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'{{short description|Swiss luxury watch designer and manufacturer}} {{Other uses}} {{coord|46.19284|6.13349|display=title}} {{Use dmy dates|date=November 2017}} {{Infobox company | name = Rolex SA | logo = Rolex logo.svg | predecessor = | successor = | type = [[Privately held company|Private]] (''[[S.A. (corporation)|SA]]''/''[[Aktiengesellschaft]]'') | founders = {{unbulleted list| [[Hans Wilsdorf]] | Alfred Davis}} | defunct = <!-- {{End date|df=yes|YYYY|MM|DD}} --> | fate = | area_served = Worldwide | key_people = Satpal Dhaliwal (Chairman)<br>Jean-Frédéric Dufour (CEO) | industry = Luxury [[watchmaking]] | products = [[Watch]]es | production = 800,000+ pieces (2019)<ref name=":6" /> | revenue = $5.2 billion (2019)<ref name=":6" /> | operating_income = | net_income = | assets = | equity = | num_employees = 4,000<ref>{{Cite web|url=https://www.rolex.com/about-rolex-watches/made-in-switzerland.html#|title=THE FOUR ROLEX SITES|website=Rolex|language=en|access-date=2019-03-24}}</ref> | owner = [[Hans Wilsdorf Foundation]] | divisions = | subsid = [[Tudor Watches|Montres Tudor SA]] | footnotes = | homepage = {{URL|rolex.com}} | caption = | foundation = {{nowrap|[[London]], [[United Kingdom of Great Britain and Ireland|United Kingdom]]}}<br />{{Start date and age|df=yes|1905}} (Wilsdorf and Davis)<br>1915 (Rolex Watch Co. Ltd)<br>1920 (Montres Rolex S.A.) | location_city = [[Geneva]] | location_country = Switzerland | locations = }} '''Rolex SA''' ({{IPAc-en|ˈ|r|oʊ|l|ɛ|k|s}}) is a Swiss luxury [[watch]] manufacturer based in [[Geneva]], Switzerland.<ref name=":5">{{Cite web|url=https://www.hautehorlogerie.org/en/brands/history/h/rolex/|title=History - Fondation de la Haute Horlogerie|website=www.hautehorlogerie.org|access-date=2019-02-01}}</ref> Founded in 1905 as ''Wilsdorf and Davis'' by [[Hans Wilsdorf]] and Alfred Davis in [[London]], England, the company registered the word 'Rolex' as the brand name of its watches in 1908, and it became ''Rolex Watch Co. Ltd.'' in 1915.<ref name=":3">{{Cite web|url=https://www.rolex.com/about-rolex-watches/rolex-history/1905-1919.html|title=1905 - 1919|website=Rolex|language=en|access-date=2018-12-21}}</ref><ref name=":1">{{Cite web|url=https://www.hautehorlogerie.org/en/encyclopaedia/famous-watchmakers/s/hans-wilsdorf/|title=Hans Wilsdorf - Fondation de la Haute Horlogerie|website=www.hautehorlogerie.org|language=en|access-date=2018-11-23}}</ref><ref name=":0">{{Cite web|url=http://www.watchmasters.net/the-rolex-story-hans-wilsdorf.html|title=The Rolex Story - Hans Wilsdorf|website=www.watchmasters.net|access-date=2018-11-23}}</ref><ref name=":7" /> After [[World War I]], the company moved its base of operations to Geneva because of the unfavorable economy in the United Kingdom. In 1920, Hans Wilsdorf registered ''Montres Rolex SA'' in Geneva as the new company name (''montre'' is French for a watch (timepiece)); it later became ''Rolex SA''.<ref name=":5" /><ref name=":1" /><ref>{{Cite web|url=https://www.rolex.com/about-rolex-watches/rolex-history/1905-1919.html|title=1905 - 1919|website=Rolex|language=en|access-date=2018-11-23}}</ref><ref name=":4">{{Cite web|url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=12932301|title=Company Overview of Rolex SA|website=www.bloomberg.com|access-date=2019-02-01}}</ref> Since 1960, the company has been owned by the [[Hans Wilsdorf Foundation]], a private family trust.<ref name=":0" /><ref>{{Cite web|url=https://www.ft.com/content/eb3acd7c-3155-11df-9741-00144feabdc0|title=Subscribe to read|website=Financial Times|language=en-GB|access-date=2018-11-23}}</ref><ref name="Stone">{{cite book|title=The Watch|last=Stone|first=Gene|publisher=Harry A. Abrams|year=2006|isbn=0-8109-3093-5|oclc=224765439}}</ref> Rolex SA and its subsidiary ''[[Tudor Watches|Montres TUDOR SA]]'' design, make, distribute, and service wristwatches sold under the Rolex and Tudor brands. In 2018, ''[[Forbes]]'' ranked Rolex as the world's 71st most valuable brand.<ref name=":6">{{Cite web|url=https://www.forbes.com/companies/rolex/|title=Rolex on the Forbes World's Most Valuable Brands List|website=Forbes|language=en|access-date=2019-01-19}}</ref> As of June 2019, of the ten [[List of most expensive watches sold at auction|most expensive watches ever sold at auctions]], three were Rolexes. [[Paul Newman]]'s [[Rolex Daytona#October 2017 auction|Rolex Daytona]] is the second most expensive [[wristwatch]] and the third most expensive watch ever sold at an auction, earning [[United States dollar|USD]]$17.75 million in [[New York City]] on October 26, 2017.<ref>{{Cite news|url=https://www.forbes.com/sites/robertanaas/2017/10/26/paul-newmans-daytona-fetches-15-5-million-at-phillips-auction-find-out-why/#47bd95682416|title=Paul Newman's Rolex Daytona Fetches $17.7+ Million at Phillips Auction: Find Out Why|last=Naas|first=Roberta|work=Forbes|access-date=2018-11-23|language=en}}</ref><ref>{{Cite news|url=https://money.cnn.com/2017/10/27/news/paul-newman-rolex-auction-record/index.html|title=Most expensive wristwatch ever auctioned just fetched $17.8 million|last=Mullen|first=Rob McLean and Jethro|work=CNNMoney|access-date=2018-11-23}}</ref><ref name=":2">{{Cite web|url=https://www.phillips.com/article/18461746/paul-newman-s-paul-newman-rolex-daytona-sets-world-record-fetches-17-8-million|title=Paul Newman's 'Paul Newman' Rolex Daytona Sets World Record, Fetches $17.8 Million|website=Phillips|language=en|access-date=2018-11-23}}</ref> Rolex is the largest maker of [[Swiss made|Swiss]] certified chronometers. In 2005, more than half the annual production of watches certified by Contrôle Officiel Suisse des Chronomètres ([[COSC]]) were Rolexes.<ref name="Rolex production news">{{cite web|url=http://www.fhs.ch/en/news/news.php?id=399|title=Rolex production news from 'Swiss Watch News 2005'|date=15 July 2005|publisher=Fhs.ch|access-date=14 January 2010}}</ref> Rolex has made the most certified wristwatch chronometer movements.<ref name="Stone" /> ==History== === Early history === [[File:Image Rolex6613.png|thumb|Rolex Submariner]] Alfred Davis and his brother-in-law [[Hans Wilsdorf]] founded ''Wilsdorf and Davis'', the company that would eventually become ''Rolex S.A.'', in [[London, England]] in 1905.<ref name="Haute">{{cite web |url= http://www.hautehorlogerie.org/en/players/brands/rolex/rolex.html |archive-url= https://web.archive.org/web/20080228150926/http://www.hautehorlogerie.org/en/players/brands/rolex/rolex.html |url-status= dead |archive-date= 28 February 2008 |title= Rolex story |work= Fondation de la Haute Horlogerie |access-date= 22 July 2008 |df= dmy-all }}</ref> Wilsdorf and Davis' main commercial activity at the time involved importing Hermann Aegler's Swiss [[movement (clockwork)|movement]]s to England and placing them in watch cases made by Dennison and others. These early wristwatches were sold to many [[jeweller]]s, who then put their own names on the dial. The earliest watches from Wilsdorf and Davis were usually hallmarked "W&D" inside the caseback. In 1908, Wilsdorf registered the trademark "Rolex", which became the brand name of watches from Wilsdorf and Davis. He opened an office in [[La Chaux-de-Fonds]], Switzerland.