Rolex
Numbers
What the show said, with receipts
Every figure the hosts put on the record for Rolex, with its source and the date it was captured. Rolex does not file public audited statements, so these are the numbers on record.
Freshness
1
Current (≤6 mo)
0
Recent (≤18 mo)
4
Older
Freshness is measured from each figure’s capture date, not from the episode date. An older figure is not wrong; it is a figure that has had time to move.
Reported figures
Units / average price
2 yr~1M/yr at ~$13K
and worth more the moment you leave the store, for many models
[Acquired Rolex] · as of 2025
- Ben:Over a million people a year actually do buy one for an average price of $13,000 each. That is until you walk out of the store, then they instantly become worth more, at least for a lot of the models these days.[Acquired Rolex, ch. Cold open]
Owned by the Hans Wilsdorf Foundation
current100%
a charitable foundation; no public shareholders, almost no disclosure
[Acquired Rolex] · as of 2026-06
- Ben:They're privately held by a charitable foundation, the Hans Wilsdorf Foundation, so they don't have to disclose anything, and really they never do. They're one of the most secretive companies that we have ever studied.[Acquired Rolex, ch. Cold open]
Versus the Birkin
2 yr~10x
roughly ten times more Rolexes sold than Birkins; 120 years of craft
[Acquired Rolex] · as of 2025
- Ben:There are probably 10 times more Rolexes sold than Birkins sold, or at least on that order. It's a success built on the back of craftsmanship, engineering, and manufacturing, honed and perfected over 120 years.[Acquired Rolex, ch. Cold open]
Aegler movement-maker acquired
23 yr2004
after a ~99-year handshake supplying Rolex's movements
[Acquired Rolex] · as of 2004
- David:This carries through, this relationship, for the next 99 years, until Rolex finally buys Aegler in 2004, where Aegler is making the movements for Rolex watches. I don't think there's ever any real formal arrangement here. It's basically a handshake deal.[Acquired Rolex, ch. The Aegler relationship]
Buying experience
2 yrWaitlist
months to years for most models; demand runs past supply by design
[Acquired Rolex] · as of 2025
- David:Today, if you want to buy a Rolex of any model, you go in and you put your name on the waitlist. Then at some point in time, could be a couple of months, could be a couple of years, you'll get the call that your model is available.[Acquired Rolex, ch. The modern waitlist]