Rolex Continues to Reduce Worldwide Store Count
As of July 2026, 1,302 retail locations are authorized to sell Rolex watches. About 76% of them are multi-brand jewelry stores, while the rest are dedicated Rolex boutiques. Aside from the Bucherer chain and the Boutique Rolex Genève, all Rolex points of sale are owned by third-party jewelers. And notably, for years now, on average Rolex has been quietly revoking “authorized dealer” status from one store per week or more–usually smaller ones. But they’ve also been steadily opening dedicated boutiques. Here’s our analysis of Rolex’s authorized retail network, and how much it has shrunk overall.
Rolex’s (Shrinking) Authorized Dealer Network
- Retailer Count
- By continent
- How Fast is Rolex Closing Stores?
- Is Rolex Trying to Vertically Integrate Their Supply Chain?
- Which Locations are Getting Closed?
- Which Cities Have the Most Authorized Rolex Dealers?
- What is Rolex Retailers’ Profit Margin?
- Why Doesn’t Rolex Just Sell Direct?
- What Next?
Before we assess Rolex’s overall sales situation/strategy, let’s break down some numbers:
Retailer Count
Authorized Rolex retailers as of July 28, 2026
1,302
official Rolex retail locations worldwide
596retail partners148 multi-store partners448 single-store partners108 countries6 continents
Official Rolex Jeweler
987
75.8% of the network
Rolex Boutique
315
24.2% of the network
269
Certified Pre-Owned Locations20.7% of the global network254 Official Rolex Jewelers15 boutiques
By continent
Open a continent for its countriesEurope34 countries43.1%561
34 markets · 561 locations in Europe
Italy25 CPO
20.0%
112
Germany25 CPO
19.1%
107
United Kingdom53 CPO
15.9%
89
France6 CPO
9.1%
51
Spain7 CPO
6.4%
36
Switzerland16 CPO
5.9%
33
Greece
4.3%
24
Russia
2.9%
16
Netherlands2 CPO
2.5%
14
Austria3 CPO
2.1%
12
Belgium2 CPO
2.0%
11
Poland
1.6%
9
Portugal
1.4%
8
Denmark3 CPO
1.1%
6
Sweden
0.5%
3
Czech Republic
0.5%
3
Ireland1 CPO
0.5%
3
Malta
0.4%
2
Liechtenstein
0.4%
2
Croatia
0.4%
2
Andorra
0.4%
2
Luxembourg1 CPO
0.4%
2
Romania
0.4%
2
Cyprus
0.4%
2
Slovenia
0.2%
1
Slovakia
0.2%
1
Monaco
0.2%
1
Gibraltar
0.2%
1
Albania
0.2%
1
Bulgaria
0.2%
1
Serbia
0.2%
1
Hungary
0.2%
1
Montenegro
0.2%
1
Ukraine
0.2%
1Asia34 countries26.3%342
34 markets · 342 locations in Asia
Chinese Mainland4 CPO
22.8%
78
Japan
15.8%
54
Hong Kong SAR3 CPO
7.0%
24
India
7.0%
24
Thailand
4.4%
15
Malaysia
4.4%
15
Taiwan1 CPO
4.4%
15
Turkey
4.1%
14
United Arab Emirates2 CPO
4.1%
14
Singapore
3.5%
12
South Korea
3.2%
11
Philippines
2.6%
9
Saudi Arabia
2.3%
8
Macao SAR
1.8%
6
Indonesia
1.8%
6
Israel
1.5%
5
Bahrain
1.2%
4
Kazakhstan
0.9%
3
Vietnam
0.9%
3
Pakistan
0.9%
3
Kuwait
0.9%
3
Azerbaijan
0.6%
2
Yemen
0.6%
2
Oman
0.6%
2
Mongolia
0.3%
1
Myanmar
0.3%
1
Jordan
0.3%
1
Iran
0.3%
1
Brunei
0.3%
1
Sri Lanka
0.3%
1
Nepal
0.3%
1
Lebanon
0.3%
1
Qatar
0.3%
1
Uzbekistan
0.3%
1North America18 countries23.5%306
