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Rolex Accelerates Swiss Production Boost to Meet Rising Demand

  • Rolex temporary facilities to start production in 2025
  • New production plans come ahead of 2029 planned Bulle site

Rolex SA will create three temporary production facilities that will begin churning out luxury watches in 2025, as the world’s largest maker of high-end timepieces seeks to boost output amid unprecedented demand for its products.

Construction on the facilities in the canton of Fribourg starts later this year, Rolex said in an email. The capacity follows plans to spend 1 billion Swiss francs ($1.1 billion) on a major new production site in Bulle, also in the canton of Fribourg, that is expected to commence operations in 2029.