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This article combines current news with luxury watches. The images and content of the article were initially created using AI and then rewritten by an editor.
Even in the 2020s, we often hear people complaining that they can't buy Rolex at authorized retailers. Meanwhile, the plans for a new Rolex factory in Bühl, Gruyère, Switzerland, are big news for watch enthusiasts.
In this article, we will provide an overview of Rolex's new factory project, as well as figures for the Swiss watch industry as a whole, and its impact on the new and used watch markets, clearly organized from the perspectives of both watch novices and collectors.
Why is Rolex building a new factory?
"No matter how many authorized retailers I go to, I can't find a Daytona," or "I've been waiting for years for a Submariner to arrive." We often see such stories on social media and other platforms. At our store, Commit Ginza, we regularly receive inquiries from customers asking, "Why is it so hard to get a Rolex?"
The reasons for this are the growing demand for watches around the world, the limitations on Rolex's own production capacity, and the current situation in which luxury watches are in demand all over the world.
That's why Rolex has taken action. They are planning to build a huge new factory in Brül, in the Gruyère region of the canton of Fribourg, Switzerland, that will combine environmental friendliness with production capacity.
For beginners: Why is "Factory News" important?
At first glance, factory news may seem like a topic for enthusiasts. However, an increase in production bases will have a long-term impact on the number of watches available at authorized dealerships and on the second-hand market. In other words, even for those looking to buy their first Rolex, this news has a direct impact on future affordability and price trends.
For Collectors: How Will Increased Supply Affect Premium Prices?
On the other hand, for collectors who own premium models like the Daytona or Submariner, increased production capacity could also be a factor in adjusting secondary market prices. As supply increases, the difference between "rising" and "staying" models will become even clearer for each lineup and reference.
What is the Rolex New Factory Plan? Overview of the Bühl Factory
Rolex will build its new factory in the town of Bulle in the Gruyère region of the canton of Fribourg, Switzerland. According to announcements from the Federation of the Swiss Watch Industry (FH) and the local government, this project is a Rolex version of a "green factory" initiative, emphasizing environmental considerations and a contribution to the local economy.
The official investment amount has not been disclosed, but reports suggest that the total investment is approximately 1 billion Swiss francs , making it the largest project ever undertaken by a Rolex factory. It is a vast undertaking for a single factory of a watch manufacturer.
| item | Contents (New Bühl Factory) |
|---|---|
| location | Bulle, Gruyère region, Canton of Fribourg, Switzerland |
| Site area | Approximately 100,000 m2 (approximately 10 hectares) |
| Building composition | Four main buildings + basement floors, some of which are equivalent to up to six floors above ground |
| Employment Plan | Creation of approximately 2,000 jobs |
| Energy |
Plans call for renewable energy to cover approximately 98% of heating energy consumption |
| Features | Exterior that makes extensive use of wood, rooftop solar panels, and one-third of the site being green space |
| schedule | Land development and preparatory work: 2023 onwards / Phased operation: 2029-2030 (planned) |
Beginner's Perspective: What Kind of Watches Are Made?
The new Bühl factory is expected to handle core processes for Rolex, from movement manufacturing to assembly and quality control. Although there has been no official announcement as to which models will be produced, it is highly likely that the new factory will be the base for supporting the production of a large number of best-selling models, including sports models such as the Daytona and Submariner.
Collector's perspective: Division of roles with existing factories
Rolex already has several factories in Geneva, Bienne, and elsewhere. Brül is positioned as the "fifth base," and rather than relocating the entire production line of an existing factory, it is thought that the new location will play a major role in boosting overall capacity. In other words, rather than "existing masterpieces disappearing," it is closer to the idea that "the supply of popular models will gradually increase."
Swiss watch exports exceed CHF26 billion and Rolex production expands
To understand Rolex's new factory, it's important to look at the figures for the Swiss watch industry as a whole. According to statistics from the Federation of the Swiss Watch Industry (FH), Swiss watch exports are expected to reach a record high of 26.7 billion Swiss francs in 2023. Although exports are expected to slow slightly to approximately 26 billion Swiss francs in 2024 (down 2.8% from the previous year) due to the impact of global demand adjustments, this is still a very high level by historical standards.
In other words, the luxury watch market has "slowed down from a period of rapid growth but is still at a high level." Rolex's decision to build a new factory at this point is due to its focus on long-term demand rather than short-term profits.
Beginner's Perspective: Where in the World Are Rolexes Sold?
- Strong demand in major markets such as the United States and China, as well as in Asia and the Middle East
- In recent years, growth in emerging markets such as India and Mexico has been notable.
- Due to the weak yen, Japan is an important market supported by both inbound demand and domestic collectors.
Against the backdrop of this growing global demand, Rolex is also under pressure to increase production "slowly but surely."
A Collector's Perspective: Will "Scarcity" Be Maintained Even with Increased Production?
The biggest concern for collectors may be that the premium will be diluted. Even if production capacity increases, Rolex will continue to firmly control rarity through allocations for each model, limited colors, and high-quality materials such as solid gold and platinum.
Now that the market as a whole is beginning to calm down somewhat, it could be said that we have entered a phase where "truly well-made items with clear provenance" will be valued in the medium to long term.
How will the new Rolex factory affect new and used watch prices?
This is perhaps the most interesting point. The new Bühl factory will not be fully operational until 2029-2030 , which is still a few years away, but let's start now to imagine what kind of changes are likely to occur.
Beginner's perspective: It may become easier to get your first one
- The number of units arriving at authorized stores, especially sports models, is likely to gradually increase.