18 markets · 306 locations in North America
United States114 CPO
78.4%
240
Mexico
8.2%
25
Canada
7.2%
22
Bahamas
1.0%
3
Dominican Republic
0.7%
2
Dutch Caribbean
0.7%
2
Bermuda
0.3%
1
Turks & Caicos Islands
0.3%
1
Jamaica
0.3%
1
Guatemala
0.3%
1
Aruba
0.3%
1
El Salvador
0.3%
1
Costa Rica
0.3%
1
Cayman Islands
0.3%
1
Puerto Rico
0.3%
1
Panama
0.3%
1
U.S. Virgin Islands
0.3%
1
Saint-Barthélemy
0.3%
1South America10 countries3.6%47
10 markets · 47 locations in South America
Brazil
34.0%
16
Colombia
14.9%
7
Argentina
14.9%
7
Venezuela
12.8%
6
Uruguay
6.4%
3
Chile
6.4%
3
Peru
4.3%
2
Ecuador
2.1%
1
Paraguay
2.1%
1
Bolivia
2.1%
1Oceania3 countries1.9%25
3 markets · 25 locations in Oceania
Australia
76.0%
19
New Zealand
20.0%
5
Vanuatu
4.0%
1Africa9 countries1.6%21
9 markets · 21 locations in Africa
South Africa1 CPO
33.3%
7
Morocco
14.3%
3
Egypt
14.3%
3
Tunisia
9.5%
2
Nigeria
9.5%
2
Libya
4.8%
1
Algeria
4.8%
1
Ivory Coast
4.8%
1
Mauritius
4.8%
1
Official Jeweler (No CPO)Official Jeweler (With CPO)Boutique (No CPO)Boutique (With CPO)All 596 retail partnerstap to expand
BUCHERER41 ORJ locations
WATCHES OF SWITZERLAND23 ORJ locations
WEMPE17 ORJ locations
GOLDSMITHS16 ORJ locations
MAPPIN & WEBB10 ORJ locations
MERCURY10 ORJ locations
THE HOUR GLASS10 ORJ locations
ORIENTAL WATCH9 ORJ locations
W.KRUK9 ORJ locations
BEN BRIDGE JEWELER8 ORJ locations
FINK’S JEWELERS8 ORJ locations
GALERIES LAFAYETTE ROYAL QUARTZ8 ORJ locations
MAYORS JEWELERS8 ORJ locations
ROCCA 17948 ORJ locations
THE 1916 COMPANY8 ORJ locations
EMWA7 ORJ locations
RÜSCHENBECK7 ORJ locations
SCHAAP EN CITROEN7 ORJ locations
LEE MICHAELS FINE JEWELRY6 ORJ locations
PRIME TIME6 ORJ locations
AHMED SEDDIQI5 ORJ locations
HARMONY WORLD WATCH5 ORJ locations
MAHLBERG5 ORJ locations
BÖHNLEIN4 ORJ locations
CORTINA WATCH4 ORJ locations
DEUTSCH & DEUTSCH4 ORJ locations
FORMOSA WATCH4 ORJ locations
JOYERÍA BAUER4 ORJ locations
LAINGS4 ORJ locations
MICHAEL SPIERS4 ORJ locations
PARTRIDGE JEWELLERS4 ORJ locations
PMT THE HOUR GLASS4 ORJ locations
RABAT4 ORJ locations
SKP4 ORJ locations
ULTRAJEWELS4 ORJ locations
ASTRUA3 ORJ locations
CHOW TAI FOOK3 ORJ locations
DAVID M ROBINSON3 ORJ locations
DAVID ROSAS3 ORJ locations
DIAMOND CELLAR3 ORJ locations
DIEGO CATALDI3 ORJ locations
DOUX JOAILLIER3 ORJ locations
GASSAN3 ORJ locations
HOLLFELDER3 ORJ locations
JASPER3 ORJ locations
LEPAGE3 ORJ locations
LONG’S JEWELERS3 ORJ locations
LOUPE3 ORJ locations
LUCERNE JEWELERS3 ORJ locations
LUX BOND & GREEN3 ORJ locations
MAUER3 ORJ locations
ORA KESSARIS3 ORJ locations
PRAGNELL3 ORJ locations
PRESTONS3 ORJ locations
QUERA3 ORJ locations
REEDS JEWELERS3 ORJ locations
SWISS WATCH3 ORJ locations
THE TIME PLACE3 ORJ locations
THE VAULT3 ORJ locations
A. STEPHANIDES & SON2 ORJ locations
AL-EKLIEL2 ORJ locations
ARIJE2 ORJ locations
AZUELOS2 ORJ locations
B. C. CLARK2 ORJ locations
