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| Rolex Watch Company |
For nearly a century, the word quality has been associated with the name Rolex the world over. This is a company that just about revolutionized the watchmaking industry of the twentieth century with its high demands on perfection.
The aura of the highly robust wristwatch was invented by company founder Hans Wilsdorf when he designed the unique construction of the so-called Oyster case, which is milled from a single piece of steel, gold, or platinum.
For decades the brand's popularity and charisma have remained unchanged, and part of the reason for this most certainly has to do with the conservative model policies of the house of Rolex, something that causes the brand's competitors to admiringly shake their heads. The watches' design doesn't fit into the usual categories or terms like "modern" or "conservative," and the unsurpassable sturdiness of the watches has never been sacrificed to any fashion altar. The enormous
consistency of the models, which the company takes pains to conserve, makes Rolex watches immune to trends, and almost makes them icons unto themselves. They have, over the years, developed the power to set or set off trends themselves.
In the end it was, however, the striving for absolute precision that inspired the company's engineers, designers, and watchmakers to put
all of their experience into a further development: The new look of the Day-Date in gold and platinum originally presented in Basel 2000, and 2001 's Lady Datejust in the same precious materials now finding its complement in the new Datejust in a 31-mm diameter, also available in 18-karat gold and platinum.
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These Rolex models of a new generation with rounded and polished strap lugs have a more harmonious appearance due to the case's softer contours, and they also offer special comfort in wearing. All of these models are outfitted with the newest generation of automatic movements that are characterized by an improved rotor. Rolex took part neither in the race to make the flattest movement nor the most complicated complication. Although sometimes laughed at by their competitors, Rolex has stayed solidly true to its robust, and robustly dimensioned, movements. The premise of the almost completely self-sufficient manufactory's movements is their absolutely reliable working order paired with highest production quality.
A good example of this is the automatic chronograph movement for the legendary Cosmograph Daytona. This took the place of the only movement Rolex was buying in (albeit in parts), and further reduced Rolex's dependency on suppliers.
The movements' precision is so obvious at Rolex that the company doesn't think it necessary to even waste a word on it. With about 600,000 officially tested chronometer movements per year, this manufacture relegates all other brands to second place. By the way, the company's sales figures do the same.
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