Rolex Fined $100M in France Over Online Sales Ban
The luxury watch giant has two months to appeal the decision, which was handed down Dec. 19.

The Autorité de la Concurrence, or French Competition Authority, announced the fine Dec. 19.
It followed a nearly seven-year investigation that began in January 2017 at the behest of French retailer Pellegrin & Fils, which was an authorized Rolex distributor from 1999 until the watch brand dropped it in 2013, and the Union de la Bijouterie Horlogerie, a union for workers in the French watch and jewelry industries.
The investigation included dawn raids on Rolex’s French offices in 2019.
In the end, the authority concluded that Rolex’s practice of prohibiting its retailers from selling its watches via mail order and the internet is “inherently restrictive of competition.”
“The Autorité considers these practices to be serious, as they amount to closing a marketing channel, to the detriment of consumers and retailers, when the online distribution of luxury products, including watches, has been booming over the past 15 years,” it stated in its summary of the decision.
The authority rejected Rolex’s argument that prohibiting online sales helps it combat counterfeiting and prevent out-of-network sales, noting that the watch brand’s competitors face the same risks yet still allow their retailers to sell online.
They have “implemented (primarily technological) solutions” to help with these issues, the authority said.
It also noted Rolex’s development of its Certified Pre-Owned program for authorized dealers as another reason the brand cannot justify banning online sales, as the pre-owned watches are sold online and Rolex guarantees the authenticity of every single one of them.
“An absolute ban on the online selling of its products cannot therefore be justified,” the authority said.
Rolex’s CPO program launched at Bucherer stores in Europe in December 2022. The watches became available in the United States in May, beginning at Tourneau/Bucherer stores.
While the authority ruled against Rolex in regard to its ban on online selling, it dismissed a second complaint filed in the case alleging that Rolex engaged in price fixing and would not allow French retailers to discount its watches.
In the full text of its decision, the authority stated that the facts of the case did not, “demonstrate that Rolex France SAS had invited its distributors to restrict their pricing freedom, nor that the distributors would, if necessary, have acquiesced to this invitation.” (Quote from decision translated from French.)
A spokeswoman for the French Competition Authority said Rolex has two months to appeal the decision to the Paris Court of Appeal.
Rolex declined to comment on the decision or whether it plans to appeal.
If its stands, the fine will be levied on Rolex France, Rolex Holding SA, the Hans Wilsdorf Foundation, and Rolex SA.
In addition to the fine, the authority ordered Rolex France to send a summary of the decision to all of its authorized retailers.
The company also must publish the summary on its website within two months and keep it up for seven consecutive days, as well as publish it in the print and digital editions of Le Figaro, a daily newspaper, and the French watch magazine Montres.
The French Competition Authority is an independent body that works to prevent the formation of monopolies and cartels, ensuring consumers have choices and pricing remains competitive, similar to the U.S. Federal Trade Commission’s Bureau of Competition.
The Latest

The independent jeweler first opened its doors in 1888.

The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.


The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

The company also noted record sales in the United States and a strong performance in its jewelry category.