Jump to content


Rolex CEO warns against likening watches to stocks: it’s “dangerous”


Recommended Posts



In a rare interview with the prestigious Swiss newspaper Neue Zürcher Zeitung (NZZ) ahead of the Watches and Wonders Geneva trade show, Rolex CEO Jean-Frédéric Dufour cautioned against viewing luxury timepieces as mere investment vehicles. Dufour emphasized the inherent dangers of treating watches like stocks, which prioritize short-term gains over long-term value and brand heritage.


“I don’t like it when people compare watches with stocks,” Dufour told NZZ. “This sends the wrong message and is dangerous.”


Dufour’s comments highlight a growing tension within the luxury watch industry.


While Rolex and other high-end brands have experienced surging demand in recent years, some fear a speculative bubble fueled by flippers—those who buy watches solely to resell them for a quick profit. This not only frustrates genuine watch enthusiasts who struggle to obtain new models at retail prices, but it also risks devaluing the craftsmanship and heritage that Rolex has cultivated for over a century.




Image: John6863373 | Dreamstime.com

Link to comment
Share on other sites

Join the conversation

You can post now and register later. If you have an account, sign in now to post with your account.

Reply to this topic...

×   Pasted as rich text.   Restore formatting

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

  • Create New...
The Creative Network


The Creative Finder

The Bazaar

Trendingger (BETA)

Community Resources

Become a member

  • Sign up for free
  • Pro/Business Accounts
  • Log into your account

    Forum Rules & Guidelines

    Terms of Use

    DMCA Copyright Notice

    Privacy Policy


    Contact Us

    Advertise with us

  • Express self-serve ads
  • Other advertising inquiries
  • Popular Categories

  • Artificial Intelligence (AI)
  • Innovation
  • Accessibility
  • Creative Ad Ideas
  • Climate Change & Sustainability
  • Copyright
  • Humor
  • Inclusivity
  • Travel
  • WTF
  • Creative Disciplines

  • 3D
  • AR / VR
  • Architecture
  • Art
  • Automotive
  • Branding
  • Character Design
  • Comics
  • Fashion Design
  • Furniture Design
  • Graphic Design
  • Illustration
  • Industrial Design
  • Interior Design
  • Logo Design
  • Packaging Design
  • Product Design
  • Street Art
  • Typography
  • UI/UX
  • Video Games