BACHENDORF’S2 ORJ locations
BEN JANNET & CO2 ORJ locations
BENARI JEWELERS2 ORJ locations
BERGER2 ORJ locations
BERGSTRÖMS2 ORJ locations
BETTERIDGE JEWELERS2 ORJ locations
BHINDI2 ORJ locations
CAMPARINI2 ORJ locations
CASA BANCHERO2 ORJ locations
CASA BARROS2 ORJ locations
CHOW SANG SANG2 ORJ locations
CHOW SANG SANG JEWELLERY2 ORJ locations
CROESUS2 ORJ locations
CTF WATCH2 ORJ locations
DE PASCALIS2 ORJ locations
DEVONS JEWELERS2 ORJ locations
DIA PRECIOUS JEWELLERY2 ORJ locations
EMPEROR2 ORJ locations
EUROPE WATCH2 ORJ locations
FANI2 ORJ locations
FERRET2 ORJ locations
FRAYSSINET2 ORJ locations
GIULIO VERONESI2 ORJ locations
GRANDE2 ORJ locations
GUNDERSON’S JEWELERS2 ORJ locations
HAMILTON JEWELERS2 ORJ locations
HENAN JINJUE2 ORJ locations
HILSCHER2 ORJ locations
HING WA LEE JEWELERS2 ORJ locations
HODINÁŘSTVÍ BECHYNĚ2 ORJ locations
HOFACKER2 ORJ locations
HUBER UHREN SCHMUCK2 ORJ locations
HUBER UHREN SCHMUCK ANSTALT2 ORJ locations
INFINITY TIMELESS2 ORJ locations
INTIME2 ORJ locations
JAMES & SONS2 ORJ locations
JOHN BULL2 ORJ locations
JOYERÍA JAEL2 ORJ locations
KAPOOR WATCH2 ORJ locations
KEANES2 ORJ locations
KERNS FINE JEWELRY2 ORJ locations
KHIMJI RAMDAS2 ORJ locations
KHIMJI RAMDAS INDIA2 ORJ locations
LILJENQUIST BECKSTEAD2 ORJ locations
LISTER HORSFALL2 ORJ locations
LUCIDO FINE JEWELRY2 ORJ locations
LUNN’S JEWELLERS2 ORJ locations
MAISON BIRKS2 ORJ locations
MALALAN D.O.O.2 ORJ locations
MICHAEL JONES JEWELLER2 ORJ locations
MICHAUD2 ORJ locations
MODERN ART STUDIO2 ORJ locations
MOHAMMED RASOOL KHOORY & SONS2 ORJ locations
MONTECRISTO2 ORJ locations
MURPHY JEWELERS2 ORJ locations
NITTEL2 ORJ locations
O.C. TANNER2 ORJ locations
OEDING-ERDEL2 ORJ locations
PERODRI JOYEROS2 ORJ locations
PEYRELONGUE2 ORJ locations
POLO2 ORJ locations
PONIROS2 ORJ locations
PRIEUR2 ORJ locations
RAFFI JEWELLERS2 ORJ locations
RAZNY JEWELERS2 ORJ locations
REEDS JEWELERS OF NIAGARA FALLS, INC2 ORJ locations
REIS-NICHOLS JEWELERS2 ORJ locations
RELOJERÍA ALEMANA2 ORJ locations
ROBERT GATWARD JEWELLERS2 ORJ locations
SAPHIR JOYEROS2 ORJ locations
SCHEUBLE2 ORJ locations
SCHIFFMANS INC.2 ORJ locations
SCHULLIN2 ORJ locations
SENSATION DU TEMPS2 ORJ locations
SERGIO CAPONE2 ORJ locations
SISSY’S LOG CABIN2 ORJ locations
TAIZHOU HUARUI2 ORJ locations
TAPPER’S JEWELRY2 ORJ locations
THOMAS MARKLE JEWELERS2 ORJ locations
TIMES2 ORJ locations
TOMASI2 ORJ locations
TORRES JOALHEIROS2 ORJ locations
UĞUR SAAT2 ORJ locations
VOGL2 ORJ locations
A L’EMERAUDE1 ORJ location
A. DUPANLOUP1 ORJ location
A.CONSTANT1 ORJ location
ABATE1 ORJ location
ABELER1 ORJ location
ALAIN JOAILLIER1 ORJ location
ALSON JEWELERS1 ORJ location
ALVARO GIOIELLI1 ORJ location
ANDRÉ LAURENT JOYERÍA1 ORJ location
ANSHAN WISDOM1 ORJ location
ANSHINDO HORLOGER LAPAIX1 ORJ location
ANTEZZA GIOIELLI1 ORJ location
ANTONIO SETA1 ORJ location
ARRAIS1 ORJ location
