29 Feb 2024

Rolex Sales Reach $10 Billion for the First Time: Report

Rolex sales crested $10 billion for the first time as the top Swiss watch brand gained market share, according to a report by Morgan Stanley. The dominant Swiss luxury watch brand produced 1.24 million watches in 2023 with sales of 10.1 billion Swiss francs ($11.5 billion). That’s a gain of 11% from 2022, analysts at Morgan Stanley and Swiss firm LuxeConsult said in a report Wednesday, adding Rolex’s current level of market share is “unprecedented.” The maker of the Daytona, Submariner and Datejust models grew its retail market share to just over 30% as well-heeled buyers clamored for watches made by the Geneva-based entity, which is controlled by a charitable trust named for Hans Wilsdorf, who co-founded the brand in 1908. The lower priced Tudor watch brand, which is owned by the same foundation as Rolex, had sales of about 545 million francs in 2023, according to Morgan Stanley estimates. source : bloomberg, morgan stanley


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