Rolex just proved it’s not just about telling time—it’s about timing investments perfectly. The luxury watchmaker’s UK arm clocked a pre-tax profit of £96.2m in 2024, up from £65.8m the year before. What’s driving the surge? Three strategic property buys that are now paying serious dividends. With sales climbing for 18 consecutive years to £701.5m, Rolex shows that diversifying beyond wristwear can seriously boost the bottom line.
How Property Investments Supercharged Rolex’s UK Profits
Rolex’s profit jump wasn’t just about selling more watches—it was about smart real estate moves. The company scooped up three investment properties toward the end of 2023, and those acquisitions started generating rental income in 2024.
According to the board, this rental income was the main driver behind the profit leap. While watch sales grew modestly from £685.2m to £701.5m (a 2.4% bump), the real estate play added meaningful cash flow that pushed profits up 46%.
It’s a classic example of luxury brands leveraging their capital to create multiple revenue streams. When you’re sitting on that kind of cash reserve, why not put it to work?
The Luxury Watch Market: Competition Heats Up
Rolex isn’t the only watchmaker having a banner year. Richard Mille’s Europe, Middle East, and Africa division hit CHF (Swiss Franc) 404.4m (£371.2m) in sales for 2024, up from CHF 378.7m in 2023. Their pre-tax profit climbed from CHF 147.1m to CHF 158.4m.
Then there’s Christopher Ward, which smashed it with a 50% sales jump to £45.3m in the year ending March 2025. The previous year they’d hit £30.5m—already double their 2023 figure of £16.8m. Their secret? Massive growth in the US market.
The luxury watch sector is clearly thriving, with brands finding new ways to scale and tap into emerging markets.
The Dark Side: Luxury Watch Theft Remains a Major Problem
Here’s the catch—owning a luxury timepiece comes with real risk. Despite overall robbery rates falling, watch thefts are on the rise in the UK.
The Watch Register recovered 607 stolen watches in the first half of 2025 alone, a 26% increase over the same period in 2024. The Met Police reports at least four luxury watches stolen daily in London, though the actual number could be much higher due to underreporting.
Last year, stolen luxury watches topped £1.6bn in total value. Why the spike? Julian Radcliffe, founder of The Watch Register, points to how easy it is to transport and sell these high-value items. They’re small, portable, and fetch big money on the black market.
If you’re rocking a Rolex or similar timepiece, insurance and vigilance aren’t optional—they’re essential.
Conclusion
Rolex’s UK arm just proved that property and prestige make a powerful combo. With profits nearing £100m and 18 straight years of sales growth, the brand isn’t slowing down. Whether you’re a watch enthusiast, investor, or just curious about luxury markets, one thing’s clear: smart diversification pays off. Keep an eye on how other luxury players adapt similar strategies—and maybe lock down that insurance policy if you’re wearing six figures on your wrist.
FAQ
Q1: How much profit did Rolex UK make in 2024?
A: Rolex’s UK division reported a pre-tax profit of £96.2m for 2024, up significantly from £65.8m in 2023. The increase was largely driven by rental income from three investment properties acquired in late 2023.
Q2: Why did Rolex’s UK profit increase so much?
A: The profit surge came primarily from rental income generated by three investment properties purchased toward the end of 2023. While watch sales grew modestly, these real estate investments added a substantial new revenue stream.
Q3: How big is the luxury watch theft problem in the UK?
A: It’s significant. Over £1.6bn worth of luxury watches were stolen last year, with at least four thefts reported daily in London alone. The actual number is likely higher due to underreporting, and recovery rates remain a challenge.
Q4: Which other luxury watch brands are performing well?
A: Richard Mille’s EMEA division hit £371.2m in sales with strong profit growth, while Christopher Ward saw a 50% sales jump to £45.3m, fueled by US market expansion. The luxury watch sector is thriving across multiple brands.
Q5: Should I be worried about wearing a luxury watch in public?
A: It’s worth being cautious. Theft rates for luxury watches are rising despite overall crime rates falling. Comprehensive insurance and situational awareness are essential if you own high-value timepieces.
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Effective Date: 15th July 2025
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