Rolex
Iconic Swiss watchmaking and one of the most recognized brands in the world.
Discover the history
Founded in London in 1905 by Hans Wilsdorf and Alfred Davis, and relocated to Geneva, Switzerland, in 1919, Rolex is the most recognized and highest-market-share luxury watchmaking brand in the world. The company operates as a private foundation (Fondation Hans Wilsdorf), which allows it to reinvest its profits into technical development and philanthropy.
Rolex’s long list of concrete contributions to modern watchmaking is foundational: in 1926, they invented the Oyster case, the first truly water- and dust-proof watch; in 1931, they developed the Perpetual rotor, the automatic winding mechanism using an oscillating weight that the modern industry uses; and in 1945, they launched the Datejust, the first watch with an automatic date window on the dial.
Rolex stands out for its unique industrial integration: the brand melts its own gold (yellow, white, and the patented Everose) and exclusively uses Oystersteel grade 904L stainless steel, resistant to chemical and saltwater corrosion. Its internal precision standards (Superlative Chronometer) require a maximum variation of ±2 seconds per day.