Rolex, the iconic Swiss watchmaker renowned for its luxury timepieces, has unveiled ambitious plans to construct a sprawling new factory in Bulle, Switzerland. The billion-franc facility is poised to significantly expand Rolex's production capacity, ultimately employing over 2,000 individuals and hundreds of apprentices upon its completion in 2029. This expansion comes as a response to the soaring global demand for Rolex watches, which often command higher prices on the secondary market than their original retail value.
The new factory in Bulle will be Rolex's fifth production site, joining existing locations in Geneva, Chêne-Bourg, Plan-les-Ouates, and Biel, where various components of the watches are crafted and assembled. Rolex prides itself on being one of the most integrated watch manufacturers in Switzerland, producing most of its components in-house.
To bridge the gap until the Bulle factory becomes operational, Rolex will establish a temporary production facility in Romont. This interim site will employ 250–300 people, primarily new hires who will receive training in Romont before transitioning to the new facility in Bulle.
The Bulle factory project is designed to be a model of environmental sustainability, aiming to achieve the highest level of requirements under the British Breeam quality seal, a first for an industrial building in Switzerland. The factory's layout integrates four production buildings connected by a central building that houses administration, support, catering, and meeting areas, all nestled within a park-like setting that mitigates emissions from the nearby motorway.
