Why Is Rolex So Expensive

904L Stainless Steel

Stronger, more durable, and expensive than the usual 316L steel. The 904L steel is difficult to make and Rolex is the only brand to use it.

Hand-assembled Movements

Watch movements are assembled, checked and inspected by humans before they are sent for chronometer certification.

Research Laboratories

Rolex has trained scientists and researchers in its spectacular labs and facilities. The cases, bracelets and movements are meticulously tested in stress test room.

In-house Gold Production

Rolex produces all the gold in its in-house factory. The 24ct gold is refined into 18ct white, yellow, and Everose gold to manufacture its watches.