Rolex don't do artificial scarcity and hype campaigns around limited runs like other brands have taken to do. They're at max capacity and if you want to buy one you've just got to get on the list, no short cuts.
As determined by what? Probably the current manufacturing facilities that they have strategically chosen not to expand.
> It takes a ton of investment.
I'm not an expert, but for an "assembled by hand" luxury product it seems like incremental capacity is much lower risk. They don't need to stand up a factory. Couldn't they hire and train 10% more technicians for assembly? And when demand softens, scale back?
That is absolutely not true. They have entire warehouses of “rare” watches that they let drip little by little in the market to keep their value up.