ART DU TEMPS1 ORJ location
ASIA COMMERCIAL TIME CITY1 ORJ location
AUBERI1 ORJ location
AUCOIN HART1 ORJ location
AURON1 ORJ location
AZUELOS PATRICK1 ORJ location
BAKER BROTHERS1 ORJ location
BARTELS1 ORJ location
BASTIANI1 ORJ location
BECKER1 ORJ location
BEDETTI1 ORJ location
BEN SAOUD CO.1 ORJ location
BENETTI1 ORJ location
BEYER CHRONOMETRIE1 ORJ location
BIAGINI 18631 ORJ location
BIJOUTERIE MORNIER1 ORJ location
BIJOUX1 ORJ location
BIONDI1 ORJ location
BLAKEMAN’S FINE JEWELERS1 ORJ location
BLOME1 ORJ location
BLONDI GIOIELLI1 ORJ location
BOGLIETTI1 ORJ location
BOITE D’OR GIOIELLI1 ORJ location
BOLIAR By Macame1 ORJ location
BOLLWERK JOAILLIERS1 ORJ location
BONVICINI1 ORJ location
BOUVERNE1 ORJ location
BRELA JOYAS1 ORJ location
BRENT L. MILLER JEWELERS & GOLDSMITHS1 ORJ location
BROCKHAUS JEWELRY1 ORJ location
BROMBERG & COMPANY1 ORJ location
BROWN & CO1 ORJ location
BRUFORDS1 ORJ location
BRUGNELLI1 ORJ location
BRUNO MARIA ZIMMITTI 18581 ORJ location
BRUSAPORCI1 ORJ location
BÖCKELMANN1 ORJ location
C T PUNDOLE & SONS1 ORJ location
C.D. PEACOCK1 ORJ location
CANETA CONTINENTAL1 ORJ location
CARL WILLY MÜLLER1 ORJ location
CASA CAPONE1 ORJ location
CASSETTI1 ORJ location
CHANG EIN HONG1 ORJ location
CHARLES FOX1 ORJ location
CHARLES GREIG1 ORJ location
CHARLY ZENGER1 ORJ location
CHATHAM LUXURY WATCHES1 ORJ location
CHENG TAI WATCH1 ORJ location
CHIOCCHETTI1 ORJ location
CHRISTIE’S XX11 ORJ location
CHRONO S.R.L.1 ORJ location
CHRONO VILDIRIDIS1 ORJ location
CHRONOMETRIE STÄUBLE1 ORJ location
CHRONOS1 ORJ location
CHRONOS & CO S.R.L1 ORJ location
CHUNG FATT KEE1 ORJ location
CHÂTEAU D’IVOIRE1 ORJ location
CLARKES JEWELERS1 ORJ location
CLARKSON JEWELERS1 ORJ location
CLIVIO1 ORJ location
COFFIN & TROUT JEWELERS1 ORJ location
COLLA OROLOGI1 ORJ location
COLMAN1 ORJ location
COOKE & KELVEY1 ORJ location
COSTANTINI1 ORJ location
CRISSON JEWELERS1 ORJ location
CURNIS1 ORJ location
DALIAN FENGYAO1 ORJ location
DALIAN JINHUA1 ORJ location
DANESI1 ORJ location
DANGLAR1 ORJ location
DATE & TIME1 ORJ location
DAVID FAIRCLOUGH FINE JEWELERS1 ORJ location
DAVID GARDNER’S1 ORJ location
DAVIDSON & LICHT1 ORJ location
DAVIS JEWELERS1 ORJ location
DEACON & SON1 ORJ location
DELLA POLETTI1 ORJ location
DEPPERICH1 ORJ location
DESITTER1 ORJ location
DEUTSCH JEWELERS1 ORJ location
DICKSON WATCH & JEWELLERY1 ORJ location
DORISE JOAILLIER1 ORJ location
DRENON JEWELRY COMPANY1 ORJ location
DRYZUN1 ORJ location
DUBAIL1 ORJ location
DÜHRKOOP1 ORJ location
ECKSTEIN1 ORJ location
EDWARDS LOWELL1 ORJ location
EISEMAN JEWELS1 ORJ location
EL CRONÓMETRO1 ORJ location
EL ZAFIRO1 ORJ location
EMPEROR WATCH & JEWELLERY1 ORJ location
EMSON HAIG1 ORJ location
ENGSTRÖMS URMAKERI1 ORJ location
EPPLE1 ORJ location
ERRANI1 ORJ location
EURO-ASIA1 ORJ location
EUROCHRONOS1 ORJ location
EVE JOYERIAS1 ORJ location
EXCLUSIVELY DIAMONDS1 ORJ location
