Rolex's rise to the top is largely due to product control (Pepsi GMT-Master II), innovation (Deep Sea Special) and DNA (Datejust).
is the first—and often the only—watch brand people think of when it comes to high-end timepieces. But beyond that instant recognition, Rolex has become a broad cultural touchstone with symbolic meaning and social significance that speaks across cultures.and Apple have achieved global status on par with Rolex’s.
Despite Switzerland’s neutrality, WWII was challenging for the Swiss watch industry, and technological innovations aimed at the civilian market were few. Many watch companies retooled to focus on war contracts, which demanded simple, rugged watches for ground soldiers and pilots. Always the maverick with an eye on the long-game, Rolex only supplied a limited number of watches to the British military and otherwise marched forward with innovations for the civilian market.
Consumers were still highly skeptical of the Rolex Oyster’s ability to resist water. Wilsdorf put those doubts to rest by submerging Rolex Oysters in aquariums he had set up in the windows of high-traffic department stores such asWilsdorf didn’t stop there. In 1927, Wilsdorf made sure that an Oyster was on Mercedes Gleitze, who swam the English Channel in over 10 hours—but she wore the watch around her neck rather than her wrist.
al revenue, and because the corporate entities are private businesses, Rolex is not required to disclose any financial records. This arrangement makes Rolex’s business practices entirely opaque, yet it seems clear that Rolex’s contributions to its various charitable outlets are significant.
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