Does Rolex Make Their Own Gold?
April 27, 2016
Consistent with their vertically integrated business model, Rolex manufactures gold in their own foundry at their Plan-les-Ouates site in Geneva, Switzerland. This allows them to control the composition of the gold alloys used in their wristwatches.
Rolex 18 karat Yellow Gold (photo: Rolex) |
Rolex patented their rose gold alloy, called Everose, in 2005. They closely guard the composition of this alloy to maintain the exclusivity of their pink gold. They refer to the combination of gold with their 904L stainless steel as Rolesor, a name that was patented in 1933.
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