F. VERONESI & FIGLI1 ORJ location
F.LLI GALLO1 ORJ location
FAKIER JEWELERS1 ORJ location
FELOPATEER PALACE1 ORJ location
FENI GIOIELLI1 ORJ location
FENOCCHI1 ORJ location
FLORA GEMS1 ORJ location
FLORIO FOLINI1 ORJ location
FLOYD & GREEN1 ORJ location
FOURTANÉ1 ORJ location
FRANK ADAMS JEWELERS1 ORJ location
FRATTINA1 ORJ location
FREDRIC H. RUBEL JEWELERS1 ORJ location
FROJO1 ORJ location
FS RICHARD1 ORJ location
FUNG KUEI1 ORJ location
GADEBUSCH1 ORJ location
GADORO1 ORJ location
GALERIES LAFAYETTE1 ORJ location
GANDELMAN1 ORJ location
GASSAN WATCH1 ORJ location
GEMORO1 ORJ location
GERALD PETERS1 ORJ location
GIANNI FERRARI1 ORJ location
GIOIELLERIA COLOMBO1 ORJ location
GIOIELLERIA GALDI1 ORJ location
GIOIELLERIA GIUSEPPE CILETTI1 ORJ location
GIOIELLERIA L’ANGOLO DELLE ORE1 ORJ location
GIOIELLERIA MIROLLI1 ORJ location
GIOIELLERIA PICCININI1 ORJ location
GIOIELLERIA STEDILE1 ORJ location
GIOIELLERIA VERONELLI1 ORJ location
GIRALDO1 ORJ location
GLAUSER JOYERÍA Y RELOJERÍA1 ORJ location
GLOBAL TIMEPIECES1 ORJ location
GODECHOT PAULIET1 ORJ location
GOFAS JEWELRY1 ORJ location
GOLDFINGER1 ORJ location
GOLDSMITH GALLERY JEWELERS1 ORJ location
GRASSY1 ORJ location
GRUNO’S DIAMONDS1 ORJ location
GUARDIGLI1 ORJ location
H. L. GROSS & BRO.1 ORJ location
HAL DAVIS JEWELERS1 ORJ location
HALE’S JEWELERS1 ORJ location
HALL OF TIME1 ORJ location
HAMILTON & INCHES1 ORJ location
HAMRA JEWELERS1 ORJ location
HANNIBAL UHREN1 ORJ location
HARADA1 ORJ location
HARITS 18701 ORJ location
HARRODS1 ORJ location
HARTGERS JEWELERS1 ORJ location
HASSIN1 ORJ location
HAUSMANN & CO.1 ORJ location
HELLER JEWELERS1 ORJ location
HENAN HENGSHENG1 ORJ location
HENNE JEWELERS1 ORJ location
HERBERT MAYER1 ORJ location
HERMANN SCHMIDT1 ORJ location
HETTICH JEWELLERS1 ORJ location
HIDAKA HONTEN1 ORJ location
HOWARD FINE JEWELLERS1 ORJ location
HUGH RICE1 ORJ location
HUMBERTOWN JEWELLERS1 ORJ location
HUNG CHEONG JEWELLERY & WATCH1 ORJ location
HUNKE1 ORJ location
HÖRL1 ORJ location
IANNICELLI1 ORJ location
IDEAL JOYEROS1 ORJ location
INDEPENDENT JEWELLERS1 ORJ location
IOANNIDIS JEWELLERY1 ORJ location
ITALICO RONZONI1 ORJ location
J. FARREN PRICE1 ORJ location
J. VAIR ANDERSON JEWELLERS1 ORJ location
J.R. DUNN JEWELERS1 ORJ location
JACK LEWIS JEWELERS1 ORJ location
JAI’S1 ORJ location
JAMES FREE1 ORJ location
JAMIESON & CARRY1 ORJ location
JEAN HARDY1 ORJ location
JEWELERS TRADE SHOP1 ORJ location
JEWELRY PARIS1 ORJ location
JIAXING OULANG1 ORJ location
JILIN ZHONGFU1 ORJ location
JINZHOU XINHAIYUAN1 ORJ location
JOHN PASS1 ORJ location
JOHNSONS JEWELLERS1 ORJ location
JOIERIA GRAU1 ORJ location
JOSEPH-ANTHONY1 ORJ location
JOSEPHS JEWELERS1 ORJ location
JOYERIA LA JOYA1 ORJ location
JOYERÍA DAORO SAN IGNACIO C.A1 ORJ location
JOYERÍA GOLD CENTER1 ORJ location
JOYERÍA GORDILLO1 ORJ location
JOYERÍA INTERCONTINENTAL1 ORJ location
JOYERÍA INTERNACIONAL1 ORJ location
