Rolex to Sponsor Robert Redford’s Sundance Festival

(Photo credit: Sundance Institute)

Rolex will soon announce a multiyear partnership with Sundance, the world-renowned film festival founded by Robert Redford and held each January in Park City, Utah. Under the agreement, Rolex will serve not only as the official partner but also as the exclusive timepiece of Sundance’s feature film program. The collaboration includes direct financial support and grants tied to the institute’s core initiatives, including its long-running directors’ and screenwriters’ labs.

The partnership comes as Sundance prepares for its final festival in Park City, scheduled for Jan. 22 to Feb. 1. The 2026 edition will honor the festival’s legacy and its late founder before the event relocates to Boulder, Colo., beginning in 2027.

Rolex already maintains a strong presence in the film industry through its sponsorship of the Oscars and its partnership with the Academy Museum of Motion Pictures in Los Angeles. Those relationships align the brand with established filmmakers and Hollywood. By signing with Sundance, Rolex is focusing on independent film and the development of emerging talent.

The Datejust Leads Rolex CPO Sales

Rolex CPO watches at Bucherer’s in Geneva. (Photo: Rolex)

The Datejust collection is leading Rolex’s Certified Pre-Owned market, well ahead of the Submariner, GMT-Master and Daytona; that’s according to the latest WatchCharts and Morgan Stanley report released Thursday.

The Datejust’s lead — more than double the sales of any other Rolex model in the past three months alone — is the latest sign that CPO buyers might skew more mainstream than collectors. It may also reflect higher trade-in rates rather than demand alone. After all, the Datejust remains Rolex’s most versatile line, with both the deepest supply and the widest resale market, from younger first-time buyers to retirees.

Estimated 3Q25 sales volume and median price for global Rolex CPO inventory by collection. (Data: WatchCharts / Morgan Stanley)

Despite a volatile economic backdrop marked by war on Europe’s borders, a strong franc, higher gold prices, stagnation in China and weakening consumer sentiment, retailers’ participation in Rolex’s CPO program continues to expand, up more than 300% in the past year, according to WatchCharts.

Today, more than one-sixth of Rolex’s global retail network offers CPO pieces, mostly in Europe and the United States, with stores also in the UAE, South Africa, Lebanon, Hong Kong, and Japan. The U.K. leads per capita, with more certified pre-owned watches relative to its population than any other market, more than double Germany’s ratio and triple that of the U.S.

Rolex Will Bring GMT Showcase to Singapore

(Photo credit: Instagram/@chillguyyyyy_)

Rolex might not have a museum, but it’s making use of its rare collection of vintage watches by exhibiting them around the world. The brand will spotlight the evolution of the GMT-Master in Singapore for two weeks, from Oct. 24 to Nov. 2, following earlier stops in Hong Kong and Macau. The exhibition, organized by Rolex and a local retailer, is similar to the one at Watches and Wonders Geneva in 2024. It features a series of thematic panels, rare GMT models and a short documentary film.

The event, titled Time Zone to Time Zone, explores the GMT-Master’s history, from earlier models worn by Pan Am pilots and NASA astronauts to its current status as a symbol of travel. As with previous exhibitions, visitors must book time slots online for admission.

The traveling display is the latest example of how Rolex draws on its adventure-filled competitive advantage, even as the brand leans further into luxury with each release. The push-pull between tool-watch narrative and high-end luxury isn’t unique to Rolex. Each year, Swiss brands ship fewer but pricier watches, according to the Federation of the Swiss Watch Industry which tracks exports.

Still, as Rolex’s new releases have become more opulent, the brand is dialing up its storytelling, through the publication of books and exhibitions showcasing historically significant models recently acquired at auction.

Rolex Files to Protect a Marking Few Have Seen

(From Swissreg.ch)

Two years after first using the designation, Rolex has decided to trademark “Superlative Adjusted,” in the latest sign the brand is planning to make the rating a more prominent — and protected — part of its vocabulary.

While invisible to most Rolex wearers, the designation is familiar to those with models featuring display case backs, as “Superlative Adjusted” is engraved on the bridge. Since 2023, the engraving has also been present on other Rolex movements without transparent backs.

The trademark application, which was filed Thursday by Rolex’s Marques et Domaines department, may simply want to protect a phrase few Rolex owners will see. But it is likely the brand expects long-term value in it, especially if it has plans to expand its lineup of open-movement models.

