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!

14:39

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Quick takeaways

Rolex's unique non-profit ownership structure enables long-term investment in innovation and philanthropy rather than traditional profit maximization.

Despite operating with zero profit, Rolex effectively combines commercial success with social responsibility, funding charitable initiatives and promoting societal good.

Deep dives

Effortless International Money Management

Managing international finances can be challenging, but using a multi-currency account simplifies the process significantly. This type of account allows users to hold funds in various currencies and convert them at favorable exchange rates, reducing the pressure to trade at bad rates. The platform empowers team members with individual logins and limits, thus eliminating the need for constant micromanagement. Overall, it streamlines payments and provides easy access to financial information in real-time, enhancing operational efficiency for businesses operating globally.

Intro

7min

Rolex: Redefining Luxury through Legacy and Philanthropy

7min

Future Insights into Successful PR Strategies and Financial Management

2min

Rolex is one of the most iconic and prestigious brands in the world, generating an incredible $11 billion in annual revenue. But here’s the shocking twist—Rolex doesn’t make a single dollar in profit.

So, where does all that money go? And how does Rolex continue to dominate the luxury watch industry without traditional profits?

In this episode of Secret Leaders, we uncover the fascinating truth behind Rolex’s unique business model, its non-profit ownership structure, and why it reinvests billions instead of pocketing profits.

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https://wise.com/uk/business/

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