Brand Culture

🎖 Our Legacy – A Crown for Every Moment
Founded in 1905 by Hans Wilsdorf and Alfred Davis, Rolex has pioneered precision watchmaking for over a century 

Every Rolex timepiece inscribes the word “Superlative” on its dial—a commitment to excellence reflected in seven founding pillars: precision, self-winding, autonomy, waterproofness, resistance to magnetism, reliability and durability 

✨ Horological Excellence – A Superlative Approach
Rolex’s “Superlative” ethos manifests through eight fundamental qualities—precision, waterproofness, autonomy, robustness, simplicity, craftsmanship, comfort and durability—each watch undergoing meticulous in-house controls above and beyond COSC standards 
Rolex Newsroom

Since 2005, Rolex has introduced Cerachrom ceramic bezels—UV-resistant and virtually scratch-proof—first on the GMT-Master II and now across its professional models 

🕰 Artisanal Craftsmanship – Excellence in the Making
Crafted in Geneva workshops, every Rolex is built from the finest raw materials—904L grade stainless steel, 18 ct gold alloys and matte black Cerachrom—and assembled with scrupulous attention to detail 

Each movement is subjected to rigorous testing, and only models that meet Rolex’s own criteria earn the coveted green seal and a five-year international guarantee 

💼 Design That Endures – Timeless Style
From the iconic Oyster Perpetual to the professional Submariner, elegant Datejust and adventurous Explorer, Rolex fuses classic silhouettes with modern innovation to accompany you through every milestone 

Interchangeable bracelets—Jubilee, Oyster or President—and optional straps ensure each watch seamlessly matches both formal and active lifestyles 

🔐 Your Trust, Our Promise
New Rolex watches are sold exclusively through Official Rolex Jewelers, who guarantee authenticity and provide expert guidance throughout your purchase 

Our Rolex Certified Pre-Owned programme offers authenticated, fully serviced timepieces backed by a two-year guarantee, while all new models carry a five-year international warranty 

💬 A Note From Rolex
We don’t just measure time—we elevate every moment.
Join millions of discerning collectors who mark their achievements with a Rolex. Your legacy begins now.