Founded by Hans Wilsdorf in 1908, Rolex have always been a manufacturer of firsts; first wristwatch to receive Chronometer certification, first with automatically changing date, first with an oscillating winding rotor as is still used today and the first waterproof wristwatch too.

"Look in all the dictionaries, there is no word for what we do. It's not ‘tradition’, though our craft is timeless. ‘Limitless’ is too limiting. ‘Enduring’ is not enduring enough. ‘Innovation’ can only begin to describe it. We sculpt, paint and explore. But explorers, sculptors and painters we are not. This is the only thing we make. The only thing we will ever make. There is no word for what we do. There's only a way. The Rolex Way."