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The Man Who Doubled the Size of Rolex
Under the helm of CEO Jean-Frédéric Dufour, Rolex has doubled its revenue and solidified its place as the leader in watchmaking.
Often described as a charismatic-yet-reserved figure, Jean-Frédéric Dufour has steered the iconic brand into a position of unmatched strength in the watch industry.
The 56-year-old CEO has made a clear break from previous Rolex leadership eras, with design innovations and business moves that have often stunned the industry. Yet, few articles have been written about the top boss at Rolex.
As Dufour approaches his 10-year anniversary as CEO, Rolex stands as a global leader not only in watchmaking but also in luxury, with estimated sales topping ten billion francs — no small feat for a brand that was already considered a giant before Dufour's arrival.
“Rolex was already Rolex,” said Dr.
Pierre-Yves Donzé, a professor of Business History at Osaka University and author of La Fabrique de l’excellence.