In the latest sign that Rolex is trying to further reduce its reliance on external partners — including the makers of the machines used to produce its watches — the brand has acquired an industrial supplier in the canton of Fribourg. The deal marks Rolex’s first industrial partner on Fribourg soil, expanding its presence in the canton, where it is building a mega-manufacture in Bulle.
Rolex has acquired CPAutomation SA, an industrial automation company based in Villaz-Saint-Pierre. According to its website, CPAutomation specializes in precision manufacturing equipment, including systems that handle delicate components and inspect parts during production. Founded in 1999, it employs approximately 120 people in the Glâne district and has long supplied Rolex. Financial terms of the acquisition were not disclosed.
The move is the latest sign of Rolex’s growing demand for manufacturing equipment, making the brand more vertically integrated than ever while extending its reach beyond watchmaking and into machinery. Still, ownership of CPAutomation will now limit the supplier’s ability to serve other watch brands or industries. It’s also unclear whether CPAutomation will continue developing equipment for medical technology applications.