Rolex spends CHF 100 million per year on watchmaking tech but AI will not replace the human touch
Rolex invests CHF 100 million annually to maintain its watchmaking technology, emphasizing its commitment to in-house production. The company refrains from outsourcing, opting instead to manufacture all components internally and assemble each watch by hand in its facilities in Bien and Geneva. CEO Jean-Frédéric Dufour highlights that the average lifespan of their equipment is eight years, necessitating constant upgrades to keep pace with technological advancements. While AI is enhancing the machinery used in watchmaking, Dufour insists that the essence of Rolex remains rooted in human craftsmanship. He underscores that final assembly is performed by skilled artisans, and notes that AI cannot replace the personal touch in customer interactions, contrasting Rolex's philosophy with the growing trend of AI bots in customer service.
