Rolex is one of the most iconic and prestigious brands in the world, generating an incredible $11 billion in annual revenue. But here’s the shocking twist—Rolex doesn’t make a single dollar in profit.

So, where does all that money go? And how does Rolex continue to dominate the luxury watch industry without traditional profits?

In this episode of Secret Leaders, we uncover the fascinating truth behind Rolex’s unique business model, its non-profit ownership structure, and why it reinvests billions instead of pocketing profits.

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