Rolex is one of the most recognised brand names on the planet, synonymous with luxury and craftsmanship. However, most people don't actually know much about what lies behind the brand and the watchmaking process. We look at 10 interesting facts which explain why Rolex is operating at the top of its game!
The brand doesn't opt for 'easy' steel
The vast majority of watches are manufactured from 316L stainless steel. However, Rolex uses 904L; a hard to machine and expensive steel grade. Why? Because it is more resistant to corrosion and rust, is harder and more robust than other steel grades and, most importantly for the brand, it allows polish to adhere more effectively, providing a superior aesthetic quality.
Rolex owns its own laboratories
Rolex may be known for innovation, but many customers won't realise that it boasts a series of high-end science laboratories across its facilities, alongside a sizeable R&D department. These professional-grade labs are used for research into watch development and component parts as well as manufacturing process efficiencies. One lab alone focuses on the lubricants and oils used in the fabrication process and another focuses entirely on the materials and metals used as component parts.
Every Rolex is assembled by hand
Each Rolex watch is manufactured and finished by an engineer. Highly sophisticated machines are used during the production process although the vast majority of process steps are carried out largely by hand, including bracelet assembly and the watch part movements. Even the watch hands are hand-set!
The company buys big!
Rolex is the biggest purchaser of gold in Switzerland! It is also the only watchmaker that produces its own alloys, allowing it to maintain total control and produce new finishes such as the non-fade rose gold. Its own production foundry mixes and melts the metals before they are turned into bracelets and cases.
Technology plays a huge role
Although Rolex relies heavily on human skill it also invests greatly in sophisticated technologies and robotics. Each facility is assisted by robots used to transport parts around the factory floor and carry out highly repetitive, detailed and precise tasks where human error might otherwise occur.
Quality is paramount
Unsurprisingly, quality of product is integral to the Rolex brand and the company has invested heavily in security services due to the precious metals and resulting products it stores on site. Employees can only gain access to the premises using fingerprint scanning and each watch is catalogued and photographed throughout the manufacturing process, with a unique serial number assigned to each. This means that when a Rolex is serviced later in its life the watchmaker can find out everything he needs to know about its history.
The famous Rolex safe is so secure it's actually located deep underground! It can be accessed only via iris scanning and recognition software and items are moved by unmarked and armoured trucks. With the watches being viewed as equal to currency itself, it's no surprise that the company takes no chances!
Pressurised tanks and testing
Every Oyster case is tested in a pressurised air tank. Dive watches go through other testing to ensure water resistance - in true conditions! A Submariner Rolex will be submerged in water to 300 metres. It is then heated and tested for condensation traces using an optical sensor. The fail rate is minimal - under 1/1000.
It takes time to make a Rolex
A whole year in fact. The company makes around one million watches annually, but there are no shortcuts. The company seeks to improve constantly but through evolution and incremental change rather than revolution.