More land-dwelling in Bulle. (Map: City of Bulle)
Rolex is seeking to acquire additional land in Bulle, Switzerland, as work progresses on its new manufacturing site, slated to open in 2029, with the signing of a sale contract expected soon. The acquisition would give the brand control of an adjacent parcel, allowing for potential future expansion to the northeast of its 100,000-square-meter production complex, a sign it expects production to continue growing even amid new economic uncertainties.
Rolex is in talks to acquire the former premises of Progin SA, a metal-industry company that went bankrupt last year after four decades of operation. The site, adjacent to Rolex’s future production campus now rising on the edge of town, is being sold by the cantonal bankruptcy office. Once the purchase is completed, the brand would gain control of a strategically located parcel that could allow it to extend its industrial complex.
The Progin building is a modern glass-and-steel structure completed in 2006. Still, it’s unclear whether it fits into Rolex’s plans to expand its manufacture. The property is not listed as a protected site, leaving Rolex free to retain or demolish it as it integrates the parcel into its new campus.