Jordan Hart/BI
- It's a bad idea to view luxury watches like they're investments, the CEO of Rolex said.
- "This sends the wrong message and is dangerous," Jean-Frédéric Dufour told NZZ last week.
- Secondhand watch prices have tumbled since the Federal Reserve started raising interest rates.
If you think an expensive watch is akin to an investment that can offer stock market-style returns, you're doing it all wrong — according to the CEO of Rolex at least.
"I don't like it when people compare watches to stocks. It sends the wrong message and is dangerous. We make products, not investments," Jean-Frédéric Dufour told Swiss newspaper NZZ last week.