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Rolex CEO against seeing luxury watches as an investment

Jean-Fréderic Dufour, Rolex SA CEO, manifested concerns about the tendency to treat luxury watches like financial investments, a stand that comes to light due to the speculative increase experienced during the pandemic. In a rare dialogue with the Swiss magazine NZZ, Dufour emphasizes the risks that come with comparing watches to stocks, especially because this perspective distorts the real value and the essence of luxury watches.

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