Rolex

Summary

Rolex, founded in 1905, is a globally celebrated Swiss luxury watchmaker renowned for its precision, innovation, and timeless elegance. Pioneering advancements like the Oyster case—the first waterproof wristwatch—and the self-winding Perpetual movement have set industry benchmarks. Rolex is synonymous with durability and excellence, often associated with adventure, exploration, and achievement through its partnerships with elite athletes, explorers, and cultural icons. Beyond its impeccable craftsmanship, Rolex stands as a status symbol, embodying sophistication and success across generations.

History

Rolex has an iconic history, inextricably linked to the vision of founder Hans Wilsdorf, born in Bavaria, Germany in 1881 to a family of ironmongers. At twelve, circumstances made Hans an orphan and he was sent to a Boarding School in Coburg. It was a dreary existence and one day, Hans left for Geneva, Switzerland where he found a job working for a pearl merchant. He later found work at a watch-exporting firm in La Chaux-de-Fonds, Switzerland and in 1905, moved to London where, along with his brother-in-law Alfred Davis, shipped Hermann Aegler’s Swiss movement, integrated it in the watch cases and sold those wristwatches to jewellers who put their own brand names on the dial. At a time when most men still wore large pocket watches and considered wrist watches to be girlish, Wilsdorf staked his company’s future on the wristwatch, designing watches that were both rugged and stylish.

In 1908, perceiving the potential for their own brand to succeed in the burgeoning wristwatch market, Wilsdorf registered the brand name “Rolex” — which was short enough to fit on the face of a watch — and opened an office in La Chaux-de-Fonds, Switzerland. In 1910, Rolex was the first wristwatch to have the Swiss Certificate of Chronometric Precision, bestowed by Official Watch Rating Centre in Bienne, Switzerland. Recognizing the impact this rating had on sales, Wilsdorf secured a Class A precision certificate from Kew Observatory in 1914, reserved for marine chronometers.To convince people of the timepieces’ reliability, he equipped wristwatches with small, precise movements manufactured by a Swiss watchmaking firm in Bienne. Rolex also registered the five-spiked crown as its trademark in 1925 while steadily improving its products.

What is it about Rolex that makes it the go-to brand for serious timepieces? In a word, image. Rolex has cultivated the most globally recognised image in the horological industry. In the early years, Wilsdorf worked on a challenge presented by the infiltration of dust and moisture under the dial and crown, which damaged the movement. To address this, Rolex developed the first waterproof dust-proof wristwatch in 1926. Named “Oyster,” it had a hermetically sealed case which gave protection to the movement. Wilsdorf wanted to fine tune its performance and the worlds of sport, aviation, motor racing and expeditions became live laboratories for the wristwatches’ attributes. In 1927 it was worn by professional swimmer Mercedes Gleitze while crossing the English Channel. Following the ten-hour swim, the watch was still in perfect working condition. Wilsdorf took out a full-page newspaper advertisement to spread the news about the water- and dust-proof watch. In 1931, Rolex invented and patented a self-winding mechanism, ‘Perpetual Rotor’ i.e. a semi-circular plate that relies on gravity for movement.This creative system is today an intrinsic part of every automatic watch. When Sir Edmund Hillary and Tenzing Norgay reached the summit of Mount Everest, they were equipped with “Oyster Perpetuals.” British racing motorist Sir Malcolm Campbell endorsed Rolex after wearing it during his land speed record attempts in the Thirties. The “Datejust” was launched in 1945, indicating the date on the dial. Rolex also became the first watch to break the sound barrier on the wrist of Air Force pilot Chuck Yeager in 1947.

Similar legendary tales highlight the Rolex story right up to the present date. In the Fifties, Rolex made watches for deep-sea diving, aviation, mountain climbing and scientific exploration. In 1953, “Submariner” was the first divers’ watch, waterproof to a depth of100-m. Its rotatable bezel let divers read time under water. As overseas travel developed in the Fifties, it became important to know time in different regions, simultaneously. The brand developed “Rolex GMT Master” to fulfil this need. The brand achieved a publicity coup in 1953 when Edmund Hillary and other members of his expedition made the first successful ascent of Mount Everest while wearing Rolex. The brand then carried out testing of experimental watch, “Deep Sea Special”. Using knowledge from the first two models, the third edition was created to withstand extreme conditions. In 1960, Trieste descended into Mariana Trench, the deepest depression on the Earth’s surface, with Lieutenant Don Walsh at the helm. Emerging from 10,916-m, the bathyscaphe was in perfect working order as was Rolex Deep Sea Special. In 1963, designed as a wristwatch for race drivers, “Cosmograph Daytona” was tough, waterproof and had a tachymetric scale on the bezel for calculating average speed. 1967 witnessed the launch of “Oyster Perpetual Sea-Dweller”, waterproof to a depth of 610m. To meet the needs of professional deep-sea divers, the case was equipped with a helium escape valve.

