Opinion / Why is Rolex so popular, and expensive? How one Swiss luxury watch brand became the essential style item for the rich, famous and powerful
How did Rolex become so big? Born in London but moved to watch capital Geneva after WW1, the brand went on to become the must-have accessory for presidents, business tycoons, film stars and sports celebrities alike – so what makes the iconic timepiece so universally desirable?
For decades Rolex has been one of the most prestigious, sought-after brands in the luxury watch market. Politicians, musicians and film stars have all opted for a Rolex as their timepiece of choice. But why?
The brand was born in London in 1905 but moved to Switzerland after the first world war. Since then the Rolex brand has gone from strength to strength, offering opulent timepieces for those lucky enough to afford them. One of the things that makes these watches so special and so treasured is the sheer quality of them. These watches go through an extremely precise manufacturing process, with every single essential component being made in-house.
Rolex is an extremely innovative company, with more than 500 patents under its belt. And while all Rolex watches are essentially hand-assembled, engineers still use some machinery during the manufacturing process. Another impressive feat is that Rolex literally makes its own gold (and platinum) in an in-house foundry and is one of the only known watch manufacturers to do that.
Each and every timepiece to leave the Rolex factory is checked with the highest scrutiny for any signs of imperfections. They are each given their own unique serial number and photographed and catalogued at various stages too.
So, what makes a Rolex so sought after?
There are many reasons as to why Rolex has such a big following, but these are the main ones.
Looks: these are luxurious, high-end items that would look great just about anywhere. The right Rolex will make even a T-shirt and wellies look sexy. And for some people, getting their hands on a classy Rolex is more about this than it is for investment reasons.
Value: unless it’s damaged in some way, you can be pretty certain that your Rolex watch will increase steadily in value. With Rolex being a great investment choice, it makes them very popular among the rich and famous and also those wanting to gain a little status. Not only does it add value to the individual’s style, but investing in a high-end watch is also helping to protect one’s cash.