Jean-Frederic Dufour, Current CEO of Zenith, Named New Rolex CEO

Jean-Frederic Dufour CEO RolexA rumor reported on our sister blog,, this morning, has now been confirmed: Jean-Frédéric Dufour, currently the CEO of Zenith, has been named the new global CEO for Rolex SA. An official start date for Dufour, who has been in his position at Zenith since 2009, has yet to be announced. The text of Rolex’s very brief press release, issued today, follows.

“Rolex confirms the arrival of Jean-Frederic Dufour, current CEO of Zenith, to ROLEX SA to take over the direction at a date still to be determined, and in agreement with the company’s standing CEO, Gian Riccardo Marini.

“All other communication will be released in due course.”

Dufour will become the sixth CEO of Rolex, and the fourth since 2008. We will bring you more information as it becomes available. Meanwhile, our colleagues at Monochrome Watches have posted an article about Dufour and Rolex, which includes a (French-language) video interview on Swiss television with the journalist who first broke the story, Gregory Pons of Business Montres.

Jean-Frederic Dufour, CEO of Rolex
Jean-Frederic Dufour


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  1. MrTissot

    The 4th CEO since 2008 !! Wow! Geez, I’m a Rolex fan like many others, but this many changes at the top in such a short period of time does no good for the company’s image IMHO. Anyway, hopefully this move will be for the better….let’s wait and see! Once again!

  2. Robin Henry

    Four CEOs in just six years must be a record. The turnover suggests that while Rolex makes excellent watches, something is going wrong with the organisation.

    It’s a brave man, or perhaps a confident man, who follows in the steps of so many CEOs in such a short time. It will be interesting to see how long he lasts.

    • Rick C.

      I’d be happy to take such a risk!
      The best of Good luck to Mr. Bernado.
      Rolex rather needs an image makeover – the New Cellinis are a really great start,yet more needs to be accomplished in order to penetrate the broadest market.

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