Rolex, which has always been known for its mystery, recently broke its silence on a rare occasion, responding to media reports about the shortage of its luxury watches, saying that this scarcity is not man-made, and the company will never sacrifice quality to meet the surge in demand.
The company said: The scarcity of our products is not our strategy. Our current production cannot fully meet the existing demand, at least without reducing the quality of our watches. We refuse to do so because we are in the quality of the products. There will be no compromise.
The statement also said: Rolex will not compromise on what is needed to produce excellent watches.
The statement also pointed out that all Rolex watches are assembled by hand in one of its four factories in Switzerland, a process that naturally limits our production capacity. Finally, the company stated that it is not responsible for which customers get which watches because its network of authorized dealers independently manages its own waiting list for new products.
