Rolex has established a watchmaking training center in Dallas to address the shortage of professional watchmakers in the United States, where fewer than 2,000 such experts exist. The 18-month program, which began in 2023, received over 560 applications for just 27 spots in 2024, matching Harvard's selectivity. Graduates can become Rolex Certified Watchmakers, earning an average of $96,000 annually.
The Rolex Watchmaking Training Center, opened in 2023 in Dallas's Harwood District, offers an 18-month program focused on Rolex design, components, and repair techniques. The first cohort started in September 2024 with 23 students, including Jesse Rodriguez, a 48-year-old former power tool repairer. A second cohort of 27 began in September 2025. Students come from diverse backgrounds, such as college dropouts, high school graduates, and white-collar workers seeking hands-on careers.
Director Rachel Wolf emphasizes practical interest over brand loyalty in admissions, which include applications, interviews, and a bench test involving screw stacking and watch disassembly. Tuition is free, with stipends provided, though students cover travel for the final test. Training starts with micro-mechanics using brass, wood, and aluminum, progressing to watch servicing under supervision.
"If you want to know what time it is, you don’t need a watch, but a Rolex means more than just that," Rodriguez said. "It’s a marker of a moment in someone’s life."
The program culminates in a three-day exam in Geneva, covering diagnosis, polishing, and theory. Passing certifies graduates for roles at jewelers or repair centers. This initiative follows the closure of Rolex's broader watchmaking school in Lititz, Pennsylvania, in July 2025, shifting focus to Rolex-specific training amid rising demand from luxury watch sales and secondary markets.
Instructors like Tim Rabe and Kevin Tuck highlight skills over prerequisites, noting the need for patience and curiosity. The center also houses a repair shop serving nationwide customers.