While some speculate that the brand is deliberately limiting supply to fuel demand, Rolex has consistently denied such claims. Now, the watchmaker is taking concrete steps to increase production, including building new and temporary facilities to meet growing demand. How Rolex Is Expanding Production Rolex doesn't disclose exact production figures, but it's widely estimated that the company produces around 1 million watches annually across its main facilities in Switzerland: Geneva (assembly and administration), Biel/Bienne (movements), Plan-les-Ouates (cases and bracelets), and Chene-Bourg (dials, bezel inserts, gems). Recently, Rolex confirmed long-rumored plans for a major new facility in Bulle, Switzerland, a $1 billion project spanning approximately 1 million square feet (100,000 square meters). This expansion is expected to create 2,000 new jobs but won't be operational until 2029. What Happens Until the New Facility Is Ready? With Rolex boutiques often displaying empty cases and waitlists growing longer, the brand is also establishing temporary production sites to meet immediate needs. A site in Villaz-Saint-Pierre is expected to begin operations in 2025, along with a facility in Romont. Additionally, a third site in Bulle will focus on recruitment efforts. According to Rolex, "The new production site in Bulle, just like these three temporary installations, will allow Rolex to expand its production capacity, support growth, and meet ever-increasing demand." Will Steel Sports Models Be More Accessible? While the aim is to make popular models, especially steel sports watches, more available, these production increases won't yield immediate results. Even after the temporary factories begin operating, it will take time for these watches to reach consumers. Steel Rolex sport Replica watches, particularly, have been in short supply for years, a problem worsened by production disruptions in 2020. This scarcity has led to long wait times and skyrocketing resale prices, often well above retail. What Does This Mean for Buyers Now? Rolex's efforts to boost production are expected to gradually impact the market, potentially as early as 2025 when the temporary factories start. Fortunately, there are already signs that the peak of Rolex scarcity may have passed, with secondhand prices beginning to decline and new watches becoming slightly more available. While replica Rolex's retail prices will likely continue to rise annually due to sustained demand, the expanded production capacity should help correct the current supply-demand imbalance, providing hope for those eager to secure a Rolex at retail.