ROLEX: A Brand Synonymous with Luxury

Timekeeping has evolved from simply monitoring and checking the time of day into an item defining one’s lifestyle, status symbol, and fashion sense. And in the watch industry, there is only one brand that embodies all these qualities: Rolex. Many believe that if you need to wear a watch, it has to be a Rolex.

Despite being in demand for over a century, the mystique behind Rolex and its appeal is still fascinating. It is believed that there are two types of people who prefer Rolex – those who are watch enthusiasts and those who do not know much about watches but are influenced by the market. One will often wonder what makes Rolex the most preferred brand in the market. Well, here are some of the possible answers:

Marketing Strategies

Rolex is one of the best marketing strategists in the world of watch sales. The company knows the right time and the right people to collaborate with to get the attention of buyers. The watch repeatedly was seen on the wrists of some of the bravest people that accomplished some of the most daring challenges of the day.

A Rolex Oyster was seen around the neck of Mercedes Gleitze, who swam the English Channel in over 10 hours, proving to the world that the watch did not leak. A Rolex also flew over Mt. Everest at an altitude of 33,000 feet as part of the Houston Expedition. In 1960, the Rolex Deep Sea Special model went to the bottom of the Mariana Trench aboard the record-setting submarine Trieste, a feat that made headlines worldwide.

Their very first and most classic marketing strategy was when the Rolex Oyster was launched. It was placed in the display windows of Harrods in London submerged in aquariums to prove that it is waterproof. All other ads followed the same format.

Thanks to great marketing, this brand remains number one after 120 years in the market.

Resale Value

Out of all the brands in the market today only Rolex has a much higher resale value than its initial price. This can be attributed to the fact that owning a Rolex is a status symbol due to its scarcity in the market. An example of the effect of resale value is the selling of Paul Newman’s Rolex Daytona. This watch was auctioned for $17.7 million in 2017. No other brand in the market can perform this well because Rolex watches are destined to never go out of style.


No amount of marketing can ever replace quality. Rolex is known for its reliability, durability, and robustness. The quality did not change despite its 120 years of existence. Rolex’s strict adherence to its design is unique among watch manufacturers. Their ability to maintain their designs and aesthetics over the years has helped in ensuring easy recognition of the brand.

The company has some unique practices in the watchmaking industry just to protect the quality of the brand. From having in-house gemologists to the employment of robots, and even having their science labs – the company has shown commitment to quality.

All water-resistant and diving watches are tested via air pressure and are placed in large tubes filled with water, then they are heated up. Coldwater is later used to determine if condensation is formed. Deep-Sea watches go through the specially developed high-pressure tank to ensure that each watch can withstand the 12,000-meter-deep pressure.

Rolex has done everything to make sure that each watch they manufacture lives up to its name.


Hans Wilsdorf, who founded Rolex in 1905, was a visionary. He knew exactly what timepieces should have even before they were manufactured. He submitted a wristwatch movement to the Kew-Teddington observatory for chronometer certification in 1914. This started the movement now known as the chronometer test. He was the first to introduce the water-resistant wristwatch in 1927, followed by the automatic winding mechanism in dive watches. In 1945 he introduced the first watch to combine automatic winding, water-resistance, and chronometer certification in the Rolex Datejust. Even after his death, Waldorf has continued his support for innovation and science through the Rolex Foundation.

Top of the Line Raw Materials

In the beginning, Rolex used 316L steel in making their watches, but in 1988 they switched to the more advanced 904L. This material is much more expensive and difficult to use, but Rolex took the risk. They changed all their steel working machines and tools to deal with the change in the material. The result is a reliable and sturdy watch.

Rolex is the only watch company in the world that makes its own gold. The raw material of 24K gold is delivered into the manufacturing plant. But, since Rolex owns a huge foundry, it allows them to convert this 24k into the Rolex Everose gold used in their timepieces.

Rolex has its army of gemologists who conduct buying, testing, arrangement, and setting of diamonds and other precious stones for all the Rolex models.

Limited Production

What makes Rolex very precious to its owners is the limited availability of the brand in the market. The company produces annually just exactly what the market demands – as such any further demand results in the higher resale value of the existing models. And because of this, Rolex can only be bought from exclusive sellers that cater to the affluent. In fact, if you are a first-time buyer of this watch, you are bound to be on the waiting list for at least 1 year.


In the end, Rolex was a vision that became a reality. With the knowledge that each piece of Rolex is made from the best quality materials and meticulously hand-assembled, it’s not surprising why it is the most popular brand.

Rolex is a must-have luxury item throughout the years because owning a Rolex is like owning a timepiece that becomes a treasured possession. So, if you are looking for a top-quality watch to wear on your wrist with pride, then a Rolex is a good choice for you.