<ref name=":1" /><ref name="Haute" /><ref name="MondaniMondani2015">{{cite book|url=https://books.google.com/books?id=-Rc0DQAAQBAJ&pg=PP2|title=Rolex Encyclopedia|author1=Giorgia Mondani|author2=Guido Mondani|date=1 January 2015|publisher=Guido Mondani Editore e Ass|page=7|id=GGKEY:4RFR3GAHPWA}}</ref> Wilsdorf wanted the brand name to be easily pronounceable in any language, and short enough to fit on the face of a watch.<ref name=":3" /><ref name=stern>{{cite web |url= http://w4.stern.nyu.edu/sternbusiness/fall_winter_2004/rolex.html |date= Fall–Winter 2004 |last= Liebeskind |first= David |title= What Makes Rolex Tick? |work= Stern Business |publisher= New York University Stern School of Business |access-date= 14 January 2010}}</ref> He also thought that the name "Rolex" was [[onomatopoeia|onomatopoeic]], sounding like a watch being wound.<ref name=":3" /><ref name=stern /> In 1914, [[Kew Observatory]] awarded a Rolex watch a ''Class A precision certificate'', a distinction normally granted exclusively to [[marine chronometer]]s.<ref name=":3" /><ref name=stern /> In November 1915, the company changed its name to ''Rolex Watch Co. Ltd.''<ref name=":7">{{Cite web|url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=5705663|title=Company Overview of The Rolex Watch Company Ltd.|website=www.bloomberg.com|access-date=2019-02-01}}</ref> In 1919, Hans Wilsdorf moved the company from England to [[Geneva, Switzerland]] because of heavy post-war taxes levied on luxury imports and high export duties on the silver and gold used for the watch cases. In 1920 the company's name was officially changed to ''Montres Rolex S.A.'' and later to ''Rolex S.A''.<ref name=":4" /><ref name="Stone" />''<ref name="Haute" /> With administrative worries attended to, Wilsdorf turned the company's attention to a technical challenge: the infiltration of dust and moisture under the dial and crown, which damaged the movement. To address this problem, in 1926 Rolex developed and produced a waterproof and dustproof wristwatch, giving it the name "Oyster". The watch featured a hermetically sealed case which provided optimal protection for the movement.<ref>{{Cite web|url=https://www.rolex.com/about-rolex-watches/rolex-history/1926-1945.html|title=1922 - 1945|website=Rolex|language=en|access-date=2019-07-09}}</ref> Consumers at the time remained skeptical of a fully waterproof watch. As a demonstration, Rolex submerged Oyster models in aquariums, which it displayed in the windows of its main points of sale. In 1927, British swimmer [[Mercedes Gleitze]] swam across the [[English Channel]] with an Oyster on her necklace, becoming the first Rolex ambassador. To celebrate the feat, Rolex published a full-page advertisement on the front page of the Daily Mail proclaiming the watch's success during the ten hour plus swim.<ref>{{Cite web|url=https://www.rolex.com/about-rolex-watches/rolex-history/1926-1945.html|title=1922 - 1945|website=Rolex|language=en|access-date=2019-07-09}}</ref> In 1931, Rolex patented a self-winding mechanism called a Perpetual rotor, a semi-circular plate that relies on gravity to move freely. Its system was the first wristwatch to use a 360° winding rotor and would become the basis of all future [[automatic watch]]es throughout the industry. In turn, the Oyster watch became known as the Oyster Perpetual.<ref>{{Cite web|url=https://www.rolex.com/about-rolex-watches/rolex-history/1926-1945.html|title=1922 - 1945|website=Rolex|language=en|access-date=2019-07-09}}</ref> Upon the death of his wife in 1944, Wilsdorf established the ''Hans Wilsdorf Foundation'', a private trust, in which he left all of his Rolex shares, ensuring that some of the company's income would go to [[Charity (practice)|charity]]. Wilsdorf died in 1960, and since then the trust has owned and run Rolex S.A.<ref name="Stone" /> === Recent development === Rolex SA is owned by the private Hans Wilsdorf Foundation, which is registered as a charity and does not pay corporate income taxes. In 2011, a spokesman for Rolex declined to provide evidence regarding the amount of charitable donations made by the Wilsdorf Foundation.<ref>{{Cite news|url=http://www.businessinsider.com/privatizing-rolex--the-fake-tells-a-truer-tale-2011-3?IR=T|title=Privatizing Rolex -- The Fake Tells A Truer Tale|work=Business Insider|access-date=2017-11-14|language=en}}</ref> In Geneva where the company is based, it is said to have gifted, among many things, two housing buildings to social institutions of Geneva.<ref>{{cite web|url=http://www.20min.ch/ro/news/geneve/story/Deux-immeubles-offerts-au-social-13904521|title=Deux immeubles offerts au social}}</ref> According to the 2017 Brand Z report, the brand value is estimated $8.053 billion.<ref name=":1"/> [https://www.truefacet.com/guide/fathers-day-gift-guide-5-watches-to-buy-for-dad-in-2021/ Rolex watches] continue to have a reputation as [[status symbol]]s.<ref name="CNN Money">{{cite news|title=WHY VINTAGE WATCHES SURGED 20% IN THE PAST 18 MONTHS|url=https://money.cnn.com/magazines/moneymag/moneymag_archive/1997/05/01/225689/index.htm|last=Branch|first=Shelly|date=1 May 1997|access-date=14 January 2010|publisher=CNN}}</ref><ref name="Time Magazine">{{cite news|title=China: Breaking out the largest logos|url=http://www.time.com/time/magazine/article/0,9171,1664358,00.html|archive-url=https://web.archive.org/web/20071023031337/http://www.time.com/time/magazine/article/0,9171,1664358,00.html|url-status=dead|archive-date=23 October 2007|date=21 September 2007|work=Time|access-date=14 January 2010|url-access=subscription}}</ref><ref name="New York Times">{{cite news|url=https://query.nytimes.com/gst/fullpage.html?res=9B0DEFDD1531F935A35751C1A961948260|title=Modern Conveniences|last=Vogel|first=Carol|date=6 December 1987|work=[[The New York Times]]|access-date=14 January 2010}}</ref><ref name="Guardian UK">{{cite news|url=https://www.theguardian.com/g2/story/0,,1654848,00.html|title=What is it with men and their watches?|last=Cartner-Morley|first=Jess|date=1 December 2005|work=The Guardian|access-date=14 January 2010|location=UK}}</ref> It produces more than 800,000 timepieces each year.<ref name=":6" /> It is said that "The power of the Crown is never more felt than when trying to negotiate space in a retail environment for the product of another brand".