JOYERÍA MARCOS1 ORJ location
JOYERÍA OLAZÁBAL1 ORJ location
JOYERÍA ROCA HERMANOS1 ORJ location
JOYERÍA ROSE1 ORJ location
JUWELIER DALLINGER1 ORJ location
Joyería Bazzi 19601 ORJ location
JÜRGENSEN1 ORJ location
KAHF INTERNATIONAL1 ORJ location
KAMPHUES1 ORJ location
KATRAMOPOULOS1 ORJ location
KELLEY JEWELERS1 ORJ location
KEMPF JEWELERS1 ORJ location
KING’S SIGN WATCH1 ORJ location
KIRK FREEPORT1 ORJ location
KIRK JEWELERS1 ORJ location
KLITGAARD1 ORJ location
KNAR JEWELLERY1 ORJ location
KNUD PEDERSEN A/S1 ORJ location
KORMAN1 ORJ location
KOSMIMA ELEFTHERIOU1 ORJ location
KRANICH’S JEWELERS1 ORJ location
KRAUSE1 ORJ location
KRAVIT JEWELERS1 ORJ location
KREBBER1 ORJ location
KRÖNER1 ORJ location
KULKES1 ORJ location
KUTTER1 ORJ location
KÜLAHCIOGLU1 ORJ location
L. MARIS1 ORJ location
LA DIFFÉRENCE TIME CENTRE1 ORJ location
LA MINE D’OR1 ORJ location
LA MOTTA1 ORJ location
LAERBUSCH1 ORJ location
LARCHMONT JEWELERS1 ORJ location
LAUFER1 ORJ location
LE BON MARCHÉ1 ORJ location
LE CONNAISSEUR1 ORJ location
LEE PERLA1 ORJ location
LEICHT1 ORJ location
LENKERSDORFER1 ORJ location
LENOX JEWELERS1 ORJ location
LEO LINK1 ORJ location
LEONARDO JEWELERS1 ORJ location
LEPPING1 ORJ location
LEPPLE1 ORJ location
LINYI HENGDELI1 ORJ location
LITTLE SWITZERLAND1 ORJ location
LITTMAN JEWELERS1 ORJ location
LOMBARD HORLOGER1 ORJ location
LONDON JEWELERS1 ORJ location
LORENZ1 ORJ location
LORILIL JEWELERS1 ORJ location
LORING & CO1 ORJ location
LOUIS ANTHONY JEWELERS1 ORJ location
LOUIS JULIAN1 ORJ location
LUCCHETTI 18731 ORJ location
LUGARO JEWELLERS1 ORJ location
LUIGI CODEVILLA1 ORJ location
LUIGI VERGA OROLOGI1 ORJ location
LUQUE JOYEROS1 ORJ location
M.P. DEMETRE JEWELERS1 ORJ location
MACAME1 ORJ location
MAHLER JEWELERS1 ORJ location
MAISSEN UHREN & SCHMUCK1 ORJ location
MALLORY1 ORJ location
MAMIC 19701 ORJ location
MANFREDI JEWELERS1 ORJ location
MANOEL BERNARDES1 ORJ location
MANÌ1 ORJ location
MARCOLINO1 ORJ location
MARIO RAMOS1 ORJ location
MARTIN & CO1 ORJ location
MARTINES1 ORJ location
MAXIME1 ORJ location
MAXON JEWELERS1 ORJ location
MAYER1 ORJ location
MCCASKILL & COMPANY FINE JEWELRY1 ORJ location
MEDAWAR JEWELERS1 ORJ location
MEIEROTTO JEWELERS1 ORJ location
MEISTER1 ORJ location
MENICHELLI DAL 19121 ORJ location
MERCURIO JOYEROS1 ORJ location
MERIDIAN JEWELERS1 ORJ location
MERKLEY KENDRICK JEWELERS1 ORJ location
MICHAS FINE JEWELLERY & WATCHES1 ORJ location
MICHELS1 ORJ location
MIMI JOYERÍA1 ORJ location
MIROLLI1 ORJ location
MONETTI1 ORJ location
MONTRES ET BIJOUX1 ORJ location
MOSSO1 ORJ location
MUNDWILER JUWELEN1 ORJ location
MÜHLBACHER1 ORJ location
MÜLLER1 ORJ location
N. FOX JEWELERS1 ORJ location
NAM SAWANG1 ORJ location
NASH JEWELLERS1 ORJ location
NGG TIMEPIECES1 ORJ location
NICORA1 ORJ location
NITSCH1 ORJ location
NYS1 ORJ location
OOMIYA1 ORJ location
ORIENTAL WATCH RCPO1 ORJ location
