![]() “The scarcity of our products is not a strategy on our part,” Rolex says. © Sophie Gladstone | Brooke Coleman/Hired Hands Models In the 1960s Fidel Castro wore two at once. For decades the Rolex watch has remained the ultimate status symbol - one in plentiful supply. The foundation is named after Hans Wilsdorf, an orphan who founded Rolex in 1905 and established the foundation 40 years later. Rolex timepieces generate more than $8.6bn in sales annually, but the brand belongs to the Wilsdorf Foundation, which funnels its profits to worthy causes and the arts. The inner workings of the Rolex company are cloaked in mystery, much like the complicated movements of its watches, which are invisible to the wearer. And could I buy my wife a watch there before her birthday in May? “Then grey market dealers buy them all up and sell them at a premium.” What was this grey market, I wondered. “Rolex produces a million watches a year,” wrote one follower. I scrolled through Rolex’s Instagram account and found the comments section festering in conspiracy. The store looked like a gang of ram raiders had just left and, when I found the same thing at other boutiques, something didn’t feel right. They didn’t have any Rolex watches at all. They didn’t have any Oyster Perpetuals, he said with a shrug. ![]() At Ben Bridge Jeweler in a mall in Thousand Oaks, California, I found only empty cabinets and an apologetic salesperson. ![]()
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