<ref>{{cite web|url=https://www.bobswatches.com/rolex-blog/watch-review/rolex-yacht-master-42-perfect-new-age.html|title=Why the Rolex Yacht-Master 42 Is the Perfect Poster Boy for a New Age}}</ref> === Tudor SA === [[File:Tudor Prince Date Day Ref76200.jpg|thumb|upright|Wristwatch Tudor Prince Date Day, Ref.: 76200]] Rolex SA offers products under the Rolex and Tudor brands. [[Montres Tudor (SA)]] has designed, manufactured and marketed Tudor watches since 6 March 1946.<ref>{{Cite web|url=https://www.tudorwatch.com/magazine/article/tudor-history-origins-1926-to-1949|title=Tudor Watches {{!}} History {{!}} From 1926 to 1949|website=tudorwatch|language=en|access-date=2019-02-02}}</ref> Rolex founder Hans Wilsdorf conceived of the Tudor Watch Company to create a product for authorized Rolex dealers to sell that offered the reliability and dependability of a Rolex, but at a lower price.<ref name="tudorhist1946">{{cite web|url=http://www.tudorwatch.com/en/savoir-faire/#|title=Hans Wildorf's Intuition}}</ref> The number of Rolex watches was limited by the rate that they could produce in-house Rolex movements, thus Tudor watches were originally equipped with off-the-shelf movements while using similar quality cases and bracelets.<ref name="revolution.watch">{{cite web|url=https://www.revolution.watch/a-story-of-transcendence/|title=A Story of Transcendence — Hans Wilsdorf - Revolution|date=2 December 2016}}</ref> Historically, Tudor watches have been manufactured by Montres Tudor SA using movements supplied by [[ETA SA]]. Since 2015 Tudor has begun to manufacture watches with in-house movements. The first model introduced with an in-house movement was the Tudor North Flag. Following this, updated versions of the Tudor Pelagos and Tudor Heritage Black Bay have also been fitted with an in-house caliber.<ref>{{cite web|url=https://www.hodinkee.com/articles/the-new-tudor-pelagos-now-with-in-house-movement|title=Hands-On: With The New Tudor Pelagos, Now With In-House Movement}}</ref><ref name="revolution.watch" /> Tudor watches are marketed and sold in most countries around the world. Montres Tudor SA discontinued sales of Tudor-branded watches in the United States in 2004, but Tudor returned to the United States market in the summer of 2013 and to the UK in 2014.<ref name="tudorus">{{cite web|url=http://www.tudorwatch.com/en/affiliates/|title=Buying A Tudor|publisher=Montres Tudor SA}}</ref><ref>{{cite web|url=http://www.hodinkee.com/blog/its-official-tudor-returning-to-the-united-states|title=It's Official: Tudor Is Coming Back To The United States, And Soon! — HODINKEE – Wristwatch News, Reviews, & Original Stories|last=Clymer|first=Benjamin|publisher=Hodinkee.com|access-date=19 June 2013}}</ref> === Tiffany, Birch and Gaydon, Cuervo y Sobrinos, Solar Aqua === Rolex SA produced and sold watches for few markets with the co-operation of other companies, such as Tiffany for the U.S.A, Birch and Gaydon for the England and all Great Britain, Solar Aqua for North America, Cuervo y Sobrinos for Cuba. == Motto and slogan == One of Rolex's company slogans is "A Crown for Every Achievement".<ref>{{Cite web|url=https://www.gq.com/story/time-to-kill-how-a-rolex-helped-to-solve-a-murder-case|title=Time to Kill: How a Rolex Helped to Solve a Murder Case|last=Nast|first=Condé|website=GQ|language=en|access-date=2019-01-23}}</ref><ref>{{Cite web|url=https://www.bobswatches.com/rolex-blog/rolex-info/history-rolex-logo-exquisite.html|title=The History of the Rolex Logo - Bob's Watches Rolex Blog|date=2013-04-23|website=Bob's Watches|language=en|access-date=2019-01-23}}</ref> == Watch manufacturing == [[File:Rolex GMTIIC.jpg|thumb|[[Rolex GMT Master II]] gold and stainless steel (ref. 116713LN)]]Rolex mostly produced [[mechanical watch]]es, but it has also participated in the development of the original [[quartz watch]] movements. Although Rolex has made very few [[Quartz clock|quartz]] models for its Oyster line, the company's engineers were instrumental in design and implementation of the technology during the late 1960s and early 1970s. In 1968, Rolex collaborated with a consortium of 16 Swiss watch manufacturers to develop the ''Beta 21'' quartz movement used in their Rolex ''Quartz Date'' 5100 alongside other manufactures including the [[Omega Electroquartz]] watches.<ref>{{cite web|url=http://www.oysterquartz.net/the_quartz_date_5100.htm|title=The Quartz Date 5100|publisher=oysterquartz.net|access-date=27 February 2007}}</ref> Within about five years of research, design, and development, Rolex created the "clean-slate" 5035/5055 movement that would eventually power the Rolex '[[Rolex Oysterquartz|Oysterquartz]]'.<ref>{{cite web|url=http://www.oysterquartz.net/the_5035_movement.htm|title=The 5035 movement|publisher=oysterquartz.net|access-date=19 February 2008}}</ref> Material-wise, Rolex first used its "Cerachrom" ceramic bezel on the GMT-Master II in 2005, and has since then implemented ceramic bezel inserts across the range of professional sports watches. They are available on the Submariner, Sea Dweller, Deepsea, GMT Master II and Daytona models. In contrast to the aluminum bezel which it replaced, the ceramic bezel color does not wear out from exposure to UV-light and is very scratch resistant.<ref name="Materials">{{cite web|url=https://www.rolex.com/watches/rolex-watchmaking/materials.html|title=Materials|website=Rolex}}</ref> Rolex also uses 904L grade stainless-steel. Most Swiss watches are made with 316L grade steel. Rolex uses the higher grade, as it is more resistant to corrosion and when polished, leaves a beautiful luster.<ref name="Materials"/> === Rolex serial numbers === Each Rolex comes with its own unique serial number and can help indicate an approximate production period of the watch. Serial numbers were first introduced in 1926. Rolex serial numbers were issued sequentially, until 1954 when Rolex restarted from #999,999 to #0. Then in 1987 there was an addition of one letter to a 6-digit serial number. Then again in 2010 to the present date Rolex introduced random serial numbers.<ref>{{Cite web|date=2020-12-24|title=The Complete Guide on Rolex Serial Numbers|url=https://www.thewatchstandard.com/a-comprehensive-guide-to-understanding-rolex-serial-numbers/|access-date=2021-03-10|website=The Watch Standard|language=en-US}}</ref> ===Notable inventions and patents=== Among the company's innovations are: * In 1910, the first watchmaker to earn [[chronometer watch|chronometer]] certification for a wristwatch.<ref name="Stone" /> * In 1926, produced a waterproof wristwatch, Rolex Oyster.