This report presents a case study on Rolex, examining the issues the company faces due to technological changes and innovation. It begins with an introduction outlining the rationale, significance, aims, objectives, and research questions. A comprehensive literature review explores barriers to technology adoption, benefits of machinery reformation, the relationship between advanced machinery and employee knowledge, reasons for technological modifications, and the impact on company performance. The methodology section details the research design, philosophy, and approach, including data collection methods and ethical considerations. The data analysis section is followed by recommendations and a conclusion summarizing the findings. The report aims to understand the importance of innovation, evaluate the impact of new technologies, identify drawbacks, and assess the impact of innovation on Rolex's goodwill. The analysis covers various aspects, including cost increases, competition, leadership gaps, adaptation time, and employee resistance to new technologies. The benefits discussed include improved product quality, efficiency gains, reduced operational costs, and enhanced customer insights. The report also explores the relationship between advanced machinery and employee knowledge, the reasons behind technological modifications, and their overall impact on the company's performance. The bibliography provides a list of cited sources used in the research.