Omega's estimated 2025 sales declined to CHF 2.2B as Rolex extended its leadership to ~CHF 11B, reinforcing a market narrative where scale plus scarcity concentrates demand. The ranking shift matters...
Rolex
Swiss luxury watch manufacturer, world's most recognized watch brand, known for precision, craftsmanship, and iconic models like Submariner and Daytona.
Rolex Performance Score
Our performance score measures how recent news impacts the company's health, derived from brand strength, strategic position, risk level, momentum, and market sentiment.
Performance Score
8.6
Thriving
45-day average from 3 analyses
Latest News Impact
8.6Thriving3 days ago
Historical Performance
30 days
8.5
2 scores
90 days
7.9
6 scores
180 days
7.4
9 scores
Score Components (Latest News)
Brand Strength
8.0
Avg 90d: 7.5
Positioning
9.0
Avg 90d: 8.7
Risk Level
3.0
Avg 90d: 3.5
Financial Impact
3.0
Avg 90d: 4.8
Sentiment: +2.0
90-Day Volatility
Stable
σ: 0.92
180-Day Trend
Improving
AI-Powered Analysis
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Latest News Analysis About Rolex
The secondary watch market is now scaling faster than the primary market, with 2025 measured resale at $16.7B (+36.4% YoY) and broader estimates near $25B, approaching half of new watch retail value....
Rolex's Certified Pre-Owned business scaled to $595m in 2025, validating a strategic pivot to formalize resale, monetize trust, and reassert pricing governance in the used market. The program's rapid...
Rolex will raise US prices by an average of 7% in January 2026, its third increase in 12 months and taking cumulative list prices up nearly 15% in its largest export market. This move is a live...
Harrods' new Rolex Certified Pre-Owned (CPO) space positions the retailer at the forefront of the fast-growing secondary luxury watch market, which is projected to nearly double from roughly $24...
Rolex has completed a 'golden triangle' of large-format monobrand boutiques in Beverly Hills, the Hamptons, and Miami Design District within 12 months, reinforcing its strategy to shift US...
The U.S. will reduce tariffs on Swiss watches to 15% from 39%, removing a sudden cost shock that forced price hikes and shipment volatility since August. With the U.S. representing roughly one-fifth...
Rolex, with Raffi Jewellers, debuts a 507 sqm mono-brand boutique at Royalmount, marking its first boutique in Montreal and expanding controlled retail in a growth-stage Canadian luxury hub. The door...
A high-profile Swiss delegation including Rolex's CEO and Richemont's chairman met President Trump amid 39% U.S. tariffs on Swiss imports, signaling an opening for negotiated relief. A step-down...
A 39% US tariff on Swiss exports elevates Rolex's near-term pricing and allocation decisions while a high-profile US Open VIP incident draws political scrutiny. Rolex's scarcity and brand equity...
| Date | News Analysis |
|---|---|
| Feb 22, 2026 | Omega slips to #5 as Rolex scales scarcity to CHF 11B in 2025 Omega's estimated 2025 sales declined to CHF 2.2B as Rolex extended its leadership to ~CHF 11B, reinforcing a market narrative where scale plus scarcity concentrates demand. The ranking shift matters... |
| Feb 7, 2026 | Secondary Watch Sales Hit $16.7B: Why CPO Now Shapes Pricing Power The secondary watch market is now scaling faster than the primary market, with 2025 measured resale at $16.7B (+36.4% YoY) and broader estimates near $25B, approaching half of new watch retail value.... |
| Jan 12, 2026 | Rolex CPO nears $600m: brand capture of resale economics accelerates Rolex's Certified Pre-Owned business scaled to $595m in 2025, validating a strategic pivot to formalize resale, monetize trust, and reassert pricing governance in the used market. The program's rapid... |
| Dec 26, 2025 | Rolex's third US price hike tests tariff pass-through and demand resilience Rolex will raise US prices by an average of 7% in January 2026, its third increase in 12 months and taking cumulative list prices up nearly 15% in its largest export market. This move is a live... |
| Dec 5, 2025 | Harrods leverages Rolex Certified Pre-Owned to lead luxury watch resale pivot Harrods' new Rolex Certified Pre-Owned (CPO) space positions the retailer at the forefront of the fast-growing secondary luxury watch market, which is projected to nearly double from roughly $24... |
| Dec 3, 2025 | Rolex builds US 'golden triangle' of monobrand flagships to fortify pricing and desirability Rolex has completed a 'golden triangle' of large-format monobrand boutiques in Beverly Hills, the Hamptons, and Miami Design District within 12 months, reinforcing its strategy to shift US... |
| Nov 16, 2025 | U.S.-Swiss tariff cut to 15% resets watch margins and pricing power The U.S. will reduce tariffs on Swiss watches to 15% from 39%, removing a sudden cost shock that forced price hikes and shipment volatility since August. With the U.S. representing roughly one-fifth... |
| Nov 16, 2025 | Rolex opens first Montreal boutique at Royalmount, strengthening NA push Rolex, with Raffi Jewellers, debuts a 507 sqm mono-brand boutique at Royalmount, marking its first boutique in Montreal and expanding controlled retail in a growth-stage Canadian luxury hub. The door... |
| Nov 8, 2025 | Swiss watch leaders court U.S. to ease 39% tariffs; margin relief in play A high-profile Swiss delegation including Rolex's CEO and Richemont's chairman met President Trump amid 39% U.S. tariffs on Swiss imports, signaling an opening for negotiated relief. A step-down... |
| Sep 28, 2025 | US tariff optics put Rolex under scrutiny; pricing power now critical A 39% US tariff on Swiss exports elevates Rolex's near-term pricing and allocation decisions while a high-profile US Open VIP incident draws political scrutiny. Rolex's scarcity and brand equity... |
Showing 1 to 10 of 16 news items
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