Rolex, the most recognized watch brand in the world. That’s not advertising copy, it’s a fact – in fact, it’s the only watch brand in the top 50 brand names of the world, right up there with the likes of Coca Cola. So what has made Rolex the pre-eminent watch for those seeking the finest timepieces?
Hans Wilsdorf
Rolex started off as a British brand run by a Bavarian. Wilsdorf and Davis, founded in London in 1905, was run by partners Hans Wilsdorf and Alfred Davis. The brand name Rolex emerged in 1908, at the same time they registered an office in Switzerland. In a time when pocket watches were king Rolex capitalized on the new trend of wrist-watches, which would become commonplace after the First World War, owing to their popularity in the trenches as an easier way to access the time (rather than fumbling with a pocket watch through layers of clothing). Wilsdorf would become the driving force behind the Rolex brand for many decades, and stayed at the helm of the company until his death in 1960.
Innovation, combined with careful planning, became a trademark of Rolex early on. After capitalizing on the supposed wristwatch “fad” (no one foresaw how popular the wrist watch would become – except for Wilsdorf), they took on a slew of new ideas that would become commonplace – after Rolex made them the pinnacle of timepiece engineering. First was the famous Oyster design in 1926, the world’s first waterproof wristwatch, featuring a screw-down crown and screw-back that sealed the watch in a way that had never before been achieved. Next was the Perpetual in 1931, the first self-winding wristwatch that used a 360 degree rotor and the genesis of all modern automatic wristwatches. The innovation continued for decades – first automatic date change mechanism, the first to have a day and date display, the first to exceed 100 metre depth water resistance, the first to have a multiple timezone display, and perhaps most importantly, the first to achieve chronometer certification for a wristwatch. Rolex has never been one to rush development and put a product out before its time – every Rolex innovation has been backed by years of careful planning and research to ensure that every new component, movement or model will perform flawlessly.
1675 GMT-Master, the first GMT watch that displayed multiple time zones
The chronometer certification (sometimes called COSC or Contrôle Officiel Suisse des Chronomètres certification) is a coveted part of Rolex history. Originally developed for marine clocks, and highly contested among skilled watchmakers, the chronometer competition was a way of measuring absolute accuracy in a variety of conditions, with various brands competing for supremacy in the field. Rolex, however, was the first to enter a WRIST watch into the competition, and the first to get COSC certification for something smaller than a pocket watch. Rolex defied convention and proved that accuracy could be had even in a relatively small movement. In a time when wristwatch accuracy was spotty at best, Rolex revolutionized what people came to expect by producing timepieces that could measure time to within a few seconds a day. To this day, all Rolex timepieces are certified Chronometers, a title awarded to mechanical watches that can meet strict standards of accuracy in multiple positions and multiple temperature ranges.
1950s Submariner 6205, one of the early versions of Rolex's most enduring sport model
History and innovation are not the only things that set Rolex apart; in addition, they are one of the only truly independent watch producers and have a highly integrated production facility. All components of a Rolex, from the raw metals to the individual gears, are produced by Rolex in-house. They even operate their own foundry to ensure they control the quality of their steel, gold and platinum.Where many Swiss brands borrow from outside suppliers, Rolex stands alone with a near-total vertical integration from the raw materials to the distribution networks. That way total quality is assured from start to finish, and long after the sale has been completed. Indeed, Rolex has one of the finest after-sales service networks in the world, and no matter where you are you can be assured that someone can take care of you and your Rolex.
Rolex has become a symbol of quality, achievement, and excellence – not only in watchmaking, but in many fields. They operate many charities and philanthropic organizations, as well as a variety of prizes for innovation in various fields.
Rolex currently produces an infinite number of variations to suit any taste – from the most elegant dress watches to the toughest sport models made to handle any extreme, there is a Rolex out there for you. You may also specify a variety of options to order on many models, including the bracelet, the dial, the bezel, a choice of precious metals, and many options for precious stones. And you can be assured that only the finest quality materials are used whatever the specification, from the legendary 904L stainless steel to the highest-quality diamonds and precious stones. You can order a variety of exotic dials, made of the rarest materials like gold or platinum infused mother of pearl, solid platinum and gold, even slices of meteorite.
Datejust 36mm with diamond bezel, floral dial and Jubilee bracelet
If you are looking for a fine timepiece, when only the best will do, then Rolex is the brand of choice. Come visit La Mine d’Or to see our selection of Rolex timepieces and learn more about the line, or to see the full Rolex catalogue and choose your desired specifications.
Appointments can be made by phoning 506.857.1980, toll free at 1.800.668.6463
The entire Rolex line can be viewed at
http://www.rolex.com/
Day-Date 36mm in 18K gold on President bracelet, the flagship of the Rolex line