The brand’s collaboration with top-tier sporting events is legendary. In tennis, Rolex is the official timekeeper of Wimbledon, Australian Open, US Open and French Open. In Golf, it is the official timekeeper for The Open Championship, U.S. Open, PGA Tour and European Tour; presenting sponsor for The Senior Open Championship; and official sponsor of Women’s World Golf Rankings. In 2013, Rolex became official timekeeper to the FIA Formula 1 motor racing championship. It has also been the official timekeeper to Le Mans 24 Hours motor race since 2001. Former Formula 1 driver Sir Jackie Stewart has advertised Rolex since 1968. So did Arnold Palmer, Roger Penske, Jean Claude Killy and Dame Kiri Te Kanawa. The brand is also sponsor of the Rolex International Jumping Riders Club Top 10 Final competition.

Not just another watchmaking brand, Rolex has a place in history. During World War II, Royal Air Force pilots bought Rolex. However, when captured and sent to prisoner of war camps, these watches were seized. When Hans Wilsdorf heard this, he offered to replace it without payment until the end of the war, if the officers would write to Rolex, explain the circumstances of the loss and where they were being held. American servicemen heard about this when stationed in Europe during WWII and this helped open up the American market to Rolex, post- war. On 10 March 1943, while still a prisoner of war, Corporal Clive James Nutting, one of the organisers of The Great Escape, ordered Rolex Oyster 3525. As a chronograph, it could have been used to time patrols of prison guards or time ill-fated escapees through tunnel ‘Harry’ on 24 March 1944. The watch and correspondence between Wilsdorf and Nutting were sold at an auction for £66,000 in May 2007.

Another interesting anecdote is about Paul Newman “exotic-dialled” 1968 Rolex he gifted his daughter’s boyfriend with the words: “Keeps good time”. In 2017, it sold for a reported £14m, then the highest price paid for a wristwatch at an auction!! Rolex’s star continues to rise. Per Forbes, “Two new 36-mm Explorers, one of them two-tone, headline Rolex’s 2021 introductions, released today. Other new models include a Daytona with a meteorite dial, a diamond-studded Day-Date with orange accents and a fully set Lady-Datejust.”

Vision

Rolex’s vision, encapsulated in “The Rolex Way,” embodies an unwavering commitment to perfection, innovation, and timeless craftsmanship. This guiding principle signifies the luxury brand’s dedication to producing only one thing: exceptional wristwatches that set the benchmark for precision, reliability, and elegance. Each Rolex timepiece is more than a watch; it is a symbol of over a century of mastery in horology, reflecting the luxury brand’s pursuit of excellence in every aspect of its creation. From the selection of the finest materials to the intricate assembly by expert hands, Rolex’s meticulous attention to detail ensures that every watch bearing the crown emblem represents the pinnacle of watchmaking artistry.

Inspired by the pioneering spirit of its founder, Hans Wilsdorf, Rolex continuously pushes the boundaries of innovation. Wilsdorf’s vision was to create a wristwatch that could be trusted to perform flawlessly in the most challenging environments, from the depths of the ocean to the summits of the highest mountains. This ethos remains at the core of the luxury brand today, driving the development of groundbreaking technologies and iconic designs that define the Rolex identity. Whether it’s the invention of the first waterproof wristwatch, the Oyster, or the creation of the perpetual movement, Rolex’s legacy is built on a tradition of relentless innovation and a passion for exceeding the expectations of its discerning clientele.

The company’s vision is not just about crafting extraordinary timepieces; it’s about embodying a way of thinking and a way of doing things that reflect the highest standards of quality and performance. The luxury brand is committed to the principles of durability, precision, and elegance, ensuring that each Rolex watch is not just a tool but a lifelong companion, designed to be passed down through generations. By adhering to “The Rolex Way,” the brand maintains its reputation as an emblem of achievement and prestige, continuing to inspire those who wear it to strive for greatness in their own pursuits.

