Rolex CEO Says Luxury Watches Shouldn't Be Bought as Investments

The freewheeling days of the early 2020s are decidedly behind us, when the market for collectibles such as luxury watches, whiskey, and trading cards peaked. But despite the current cooling market value for luxury timepieces coupled with sky-high interest rates, the head of Rolex has some words for those who see his products as investments.

Rolex CEO Jean-Frédéric Dufour spoke with the Swiss newspaper NZZ last week ahead of the Watches and Wonders industry trade show in Geneva, which he also cofounded and serves as president.