Yes, you can certainly buy a Rolex in Switzerland. You can do so at any of the authorized dealers in the city or town that you are visiting.
Rolex has a Store Locator tool on their website that is the fastest way to find your nearest dealer, no matter where you are in Switzerland.
Of course, perhaps the more important question is not can you buy a Rolex in Switzerland, but should you?
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Is it cheaper to buy a Rolex in Switzerland?
Rolexes are generally no cheaper in Switzerland than anywhere else in the world. Rolex adjusts their local prices according to the currency of course, but otherwise, there is little benefit to buying in one specific location. From an authorized dealer that is!
However, on top of the price of the watch, there is also the tax to consider. Sales tax in Switzerland (Called MwSt – mehrwertsteuer) is currently 7.7%. However, you can recoup this at the airport when you leave. Provided you have all the relevant paperwork for a tax-free sale. You can find out more about it here at the official Swiss website.
So, you could get a discount by saving on the taxes, but you would likely have to pay an import tax on such an expensive item when you bring it home. You can find out more about it if you live in the USA here.
Can I buy a Rolex directly?
Rolex does not sell directly to the public. They only sell via their authorized dealer network.
Of course, the Swiss are famous for their watches, and Rolex is at the top of the list. So, I can understand people expecting to get a Rolex when they come to Switzerland. It is just unfortunate that it is not the case!
The Rolex Waiting List
One of the major issues with buying a Rolex in general is their waiting list. You might be able to get a less sort after model in a shop today, but many of the models people come to Switzerland for are as rare here as overseas.
Take for example the famous Rolex Daytona waiting list. Some people are waiting for over 5 years to get a Daytona, and the list just seems to be getting longer.
There is no special shortcut for the Swiss, so don’t expect to get a better deal in Switzerland. It could be that there are a few more models in the shops here than overseas. And you can certainly ask around if you are visiting, but keep your expectations low!
So, if you were considering coming to Switzerland and going to the Rolex factory for a great deal, you will have to think again!