Rolex: Continue to increase production capacity to solve product shortages

Earlier this month, Yahoo Finance published an article titled "Why the Rolex shortage is a 'perfect storm'". Recently, the world's largest luxury watch manufacturer responded.

   Rolex stated: “Product shortages are not a brand strategy. Current production capacity cannot fully meet existing demand, at least not without compromising watch quality – which we refuse to do because product quality cannot be compromised. Maintaining a level of excellence It takes time, and as the brand always does, we will continue to take the time necessary to ensure that all watches not only meet our own standards of excellence, but also meet our customers' expectations in terms of quality, reliability and robustness. No compromise."

        “All Rolex timepieces are developed and produced in-house in four Swiss watch factories and meticulously hand-assembled to meet the brand’s unique high-quality standards in terms of quality, performance and aesthetics. Understandably, this naturally limits our production capacity— — We will continue to adhere to strict quality standards while maximizing production capacity as much as possible.”


        “Finally, it should be noted that Rolex watches are sold exclusively through authorized retailers, and the rationing of watches is managed by the authorized retailers themselves.”