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The Story Behind the Success of Rolex Brand

The Story Behind The Success Of Rolex Brand
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History of Rolex

Rolex is the only watch brand that does not require an introduction. It is a name that reverberates well beyond the industry’s limits. Throughout its long existence, Rolex has created innumerable wristwatches, becoming an undeniable rule maker within the industry.

Hardly anyone today does not dream about wearing a Rolex watch, be it a young professional, a housewife, a rock star, or a well-seasoned CEO of a large corporation. All around the world, Rolex became synonymous with and an inseparable part of wealth, power, and luxury.

Rolex SA is the world’s top luxury watchmaker, producing over 2,000 watches daily and generating over $7 billion in annual revenue. Rolex was founded in London, the United Kingdom, in 1905 by Hans Wilsdorf and his brother-in-law Alfred Davis. Wilsdorf aimed to build a watch with unique design and time accuracy. To fulfill this dream, they sent watches to jewelers, who engraved the initials “W&D” and were frequently stamped inside the case back.

A turning point for the company was in 1908 when Wilsdorf established its first office in La Chaux-de-Fonds, Switzerland. A few years later, in 1915, the name Rolex was officially registered. Wilsdorf chose this name because he wanted Rolex to be easily remembered and pronounced in every language.

The Swiss Certificate of Chronometric Precision, issued by the Official Watch Rating Centre in Bienne, was originally awarded to the Rolex Company in 1910, making it the first wristwatch company to be confirmed as a superior timekeeper. But that was not all.
In 1914, the Rolex received the Class A accuracy certificate from the Kew Observatory. It was the first time a wristwatch brand was honored by this title in England, which set the path for Rolex to become one of the world’s most prestigious brands.

On the other hand, Hans Wilsdorf didn’t seem happy with only being a precise timekeeper. When he created his company in 1905, he aspired to design watches that could be a part of their owners’ life adventures. Wilsdorf sought to ensure that his wristwatches would continue to fulfill their primary purpose of having unique design and time accuracy regardless of their circumstances.

In 1919 Wilsdorf decided to leave England due to wartime taxes on luxury items. Metals used in the making of watches became extremely expensive. By relocating to Geneva, Wilsdorf worked more closely with the manufacturers – Maison Aegler in Bienne, which prompted him to establish the Rolex Watch Company in Geneva, Switzerland. The company was renamed Montres Rolex, SA, and later on – Rolex, SA.

Before the iconic Rolex Oyster casing was introduced in 1926, Wilsdorf had produced watches for only 21 years. The oyster case was an advancement and was promoted as the world’s first water-resistant watch. Wilsdorf’s personal Holy Grail, the invention of a self-winding watch, was accompanied five years later.

oyster rolex

The first Oyster Perpetual model was presented in 1931, and still today, you can find it on many Rolex dials. Wilsdorf’s outstanding innovation achieved a position in the pantheon of excellent watchmaking progress thanks to the incorporation of automatic movement of a water-resistant and dust-proof case.

A series of model launches would follow over the next 50 years, defining the watchmaking industry for generations, where every brand release became a classic. The Yacht-Master and Pearlmaster, the DeepSea, the Datejust II, and the Sky-Dweller joined the party during the peak of new model launches.

Brand Innovations

Rolex has been selling watches since 1902 and has a long history of creating unique watch designs. It was the first brand to produce a wristwatch that automatically changed the date and day on the dial and indicated two time zones simultaneously. Also, Rolex is the first brand of watches designed to be water-resistant up to 100 meters and the first watch brand to be chronometer certified.

Aviation, motorsports, and other sporting expeditions have been used to test the quality of Rolex watches over the years. The Rolex company still supports several important sporting events like golf, tennis, and racing.

The following are only a few of the various innovations which made Rolex famous:


  • In 1910, Rolex watches were the first to be awarded the Swiss Certificate of Chronometric Precision.
  • Rolex had another success in 1926 when they invented and promoted the iconic Oyster collection’s first water-resistant wristwatches.
  • In 1945, the first watch with an automated date on the dial was launched.
  • In 1954, the first watch to show two time zones at the time was launched.
  • In 1956, the first watch to display the day and date on the dial was released.
  • In 2012, the first watch with a command bezel was launched.

The Story Behind the Success of Rolex Brand-2

Watch Models

Rolex is synonymous with luxury and excellence and has a strong tradition of reliability and durability, which is why Rolex watches are so precious. The wrist watches are available in various designs, each tailored to a specific wearer.

While some models have been discontinued and are seen as vintage, others are regularly produced and supplied to the public. For instance, the Rolex Submariner may be perfect if you like swimming and scuba diving. This type of watch is built to withstand water pressure while remaining precise. Additionally, the Rolex Daytona is a fantastic choice for those who like racing.

The following models are some of Rolex’s Oyster Collection and Cellini Collection, which are now available:

The Story Behind The Success Of Rolex Brand