THE MAKING OF A LEGEND
1 THE FOUNDING SPIRIT
When used in relation to Rolex, the word “perpetual” is normally associated with the brand’s automatic movements. But for the company, it represents an entire ethos. Its “perpetual spirit” is an enduring commitment to continuous improvement and always pushing the boundaries. It’s this guiding principle that builds watches that last; one that also leads to technological innovations that advance watchmaking as a whole by taking the long-term view. By owning a Rolex, you’re aligning yourself with the values of lasting excellence and unlimited human potential.
2 A VISIONARY FOUNDER
Hans Wilsdorf was a visionary entrepreneur and a man of profound idealism whose stream of inventions, such as the world’s first waterproof wristwatch, changed history. In striving for perfection, Wilsdorf created one of the world’s most respected watch brands in the space of a few decades, as well as iconic models such as the Datejust, Submariner, GMT-Master, Day-Date, Milgauss, and many more. Rolex’s philanthropic commitments are also part of Wilsdorf’s legacy, as the founder established the Hans Wilsdorf Foundation in 1945 to provide support to charitable and social causes in Geneva.
3 THE WORLD’S FIRST WATERPROOF WRISTWATCH
Given what mechanical watches are capable of doing these days, it’s easy to forget
