Founder Paul Altieri hopes to grow at 35% per year and reach $100 million turnover within 5 years.
Rolex retailers are having to train staff on how to deal with customers frustrated by the shortages.
The sale will include a never before publicly seen Rolex Submariner which is expected to go for in excess of $500,000.
Rolex watches accounted for 20% of the total luxury watch sales on the site this year.
The auction will be led by Bonhams’ international director of watches, Asia, Tim Bourne and director of watches in Asia, Sharon Chan.
Rolex’s new sponsorship of the French Open will involve extensive branding during the tournament, as well as its own hospitality area.
Gang of four terrify staff and customers as they attack Rolex cabinets with sledge hammers but flee empty handed.
Watches from Patek Philippe, Omega and Audemars Piguet are also set to fetch some hefty sums.
Click to find out how big Rolex is in the United States and globally, based on published accounts from the United Kingdom.
Sales for The Rolex Watch Company Ltd., the UK business responsible for distribution of Rolex and Tudor in the UK and Ireland, topped £329m ($427m) in 2017; up from £268m ($348m) in 2016.