Rolex is more than a watch brand—it’s a symbol of precision, performance, and timeless prestige. For over a century, Rolex has represented the pinnacle of horological excellence, evolving from a revolutionary watchmaker to a cultural and status icon. Whether you’re a seasoned collector or simply admire fine craftsmanship, understanding the history and enduring legacy of Rolex offers a deeper appreciation for what makes it one of the most respected names in luxury.
A Legacy of Innovation
Rolex was founded in 1905 by Hans Wilsdorf in London under the name Wilsdorf & Davis. From the very beginning, Wilsdorf had a vision: to create a wristwatch that was not only stylish but also highly accurate and durable. In 1908, the company registered the name “Rolex,” a name short enough to fit elegantly on a watch dial, and by 1910, Rolex became the first wristwatch to earn the Swiss Certificate of Chronometric Precision.
In 1919, Rolex moved its operations to Geneva, Switzerland—considered the heart of high-end watchmaking. There, it continued to break new ground. In 1926, Rolex created the world’s first waterproof wristwatch, the “Oyster,” a feat made possible by its patented screw-down case design. A few years later, Mercedes Gleitze swam the English Channel wearing a Rolex Oyster, proving its reliability under extreme conditions.
Milestones That Defined the Brand
Throughout the 20th century, Rolex consistently set new standards for performance:
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1931: Invented the Perpetual rotor, the self-winding mechanism that powers automatic watches today.
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1945: Introduced the Datejust, the first wristwatch to automatically change the date at midnight.
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1953: Launched the Submariner, the first waterproof watch to a depth of 100 meters, aimed at divers.
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1956: Unveiled the Day-Date, the first watch to display both the day and date in full on the dial.
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1960: A Rolex Deep Sea Special accompanied Jacques Piccard to the bottom of the Mariana Trench.
Rolex watches have accompanied explorers to the highest peaks, the deepest oceans, and even into space. The brand’s unwavering commitment to innovation, reliability, and elegance earned it a reputation that few luxury brands can match.
Modern Rolex: Status and Sophistication
Today, Rolex is as much a cultural phenomenon as it is a watchmaker. It is a symbol of achievement, taste, and legacy—worn by presidents, athletes, scientists, and creatives alike. Modern Rolex collections like the Submariner, GMT-Master II, Daytona, and Datejust blend historical significance with cutting-edge materials like Cerachrom bezels and in-house movements offering unmatched accuracy.
Yet despite technological advancements, Rolex has stayed true to its core identity: producing robust, precision-engineered timepieces designed to last for generations. Each Rolex is still assembled by hand in Switzerland, rigorously tested, and built to exacting standards.
Why Rolex Holds Its Value
Unlike many luxury goods, Rolex watches often appreciate over time. Their scarcity, especially in high-demand models, combined with global brand recognition and unmatched reputation, makes Rolex not just a beautiful timepiece but a sound investment. Pre-owned Rolex watches are also highly sought after, creating a strong secondary market backed by authenticity and quality.
Rolex at Johnston Jewelers
At Johnston Jewelers, we understand what makes Rolex special. With over 50 years of experience in fine jewelry and luxury watches, we offer a carefully curated selection of Rolex timepieces—both new and pre-owned. Our team is here to help you find the right watch for your collection, milestone, or personal style. We also offer expert servicing and evaluation of Rolex watches, ensuring that your investment is protected and preserved.
Whether you’re buying your first Rolex or adding to a lifetime collection, you can trust Johnston Jewelers to provide the knowledge, authenticity, and service you deserve.