IT IS AN understatement to say that Rolex is a household name in the world of watches (aliens have probably heard of it). It has become a commodity in its own right. Travellers stranded penniless in the desert can still trade their Rolex watch as an international currency. Many today have acknowledged it as the Breguet of the 20th century.
THE BUILDING OF ITS REPUTATION
Rolex is a conservative brand, and they truly practise the mantra, “If it ain’t broke, don’t fix it”. Over the past few decades, their movements have not been replaced or radically altered, only minor tweaking and slight adjustment just to make them more perfect than they already are.
Since the ’80s, Rolex watches have been consistently the best-selling luxury timepieces on the planet. It is a watch that everyone aspires to own. It is viewed as a status symbol, a sign that you have arrived at a certain respectable social level or even a personal yardstick by which to measure yourself. Rolex have introduced new dials and indexes every year to be added to their rather large collection, which has grown