Comparing luxury watches with stocks dangerous: Rolex CEO Dufour

Rolex CEO Jean-Frédéric Dufour has said that viewing luxury watches as investments is dangerous. "I don't like it when people compare watches with stocks. This sends the wrong message and is dangerous," he said. Led by Rolex, Patek Philippe and Piguet, pre-owned watch prices rocketed to unprecedented levels in 2021 and early 2022 following a surge of interest among people.