Rolex Reaffirms Commitment To Authorized Dealer Model
Jean-Frédéric Dufour, the CEO of Rolex, said that the business intends to maintain its sales through its established network of authorized dealers. At Dubai Watch Week, he said unequivocally that Rolex had no plans to broaden its ownership structure beyond Bucherer and Tourneau.
Dufour pointed out that Bucherer presented a distinctive chance, accounting for just a tiny portion of Rolex’s overall distribution network. He stressed that collaborating with reputable merchants, like Seddiqi Holding, continues to be a cornerstone of Rolex’s approach.
Source: Time+Tide Watches
Apprenticeships And Training Sustain Watchmaking Craftsmanship
The CEO of Rolex emphasized how crucial education is for both maintaining conventional skills and fostering new ideas. Rolex offers around 500 apprenticeships in 26 different fields within its Swiss operations.
He urged the worldwide watch business to draw in young craftspeople, cautioning that the field may stagnate without fresh talent. Dufour lauded the independent brands, those little, sometimes overlooked watchmakers, for their role in driving innovation within the industry. He also highlighted their commitment to preserving the art of mechanical watchmaking.
Building Emotional Connections With The Next Generation
Dufour encouraged firms to cultivate enduring connections with younger customers, those who appreciate genuine craftsmanship and the beauty of mechanical design. He believes the watch business has to be a beacon of freedom, innovation, and self-expression for the younger crowd.
He cautioned that if emotional connection faded, watches may become just another utility, much as how contemporary vehicles have lost their cultural cachet. Events such as Dubai Watch Week and Watches and Wonders keep the fire alive for watch enthusiasts everywhere.
Recommended Article: ABS-CBN Narrows Net Loss, Content Revenues Rise by ₱1B
Lessons From The Automotive Industry’s Decline
Dufour likened the situation to automobile manufacturers, suggesting that they had alienated their customers by failing to maintain a connection. He said that the watch business needed to avoid past errors, especially as technology reshapes how people shop.
Dufour suggests that car exhibitions have vanished because automakers ceased to cultivate passion, instead seeing cars as just products. He believes that mechanical timepieces should continue to evoke emotional attachment, going beyond their functional uses.
AI And Investment Drive Rolex Manufacturing Excellence
Dufour disclosed that Rolex allocates over CHF 100 million each year to modernize its manufacturing machinery and equipment. These investments guarantee accuracy, excellence, and technological superiority throughout the company’s production plants.
He also noted that artificial intelligence is being used to improve quality control and boost productivity. AI is now helping human experts keep a close eye on every single part of a watch, ensuring everything works as it should.
Rolex’s Response To Trade Tariffs And Economic Pressure
Dufour recounted his recent trip to Washington, a visit during which Swiss business leaders conferred with American authorities on tariffs. He pointed out that Switzerland’s watch industry has been hampered by the 39% export tariff, which has effectively stalled its progress.
The forthcoming deal anticipates a reduction in tariffs to 15%, contingent upon Swiss investment in American sectors. Dufour emphasized the meeting’s critical role in restoring faith in trade and safeguarding countless Swiss jobs.
Certified Pre-Owned Watches Strengthen Customer Loyalty
Rolex’s Certified Pre-Owned initiative is gaining traction, with approved retailers such as Seddiqi Holding in Dubai also participating. Rolex’s new program enables the company to purchase, authenticate, maintain, and then resell used watches, all backed by a complete authenticity guarantee.
Dufour believes the initiative builds trust, demonstrating a lasting dedication to clients. It draws in fresh customers, simultaneously upholding Rolex’s commitment to ensuring every individual remains connected to the brand’s lasting heritage.
