Chinese Rolex counterfeits now fool flagship boutique staff, WIRED finds

Chinese-made counterfeit Rolex watches have grown so sophisticated that staff at a flagship Rolex boutique in London failed to recognize one as fake, according to an investigation by WIRED.

The magazine’s journalists purchased three replica Rolex timepieces and took the most convincing one — a $500 copy — to Rolex’s main London store. Staff there treated it as genuine, shortening the bracelet free of charge and apparently noticing nothing wrong with the watch.

The report said the forgeries now replicate not only the case and dial but also the internal movement and protective features. Still, WIRED noted that the boutique did not carry out a full authenticity check before performing the service, leaving open whether a more thorough inspection would have exposed the counterfeit.

The episode underscores the rapid advance of China’s counterfeit watch industry and the mounting challenge luxury brands face in defending their reputation against increasingly accurate fakes that can pass casual inspection at authorized service points.