<ref>{{cite web|url=https://www.salonqp.com/features-2/the-watch-that-changed-everything-the-90th-anniversary-of-the-rolex-oyster/ |title=The first waterproof watch - and how it came to fame |publisher= Salon QP, March 2016}}</ref> But it was far from the first company to do (see, for example, the "Submarine Watch" from the First World War, which was made by Tavannes and retailed by Brook & Son in Edinburgh). Wilsdorf even had a specially made Rolex watch (the watch was called the "DeepSea") attached to the side of [[Bathyscaphe Trieste|''Trieste'']], which went to the bottom of the [[Mariana Trench]]. The watch survived and tested as having kept perfect time during its descent and ascent. This was confirmed by a telegram sent to Rolex the following day saying "Am happy to confirm that even at 11,000 metres your watch is as precise as on the surface. Best regards, [[Jacques Piccard]]".<ref name="Stone" /> * In 1931, a [[automatic watch|self-winding]] Rolex wristwatch was offered to the public (the so-called the "bubbleback" due to the large caseback). However, as with so many alleged Rolex "firsts" it was, in fact, not the first and was preceded to the market by Harwood which patented the design in 1923 and produced the first self-winding watch in 1928. This was powered by an internal mechanism that used the movement of the wearer's arm. As well as making watch winding unnecessary, it also kept the power from the mainspring more consistent, resulting in more reliable timekeeping. * In 1945, introduced a wristwatch with an automatically changing date on the dial ([[Rolex Datejust]] Ref. 4467).<ref name="stern" /> Again, it was not the first company to do so: Mimo made them in the 1930s—some twenty years earlier. * In 1953, released a case waterproof to 100&nbsp;m (330&nbsp;ft) ([[Rolex Oyster Perpetual Submariner]] Ref.6204, 1953). although this has been commonly publicized as the first diving watch, Omega made 21 years earlier, in 1932, the Marine, which could stand 135mts, 35mts more than the 1953 Rolex Submariner, and also Blancpain produced before Rolex their Fifthy Fathoms in 1953, few months before Rolex.<ref>{{cite web|url=http://rolexblog.blogspot.com/2009/07/real-james-bond-watchstrap-comes-to.html |title=Rolex Submariner 6204 |publisher= Jake's Rolex Blog}}</ref> * In 1954, produced a wristwatch which showed two time zones at once ([[Rolex GMT Master]] ref.6542, 1954)<ref>{{cite web|url=https://www.blowers-jewellers.co.uk/rolex-watches/gmt-master-ii/|title=Rolex GMT-Master |publisher= Blowers Jewellers}}</ref> Yet again, it was not the first company to do so, as the Longines DualTime preceded the GMT by a full quarter of a century. * In 1956, made a wristwatch with an automatically changing day and date on the dial ([[Rolex Day-Date]], 1956)<ref>{{cite web|url=https://www.blowers-jewellers.co.uk/rolex-watches/day-date/|title=Rolex Day-Date |publisher= Blowers Jewellers}}</ref> === Counterfeits === Rolex watches are frequently [[counterfeit watch|counterfeited]], and these are often illegally sold on the street and online. Counterfeit Rolex watches vary in quality: some use the cheapest of movements, while others use [[Automatic watch|automatic]] movements, and some use an [[ETA SA|ETA]] movement. [[O. J. Simpson]] wore a counterfeit Rolex during his 1994 [[O. J. Simpson murder case|murder trial]].<ref>{{cite web|url=https://articles.latimes.com/2007/oct/06/local/me-rolex6|title=Simpson's Rolex is a fake, Goldmans find|date=6 October 2007|publisher=Articles.latimes.com|access-date=14 June 2016}}</ref><ref>{{cite web|url=http://www.nydailynews.com/news/crime/lawyer-o-s-rolex-goldman-family-fake-article-1.225702|title=Lawyer: O.J.'s Rolex given to Goldman family a fake|last=Dillonnews|first=Nancy|date=3 October 2007|work=NY Daily News|access-date=14 June 2016}}</ref> ===Environmental rating=== [[File:Top 5 Gold Producers.png|thumb|Top 5 gold producing nations]] In December 2018, [[World Wide Fund for Nature]] (WWF) released an official report giving environmental ratings for 15 major watch manufacturers and jewelers in [[Switzerland]]. There are concerns over the lack of transparency in manufacturing activities and the sourcing of precious raw materials such as [[gold]], which is a [[Environmental impact of mining|major cause of environmental issues]] such as [[pollution]], [[soil degradation]] and [[deforestation]]. ==Notable models== In general, Rolex has three watch lines: ''Oyster Perpetual'', ''Professional'' and ''Cellini'' (the Cellini line is Rolex's line of "dress" watches). The primary bracelets for the Oyster line are named ''Jubilee'', ''Oyster'', ''President'', and ''Pearlmaster''. The watch straps on the models are usually either stainless steel, yellow gold, white gold, or rose gold. In the [[United Kingdom]], the retail price for the stainless steel 'Pilots' range (such as the [[Rolex GMT Master II|GMT Master II]]) starts from [[Pound sterling|GBP]] 5,600. Diamond inlay watches are more expensive. The book ''Vintage Wristwatches'' by ''[[Antiques Roadshow]]'''s Reyne Haines listed a price estimate of vintage Rolex watches that ranged between US$650 and US$75,000, while listing vintage Tudors between US$250 and US$9,000.<ref name="Vintage">{{cite book|title=Vintage Wristwatches (Rolex price listing pages 188–204; Tudor price listing pages 221–222)|last=Haines|first=Reyney|date=12 April 2010|publisher=[[Krause Publications]]|isbn=978-1-4402-0409-8}}</ref> ===Most expensive pieces=== {{See also|List of most expensive watches sold at auction}} [[File:Cosmo.jpg|thumb|right|[[Rolex Daytona]] [[chronograph]] stainless steel, white dial (ref. 6263)]] * On October 26, 2017, a [[Rolex Daytona]] (Ref. 6239) wristwatch, manufactured in 1968, was sold by [[Phillips (auctioneers)|Phillips]] in its [[New York City|New York]] auction for US$17.75 million.<ref>{{Cite web|url=https://www.phillips.com/article/18461746/paul-newmans-paul-newman-rolex-daytona-sets-record-fetches-17-dollars-8-cents-million|title=Paul Newman's 'Paul Newman' Rolex Daytona Sets World Record, Fetches $17.8 Million|website=Phillips|language=en|access-date=2019-02-01}}</ref><ref>{{cite web|url=https://www.bbc.com/news/world-us-canada-41787046|title=Paul Newman watch sells for record $18m|date=28 October 2017|via=www.bbc.com}}</ref><ref name="auto">{{cite web|url=https://www.nytimes.com/2017/10/27/arts/paul-newman-rolex-daytona.html|title=Paul Newman Rolex Sells at Auction for Record $17.8 Million|last=Stevens|first=Matt|date=27 October 2017|via=NYTimes.com}}</ref> The watch was originally purchased by [[Joanne Woodward]] in 1968 and was given by Joanne to her husband [[Paul Newman]] as a gift.<ref>{{Cite web|url=https://www.phillips.com/detail/ROLEX/NY080117/8|title=Phillips: NY080117|website=Phillips|language=en|access-date=2019-02-01}}</ref> The auction price set a record at $15.5 million, plus buyer's premium of 12.5%, for a final price of $17,752,500 in [[New York City]].<ref>{{cite web|url=https://www.nytimes.com/2017/08/31/fashion/paul-newman-rolex.html|title=Paul Newman's Rare Rolex Has Auction Watchers Buzzing|last=Williams|first=Alex|date=31 August 2017|via=NYTimes.com}}</ref> As of 2018, it is the [[List of most expensive watches sold at auction|most expensive wristwatch and the second most expensive watch]] ever sold at auction.