Swiss Watchmaking · Geneva · Est. 1905
Rolex
A Crown for Every Achievement.
Founded in London in 1905 by Hans Wilsdorf and Alfred Davis, Rolex began with a singular ambition: to create a reliable, precise wristwatch at a time when pocket watches dominated. Within a decade, Wilsdorf had moved the company to Geneva and registered the Rolex name — chosen for its euphony and ease of pronunciation in any language.
The company's early innovations set the pace for the entire industry. In 1926, Rolex introduced the Oyster — the world's first waterproof wristwatch, sealed hermetically against water and dust. A year later, the watch received its most famous endorsement: Mercedes Gleitze wore the Oyster on her cross-Channel swim, emerging after over 15 hours with a perfectly functioning timepiece. In 1931, Rolex patented the Perpetual — the first self-winding mechanism using a proprietary rotor. Every Rolex made today uses a descendant of this technology.
The post-war decades produced Rolex's defining icons. The Submariner (1953) created the luxury diver's watch category. The Explorer (1953) was worn by Edmund Hillary and Tenzing Norgay on the first ascent of Everest. The GMT-Master (1955) was designed for Pan Am pilots. The Daytona (1963) became the definitive racing chronograph. Each was a purpose-built instrument before it became an icon.
Today, Rolex produces approximately one million watches per year — remarkable for a brand at its price point, yet still far fewer than demand requires. Every component is manufactured in-house: the proprietary 904L Oystersteel alloy, sapphire crystals, movements, dials. The Superlative Chronometer certification guarantees accuracy of -2/+2 seconds per day — far exceeding COSC standards.
Retail prices begin at approximately $6,000 for a steel Oyster Perpetual and rise to $75,000 and above for the Day-Date in platinum. The secondary market commands significant premiums for steel sports references: a steel Daytona may trade at three to four times its retail price. In 2024, Rolex acquired Bucherer — the world's largest network of authorised watch retailers.