Why Rolex

Why Rolex?

Why Rolex? Because they are beautiful. That by the way might be the simplest truth behind the outstanding success of Rolex as a brand. The product is simply great. They are technological pieces of art. Believe me. Just follow me around a bit.


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A lot of people, when they think of Rolex, they have something like a gold watch in mind. A clunky, yellow, not too decent kind of jewelry that seems to appeal to drug dealers and irrsponsible rock- and movie-stars – or football players for goodness sake. And most of all a Rolex in common sense is felt to be ridiculously expensive, probably the most expensive watches you can buy.

This image of some Rolex customers is not completely false but at the core, the image of Rolex as a manufacturer of watches in this picture is completely wrong. Rolex is a very serious watchmaker who for a very long time in their history primarily were and are making technically superior tool-waches.

And these often are not made from gold but from steel - but they cost as much as if they were made from gold. So there is obviously more to them than meets the eye.

A decent Rolex watch is not a shiny clunky thing with more optical appeal than substance but completely the opposite. E.g. Rolex dive watches were considered the most waterproof of all the dive watches around. That is: in 1953.

Basically the first Rolex Submariner in 1953 was the only diving watch that stayed completely dry on the inside while tested by the military. And they tested a lot of models and brands. Rolex diving watches aim at the professional diver who has every need in the world for a really good diving watch, because under water, his life might depend on it – and even more so, if he is a military diver.

This is not only more than 60 year old cold coffee, but something that is called heritage and at the same time a standard and an expectation of customers, Rolex has to life up to every single day since.

And they do this not by…


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Why Rolex?