The trademark filing is the latest step in the evolution of the term “Superlative,” which first appeared on Rolex dials in the 1950s. In 2015, Rolex redefined the rating, setting stricter standards of −2/+2 seconds per day. The newer “Adjusted” language may be the brand’s way of highlighting the human element of fine-tuning and calibration over industrial processes.

(Photo credit: Rolex)

Rolex’s Reputation Tested Further in France After Retailer Fined

Arije Boutique Rolex Etoile. (Photo: T. Campion/Rolex)

A Paris jeweler operating a Rolex boutique has been fined €240,000 and given a 12-month suspended trading ban by French regulators for serious anti–money-laundering failures.

The news comes as Rolex weighs tightening control over retail to limit reputational risks after acquiring the world’s largest Rolex retailer, Bucherer, while simultaneously facing ongoing legal challenges in France.

According to a Ministère de l’Économie et des Finances notice, the sanctions were issued following an investigation that uncovered nombreuses lacunes, or numerous lapses, in risk assessment, weak client identification and insufficient oversight of large cash transactions. They include one €300,000 cash payment, well above France’s legal limits of €1,000 for residents and €15,000 for non-residents.

French regulators described the retailer’s internal controls as deeply deficient. The retailer, Arije, is a longtime Paris jeweler that operates a Rolex flagship boutique near the Champs-Élysées, as well as Arije Saint-Germain des Prés.

For Rolex, the case adds to mounting legal pressure in France, as it is still dealing with a €91.6 million fine from the Autorité de la concurrence for prohibiting its retailers from selling watches online, a ban deemed anticompetitive. As of today, Rolex is appealing the decision and continues to forbid online sales by its official retailers in France.

A Lavender Mystery in Hong Kong’s Rolex Window

(Photo credit: Reddit/@Automatic_Week_1848)

A Reddit post on Friday by a user named Automatic_Week_1848 shows a Rolex Oyster Perpetual with a lavender dial displayed in the window of an official Rolex retailer (pictured).

The image, taken at the Oriental Watch Company in Hong Kong’s Hysan Place mall, according to the poster, shows the lavender watch set on a Rolex stand. The intrigue? The watch appears to be 41mm in diameter, a size in which Rolex does not currently offer the lavender dial. At least, officially.

This magazine has speculated Rolex may expand the Oyster Perpetual line this fall, as the 41mm currently offers only six colors, compared with nine for the 31mm and 36mm versions. The lavender dial is currently offered in all four sizes except the 41mm.

So, is the watch in the photo a 41mm? The double-baton indices at 9 and 3 o’clock and the more pronounced winding crown suggest a larger case, while the hour markers at 11 and 1 extend noticeably beyond the Rolex coronet, a tell-tale sign of the 41mm case.

What’s puzzling is Rolex’s official website does not list the lavender dial among the 41mm options. So, the photo taken in Hong Kong could be a simple optical illusion — or a glimpse of what’s to come.

Side by side: the 36mm (left) and 41mm (right) Rolex Oyster Perpetual. On the 41mm, the hour markers at 11 and 1 o’clock extend past the Rolex coronet. (Rolex)

In a Year of Tariffs and Rising Gold, Rolex Holds Firm on Prices

Average US retail price increase percentage by brand in 3Q25 and YoY. (WatchCharts/Morgan Stanley)

Several major Swiss watch brands have raised U.S. retail prices in response to the 39% tariffs introduced in August, but Rolex has not. According to recent data from WatchCharts, Patek Philippe increased prices by about 15% on average, and Cartier and Omega by 8%, when comparing prices between July and now.

While Rolex’s average prices are up nearly 9% year over year, the brand has left them untouched since President Trump took office, a sign of its long-term approach as the Swiss industry navigates export costs and a rising gold market.

Gold prices have climbed more than 50% since the start of the year, their strongest run since 1979, adding pressure to production costs for precious-metal models across Rolex’s catalog. To make matters worse, the Swiss franc has strengthened against the U.S. dollar by double digits over the same period, further increasing the cost of exporting to the American market.

Next month, the U.S. Supreme Court will hold oral arguments on whether Trump’s tariffs are legal, possibly leading to a ruling before the end of the year. The U.S. Trade Court and a federal appeals court have already found most of the tariffs unlawful. If luxury brands overshoot on pricing, their image of exclusivity may suffer if they’re later forced to adjust prices downward.

