Rolex: Shortages ‘Not a Strategy’

Rolex uncharacteristically offered comment to a recent media report about the shortage of its watches, saying “the scarcity of our products is not a strategy on our part,” Business Insider writes.

The luxury watchmaker was responding to a report from Yahoo Finance about its manufacturing shortage. In the written statement, Rolex said: “Our current production cannot meet the existing demand in an exhaustive way, at least not without reducing the quality of our watches – something we refuse to do as the quality of our products must never be compromised.”

The statement also noted that all Rolex watches are hand-assembled at one of four locations in Switzerland, a process that “naturally restricts our production capacities.”

Read more at Business Insider.