This Genevan brand has been targeting customers from just about every corner of society for more then a 100 years with its straightforward product lines.  The quality of these watches is proverbial, and can just about be said to be legendary.  For as long as anyone can remember, this brand has held the top spot in the C.O.S.C.'s statistics, and year for year delivers just about half! of all the official institute's successfully tested mechanical chronometer movements.  Improvements relentlessly flow into running production, which is estimated at just under one million timepieces per year - the company does not release official numbers. 

A number of really groundbreaking improvements in history of wristwatch can be ascribed to the brand with the crown in its logo:  Rolex founder Hans Wilsdorf invented the hermetically sealed Oyster case, which he later outfitted with a screw-in crown and an automatic movement wound by rotor.  Shock protection, water resistance, automatic winding: all three virtues are what make wearing a Rolex timepiece much more comfortable and reliable. 

Rolex watches are popularly regarded as status symbol and Business Week magazine ranks Rolex on its annual list of the 100 most valuable global brands.