Rolex – Swiss desire among men

For some, it’s the comfort of ownership; for others, a peaceful life, or perhaps fame. What the word luxury means and the associations it evokes are things only we truly know ourselves. Yet, one brand in the world has unmistakably claimed this thrilling word for its own. Rolex, the brand in question, represents pure desire for every man—and that’s no exaggeration.

Why does this name so clearly evoke something truly exclusive?

Is it the result of years of marketing efforts, or perhaps a typically masculine fascination with something not meant for everyone? The answer—just like the question itself—is not simple, as many factors have contributed to its success.

I believe that Rolex is, above all, a symbol in the history of watchmaking. An extraordinary and heroic pioneer, committed to its own ideas and, for its time, out-of-this-world technologies.

In 1926, a milestone was achieved in the history of timepieces when a watch was enclosed in a waterproof and dustproof case, named the Oyster. Of course, not everyone believed that such an innovation could be produced, so Rolex decided to take advantage of this.

A year after the first production, it was proven that the watch was completely waterproof by enlisting the young swimmer Mercedes Gleitze. For 10 hours, the daredevil swam across the channel with a Rolex product, and the watch remained in perfect condition until the end of this bold test.

That’s why the Rolex brand is a true pioneer and gladiator—something few people remember today!

After a successful attempt at swimming across the channel, the company continued to follow this impulse. Its marketing featured famous athletes and even bolder achievements, all, of course, with Rolex watches in the background.

Aside from the feat of flying over Everest, let’s pause for a moment to consider the attempt to break the speed record. In 1935, Sir Malcolm Campbell, one of the world’s fastest drivers, set a record of 300 miles per hour—about 485 km/h—on land at the Bonneville Salt Flats in Utah.

As you might guess, he was wearing that elite Swiss watch on his wrist, and the Rolex brand was celebrating yet another success.

There were many more such successes, like the first self-winding wristwatch, the Datejust. In 1945, this was something extraordinary and highly innovative. Today, for the Rolex brand to stand out, it has to compete with many other excellent companies.

For a very simple reason: Rolex watches are no longer handmade. Many connoisseurs consider this a weakness.

That doesn’t change the fact that, according to the latest results from the Reputation Institute, Rolex is the most reputable company in the world. It took first place in their ranking, which is a clear sign of who really calls the shots.

People love Rolex simply for being what it is, and nothing is going to change that anytime soon.