Rolex SA is the leading luxury watch manufacturer in the world producing over 1.05 million watches that generate sales of over $13 billion dollars in 2022. ![]() No, when it comes to playing the game, Rolex has a distinct, insurmountable advantage: It wrote the rule book. ![]() The rules do not apply to this relentless juggernaut as it rolls over all-comers. It is no longer a watch brand, but rather a phenomenon. Sometime during the last decade, the brand founded by a wide-eyed Hans Wilsdorf in 1905 has transmogrified. Synonymous with luxury, interchangeable with quality, imbued with a heritage that no amount of money, spin, or PR stunts can synthesize, Rolex almost occupies its own territory. It is a brand whose name echoes beyond the boundaries of our industry. There can be no watch house less in need of an introduction than Rolex.
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