![Why is Rolex so popular, and expensive? How one Swiss luxury watch brand became the essential style item for the rich, famous and powerful | South China Morning Post Why is Rolex so popular, and expensive? How one Swiss luxury watch brand became the essential style item for the rich, famous and powerful | South China Morning Post](https://cdn.i-scmp.com/sites/default/files/styles/1200x800/public/d8/images/methode/2020/08/27/801aa20e-e6a5-11ea-8600-abe4f45458c9_image_hires_125414.jpg?itok=B0UBTH10&v=1598504060)
Why is Rolex so popular, and expensive? How one Swiss luxury watch brand became the essential style item for the rich, famous and powerful | South China Morning Post
![Why are Rolex watches so expensive and hard to find? The Swiss luxury brand is said to make one million timepieces per year, but tracking one down is a challenge | South China Morning Post Why are Rolex watches so expensive and hard to find? The Swiss luxury brand is said to make one million timepieces per year, but tracking one down is a challenge | South China Morning Post](https://cdn.i-scmp.com/sites/default/files/styles/768x768/public/d8/images/canvas/2022/01/04/37a5809d-015e-416a-a7ec-96aa5cb58298_36cd5a9d.jpg?itok=DI-e--SL&v=1641262663)
Why are Rolex watches so expensive and hard to find? The Swiss luxury brand is said to make one million timepieces per year, but tracking one down is a challenge | South China Morning Post
![Why is Rolex so popular, and expensive? How one Swiss luxury watch brand became the essential style item for the rich, famous and powerful | South China Morning Post Why is Rolex so popular, and expensive? How one Swiss luxury watch brand became the essential style item for the rich, famous and powerful | South China Morning Post](https://img.i-scmp.com/cdn-cgi/image/fit=contain,width=425,format=auto/sites/default/files/styles/768x768/public/d8/images/methode/2020/08/27/801aa20e-e6a5-11ea-8600-abe4f45458c9_image_hires_125414.jpg?itok=2vK3as3b&v=1598504060)