Rolex is one of the most recognized luxury brands on the planet—synonymous with success, craftsmanship and enduring prestige. But for a company so iconic, Rolex is also famously private. You won’t find factory tours, public manufacturing videos, or open access to their watchmaking processes. Instead, Rolex has built an aura of total mystery around how their watches are made.

Despite this secrecy, we know more than ever about where Rolex watches are produced and how they are crafted. This guide breaks down what is publicly known about Rolex’s manufacturing facilities, the unique way each watch is assembled, and how the brand maintains its reputation for Swiss excellence.

Where Rolex Watches Are Made: Fully in Switzerland

Rolex watches are 100% Swiss-made, and every component—from movement parts to cases, bracelets and dials—is produced within Switzerland. Rolex owns and operates four major manufacturing campuses, each with a specialized purpose.

1. Geneva – Headquarters & Final Assembly

Geneva is the global home of Rolex. It houses the brand’s management, design teams, research centers and final watch assembly operations. This is where fully assembled watches undergo final checks and where the iconic green Rolex seal is attached before distribution.

2. Plan-les-Ouates – Watch Case & Bracelet Manufacturing

Often called “The Rolex Village,” the Plan-les-Ouates site is where the brand creates its cases, bezels and precious-metal components. This division also includes Rolex’s internal gold foundry—one of the only in-house gold production facilities in the watch industry.

3. Bienne (Biel) – Movement Manufacturing

Rolex’s Bienne facility is the heart of its watchmaking. This is where the intricate mechanical movements are engineered and produced. Bienne is responsible for gear trains, escapements, bridges, rotors, and all the internal parts of the watch.

4. Chêne-Bourg – Dial & Gem-Setting Operations

This site produces Rolex dials, luminous indices and hands. It is also where the brand performs highly specialized gem-setting for models featuring diamonds, rubies or sapphires.

Rolex does not outsource core manufacturing. Every major step—from melting gold to assembling movements—is carried out in-house in Switzerland.

How Rolex Watches Are Made: The Step-by-Step Craftsmanship Behind Every Timepiece

Rolex watchmaking is the perfect union of modern engineering and master handcraft. The brand uses some of the world’s most advanced robotics—yet every watch is still ultimately the work of trained human hands.

Below is a deeper look at how Rolex watches are made today.

1. Material Creation: Rolex Makes Its Own Gold and Alloys

Rolex is unique among luxury watchmakers because it owns an in-house foundry at its Plan-les-Ouates facility. Here, Rolex metallurgists create the brand’s proprietary metals, including:

• 18k Everose gold
• 18k yellow and white gold
• Oystersteel (a 904L high-corrosion-resistant steel)
• 950 platinum

By controlling its metals, Rolex ensures exceptional durability, luster and corrosion resistance.

2. Case and Bracelet Manufacturing

Rolex cases start as solid blocks of metal, which are then shaped through a combination of CNC machining, forging, stamping and precision polishing. Oyster cases, famous for their water resistance, undergo dozens of crafting steps.

Bracelets—Oyster, Jubilee and President—are made with equal precision. Each link is machined, assembled and polished individually to ensure the smooth “Rolex feel.”

3. Movement Production in Bienne

Movement manufacturing is the most complex part of the process. Rolex produces its movement components using:

• High-precision CNC machines for microscopic parts
• Robotic storage systems that retrieve components on command
• Cleanrooms for dust-free assembly

But assembly itself is done by human watchmakers. Movements like the 3235, 3255 and 4130 chronograph are built entirely by hand and then tested for accuracy before casing.

4. Dial Crafting and Gem-Setting

Rolex dials are painstakingly crafted in-house. Materials may include:

• Brass
• Gold
• Mother-of-pearl
• Meteorite
• Ceramic
• Luminous Chromalight material

Every dial is hand-finished, printed with layers of logo and text, and inspected under magnification.

Gem-set Rolex watches also get special attention. Each diamond or gemstone is:

• Selected for clarity and brilliance
• Cut to Rolex specifications
• Hand-set by master gem setters

No automated gem-setting is used for Rolex’s high-jewelry pieces.

5. Assembly: Skilled Watchmakers Bring Everything Together

Even though Rolex uses robotics for transportation, inventory and part handling, only watchmakers perform the final assembly of movements, cases, rotors, dials and hands.

Assembly includes:

• Installing and adjusting the balance wheel
• Applying lubricants at precise points
• Aligning hands so they track perfectly
• Encasing the movement
• Pressure-testing water resistance

This blend of mechanical precision and human craftsmanship is why Rolex watches last decades.

6. Testing: Rolex Watches Undergo Some of the Industry’s Strictest Quality Controls

Rolex subjects its watches to rigorous tests before they leave the factory:

Chronometer Accuracy

Movements are certified by COSC (Swiss Official Chronometer Testing Institute).

Rolex Superlative Certification

After casing, Rolex retests accuracy to within –2/+2 seconds per day, stricter than COSC standards.

Water Resistance Testing

Watches undergo:

• High-pressure tank tests
• Thermal shock testing
• Seal integrity checks

Shock & Wear Simulation

Rolex machines simulate decades of use to ensure durability.

Only after passing these tests does a watch receive the green Rolex Superlative Chronometer seal.

Why Rolex Keeps Its Manufacturing Secret

Rolex’s secrecy is intentional. The controlled environment:

• Protects proprietary manufacturing techniques
• Prevents counterfeiting
• Preserves the brand’s mystique
• Ensures security for precious metals and stones
• Allows Rolex to innovate without external pressure

This mystery contributes to Rolex’s aura—and to its enduring brand value.

How Long Does It Take to Make a Rolex?

Rolex has stated that a single watch can take around one year from start to finish, considering all stamping, machining, testing and assembling steps. High-demand models are not restricted by slow production on purpose; they simply require a complex manufacturing process that cannot be rushed.

Made in Switzerland: More Than a Label

To legally label a watch “Swiss Made,” 60% of its value must be produced within Switzerland. Rolex greatly exceeds this threshold. Nearly all components—from movement parts to cases and bracelets—are made domestically. Even research, development and testing are done in Switzerland.

This reinforces Rolex’s identity as a quintessential Swiss luxury brand.

Conclusion: Rolex Watches Are Made with Unmatched Precision, Innovation and Swiss Craftsmanship

Rolex watches are made entirely in Switzerland across four state-of-the-art manufacturing facilities, each dedicated to a different segment of production. While robots help with logistics and precision machining, every movement is hand-assembled and every watch is hand-finished by expert watchmakers.

From creating its own alloys to exhaustive testing procedures, Rolex’s vertical integration ensures total control over quality. The result is a timepiece recognized worldwide for reliability, durability, and timeless prestige.

Behind every Rolex lies not just a brand—but a legacy of Swiss engineering and craftsmanship unmatched in the watch industry.