So, who owns Rolex?
The answer is The Hans Wilsdorf Foundation.
To this very day, Rolex is owned and controlled by the foundation. This foundation donates a great deal of its income to charity and social causes in Geneva, Switzerland.
When looking at the market, Rolex as a brand does things differently from its competitors. The reason for this is simple. Other brands have the short-term goal and pressure of generating revenue for their shareholders. However, Rolex, on the other hand, does not have such pressure, and more so focuses on preserving, strengthening, and ensuring the future of Rolex.
This is why you see Omega and other watch brands selling limited editions, special editions, launching hundreds of new models every year. Rolex, however, is more about evolution, not revolution.
But this is also the reason why Rolex can afford to be so conservative that it is.
So to conclude this short question, since 1960, the company has been owned by the Hans Wilsdorf Foundation, a private family trust. Furthermore, Rolex will continue to be owned by the foundation for all future.