In that respect, Rolex is choosing to wait, at least until Jan. 1, when the brand typically resets its global price lists for the new year and a price increase now appears all but inevitable.

Riding Record Revenues, Rolex Plans to Rebuild Its German Home

Rolex Germany headquarters in Cologne, in an undated photo. “ROLEX” lettering has been removed. (Photo credit: Raimond Spekking)

In the latest sign that record revenues and strong demand are prompting the brand to upgrade its property, Rolex Deutschland GmbH, the wholly owned subsidiary responsible for distributing Rolex products across Germany, plans to demolish and rebuild its headquarters in Cologne. The Rolex lettering on the building dating back to the 1970s has already been removed, and BB Bank, which occupies the ground floor, told customers last month it will relocate between April and May 2026 because of the renovation.

In a meeting with Cologne’s design advisory board, Rolex said its headquarters, with ceilings just 2.65 meters high, is too outdated and falls short on modern safety, soundproofing and accessibility standards. A presentation to the board, which includes architects and local officials, showed plans for a brighter building with a larger glass façade and a more open ground-floor colonnade replacing the current walkway.

The project’s proximity to the 17th-century listed Church of St. Mary’s Assumption has prompted talks with church and heritage officials. Rolex has filed a preliminary permit and will temporarily move about 150 employees and its training center to Deutz, a Cologne district across the Rhine.

Coronet reported that Rolex is also building a flagship boutique in Düsseldorf, set to open in 2027 under the management of Bucherer. The Rolex USA headquarters is being rebuilt in Manhattan. In Bulle, Switzerland, Rolex is adding a 1-billion-franc manufacture.

Rolex May Soon Have to Reveal Its French Figures

Rolex’s Champs Elysées boutique. (Photo: Coronet)

For the first time, Rolex may be forced to lift the veil on operations in France, one of its largest markets. A ruling by the Cour d'appel could soon make public portions of the brand’s confidential business records, including sales volumes and watch availability data, from its subsidiary. The figures, submitted as part of the company’s defense in an antitrust case, may surface in the final judgment expected in late 2025 or early 2026, offering a rare glimpse into the inner operations of Rolex France S.A.S.

The 19-page decision, issued ealier this year, rejected Rolex’s attempt to keep all data under France’s secret des affaires law. The appellate judges accepted that past five-year figures remain sensitive but ruled older data no longer qualify as secret, citing a European Court of Justice precedent establishing a five-year limit. Rolex must now file unredacted information with the court and opposing party, retailer Pellegrin & Fils.

Pellegrin & Fils, founded in 1840 and based in southern France, lost its Rolex dealership and went on to file the lawsuit that would eventually lead to the brand being fined €91.6 million last year by l'Autorité de la concurrence for banning online watch sales. Rolex appealed, arguing that its selective network protects the brand’s integrity and customer experience. Still, in defending that principle, Rolex has inadvertently invited a look inside its own books.

What Rolex Can Learn From LVMH Heir Antoine Arnault

Antoine Arnault. (Photo: Instagram / @niccoloy / @young.brando)

Antoine Arnault, the eldest son of one of the richest men in the world and the chief executive of Dior, attended on Tuesday the Louis Vuitton Spring/Summer 2026 show at the Louvre wearing a vintage Rolex Sea-Dweller ref. 1665 “Great White” with a Tiffany & Co.-signed dial. The rare model was first spotted by watch writer Nick Gould.

Arnault wore the same piece a few days earlier while standing on the sidelines of Paris FC, the football team his family owns. While it would be easy to give Rolex points for the fact the 48-year-old LVMH scion was wearing the brand, Coronet feels the choice reveals something worth writing about.

By contrast, Rolex’s most visible ambassador Roger Federer appeared in Zürich almost the same day wearing a Daytona Le Mans in Everose gold during a video shoot for Complex with Burna Boy. Just a week earlier at the Laver Cup, he drew headlines for wearing an off-catalog Daytona set with blue sapphires and diamonds, a watch whose market value exceeds a million dollars.

Rolex’s strategy has been to turn its iconic references into more opulent versions of the originals. The word used in Geneva is “décliner.” As the brand leans further into flashier designs and vintage Rolex prices continue to climb, the worlds of new and old money intersect, revealing the two faces of Rolex.

