Rolex CEO Tells NZZ It’s Risky to View Watches Like Stocks
- Watches are not investments, head of Swiss company tells NZZ
- Jean-Frederic Dufour sees slowdown hitting smaller brands
A Rolex Submariner watch.
Photographer: Jose Sarmento Matos/BloombergThe head of Rolex SA said viewing luxury watches as investments is dangerous following a surge in interest from speculators during the pandemic.
“I don’t like it when people compare watches with stocks. This sends the wrong message and is dangerous,” Chief Executive Officer Jean-Frédéric Dufour said in a rare interview with Swiss newspaper NZZ before the Watches and Wonders trade show that starts this week in Geneva.