In a world where the art of high-end watchmaking is at risk of disappearing due to a lack of new qualified talent, Rolex – one of the symbolic brands of Swiss luxury – has decided to intervene with an initiative that goes straight to the heart of the mechanical tradition: the opening of a new watchmaking school. in Texas, United States.
The proposal comes after the closure of the historic Lititz Watch Technicum school in Pennsylvania, founded by Rolex in 2001 to fill a growing skills gap among technicians specializing in the repair and maintenance of high-end watches. This historic academy, which for over twenty years trained hundreds of students in the micromechanical arts of watchmaking, ceased operations in 2025 and its training programs were moved to Texas.
The new Rolex Watchmaking Training Center, Based in Dallas, aims to train young technicians and future master watchmakers capable of keeping alive the artisanal knowledge that characterizes precision mechanical watches. The program, which began with classes already in the selection phase, develops over an intensive course of approximately 18 months, with a curriculum that ranges from basic micromechanics to the maintenance and overhaul of more complex movements.
Unlike in the past, where the Lititz school operated on a long-term, specialist-depth model, the new Texan training offering seems to focus more on training of Rolex-certified technicians, ready for after-sales service and timepiece maintenance. According to numerous testimonials from prospective students and industry professionals, the course includes intensive practical and theoretical instruction, aiming to create professionals prepared for the real world of modern watchmaking.
The project has also attracted attention for the highly competitive admissions: thousands of applicants from all over the world have already expressed interest in the limited places available, in what some international observers compare to selection processes as rigorous as those of prestigious academic institutions.
The program is not limited to technical training: participants are often offered a scholarship and financial support during the training period, making the experience accessible even to those from less privileged backgrounds. Those who complete the course can aspire to a professional role in authorized service centers and fine watchmaking ateliers, with estimated salaries aligned with their high-level technical skills.
The luxury watch market continues to grow globally, but the shortage of specialized technicians is a real problem that risks slowing the ability to service and maintain high-end timepieces over time. Translating this need into an investment in training, Rolex explains, is part of a long-term vision to preserve the excellence that distinguishes the Swiss tradition of mechanical precision.