Watch making behemoth Rolex is like the Google of the watch world. Why? Because they are powerful and ubiquitous with an industry watching them that both love and hate them. Love them for their timeless designs and high level of quality, and hate them for often epitomizing watch snobbery and sequestering themselves from the rest of the watch industry. Rolex's ongoing theme is to be totally vertically integrated - meaning they will (or already do) make each component of their watches themselves.

A few weeks from now will see the beginning of a massive new construction project whereby Rolex is adding a huge new complex to the manufacture site in Bienne, Switzerland. The goal of the project is to contain the entire watch movement making process to one building. Most of the parts distribution and much of the manufacturing process is totally automated by robotics. Other than just focusing on trivial matters like making watches, the new structure will include features for people too. There will be a waste water treatment plant, underground parking, a restaurant, and cafeterias. The new physical arm of Montres Rolex is scheduled to be completed in 2012. The meaning of all this is that Rolex is totally un-alarmed by the "crisis" that is effecting watch sales, and is using what is likely times of cheaper construction and labor to focus on the brand's future when they will be one step closer to further domination of the mainstream luxury watch world.

Via Europa Star.

Ariel Adams publishes the luxury watch review site aBlogtoRead.com.