Founded in 1905 in London by Hans Wilsdorf, Rolex watches are crafted from the finest raw materials and assembled with scrupulous attention to detail.
Rich brand history
At a time when everyone else thought wristwatches for men were a passing fad, Hans Wilsdorf founded a business focused on them. It was an 11-ligne, highly precise movement, which allowed him to make his vision a reality and, once military personnel and sportsmen took to wearing a wristwatch, people soon fell in love with this discrete and practical way to tell the time and to signal good taste.
By 1910, the Company had produced the first-ever watch to receive the Swiss Certificate of Chronometric Precision, granted by the Official Watch Rating Centre in Bienne. This was followed four years later by a Class A precision certificate from Kew Observatory – a level previously reserved for marine chronometers. This certification proved that Rolex was capable of making timepieces that were stylish but did not compromise on accuracy. Then, in 1919, Rolex moved to Geneva, Switzerland, marking the beginning of a history that would see the brand inextricably linked with the watchmaking excellence of this country. Since then, it has been worn by everyone from explorers to presidents, and become one of the most sought-after watch brands in the world, not least for its ability to design iconic timepieces with similarly iconic names.
Our partnership with Rolex
The Watches of Switzerland Group has retailed with Rolex for over a century. Back in 1919, we were selected to be one of the first to sell the brand, welcoming Rolex to our Northern Goldsmiths showroom in Newcastle, which first opened its doors in 1892. In 1935, we installed a vast four-sided golden Rolex clock above the showroom and that very same showroom remains on the same corner of Blackett Street today. Our two companies have worked closely together for over 100 years, with Rolex being woven through every aspect of our business from our impressive Rolex showrooms to our marketing, events, and media communications, highlighting not only key products, but key messages too.
Rolex launched its Certified Pre-Owned programme in 2022 and we were pleased to commence this offering to our clients in July 2023 in the US and September 2023 in the UK. The Rolex Certified Pre-Owned programme vouches for the authenticity of previously owned Rolex watches. Each watch is meticulously serviced and authenticated by Rolex. Every watch comes with a Rolex Certified Pre-Owned seal, symbolising its status as certified, and comes with an international two-year guarantee.
The Rolex Certified Pre-Owned offering is only available within the authorised distribution network for Rolex. This ensures that clients who are interested in purchasing a pre-owned Rolex will get the best in client service, advice and hospitality during their purchasing journey. Following the initial launch, Rolex Certified Pre-Owned is now offered in 19 showrooms in the UK and 17 in the US. Our new flagship Rolex boutique on Old Bond Street London, which opens in FY25, will have a dedicated floor for Rolex Certified Pre-Owned and we expect it to be an important growth driver for the Group.
We are also proud to be part of the worldwide network of Rolex-trained watchmakers, carefully selected for their uncompromising professionalism and expertise. We follow the Rolex Service Procedure, designed to ensure that every timepiece leaving a Rolex workshop complies with its original functional and aesthetic specifications. The watchmakers in our cutting-edge workshops are trained according to strict excellence criteria and assessed regularly by Rolex. From adjusting the length of a bracelet to carrying out a complete overhaul, every type of servicing operation for a Rolex watch can be entrusted to us.
Celebrating 100 Years of Partnership
In 2019 we celebrated our centenary with Rolex with a series of clients events, commencing with an exclusive event for 100 customers at the Baltic Centre for Contemporary Art, Newcastle; the town where the partnership between Rolex and the Watches of Switzerland Group began.
The Watches of Switzerland Group and Rolex support The Princes Trust
In honour of the centenary, we partnered with Rolex to unveil 100 specially engraved Rolex watches and a donation from each watch sold raised money for the Prince’s Trust to support disadvantaged young people across the UK.
the partnership between the watches of switzerland group and rolex
We are privileged to partner with Rolex on mono-brand boutiques in prestigious locations in the UK and the US including the Wynn Resort, Las Vegas; Orlando, Florida; Glasgow, Scotland; and within Heathrow Airport, London. 2024 sees the opening of our new Old Bond Street, London boutique.
