Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Rolex Rejects Retail Push Amid Industry Upheaval

In a rare public appearance, CEO Jean-Frédéric Dufour reaffirmed the brand’s wholesale model and urged unity as Swiss watchmakers battle a market downturn.
Jean-Frédéric Dufour, CEO of Rolex, Wei Koh, founder of Revolution Magazine, and Abdul Hamied Seddiqi, chairman of Seddiqi Holding at Dubai Watch Week.
Jean-Frédéric Dufour, CEO of Rolex, Wei Koh, founder of Revolution Magazine, and Abdul Hamied Seddiqi, chairman of Seddiqi Holding at Dubai Watch Week. (Courtesy)

Rolex’s chief executive Jean-Frédéric Dufour said the brand has no plans to expand its direct-to-consumer network, even as rivals like Audemars Piguet shift their business rapidly to retail.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Hermès ‘Game’ Leaves a Bad Taste

In this week’s High Margin luxury newsletter: A softening resale market for Birkin and Kelly bags poses questions for luxury powerhouse Hermès. Plus, a run on Chanel’s stores during Paris Fashion Week.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON