Founded in 1905, today is a luxury symbol and that of accurate timekeeping.
The brand's roots lie in London, where its founders were Hans Wilsdorf and Alfred Davis. They named the company Rolex in 1908. Previously, it was called Wilsdorf and Davis.
They have more than 500 patents today and still make most of their watches by hand. They are one of only a few watchmakers with their own foundry where they make their own gold and platinum.
Rolex is mainly successful for its focus on quality and durability.
They are made with strong materials and designed to be simple. You won't find any irrelevant features. Every Rolex comes with features like a waterproof case, a chronometer certification, and automatic winding mechanisms.
Rolex stresses user-friendliness and iconic design.
The round watch face makes it easier to read and more resistant to water. The sweep seconds hand, Wilsdorf's invention of the Cyclops date magnifier, and grooved bezel all make the watch more satisfying to use.
The iconic Oyster bracelet is a brand reinforcer. Any changes made over time are only for making the watch even better.
Rolex has a reasonable production volume. But owning one is hard.
The brand limits the number of new models that come out on purpose. For example their famous Submariner model. Their strategy shoots up demand and forms long waiting lists.
The name "Rolex" was chosen for its practicality.
It was easy to pronounce in multiple languages and short enough to be engraved on the face of the watch, so it was perfect for what the founders wanted.
They are very, very reliable.
They have been keeping the time for major sports events like Wimbledon, the US Open, and Formula One for many years. This smart link to high-performance sports is a powerful way to market the product.
