Numbers

~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]
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100%

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]
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~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]
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2004

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]
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Waitlist

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]
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