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Rolex’s chief executive Jean-Frédéric Dufour said the brand has no plans to expand its direct-to-consumer network, even as rivals like Audemars Piguet shift their business rapidly to retail.
Rolex acquired retailer Bucherer in 2023 for an undisclosed sum, fuelling speculation that the world’s biggest watch brand was plotting a shift away from wholesale.
Working with retail partners is “the way Rolex built its success” and is the “model we respect most among all the existing…