Mission

Rolex’s mission is to create the most precise, reliable, and elegant timepieces that not only reflect the luxury brand’s heritage of excellence but also inspire a sense of exploration and achievement in those who wear them. From the very beginning, founder Hans Wilsdorf envisioned Rolex watches as more than just instruments for telling time; he saw them as symbols of precision engineering and timeless design, capable of withstanding the most challenging environments on Earth. This mission has driven the brand to pioneer innovations such as the first waterproof wristwatch, the Oyster, and the self-winding Perpetual movement, revolutionizing the watchmaking industry. By consistently setting new standards in craftsmanship, Rolex strives to ensure that every timepiece embodies the pinnacle of horological art and performance.

Rolex is committed to maintaining its legacy of excellence and innovation while also contributing to society through its partnerships and philanthropic efforts. The luxury brand supports scientific, cultural, and sporting endeavors, using these platforms to demonstrate the reliability and resilience of its watches. Whether timing a Grand Slam tennis match or accompanying explorers to the deepest ocean trenches, Rolex’s mission is to be a constant presence in moments of triumph and discovery. Through its dedication to quality, precision, and social responsibility, Rolex aims to continue inspiring generations to achieve greatness, embodying the values of endurance, sophistication, and a relentless pursuit of perfection.

The Team

CEO: Jean-Frederic Dufour
Chairman: Bertrand Gros
Vice President, Marketing and Communications: Mounia Mechbal

Products and Services

Rolex is renowned for its exceptional collection of timepieces, each meticulously crafted to embody the pinnacle of precision, durability, and elegance. The luxury brand’s iconic models, such as the Oyster Perpetual, Submariner, and Day-Date, are celebrated for their timeless designs and innovative features. Every Rolex watch is a masterpiece of engineering, incorporating proprietary technologies like the Oyster case, which ensures water resistance, and the Perpetual Rotor, which provides self-winding capability. With movements that are certified as Superlative Chronometers, Rolex watches set the standard for accuracy and performance in the horological industry. The luxury brand’s commitment to using only the finest materials, such as 18k gold, platinum, and 904L stainless steel, guarantees that each timepiece is as enduring as it is beautiful.

In addition to its iconic timepieces, Rolex offers a suite of services designed to ensure the longevity and optimal performance of every watch. The luxury brand provides servicing and restoration through its network of authorized service centers worldwide, where highly trained watchmakers use state-of-the-art equipment to maintain and restore the original condition of each timepiece. Whether it’s a routine maintenance check or an overhaul, Rolex’s commitment to after-sales service ensures that every watch continues to meet the brand’s stringent standards. By offering unparalleled craftsmanship, innovative designs, and dedicated customer service, Rolex continues to uphold its reputation as the world’s leading luxury watchmaker.

Awards and Recognition

Rolex is universally recognized as a symbol of timeless luxury, precision craftsmanship, and unwavering excellence in horology. Renowned for its impeccable design, innovative features, and unparalleled durability, the brand has cemented its status as a benchmark in the watchmaking industry. From being the first wristwatch to receive the Swiss Certificate of Chronometric Precision to its association with prestigious global events and ambassadors, Rolex epitomizes sophistication and reliability. Its legacy is further solidified by its commitment to innovation, evident in groundbreaking advancements like the Oyster case, Perpetual movement, and deep-sea diving models. Today, Rolex is not just a watchmaker but a cultural icon, representing success, ambition, and refined taste.

References

• Official website Rolex
• How Rolex ruled the watch world for a century GQ
• Facebook profile of Rolex Facebook
• How Rolex Became King Robb Report
• How Rolex Is Revamping Its Digital Channels Luxury Society
• Inside Rolex Forbes
• Hans Wilsdorf – The Rolex Story
• What Makes Rolex Tick? Stern Business
• Twitter profile of Rolex Twitter
• Why is Rolex expensive NY Times
• Rolex Forbes
• Rolex: Secretive and powerful FT
• LinkedIn profile of Rolex LinkedIn
• Rolex To Acquire Watch Retailer Bucherer HypeBeast
• Instagram profile of Rolex Instagram
• Paul Newman’s Daytona NY Times
• Youtube channel of Rolex Youtube
• Paul Newman’s expensive Rolex NY Times
• Wikipedia profile of Rolex Wikipedia
• Rolex Bloomberg