When you think of luxury watches, chances are your mind goes straight to Rolex—ours certainly does. 

For nearly 100 years, Rolex has been the luxury watch of choice for the rich and famous. But what is it about these watches that makes them so highly regarded?

Quick history lesson: Rolex was originally founded in London in 1905, by Hans Wilsdorf and Alfred Davis. Before the brand became known as Rolex, it was (fittingly) called Wilsdorf and Davis. It wasn't until 1908 that the duo changed the brand's name and moved to Switzerland after World War I, due to the poor economic situation in post-war London. 

Today, Rolex has more than 500 patents to its name, and all the brand's watches are still essentially hand made. Rolex also makes its own gold and platinum, one of the few watchmakers who do, at a private foundry. To give you an indication of their continued value, of the ten most expensive watches ever sold at auction, three on that list are none other than Rolex watches.

But why are people willing to shell out so much for a timepiece? There are actually a few good reasons: 

Why Is Rolex So Popular?

Value of Rolex Watches

Think of a Rolex like you would a house in Sydney; it’s almost guaranteed to increase in value, rather than decrease. Many people buy a Rolex as much as an investment as a functional watch. 

Some people buy a Rolex and never wear it, they just hold on until its value appreciates. Admittedly, it’s more fun than shares and a smaller outlay than a house (well, not always—Paul Newman’s namesake Rolex Daytona sold at auction for US$17.75 million in 2017).

Rolex Quality

The reason Rolex became popular in the first place is it’s incredibly high quality and longevity. These watches keep time well for decades and are built to last, with sturdy construction and no unnecessary complications. Plus, with all the features (many of which were innovated by the brand), Rolex watches do everything you need them to -- and they do it well. 

Features like waterproof housing, chronometer certification, automatic winding mechanism and date windows are standard in a Rolex today. With little more than a battery change every few years, this is a timepiece that will just keep going and going.

Rolex Design

As well as lasting forever, a Rolex is also beautifully designed for ease of use and recognition. 

Every element of a Rolex is carefully considered as part of the overall functionality of the timepiece: The round shape improves water-resistance and legibility; the sweep seconds hand, Cyclops date magnifier (invented by Hans Wilsdorf) and grooved bezel aid in superior time-keeping; and the distinctive Oyster bracelet means even the uninitiated can spot a Rolex at ten paces. 

Tiny incremental changes to the design are made carefully, and only ever to improve the functionality of the watch. 

The Rolex Brand

Having a Rolex on your wrist is a subtle way of telling the world that you’re a high roller, with taste and class. 

Everyone knows what a Rolex means, so it’s immediately obvious to anyone who clocks it that you’re a person of means (that said, don’t point it out—that’s fairly gauche). As a result, there is a legion of lifelong fans of the brand, who debate the finer points of each model, and will wax lyrical about their favourites—even though for many people, they’ll never actually see that watch in real life. 

While some people buy a Rolex for its high quality, there are a similar number who buy a Rolex for brand recognition alone. The wear-forever build is a bonus. 

The Scarcity of Rolex Watches

Nothing is more enticing to the luxury consumer than exclusivity, something Rolex knows well. Rolex only sells a limited number of each new release—especially their DNA watches, the Submariners, which are artificially restricted to drive up demand. Long waiting lists around the world make the search for a Rolex like the hunt for the pot of gold.

Rolex Marketing

Forward-thinking Rolex founders chose the name because it was easy to pronounce in most languages and was short enough to fit on the face of the watch, something that wasn’t common at the time. 

Since then, marketing has largely been through the presence of the brand in prestigious sports—the first woman to swim the English Channel was given a Rolex to wear during the swim, and when Sir Edmund Hillary and Tenzing Norgay summited Everest, they wore Rolex watches. 

More recently, American actor and race car driver Paul Newman had a small collection of watches named after him; Rolex has been the official timekeeper at Wimbledon and the US Open for forty years, and for Formula One for nearly a decade; and the brand sponsors several major illustrious sporting events. That clever association with high-end sports is about the best marketing money can buy.

While you’re here, take a moment to peek at Joe Biden’s sleek Rolex watch.

Author Bio:

Hannah Warren

Hannah was born in New Zealand and is based wherever she can set down a laptop. She's been playing with words since she could first pick up a pen, and in her spare time she's a pole dancer, pasta glutton and dog mum.

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