OROLOGERIA DEL PIANELLO1 ORJ location
ORR’S JEWELERS1 ORJ location
ORYE1 ORJ location
ORZELLECA GIOIELLI1 ORJ location
PACE GIOIELLI1 ORJ location
PALUMBO & GIGANTE1 ORJ location
PAOLO BARTORELLI GIOIELLI1 ORJ location
PASSO A.S. / SHERON1 ORJ location
PATSEAS1 ORJ location
PAUL MEDAWAR FINE JEWELRY1 ORJ location
PAV & BROOME JEWELERS1 ORJ location
PEDRART1 ORJ location
PEDRO LUIS OLIVARES JOYERO1 ORJ location
PENDULUM LTD1 ORJ location
PERRYWINKLE’S1 ORJ location
PERSIN & ROBBIN JEWELERS1 ORJ location
PIRES JOALHEIROS1 ORJ location
POLACHECK’S JEWELERS1 ORJ location
PONCINI1 ORJ location
PONS 1845 I1 ORJ location
PONS 1845 II1 ORJ location
PRECIOUS WATCHES RCPO1 ORJ location
PRECISION WATCHES1 ORJ location
PRO HOPETIME WATCH1 ORJ location
PROVIDENCE JEWELERS1 ORJ location
R.F. MOELLER JEWELER1 ORJ location
RABINO 18951 ORJ location
RAGNAR1 ORJ location
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How Fast is Rolex Closing Stores?
Official Rolex points-of-sale reached over 1,800 at their peak around 2022. By April 2024, reddit user ramiodat counted only 1,446. And now it’s about 1,300. It’s likely that more relatively small jewelers will continue to lose their Rolex status in the coming years, but personally I don’t expect the store total to dip under 1,000. It’s anybody’s guess as to what Rolex’s ultimate goal is, though.
Shop for a Rolex
Is Rolex Trying to Vertically Integrate Their Supply Chain?
While the Rolex supply chain is tightly controlled, and they did vertically integrate some suppliers in past decades, I never used to think Rolex was trying to take over the retail side of their business. Even when Rolex acquired Bucherer, which made Rolex an owner of a retail chain for the first time, they seemingly continued to let Bucherer run rather independently. Running 1,000+ stores around the world is a lot of work and I tend to believe Rolex is happy to keep that side of the business at arm’s length.
That’s not the impression some former Rolex AD’s are getting, though. In fact here’s a message texted to clients of Swiss Watch Gallery in July 2026:
“We are writing to share an important update regarding our collection. Rolex is currently shifting its global retail strategy to focus primarily on its own corporate boutiques and flagship locations. As a result of this transition, Swiss Watch Gallery will no longer be operating as an Official Rolex Jeweler.”Swiss Watch Gallery and Fine Jewelry circa July 2026
Which Locations are Getting Closed?
That jeweler’s claim that Rolex is focusing on “corporate boutiques and flagship locations” isn’t without merit, but the flagship locations aspect is the real emphasis in my opinion. It’s true that Bucherer (who is now owned by Rolex) is opening a giant Rolex boutique in Brooklyn soon, but swanky Rolex-only boutiques have been opening around the world operated by several other retail partners too.