<ref>{{cite web|url=https://www.forbes.com/sites/carolbesler/2017/10/26/paul-newmans-watch-sells-for-record-17-7-million-at-phillips-bacs-russo-auction-in-new-york/#30edbf4772d5|title=Paul Newman's Rolex Sells For Record $17.8-million at Phillips Bacs & Russo Auction in New York|last=Besler|first=Carol}}</ref><ref name="auto" /><ref>{{cite web|url=https://www.theguardian.com/film/2017/oct/28/paul-newman-rolex-watch-sells-record-178m-auction|title=Paul Newman's Rolex watch sells for record $17.8m|last=Slawson|first=Nicola|date=28 October 2017|website=the Guardian}}</ref> Notably, "[a]t the time that Newman gave the watch to James Cox [as a gift], the watch was selling for about $200."<ref>{{cite web|url=https://www.forbes.com/sites/hylabauer/2017/10/26/paul-newmans-paul-newman-daytona-sells-for-15-5-million-a-record-for-a-wristwatch-at-auction/#369d6e435313|title=Paul Newman's 'Paul Newman' Rolex Daytona Sells For $17.8 Million, A Record For A Wristwatch At Auction|last=Bauer|first=Hyla Ames}}</ref><ref>{{cite web|url=https://www.gq.com/story/paul-newman-rolex-daytona-auction|title=The Story Behind Paul Newman's $17.8 Million Rolex Daytona|last=Wolf|first=Cam|date=27 October 2017}}</ref> * On May 28, 2018, a Rolex Daytona "Unicorn" Ref. 6265 was sold in auction by Phillips for US$5.937 million in [[Geneva]], making it the second most expensive Rolex timepiece ever sold at auction (as of 2018).<ref>{{Cite web|url=https://www.phillips.com/detail/ROLEX/CH080318/8|title=Phillips: CH080318, Rolex|website=Phillips|language=en|access-date=2019-01-22}}</ref><ref>{{Cite web|url=https://www.gmtpost.com/post/rolex-cosmograph-daytona-the-unicorn-reference-6265-sold-for-5-936-906|title=Rolex Cosmograph Daytona "The Unicorn" Reference 6265 Sold For $ 5,936,906|website=www.gmtpost.com|language=en|access-date=2019-01-22}}</ref> * The most expensive Rolex (in terms of [[List price|retail price]]) ever produced by the Rolex factory was the GMT Ice reference 116769TBR with a retail price of US$485,350. A ''[[Forbes (magazine)|Forbes]]'' magazine article on the Swiss watch industry compared the retail value of Rolex to that of competing brands [[Corum (watchmakers)|Corum]], [[Universal Genève]] and [[International Watch Company|IWC]].<ref>{{cite magazine|last=Bertie |first=Charles|year=1980|magazine=Forbes|volume=126|page=286}}</ref> === Air-King === Rolex founder Hans Wilsdorf created the Air-King line to honor [[RAF]] pilots of the Battle of Britain, releasing the first model in 1958. By 2007, the 1142XX iteration of the Air-King featured a COSC-certified movement in a 34mm case, considered by some a miniaturized variant of the 39mm Rolex Explorer as both watches featured very similar styling cues; the 34mm Air-King lineup was the least expensive series of Oyster Perpetual. In 2014 the Air-King was dropped, making the Oyster Perpetual 26/31/34/36/39 the entry-level Rolex line. In 2016 Rolex reintroduced the Air-King, available as a single model (number 116900), largely similar to its predecessors but with a larger 40mm case, and a magnetic shield found on the Rolex Milgauss; indeed the new 40mm Air-King is slightly cheaper than the 39mm Explorer (the Explorer lacks the magnetic shield but its movement has Paraflex shock absorbers that are not found in the Air-King's movement).<ref>{{cite web|url=http://www.rolexmagazine.com/2013/07/the-complete-history-of-rolex-air-king.html|title=The Complete History Of The Rolex Air King|website=www.rolexmagazine.com}}</ref><ref>{{cite web|url=https://journal.hautehorlogerie.org/en/telling-stories-the-rolex-air-king/|title=Telling stories: the Rolex Air–King|work=HH Journal}}</ref><ref>{{cite web|url=http://www.fratellowatches.com/rolex-air-king-116900/|title=Rolex Air-King 116900 - One Of The Most Confusing Rolex Watches|date=17 October 2016}}</ref><ref>{{cite web|url=https://www.hodinkee.com/articles/The-Rolex-AirKing-116900-versus-the-Rolex-Explorer-214270#|title=Hands-On: Some Quick Thoughts On The New Rolex Air-King Versus The New Explorer (Live Pics, Official Pricing)}}</ref><ref name="deployant.com">{{cite web|url=https://www.deployant.com/review-rolex-explorer-ref-214270/|title=Review: The New Rolex Explorer -|date=1 May 2016}}</ref> [[File:Rolex mural watch, Dubai airport.jpg|thumb|Rolex mural watch, Dubai airport]] ===Oyster Perpetual=== The name of the watch line in catalogs is often "Rolex Oyster ______" or "Rolex Oyster Perpetual ______"; Rolex Oyster and Oyster Perpetual are generic names and not specific product lines, except for the Oyster Perpetual 26/31/34/36/39/41 and Oyster Perpetual Date 34.The Rolex Oyster Perpetual watch is a direct descendant of the original watertight Rolex Oyster watch created in 1926. Within the Oyster Perpetual lineup, there are three different movements; the 39 features the Caliber 3132 movement with the Parachrom hairspring and Paraflex shock absorbers (the Oyster Perpetual 39 is a less sporty variant of the Rolex Explorer 39mm as they share the same case, same bracelet and buckle, same bezel and same movement, with a different dial and different hands), while the 34 and 36 models have the Caliber 3130 featuring the Parachrom hairspring, and the smallest 28 and 31 models have Calibre 2231.<ref>{{cite web|url=http://www.watchtime.com/reviews/a-watch-for-all-seasons-rolex-oyster-perpetual-39/|title=A Watch for All Seasons: Rolex Oyster Perpetual 39|author=Jens Koch|date=24 April 2017|website=www.watchtime.com}}</ref><ref>{{cite web|url=https://monochrome-watches.com/rolex-oyster-perpetual-39mm-114300-2015-review-price/|title=Hands-on Review – The 2015 Rolex Oyster Perpetual 39mm Ref. 114300 – specs & price|date=24 April 2015|website=monochrome-watches.com}}</ref> The Oyster Perpetual Date 34 (or simply Date 34) adds a date display and date movement, plus the options of a white gold fluted bezel and diamonds on the dial. Certain models from the Date and Datejust are almost identical, however the Datejust have 36&nbsp;mm and 41&nbsp;mm cases paired with a 20&nbsp;mm bracelet, compared to the Date's 34&nbsp;mm case and 19&nbsp;mm bracelet. Modern versions of the Oyster Perpetual Date and Datejust models share Rolex's 3135 movement, with the most recent change to the 3135 movement being the introduction of Rolex's "parachrom bleu" hairspring, which provides increased accuracy. As the Date and Datejust share a movement, both have the ability to adjust the date forward one day at a time without adjusting the time; this feature is not confined to the Datejust. Compared to the Date, the Datejust has a much wider range of customization options, including other metals beyond stainless steel, various materials for the dial, and optional diamonds on the dial and bezel. The Datejust II, which was released in 2009, has a bigger case (41mm diameter) than the standard Datejust and it also features an updated movement, being only available in steel with white, yellow or rose gold on an Oyster bracelet.