You can’t buy shares in Rolex SA because it’s a privately held company. The closest investors can get is probably Britain’s Watches of Switzerland Group Plc, which generates about half of its sales from Rolex timepieces.

So, in effect, WoS is a listed proxy for Rolex. But that status is under threat after Rolex said it would acquire Bucherer, a Swiss retailer of watches and jewelry.

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Watches of Switzerland Should Be Worried About Its Rolexes