And while those reaching for the crown prefer the glitz, those who are already wearing it, like Arnault, look for something else: the understated, the restraint, the rare only time can make.

Rolex Will Likely Buy This Piece Next

(Photo credit: Sotheby’s)

Twenty-five years ago, when a descendant of British swimmer Mercedes Gleitze auctioned her 1927 Oyster watch, Rolex showed no interest in buying it. Frankly, not many others did either. The watch of Rolex’s first brand ambassador barely topped £17,000.

That could change in November, when the same watch returns to Sotheby’s as Rolex is quietly amassing a collection suited for a museum. (When Coronet asked a Rolex rep in Geneva about plans to build one, she said, “We do not comment on potential future projects.”)

Rolex’s philosophy on heritage has changed recently, with the brand often emerging as the highest bidder for historically significant watches, pieces worn by Presidents, NASA astronauts — a famous Pan Am captain whose watch was tracked down by Coronet. While Rolex never confirms such acquisitions, they have surfaced at exhibitions highlighting the brand’s history.

On Nov. 9, at Sotheby’s in Geneva, Gleitze’s Oyster is expected to reach $1.2 million, or £900,000, a 5,180% return for its first buyer, a sign that provenance continues to drive results at auction.

“[Gleitze] became Hans Wilsdorf's first brand Testimonee, forging a path followed by hundreds of distinguished sportswomen and men, explorers and artists,” Rolex said. It is hard to imagine the brand not participating in the auction.

With Zendaya, Rolex Signals Shift Toward Actors

(Photo credit: Rolex.com)

Rolex named Zendaya as its newest Testimonee on Thursday, making her the only actress on the company’s roster. The move follows the appointment of Leonardo DiCaprio just seven months ago, who until today was the brand’s only actor. It marks a departure for a company that has historically aligned itself with athletes, musicians, explorers and even directors.

The brand introduced Zendaya with a one-minute montage set to Ennio Morricone’s “L’estasi dell’oro,” the same clip it used to introduce DiCaprio but with minor changes. The clip closes with her image before showing a 36mm Land-Dweller in Everose gold with diamond-set bezel. The 29-year-old actress is also engaged to actor Tom Holland, who is often spotted wearing Rolex pieces.

By adding Zendaya as its newest Testimonee, only its second movie star on a roster that includes no fewer than 30 tennis players and 58 golfers, Rolex is acknowledging the power of Hollywood to extend the brand’s reach beyond sport and music.

In Britain, a Rare Glimpse Into Rolex’s Business

(Photo credit: Hodinkee)

Rolex S.A. does not publish financial results, making it difficult to gauge the brand’s overall performance. But U.K. disclosure rules, which require even Rolex to file annual accounts, offer a rare glimpse into the brand’s operations in the world’s sixth-largest economy.

On Wednesday, The Rolex Watch Company Limited, the U.K. arm of Rolex S.A., filed its report with Companies House. Rolex’s British branch employs around 200 people and is responsible for distributing Rolex products to authorized dealers in the U.K. and Ireland.

“The directors believe the group is well placed to manage its business risks successfully despite the current uncertain economic outlook, in particular with the ongoing war in Ukraine and inflationary pressures,” the report from Rolex’s U.K. branch said.

While revenue rose just 2% to £701.5 million in 2024, when compared to 2023, profit before tax jumped a staggering 47% to £96.3 million, helped by the first full year of rental income from Rolex’s newly acquired London properties.

Those three properties, purchased at the end of 2023, contributed £21.4 million in profit during their first full year. The company also bought another one in late 2024 for £6.8 million. That property has already gained more than £10 million in value, according to the statement, the latest sign of real estate’s key role in Rolex’s business.

Rolex’s Website Now Showcases a New Book on the Datejust

(From Rolex.com)

Rolex on Monday released its second authorized volume, this one dedicated to the Datejust. Priced at £100 and available in English and French, the book traces the influence of a watch introduced by Rolex eight decades ago.

Titled “Oyster Perpetual Datejust: A Watch that Made History” and written by Nicholas Foulkes, who drew on Rolex’s archives, the book chronicles the cultural importance of the model, which he calls “the ultimate chameleon, adapting effortlessly to every era since its launch in 1945.” In contrast to the Submariner book, this edition offers no production data, only a catalog of references.