<ref>{{cite web|url=https://www.rolex.com/watches/datejust.html|title=Rolex Datejust Watch - Rolex Swiss Luxury Watches|website=Rolex}}</ref> In 2016, Rolex released the Datejust 41, which has the same 41mm diameter case as the Datejust II, however the Datejust 41 has smaller indexes and a thinner bezel compared to the Datejust II.<ref>{{cite web|url=https://monochrome-watches.com/rolex-datejust-41-baselworld-2016-new-case-movement-3235-comeback-jubilee-review-price/|title=Full Review – The new Rolex Datejust 41 from Baselworld 2016, with new case, new 3235 movement and comeback of the Jubilee (live pics & price)|date=12 April 2016|website=monochrome-watches.com}}</ref> === Professional collections === [[File:Rolex deepsea.jpg|thumb|[[Rolex Sea Dweller|Rolex Sea Dweller Deepsea]] with 3,900 m depth rating (ref. 116660)]]Rolex produced specific models suitable for the extremes of [[deep-sea diving]], [[caving]], [[mountain climbing]], [[Arctic exploration|polar exploration]], and aviation. Early professional models included the [[Rolex Submariner]] (1953) and the [[Rolex Sea Dweller|Rolex Sea Dweller (1967)]]. The latter watch has a [[helium release valve]], co-invented with Swiss watchmaker [[Doxa S.A.|Doxa]], to release helium gas build-up during decompression. The Explorer (1953) and Explorer II (1971) were developed specifically for explorers who would navigate rough terrain, such as the world-famous [[Mount Everest|Mount Everest expeditions]]. Indeed, the Rolex Explorer was launched to celebrate the successful ascent of Everest in 1953 by the expeditionary team led by Sir John Hunt. The 39&nbsp;mm Rolex Explorer was designed as a "tool watch" for rugged use, hence its movement has Paraflex shock absorbers which give them higher shock resistance than other Rolex watches.<ref name="deployant.com" /> The 42mm Rolex Explorer II has some significant differences from the 39mm Explorer; the Explorer II adds a date function, and an orange 24-hour hand which is paired with the fixed bezel's black 24-hour markers<ref>{{cite web|url=https://www.rolex.com/watches/explorer-ii/m216570-0001.html|title=Rolex Explorer II Watch: 904L steel - 216570|website=Rolex}}</ref> for situations underground or around the poles where day cannot be distinguished from night. Another iconic model is the [[Rolex GMT Master]] (1955), originally developed at the request of [[Pan American World Airways|Pan Am Airways]] to provide its crews with a dual time watch that could be used to display GMT ([[Greenwich Mean Time]]), which was the international time standard for aviation at that time (and still is) and was needed for [[Astronavigation]] during longer flights.<ref name="Stone" /> == Historic events == === POWs and the ''Great Escape'' === By the start of [[World War II]] [[Royal Air Force]] pilots were buying Rolex watches to replace their inferior standard-issue watches. However, when captured and sent to [[prisoner of war]] (POW) camps, their watches were confiscated.<ref name="stern" /> When Hans Wilsdorf heard of this, he offered to replace all watches that had been confiscated and not require payment until the end of the war, if the officers would write to Rolex and explain the circumstances of their loss and where they were being held. Wilsdorf was in personal charge of the scheme.<ref name="press release" /><ref>[https://www.smh.com.au/news/investment/time-on-your-hands/2006/09/25/1159036475807.html Time on your hands] by James Cockington, The Sydney Morning Herald, 27 September 2006</ref> As a result of this, an estimated 3,000 Rolex watches were ordered by British officers in the officer camp [[Oflag VII-B]] in [[Bavaria]] alone.<ref name="press release">{{cite web|author=Ernesto Gavilanes |url=http://www.antiquorum.com/eng/press/2007/05_12_07/pow_rolex_eng.htm |title=Antiquorum information release through Internet Archive |publisher=Antiquorum.com |access-date=4 March 2011 |url-status=unfit |archive-url=https://web.archive.org/web/20081212154959/http://www.antiquorum.com/eng/press/2007/05_12_07/pow_rolex_eng.htm |archive-date=12 December 2008 }}</ref> This had the effect of raising the morale among the allied POWs because it indicated that Wilsdorf did not believe that the [[Axis powers]] would win the war.<ref name="press release" /><ref name="Great Escape" /> American servicemen heard about this when stationed in Europe during WWII and this helped open up the American market to Rolex after the war.<ref name="stern" /> On 10 March 1943, while still a prisoner of war, Corporal Clive James Nutting, one of the organizers of the [[The Great Escape (book)|Great Escape]], ordered a stainless steel Rolex Oyster 3525 Chronograph (valued at a current equivalent of £1,200) by mail directly from Hans Wilsdorf in Geneva, intending to pay for it with money he saved working as a shoemaker at the camp.<ref name="press release" /><ref name="Great Escape">[http://www.timesonline.co.uk/tol/news/world/europe/article1779941.ece Times online] For sale: Rolex sent by mail order to Stalag Luft III by Bojan Pancevski in Vienna 12 May 2007</ref><ref name="picture">{{cite web | url = http://images.antiquorum.com/163/full/311.jpg | title = Picture of the watch and Rolex certificate with Nutting's name | access-date = 14 January 2010 | archive-date = 7 July 2011 | archive-url = https://web.archive.org/web/20110707145853/http://images.antiquorum.com/163/full/311.jpg | url-status = dead }}</ref> The watch (Rolex watch no. 185983)<ref name="picture" /><ref name="Aussie" /> was delivered to [[Stalag Luft III]] on 10 July that year along with a note from Wilsdorf apologising for any delay in processing the order and explaining that an English gentleman such as Corporal Nutting "should not even think" about paying for the watch before the end of the war.<ref name="press release" /><ref name="Great Escape" /> Wilsdorf is reported to have been impressed with Nutting because, although not an officer, he had ordered the expensive Rolex 3525 Oyster chronograph while most other prisoners ordered the much cheaper Rolex Speed King model which was popular because of its small size.<ref name="press release" /> The watch is believed to have been ordered specifically to be used in the Great Escape when, as a chronograph, it could have been used to time patrols of prison guards or time the 76 ill-fated escapees through tunnel 'Harry' on 24 March 1944.<ref name="press release" /><ref name="Great Escape" /><ref>[https://www.bloomberg.com/apps/news?pid=newsarchive&sid=a8qjx9Xae7xI Madoff ‘Prisoner’ Rolex Sale Won’t Calm Swiss Time Town’s Ire] Quote: "The prisoners involved in the mass breakout from Stalag Luft III in March 1944, depicted in the Steve McQueen film "The Great Escape", may have used the watches to time the movements of guards as they dug tunnels out of the camp, Antiquorum said."