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News: Rolex Expands Production Earlier Than Projected
No, Really

Switzerland is renowned for its precision manufacturing and luxury watch brands, and Rolex is arguably a prime example of both. The Geneva-based watchmaking company has been a symbol of excellence, innovation, and elegance for over a century, and its products are sought after by discerning customers and enthusiasts worldwide. Now, Rolex is expanding its production capacity and workforce in the canton of Fribourg, in western Switzerland, creating thousands of jobs and opportunities. Rolex has earlier addressed the production capacity ‘issue’ leading to the great Rolex shortage. This time however Rolex isn’t just talking, they’re doing the walking too.

As reported by local media (La Gruyere and La Liberte), Rolex has obtained authorization from the city of Bulle to acquire two plots of land totaling 100,000 square meters, where it plans to establish a new production site by 2029. However, Rolex has also signed a lease agreement to occupy the former Tetra Pak halls in Romont, as well as areas in the Vivier technology park in Villaz-Saint-Pierre, both in the Fribourg canton. These sites will host temporary production lines that will enable Rolex to increase its output in the short term, from 2025 to 2029, when the Bulle site is expected to be fully operational.

The expansion of Rolex’s production in Fribourg is a significant development for the canton’s economy and job market. According to Rolex, at least 2,000 jobs will be created in the long term, mainly in Bulle but also in Romont and Villaz-Saint-Pierre. These jobs will cover various roles, from assembly and testing to logistics and administration, and will offer competitive salaries and benefits.

Rolex needs to expand production to meet the growing demand for its luxury watches. Despite being one of the more expensive watch brands, Rolex continues to be highly popular among consumers. The company’s reputation for quality and precision, along with its iconic designs, has helped it maintain a strong market position. As demand for its watches continues to grow, expanding production is necessary for Rolex to maintain its market share and meet the needs of its customers. Additionally, expanding production can help the company capitalize on growth opportunities and increase its revenue and profits.

This in turn is great news for the Wilsdorf Foundation , which is the main shareholder and beneficiary of the Rolex company. The Wilsdorf Foundation was established in 1945 by Hans WilsdorfHans Wilsdorf Hans Wilsdorf was a German-born British watchmaker and businessman who co-founded the luxury Swiss watch brand Rolex in 1905. Wilsdorf was born in Germany in 1881 and moved to Switzerland in 1905, where he established a company with his brother-in-law, Alfred Davis, to import high-quality Swiss timepieces. In 1908, Wilsdorf registered the trademark "Rolex" and began producing his own line of wristwatches., the founder of Rolex, and his wife as a charitable organization. The foundation owns all of the shares of Rolex and receives a portion of the company’s profits each year, which it uses to fund various charitable initiatives in the fields of science, education, and the arts.

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