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At the core of excellence
Words that stand the test of time
"Rolex"
With the invention of the word “Rolex” in 1908, Hans Wilsdorf did not only create a new brand. He immediately affirmed his unique vision of watchmaking and embarked on the quest for excellence that Rolex has unceasingly pursued ever since.
Having these exacting standards from the outset meant gradually incorporating all the know-how and every expertise into the manufacture, thus guaranteeing the brand’s autonomy and integrity.
With “Rolex”, Hans Wilsdorf paved the way for a unique kind of watchmaking. One in perpetual movement, capable of meeting a then burgeoning modernity and of rising above its novel challenges.
With “Rolex”, Hans Wilsdorf paved the way for a unique kind of watchmaking. One in perpetual movement, capable of meeting a then burgeoning modernity and of rising above its novel challenges. In the wake of this visionary name, other terms had to be coined to express the constant innovation which characterises the brand: “Oyster”, “Perpetual”, “Superlative Chronometer”.
Engraved on each dial, these words not only speak of water resistance, autonomy, precision or durability. They reveal what makes every Rolex Oyster Perpetual Superlative Chronometer a unique object. They embody the horological accomplishment as much as they inspire the confidence needed to overcome any challenges that may lay ahead.
"Oyster"
“Oyster”. The very word evokes water resistance. It also speaks to the unrivalled ingenuity of those who, through technical expertise, achieved the watertight qualities of the case that bears the same name and then applied them to protect the horological movements within.
In fact, “Oyster” does not only refer to watertightness but also – more broadly – to the case’s resistance to all the natural elements that may prevent a chronometer from working smoothly.
Two words – “Superlative Chronometer” – expresses our founding desire to do our utmost to continually surpass our own achievements.
To these attributes, the best is never the enemy of the good. Which is why within our manufacture is found our Superlative Control: a dedicated unit devoted to testing them all, continually and after they are completed.
With time, it has become the cornerstone of our watchmaking expertise which, with two words - “Superlative Chronometer” - expresses our founding desire to do our utmost to continually surpass our own achievements.