One theme is clear: All Rolex is favoring prestigious urban locations over more remote, low-traffic ones. There are four things that make a Rolex authorized dealer more likely to lose their license, and they’re somewhat intertwined:
- Slow sales
- Low-traffic location
- An unwillingness to do costly renovations to Rolex’s specs
- Only operating a single store
Note that 448 of Rolex’s 596 remaining retail partners only operate one store, and they’re the most likely to lose their status. Even when jewelers agree to expensive Rolex-mandated store renovations, that doesn’t guarantee Rolex won’t drop them a few years later.
Still, in most cases, it’s worth it for jewelers to do anything they can to stay in Rolex’s good graces. Here at Luxury Bazaar, as our CEO Roman Sharf has mentioned before, “Rolex makes up over 35% of our revenue.” And as a secondhand watch dealer, we don’t get the wholesale factory pricing that authorized dealers get. Rolex is, simply, a sales monster.
Which Cities Have the Most Authorized Rolex Dealers?
Hong Kong has by far the most authorized Rolex dealers of any city in the world. It has 4x as many as New York City, which only tied for 14th place:
- Hong Kong (Hong Kong SAR) — 24
2. London (United Kingdom) — 19
3. Paris (France) — 15
4. Tokyo (Japan) — 13
5. Moscow (Russia) — 12
5. Singapore (Singapore) — 12
7. Bangkok (Thailand) — 11
8. Athens (Greece) — 8
8. Dubai (United Arab Emirates) — 8
8. Manila (Philippines) — 8
8. Rome (Italy) — 8
8. Shanghai (China) — 8
13. Osaka (Japan) — 7
14. Beijing (China) — 6
14. Berlin (Germany) — 6
14. Buenos Aires (Argentina) — 6
14. Kuala Lumpur (Malaysia) — 6
14. Madrid (Spain) — 6
14. Munich (Germany) — 6
14. New York (United States) — 6
14. Seoul (South Korea) — 6
14. Taipei City (Taiwan) — 6
What is Rolex Retailers’ Profit Margin?
Authorized retailers have a profit margin of about 35% on Rolex products. The raw number is often reported as 38% but Rolex also expects their “Official Rolex Jewelers” (a fancy term for “authorized dealers”) to eat some advertising costs, etc.
More on Rolex:
| ➢ | The Best Yellow Gold Rolex Watches |
| ➢ | The Rolex Waiting List Explained |
| ➢ | Top 10 Cheapest Rolex Watches You Can Buy Now |
| ➢ | How to Buy a Rolex: A First-Time Buyer’s Guide |
| ➢ | Omega vs. Rolex: Who Makes Better Watches? |
| ➢ | Rolex Yacht-Master 42 Collector’s Guid |
Why Doesn’t Rolex Just Sell Direct?
Keeping that 35% for yourself might sound tempting, which is why Rolex competitors like Breitling and IWC have opened their own “e-boutiques.” So, well, we can look to them as an example. And those e-boutiques haven’t exactly set the world on fire.
For such a large purchase, without seeing/touching the watch in person, a simple “add to cart” function on a big company’s website doesn’t feel very luxurious. Obviously selling watches online is what we do here at Luxury Bazaar, but we can tell you from experience that for purchases over about $10,000, most buyers prefer to have some interaction with a salesperson who is responsible for their satisfaction.
Are people clicking “add to cart” and buying $2,500 used Breitlings from us without ever talking to anyone here? Absolutely. But for, say, a solid gold Patek Philippe, they’re probably texting Alex or Dito at least a question or two.
What Next?
Many who follow the watch industry expect Rolex to increasingly favor their own retail chain (Bucherer) over others. At this point, 41 Bucherer locations sell Rolex watches (not including the boutiques they operate), which is more than the next two biggest chains combined.
So, it’s certainly possible that Rolex is ruthlessly consolidating their retail power, but in their defense, they don’t seem to have egregiously disrespected their other retail partners in any way at this point. Rolex is always looking long-term and good faith is important to them.
And now that Breitling has been engaged in direct e-commerce for over a decade, what are they doing now? Well, they’re trying to get many of their authorized retailers to do costly renovations just for them–just like Rolex. My local Breitling AD isn’t thrilled about it. Maybe they’d be more willing to do those renovations if Breitling themselves weren’t also simultaneously (basically) trying to cut them out. Who knows? But what I do know is, what Rolex is doing seems to be working pretty well.
Powerfunk
Grey Market Magazine’s Managing Editor, Powerfunk is a Boston-based watch collector, an expert enthusiast, and head moderator of the very popular r/rolex subreddit.
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