Watchmaking - Excellence in the making

At the heart of Rolex philosophy lies a long-term vision.

The concept of sustainability has always underpinned the brand’s development, offering timeless and durable watches that are built to last. This approach reflects the “Perpetual” mindset that has driven the company since its creation in 1905.

Reason #5: Stability in value

The moment you buy a car, it drops in value by half. This fact is true to a lesser extent for watches – except for Rolex. For the high-demand sport models in stainless steel at least (though this is a stickier situation for gold Oyster models and the elegant gold Cellini watches) it’s possible to get just a little less, or maybe even more, than the original purchase price. This is an attractive point for any customer – regardless of whether they are buying the watch for this particular reason or any other. It’s reassuring to know you’ve made a wise decision.

Sporty Rolex models in stainless steel are popular and maintain price stability

Reason #6: Auction prices

The price stability of used but still relatively new watches depends in great part on the high prices achieved regularly by older Rolex watches at auction. After Patek Philippe, Rolex is the next hottest brand. There are thousands of examples of auctioning success with Rolex watches over the last several decades. In some cases the prices have reached dizzying heights. Back in October, in fact, a Rolex Daytona owned by actor and racing enthusiast Paul Newman became the most expensive wristwatch ever sold at auction, netting $15.5 million at Phillips’ New York “Winning Icons” auction. This beat the previous record for the most expensive Rolex wristwatch ever sold, a Ref. 6062 with its triple date display (pointer date indicator, weekday and month in window openings) in the one-time variation with a black dial and diamond markers that once belonged to Bao Dai, the last emperor of Vietnam. It was sold this past May at Phillips in Geneva for more than SF5 million.

The Rolex Ref. 6062 “Bao Dai” with triple date display was sold in May 2017 at Phillips for more then five million Swiss francs.

Reason #7: Artificial shortages

The pinnacle of desirability is achieved when the thing one wants is not available. The famous Daytona in steel is for many such an object of desire, ever since an early version appeared on the wrist of Hollywood star Paul Newman. Rolex brings approximately as many models into stores as it expects to sell. The result is long waiting lists. The (often unfruitful) hunt for the world’s most desirable watch only adds to the Rolex myth.

Rare and highly desirable: Rolex Daytona in stainless steel[

Reason #8: Marketing and communication

Rolex founder Hans Wilsdorf was a marketing genius. He chose a name that was easy to pronounce in many different languages and made sure this name was printed on the dial – not entirely common at a time when customer loyalty was to the dealer, not the manufacturer. Wilsdorf called his water-resistant watch the “Oyster” and gave a Rolex to a swimmer who planned to swim the English Channel (which she wore around her neck). The story landed him a full-page advertisement on the front page of the Daily Mail. There were also ads in magazines in which a young actress submerged her hand and wrist (and watch!) into a fishbowl. Rolex marketing approaches have a more subtle touch. Beginning in the late 1970s, it emphasizes its presence in prestigious sports such as tennis and golf, automobile racing, equestrian sports and sailing. Rolex has been the “official timekeeper” at Wimbledon since 1978, at the U.S. Open since 1980, and for Formula One since 2013, clearly showing that Rolex represents sports and success.

Rolex has been the official timekeeper at Wimbledon since 1978 and has sponsored tennis legend Roger Federer for years.

Reason #9: Myth of the monolith

Rolex always makes a solid and composed impression. The company stays true to its proven methods and chooses to make continuous improvements instead of pursuing the new and different. Part of the brand’s mythology rests on the fact that Rolex did not jump on the quartz-watch bandwagon in the 1970s (even though there were some quartz Rolex watches). The company does not produce complicated watches such as tourbillons or repeaters, only very rarely launches new collections, and stays away from online sales. New technologies such as silicone parts in its movements are developed very slowly and used very conservatively – smartwatches or “smart” features are unthinkable. This makes the brand predictable for the customer and also protects the brand from missteps. The company does not make a big deal when introducing new products at Baselworld each spring. While other manufacturers boldly announce world records, hold press conferences featuring celebrities, or present 70 brand-new products, Rolex quietly works on detailed improvements. Larger cases, improved movements, ceramic bezels and now and again a new color – even innovations such as these are discussed among Rolex fans hotly and not without controversy. And regarding personal contact, Rolex often comes across as inscrutable and “oyster-like”– beginning with its production facilities for watches in Geneva and for movements in Biel, which customers and journalists rarely get to see from the inside, and ending with the CEO who, as a rule, gives no interviews.

Rolex company headquarters in Plan-les-Ouates in the canton of Geneva