Rolex Hellas, the Greek subsidiary of the Swiss luxury watchmaker, expects to sell more Rolex and Tudor timepieces in Greece this year. Positive results from the first quarter of 2026 have reinforced the company’s confidence in rising demand for both brands, with projected annual sales growth exceeding 6%—translating to over €103.5 million, based on 2025’s €97.7 million in revenue.
2025 Performance Highlights
Rolex Hellas expressed satisfaction with only a modest 2.7% decline in sales last year compared to 2024. The dip was attributed primarily to constrained watch availability and the permanent closure of its Kolokotroni Street boutique in central Athens early in the year, following a change in property ownership and intended use.
The company’s total turnover in 2025 stood at €97.7 million, down from €100.4 million in 2024. Gross profit fell to €16.2 million from €19.8 million the previous year, representing a gross margin of 16.5%—down from 19.7%. Net profit after tax amounted to €4.7 million. Notably, Rolex Hellas confirmed it did not require bank financing during the year.
Tudor Gains Momentum
Tudor watches have steadily gained market share in Greece in recent years, drawing growing interest from customers—including at newly opened retail locations. In 2025, Tudor sales surged nearly 30% year-on-year, validating the brand’s ongoing investment in new designs and models.