</ref> Eventually, after the war, Nutting was sent an invoice of only £15 for the watch, because of currency export controls in England at the time.<ref name="Great Escape" /> The watch and associated correspondence between Wilsdorf and Nutting were sold at an auction for £66,000 in May 2007, while at an earlier auction in September 2006 the same watch fetched A$54,000.<ref name="Great Escape" /><ref name="Aussie">[https://web.archive.org/web/20080820010553/https://www.bonhamsandgoodman.com.au/lot_details.php?lot=16578 Australian auction house] Through Internet Archive</ref> Nutting served as a consultant for both the 1950 film ''[[The Wooden Horse]]'' and the 1963 film ''[[The Great Escape (film)|The Great Escape]]''.<ref name="press release" /> ===Murder investigation=== {{See also|Albert Johnson Walker}} In a famous murder case, the Rolex on Ronald Platt's wrist eventually led to the arrest of his murderer, [[Albert Johnson Walker]]—a financial planner who had fled from Canada when he was charged with 18 counts of fraud, theft, and money laundering. When the body was found in the [[English Channel]] in 1996 by a fisherman named John Coprik,<ref name="thecanadianencyclopedia">{{cite encyclopedia|url=https://www.thecanadianencyclopedia.ca/en/article/walker-money-hunt|title=Walker Money Hunt|encyclopedia=[[The Canadian Encyclopedia]]|date=December 15, 2013|author=D'Arcy Jenish, Edward Davenport|publisher=[[Maclean's]], 1998|access-date=August 17, 2019}}</ref> a Rolex wristwatch was the only identifiable object on the body.<ref name="thecanadianencyclopedia"/> Since the Rolex movement had a serial number and was engraved with special markings every time it was serviced, [[British police]] traced the service records from Rolex and identified the owner of the watch as Ronald Platt. In addition, British police were able to determine the date of death by examining the date on the watch calendar. Since the Rolex movement was fully waterproof and had a reserve of two days of operation when inactive, they were able to determine the time of death within a small margin of error.<ref name="thecanadianencyclopedia"/><ref name="Discovery Channel">Discovery Channel Documentary on Ronald Platt's murder</ref> ==Sponsorship== Rolex sponsors several celebrities to wear and advertise their watches. Rolex is the top 1 spender in advertising and marketing in the watch industry since 2000 after they overtook Timex for the number 1 spot. In tennis, Rolex is the official timekeeper of [[The Championships, Wimbledon|Wimbledon]], the [[Australian Open]], the [[US Open (tennis)|US Open]], and the [[French Open]], all four [[Grand Slam (tennis)|Grand Slams]]. In golf, it is the official time keeper for three of the four [[Men's major golf championships|majors]], [[The Open Championship]], [[The PGA Championship]] and the [[U.S. Open (golf)|U.S. Open]], as well as the [[PGA Tour]] and [[European Tour]]; the presenting sponsor for one of the five [[Senior major golf championships|senior majors]], [[Senior Open Championship|The Senior Open Championship]]; and the official sponsor of the [[Women's World Golf Rankings]].[[File:P1010380.JPG|thumb|right|[[Rolex Yacht-Master]]]]Rolex is the title sponsor to the [[24 Hours of Daytona]], from which the Daytona model takes its name. In 2013, Rolex became the official timekeeper to the [[FIA]] [[Formula 1]] motor racing championship. Rolex has also been the official timekeeper to the [[Le Mans 24 Hours]] motor race since 2001.<ref>{{cite web|url=http://www.24h-lemans.com/en/news/the-24-hours-of-le-mans-and-rolex-renew-their-privileged-partnership_2_2_1746_9787.html|title=24 Hours of Le Mans &#124; ACO - Automobile Club de l'Ouest|publisher=24h-lemans.com|access-date=14 June 2016}}</ref> Ex-Formula 1 driver Sir Jackie Stewart has advertised Rolex since 1968. Others who have done so for some years include Gary Player, Arnold Palmer, Roger Penske, Jean Claude Killy, and Dame Kiri Te Kanawa.<ref>[http://quillandpad.com/2014/08/27/video-racing-legend-sir-jackie-stewart-talks-rolex-at-pebble-beach-2014/ "Video: Racing Legend Sir Jackie Stewart Talks Rolex At Pebble Beach 2014"]. ''Quill & Pad''. 27 August 20014.</ref> It is also the sponsor of the Rolex [[International Jumping Riders Club]] Top 10 Final competition.<ref>{{Cite web|url=https://www.insidethegames.biz/articles/1076750/rolex-grand-slam-of-show-jumping-event-set-to-get-underway-in-the-netherlands|title = Rolex Grand Slam of Show Jumping event set to get underway in the Netherlands}}</ref> Members of the Hunt expedition wore Rolex Oysters in 1953 on [[Mount Everest]] but the only watch that Hillary wore to the summit was a Smiths "De Luxe" (currently on display at the Clockmakers' Museum within the Science Museum, London). Both Rolex and Smiths initially claimed to be the first to the summit (Rolex even put out an advert saying as much). While feasible (eg if Hillary and/or Tenzing had carried both or if one had a Smiths and the other a Rolex) it was later admitted by Mr. R. A. Winter, Director of the Rolex Watch Co., Ltd that Hillary was only wearing one watch at the summit, "and that a Smiths watch." He goes on to congratulate Smiths "on the fact that their Smiths de Luxe ordinary wind wrist watch reached the summit with Sir Edmund Hillary." (BHI's Horological Journal, Letters, October 1953, 651) Also in the year 1953, one or several Rolex Oyster Perpetual (ref. 6098) watches were given to members of the Italian expedition "Sesto Continente", an exploration in the Red Sea, either underwater and on coasts of the surrounding countries- The expedition, organized and directed by Bruno Vailati, has been filmed in the homonymous documentary that was shot in the Red Sea and the Dahlak Islands and presented at the 15th Venice International Film Festival in 1954. The expedition included commander Raimondo Bucher as director of the sports section, accompanied by his wife Enza, Italian underwater hunting champion, Silverio Zecca, known as the amphibious man, the painter Priscilla Hastings, who would make her own works directly on the sea bed, the journalist Gianni Roghi, the hydrobiologists Francesco Baschieri Salvadori and Luigi Stuart Tovini of the University of Rome, dr. Alberto Grazioli, expedition doctor, film operator Masino Manunza and photographer Giorgio Ravelli. The Sesto Continente is a (edited 1954) film directed by Folco Quilici during the "National Underwater Expedition in the Red Sea" well organized by Bruno Vailati, the first in color in the history of Italian underwater cinema. The Rolex Oyster watches have been precious, and perfectly proper for the hard job to dive for thousand hours. Jacques Piccard and [[Don Walsh]] had a specially designed experimental Rolex Oyster Perpetual Deep-Sea Special strapped to the outside of their bathyscaphe during the 1960 [[Challenger Deep]] / Mariana Trench dive to a world-record depth of {{convert|10916|m}}. When [[James Cameron]] conducted a similar dive in 2012, a specially designed and manufactured Rolex Oyster Perpetual Sea-Dweller Deep Sea Challenge watch was being "worn" by his submarine's robotic arm.