Rolex Appoints Jean-Frédéric Dufour as New CEO
Things don’t always seem to work out at Rolex. The watch company Rolex has appointed their 4th CEO in six years. The name of the new CEO is Jean-Frédéric Dufour, who currently helds position as CEO of the watchbrand Zenith. According to Gregory Pons (industry insider) Dufour – 45 years old – is appointed to make the brand “younger” and get the “dust of the brand”.
What can we imagine for Rolex? Jean-Frederic Dufour is a young and dynamic guy, close to Jean-Claude Biver and trained by him. So we can expect some very fresh wind in the Rolex strategy. It’s a big move in the industry that could change the game…
Are all these changes at Rolex headquarters not dangerous for them? Well, Rolex is still the first watchmaker in Switzerland and in the world, one of the 10 best known brand in the world, so Rolex is in a secure position. However, this new CEO will set the trend for Rolex, for the next years and for that reason, this is big news that deserves to be followed closely in the coming next months. While hiring a nice looking and young guy, with a real expertise in watches, Rolex dusts off its image. But that also means engaging the brand in long-term changes, probably for more than 20 years. Dufour is new to Rolex and so will have to dsicover the company. He will be introduced to the Rolex spirit in the next few months and could be the one to re-launch Rolex for the coming 20 years.
Dufour is the spiritual son of Jean-Claude Biver. Important is that Tudor, Rolex’ daughter, is being managed by another spiritual son of Jean-Claude Biver: Philippe Peverelli. That shows that JC Biver knows how to train the bests in the industry.
Fun fact – Dufour 10 days ago: “Yes, that’s our latest Zenith, the best watch in the world !”