Out of Time: Rolex accelerates Swiss production to meet rising demand

The Swiss watchmaker’s second-hand models have soared in value as the appetite for its newer models outstrips supply

Paul Newman pictured wearing his famous Rolex Daytona after winning the Champ Car World Series Grand Premio Tecate on November 11, 2007 at Autodromo Hermonos Rodriguez in Mexico City, Mexico. (Photo by Jonathan Ferrey/Getty Images)

Rolex SA will create three temporary production facilities that will begin churning out luxury watches in 2025, as the world’s largest maker of high-end timepieces seeks to boost output amid unprecedented demand for its products.

Construction on the facilities in the canton of Fribourg starts later this year, Rolex said in an email. The capacity follows plans to spend 1 billion Swiss francs ($1.1 billion) on a major new production site in Bulle, also in ...