- As inventory on the parallel import and second-hand markets increases, it becomes easier to choose based on condition and accessories.
- It's easier to shift to a purchasing style of "choose based on your own criteria" rather than "any model will do for now."
Of course, not all models will become more affordable all at once, but for those who have been interested but felt that they were out of reach, this is likely to be good news in the long run.
Collectors' Perspective: Possibility of Increasing Polarization by Model
What is important to collectors is the variety of models.
- "Popular brand + low production number model" ... The rarity will be maintained, and the value may actually increase.
- "Model close to the mass production zone"... The premium may settle at a price close to the new price
- "Vintage in good condition"...will be evaluated separately from new releases
Especially for models classified as vintage or semi-vintage, no matter how state-of-the-art the new factory is, the "details from an era that can never be made again" will continue to hold value. It is highly likely that their value will steadily increase. Even if the supply of new products becomes stable, high-quality discontinued models will likely become more and more popular.
Rolex's "Green Factory" and its commitment to environmental conservation
What is particularly noteworthy about the new Bühl plant is not just its large size, but also its extremely ambitious environmental goals: approximately 98% of its energy (heating) is sourced from renewable energy sources, a very aggressive figure even for the manufacturing industry.
- Solar panels are installed on the entire roof to maximize in-house power generation
- Heat exchange systems and groundwater cooling are used for heating and cooling to optimize energy efficiency
- Extensive use of wood on the exterior of the building, utilizing building materials with low CO₂ emissions
- One-third of the site will be preserved as green space, with thorough consideration given to natural streams and ecosystems.
At this point, Rolex's stance of "not compromising on environmental investments precisely because it is a luxury brand" is clearly apparent. Sustainability has now become an essential theme even in the world of luxury watches.
Positive impact on the local economy
The creation of approximately 2,000 jobs will have a significant ripple effect on surrounding industries in the Bühl area, such as food and beverage, housing, and transportation. The watch industry is an important pillar of Switzerland, accounting for several percent of GDP, and this investment will further solidify that position.
Rolex's new factory and outlook for the watch market beyond 2029
So how will the market change after 2029 when the new Bühl factory begins full-scale operation? From here on, we will organize this as just one scenario.
Outlook for beginners
- The range of options is likely to expand both at authorized stores and in the second-hand market.
- Prices of parallel imports and second-hand products may stabilize depending on the model.
- It becomes easier to choose based on your own criteria, such as condition, accessories, and warranty period.
The collector's perspective
- Popular sports models will continue to maintain high demand, but extreme bubbles will be suppressed.
- Vintage and rare references are becoming increasingly selective as supply is barely increasing.
- The premiums of "vehicles with a known history" and "vehicles that have been properly maintained" become clearer
In any case, it will become increasingly important to gather information thoroughly and choose the watch that suits you. In that sense, the news of the new Bühl factory is not just a matter of corporate investment, but a topic that will influence how we interact with Rolex for the next 10 years.
summary
The Rolex Bühl factory project is not simply about building a new factory; it is a symbol of the brand's long-term strategy to expand production capacity, be environmentally conscious, and invest in the local economy .
- Swiss watch exports to remain high at CHF26.7 billion in 2023 and around CHF26 billion in 2024
- The new Bühl plant is a huge project with a site of approximately 100,000 m2, employing approximately 2,000 people, and using approximately 98% renewable energy (for heating).
- Phased operation from 2029 to 2030 is expected to strengthen Rolex's supply chain in the medium to long term.
- As new products become easier to purchase, selecting vintage and rare models will also become more important.
At Commit Ginza, we offer suggestions for choosing a watch that suits everyone, from beginners looking to choose their first Rolex to advanced watch lovers looking to combine investment value with collectibility. Even as the market environment changes, our approach of carefully selecting each and every watch remains unchanged.
For those who are having trouble choosing a Rolex | Related page information
- If you are considering selling or trading in your Rolex, please see here: Rolex Purchase and Trade-in Information
- If you want to sell your rare model carefully, please click here: Details of the storage sales service
- If you want to check stock now, click here: Rolex Stock List
If this news has made you want a Rolex, or if it has made you want to reassess your current collection, please feel free to contact us.
Frequently Asked Questions (FAQs) about the New Rolex Factory
Q1. When will the new Rolex factory in Bühl be operational?
According to official announcements and information from industry associations, the new Bühl plant is expected to begin operations in stages around 2029-2030 . Land development and construction work is already underway, with production lines set up over the next few years.
Q2. With the new factory opening, will it be easier to buy a Daytona or Submariner?
Increasing production capacity may result in a larger inventory in authorized dealerships and the second-hand market in the long term. However, because Rolex carefully adjusts the allocation and production numbers for each model, it is not guaranteed that anyone will be able to buy one right away. The differences between models may actually become larger.
Q3. Will the used market price fall?
Premiums for some mass-produced models may be settling down, but high-end models such as rare references, vintage models, and solid gold and platinum models are expected to remain in high demand. The important thing is "which model to own and in what condition."
Q4. What sets your company apart from other companies in terms of environmental friendliness?
The target renewable energy ratio of approximately 98% (heating) is a fairly high standard for a manufacturing company. Furthermore, the building itself embodies a "sustainable brand image," with an exterior that makes extensive use of wood and a design that preserves one-third of the site as green space.
Q5. What kind of support can I receive at Commit Ginza?
Our knowledgeable staff will provide total support, from choosing your first watch to consulting on selling or entrusting your watch to us. We can assist you both in-store and online, so please feel free to contact us.
