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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.
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