Rolex is making the same number of watches they always have. They will not increase production as that could compromise quality. The demand for luxury items as investments is crazy now. Just try to buy a new Ferrari.You can’t. An unworn Patek Philippe watch in stainless steel bought at MSRP($43K) from an authorized dealer may sell for $125K on the used market. Likewise Rolex sells for two to three times MSRP on the secondary market now. If you have a history with an AD, you wait on a list for a Rolex or Patek, and you pay MSRP. If you aren’t on the list, you have to buy used. It is simply supply and demand, and demand is through the roof!
All absolutely correct. One additional fun fact that many people don’t know is that Rolex is a non-profit entity. All of their proceeds are reinvested into the company and/or used to advance the art of horology in general.