<ref>{{cite web|url=http://www.rolex.com|title=Official Rolex Website - Timeless Luxury Watches|website=Rolex|access-date=14 June 2016}}</ref> Rolex is currently partnered with the Academy of Motion Picture Arts & Sciences as a founding supporter of the upcoming Academy Museum of Motion Pictures in Los Angeles, which will explore the history of film. The brand has also partnered with four Oscar-winning film directors - Kathryn Bigelow, James Cameron, Alejandro G. Inarritu and Martin Scorsese - in a campaign aimed to inspire the next generation of filmmakers to pursue their craft.<ref>{{cite web|url=https://www.rolex.com/world-of-rolex/rolex-and-cinema.html|title=Rolex and Cinema}}</ref> [[Mercedes Gleitze]] was the first British woman to swim the English Channel on 7 October 1927. However, as John E. Brozek (author of ''The Rolex Report: An Unauthorized Reference Book for the Rolex Enthusiast'') points out in his article ''"The Vindication Swim, Mercedes Gleitze and Rolex take the plunge"'', some doubts were cast on her achievement when a hoaxer claimed to have made a faster swim only four days later. Hence Gleitze attempted a repeat swim with extensive publicity on 21 October, dubbed the ''"Vindication Swim"''. For promotional purposes, Hans Wilsdorf offered her one of the earliest Rolex Oysters if she would wear it during the attempt. After more than 10 hours, in water that was much colder than during her first swim, she was pulled from the sea semi-conscious seven miles short of her goal. Although she did not complete the second crossing, a journalist for [[The Times]] wrote "Having regard to the general conditions, the endurance of Miss Gleitze surprised the doctors, journalists and experts who were present, for it seemed unlikely that she would be able to withstand the cold for so long. It was a good performance". As she sat in the boat, the same journalist made a discovery and reported it as follows: "Hanging round her neck by a ribbon on this swim, Miss Gleitze carried a small gold watch, which was found this evening to have kept good time throughout". When examined closely, the watch was found to be dry inside and in perfect condition. One month later, on 24 November 1927, Wilsdorf launched the Rolex Oyster watch in the [[United Kingdom]] with a full front page Rolex advert in the ''[[Daily Mail]]''. The ''Vienna Herald'' described the 1969 Apollo moon landing as: 'an event almost as significant as the time a woman swam most of the English Channel with a waterproof watch on.'<ref>{{cite magazine|last=Brozek|first=John E.|date=December 2003|title=The Vindication: Mercedes Gleitze and Rolex take the plunge and become world-renowned|url=http://www.iwmagazine.com/uploads/pdfs/issue_74_archivedweb.pdf|url-status=dead|magazine=International Wristwatch Magazine|page=88|archive-url=https://web.archive.org/web/20080910070920/http://www.iwmagazine.com/uploads/pdfs/issue_74_archivedweb.pdf|archive-date=10 September 2008|access-date=3 August 2008|df=dmy-all}}</ref> == The Rolex Institute == The Rolex Institute was created by the brand to help support specific people and events in line with the brand's values, through two distinct programs.<ref>{{Cite news|url=https://www.telegraph.co.uk/luxury/watches/inside-the-rolex-philanthropic-scheme-for-young-talent-with-the/|title=Inside the Rolex philanthropic scheme for young talent with The Revenant's Oscar-winning director Alejandro Iñárritu|last=Williams|first=Sally|date=2016-06-04|work=The Telegraph|access-date=2019-07-11|language=en-GB|issn=0307-1235}}</ref> The first is the Rolex Awards for Enterprise. Founded in 1976 to commemorate the 50th anniversary of the Oyster watch, the awards recognise and support enterprising individuals from around the globe who initiate projects aimed at making the world a better place. Winners receive a cash grant to advance their projects, along with international media coverage. (Rolex Awards for Enterprise).<ref>{{Cite web|url=https://thesenseofsilencefoundation.com/sponsors-and-collaborators/the-rolex-institute|title=The Rolex Institute {{!}} Sense of Silence Foundation|website=thesenseofsilencefoundation.com|access-date=2019-07-11}}</ref> The second is the Rolex Mentor and Protégé Arts Initiative, a biennial philanthropic programme launched in 2002 that brings together gifted young artists with globally recognised masters in the fields of architecture, dance, film, literature, music, theatre and visual arts, for a year of creative collaboration and one-to-one. (Rolex Mentor and Protégé Arts Initiative)<ref>{{Cite web|url=http://www.rolexmentorprotege.com/|title=Rolex Mentor and Protégé Arts Initiative|website=Rolex Mentors and Protégés|language=en|access-date=2019-07-11}}</ref> == Rolex.org == Rolex.org is the website for the brand's philanthropic arm, whose goal is to positively impact future generations within the fields of science, the arts and the environment. The website, in complement to but entirely separate from the brand's commercial site, aims to be a source of inspiration and education, presenting Rolex's past and present initiatives in support of individuals and organisations from around the world. The keyword "''Perpetual''" is regularly repeated throughout the website, evoking Rolex's Oyster Perpetual watch collection while underlying the brand's commitment to preserving humanitarian domains.<ref>{{Cite web|url=https://www.luxurysociety.com/en/articles/2019/04/how-rolex-revamping-its-digital-channels-3-marketing-innovations-not-miss/|title=Rolex Is Revamping Its Digital Channels: 3 Marketing Innovations Not To Miss|website=Luxury Society|date=2 April 2019|access-date=2019-07-15}}</ref><ref>{{Cite web|url=https://www.rolex.org/|title=Perpetual spirit, the story of Rolex|website=rolex.org|language=en|access-date=2019-07-15}}</ref> ==See also== * [[List of watch manufacturers]] * [[Rolex Tower]] ==References== {{reflist}} ==External links== {{Commons category}} * {{Official website|http://www.rolex.com/}} {{Portal bar|Companies|Switzerland}} {{Authority control}} [[Category:Rolex| ]] [[Category:1905 establishments in England]] [[Category:Luxury brands]] [[Category:Clothing companies established in 1905]] [[Category:Companies based in Geneva]] [[Category:Privately held companies of Switzerland]] [[Category:Swiss watch brands]] [[Category:Watch manufacturing companies of Switzerland]] [[Category:Watch brands]]'