Since 1905, Rolex has been carrying on the vision of its founder, Hans Wilsdorf, who saw the wristwatch as an object of the future, emblematic of the modern era. Hans Wilsdorf revolutionized the watchmaking world by overcoming three major challenges: producing small yet extremely precise movements, developing a waterproof and robust case to protect the movement from external factors, and finally, equipping the watch with a self-winding system that guaranteed comfort and ease of use in everyday life.
The art of Rolex watchmaking
Rolex’s philosophy and activities are born from a long-term vision. The concept of sustainability has always guided the brand’s development: in the creation of timeless timepieces, designed and produced to last, or in its commitment to future generations, through the numerous collaborations and initiatives undertaken by the brand.
This approach reflects the "Perpetual" philosophy that has guided the company since its founding. A philosophy that brings together a wide range of expertise and requires constant commitment day after day, year after year. An arduous and rigorous undertaking. Rolex's incessant pursuit of excellence.
Hans Wilsdorf's Vision
The Fundamental Values of Rolex Manufacture
Every Rolex watch is developed, produced and tested with constant attention to even the smallest detail. This superlative approach is expressed through various fundamental qualities that characterise all the Brand's timepieces: precision, waterproofness, autonomy, robustness, simplicity, craftsmanship, comfort and durability. These key technical and aesthetic principles have always guided the work of the Rolex Manufacture and are the promise of exceptional timepieces on the wrist, with features that express unique know-how.
A superlative approach to watchmaking
The word "Superlative" is engraved on Rolex watch dials. This title confirms that every watch from the brand has successfully passed a series of particularly rigorous tests conducted by the brand in its laboratories according to its own specific criteria. These certification tests do not only concern the caliber, but the entire watch as a whole, after casing, and guarantee its superlative performance on the wrist in terms of chronometric precision, waterproofness, self-winding, and power reserve.
More than a certification: a mindset
By extension, all components of a Rolex can be described as superlative: each one is, in fact, constantly subjected to stringent checks, from the development phase to final assembly. This is why the term "superlative" is much more than just the name chosen for a chronometric certification. It expresses the mentality that distinguishes every single department of the Company and inspires every Rolex employee, regardless of their role.
Continuous innovation
Exceptional performance is made possible by constant commitment on an industrial and human level, founded on never being content with acquired knowledge and on the continuous refinement of techniques, tools and tests. An innovative approach distinctive of Rolex, as highlighted by the more than 600 patents filed by the brand since its founding to date.
Integration of all areas of expertise
By progressively integrating every form of watchmaking expertise into its Manufacture, Rolex can set its own rules and pursue its constant quest for excellence. This desire for independence has forged the Brand’s identity, a blend of the most refined tradition and the most advanced technologies. This comes to fruition across its four production sites, all located in Switzerland, which bring together more than 9,000 employees.
“More than just a jewellery brand, we are a movement on a mission to revolutionise the jewellery experience.”