded company?
No, Rolex is privately owned by the Hans Wilsdorf Foundation, a Swiss charitable trust. Hans Wilsdorf established the foundation in 1944 and left all company shares to it upon his death in 1960.
How many watches does Rolex make per year?
Rolex produces approximately 1.2 million watches annually. The company manufactured 1.18 million watches in 2024 and 1.24 million in 2023 according to Morgan Stanley estimates.
What is Rolex revenue?
Rolex generated estimated revenue of CHF 10.5 billion in 2024. The company holds approximately 32% market share in the luxury watch segment and outsells the next five brands combined.
Where are Rolex watches made?
Rolex manufactures all watches in Switzerland across four sites. Movements come from Bienne, cases and bracelets from Plan-les-Ouates, dials from Chene-Bourg, and final assembly occurs at Geneva headquarters.