Heritage
Founded in Switzerland in 1905. Established Heritage: 50-100 years
Rolex is the benchmark for status symbol luxury sports watches, known for durability, reliability, and brand prestige. It stands out through consistency and global recognition, with long waiting lists and second hand prices above retail for the most popular models.
Rolex is owned by Rolex SA (Hans Wilsdorf Foundation)
Pricing & value
Retail Price range for most watches = € 7000 to 50000
Value for money when purchased at Retail Price: Strong: fair pricing / good value
Value retention: Strong retention / Appreciation
On Chrono24: 54370 listings in May'26 of pre-owned automatic or manual winding wristwatches from EUR 1800
Design philosophy
Evolutionary: Classics updated without disruption
Predominant watch style: Diver
Other available watch style(s): Dress; Race / Motorsport; Pilot / Aviation; Casual
Production
Watches are produced in Switzerland
Estimated quantity of watches annually produced or sold: 1,100,000-1,250,000
Quality of materials and finishing: High-end - refined finishing.
Rating (1 to 10)
9 Brand reputation - Elite Luxury / Top Manufacture
9 Quality of materials, finishing, dial
9 Quality of watch movement (reliability, accuracy, complications, finishing)
9 Icon / trendsetting / innovative
(*1) Net weighted rating = [brand reputation + quality of materials + quality of movement + looks + icon-trendset-innov/2 + value-for-money/2 + value retention/2] / 5.5
Value-for-money: 9 Outstanding, 7 Strong, 5 Neutral, 3 Weak
Value Retention: 8 Strong, 6 Good, 4 Moderate, 2 Weak