The new volume is now being actively promoted by Rolex itself. In a move that mirrors its campaign for the Submariner book, the brand is advertising the new publication directly on its official website. The visibility suggests Rolex considers these books not as side projects, but as an integral part of its storytelling.

Rolex Reshapes H.R. as It Prepares for Biggest Hiring Push

(Photo credit: Rolex)

Delphine Desponds, who served as Deputy Director of Human Resources at Rolex headquarters, has departed the Geneva watchmaker after just nine years with the company, the latest sign that Rolex is reshaping its HR leadership. Her exit follows that of Carole Decosterd, the longtime head of human resources, who has stepped down recently after nearly three decades at the brand.

The exits come as Rolex prepares for one of Rolex's biggest workforce expansions. Its new manufacture, in Bulle, will require hiring 2,000 new employees, a 20% increase in staff. Desponds, who joined Rolex in 2016 from Baume & Mercier, where she was Human Resources Director, played a key role in preparing for this growth and ensuring HR systems could support an operation that already spans more than 150 métiers, from watchmaking and manufacturing to engineering, design, quality, logistics and IT.

It’s unclear how the new leadership team will reshape the brand, as human resources appears to be more than recruitment and employee relations at Rolex. The company is famous for its culture of discretion and excellence first instilled by Hans Wilsdorf. The new team will soon face a critical test in expanding the Rolex workforce without compromising quality.

Rolex’s Flagship Expansion Reaches More Cities

Future site of Rolex’s flagship boutique in Düsseldorf. (Photo credit: Anne Orthen)

Rolex confirmed plans to open a two-floor boutique on Düsseldorf’s Königsallee in 2027, the city’s most prestigious luxury shopping street. Though Düsseldorf has just 600,000 residents, it is the latest example of Rolex concentrating its presence into bigger but fewer locations, even in mid-size German markets. The new boutique will be managed by Bucherer.

From Rodeo Drive to Bond Street to the Ginza district — and now Königsallee — Rolex is consolidating retail into larger, high-profile flagship stores that function almost as temples to the brand. Unlike traditional retailers, these boutiques go beyond displaying timepieces; they immerse visitors in Rolex’s storytelling, showcasing its heritage, innovations and expertise. In recent years, the company has closed smaller points of sale to make way for these multi-level flagships in key markets.

In Germany, Rolex is closing up to 40 locations, according to some reports, including in Düsseldorf, where the new flagship boutique is planned. Juwelier Rüschenbeck, a large German jeweler with additional stores in Frankfurt and Cologne, is unfortunately located near Rolex's future site and will lose its agreement next year, a fact the brand confirmed. “The partnership will end by mutual agreement on December 31, 2026,” a Rolex spokesperson said.

In Letter to Senator, Rolex Says No Tariff Talks With Trump

(From: X.com/@SenWarren)

U.S. Senator Elizabeth Warren on Friday released Rolex CEO Jean-Frédéric Dufour’s response to her inquiry. The letter, dated Sept. 25, offers for the first time a glimpse into Dufour’s meeting with President Donald J. Trump.

In the two-page response, Dufour wrote that while Rolex was under no obligation to answer congressional inquiries of this nature, it chose to do so as a matter of transparency and courtesy.

Dufour said Rolex, a longtime sponsor of the US Open, extends such invitations in the spirit of sportsmanship and international friendship, irrespective of political lines. He also rejected speculation that Rolex sought to curry favor, noting that no “substantive discussions” were held regarding “tariffs, trade policy, or any other official matter,” which he said are handled solely by Swiss authorities.

"Rolex is not, nor has it ever been, engaged in any negotiation with the U.S. government regarding tariffs. Such matters fall exclusively within the purview of the Swiss authorities and their American counterparts," Dufour wrote. "Rolex's experience of the recently enacted tariffs is identical to that of any other Swiss manufacturer that is not exempted. As a company, we naturally hope, along with our fellow Swiss exporters, for a resolution that is reasonable and fair."

More Coronet coverage:

U.S. Senator Presses Rolex CEO Over Trump Invitation
At Trump Meeting, Rolex Had More than Its Watches at Stake
Rolex’s Meeting With Trump Still Shrouded in Silence
Acting Alone, Dufour Risked Rolex’s Image in a Bid for Access