Secret Leaders with Dan Murray-Serter & Chris Donnelly How Rolex Turns Over $11 Billion But Makes $0 Profit
Feb 28, 2025
Discover the intriguing world of Rolex, a brand worth $11 billion yet making zero profit! Explore its unusual business model rooted in philanthropy and a visionary approach from founder Hans Wilsdorf. The brand operates with a non-profit ownership structure, emphasizing long-term goals over immediate gains. This unique ethos not only redefines luxury but sets a potential standard for corporate responsibility. Learn how Rolex continues to thrive in the competitive watch industry without traditional profit motives!
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Rolex's Unique Ownership
- Rolex, a $10 billion company, is owned by a non-profit foundation.
- This challenges traditional views of luxury brands and capitalist success.
Wilsdorf's Vision
- Hans Wilsdorf, orphaned as a teen, was fascinated by watches and their potential.
- He envisioned wristwatches as both precise and durable, a radical idea in the early 20th century.
The Foundation's Formation
- In 1944, after his wife's death, Wilsdorf established the Hans Wilsdorf Foundation.
- Later, he transferred 100% of Rolex's ownership to this foundation, a unique move.