Rolex Watch Company Is Run By Not-For-Profit Charitable Trusts

The Rolex watch company is run by not - for-profit charitable trusts. So after a certain amount of money goes to Rolex employees & the founding Rolex family, what remains is donated to charities. Some of these charities focus on watchmaking & some on HS education. Rolex founder was an orphan.

But being a non-profit, it can play the long-term game with a long-term strategy.

Rolex is not desperate to boost sales in the coming year, but rather to make sure it has a flourishing and well-established brand 30, 40, or even 100 years from now. 

It’s willing to say no to short-term profit to ensure the longevity and strength of the brand.

That is what the non-profit allows Rolex to do, without any shareholders having any say. That is the Rolex way.

Source: millenarywatches.com