Rolex rocks!

Bit by painstaking bit, Rolex has built a reputation for quality craftsmanship. Time n Style traces the people and events that have helped script Rolex’s success story.

Research and innovation have always been an integral part of the spirit of Rolex. The history of Rolex is undeniably linked to Hans Wilsdorf, a young, enterprising Bavarian, who in 1905 at the age of 24 established a London firm specialising in the distribution of watches. Did he know at the time that he was building the foundations of one of the world’s best known, loved and revered empires? Possibly. Wilsdorf envisioned the wristwatch in an era of pocket watches. He equipped these revolutionary timepieces, which seemed suited only for the likes of Superman, with a high precision movement that was manufactured in Switzerland. Soon these daring timepieces in either gold or silver were attracting the attention and appreciation of fashionable men and women.

The name Rolex was coined in 1908 by Wilsdorf. It was one that was easy to pronounce in any European language and short enough to fit on the dial of a watch. In an effort to convince the wary public, Rolex considered it a priority to develop quality and precise watch movements. Highly successful in this area, Rolex manufactured the first non-marine chronometer to be awarded a class A precision certificate by the Kew Observatory in Great Britain. From that date forward the wristwatch was synonymous with precision.

The world is his Oyster
In 1919, Wilsdorf founded Montres Rolex SA in Geneva. Being close to Bienne, where the movements were manufactured, would ensure greater quality control. Meanwhile, with its unwavering commitment to pushing the boundaries of innovation and reliability, Rolex developed the first truly water resistant, dust resistant, airtight watch as early as 1926. Named the Oyster, it successfully crossed the English Channel unscathed in 15 hours and 15 minutes on the wrist of Mercedes Gleitze. This was the first in a long list of punishing tests Rolex watches would be subjected to in the brand’s thirst for perfection.

By 1931, the Oyster would boast yet another outstanding feature: the perpetual rotor, a self-winding mechanism, which allowed it to run continuously (with every flick of the wrist, the movement would wind). This feature would later be found in every modern automatic watch, thereby ending the reign of the manual-wound watch.

Rolex followed the Oyster with the Datejust in 1945, the first chronometer with an automatic date change, then the Submariner in 1953, water resistant and pressure proof to a depth of 330 feet.

New leadership
Andre J Heiniger took over the reins in 1963. The next 30 years would see extraordinary development, not just in one but all five continents. Rolex, while retaining control of its distribution networks, created new subsidiaries and strengthened its customer relations. Even though the quartz watch made its appearance in the 1960s and Rolex actively participated in the development of the quartz movement, Heiniger chose to stand by the mechanical watch. It was a decision that would stand him in good stead in the coming years.

Rolex watches continued to be manufactured, assembled and finished by hand but technological advancements had their contribution to make to the finished product. State-of-the-art equipment coupled with renovated and enlarged plant facilities, computer aided design and manufacturing guaranteed and continue to guarantee high quality. Since research and innovation was integral to Rolex, it wasn’t a surprise when Heiniger created the Rolex Awards for Enterprise to commemorate the 50th anniversary of the Oyster.

Back to the future
Ever since Patrick Heiniger succeeded Andre, he has busied himself in ensuring the quality of the product as well as its brand image, worldwide distribution and after-sales service. Each of which is accompanied by concrete measures: vertical integration of production sources, improved brand protection and more open and effective corporate communication.

Mentor and protégé arts initiative
This programme is Rolex’s way of giving back to society. The idea is to nurture young minds and talent by inspiring creativity through interaction with internationally renowned masters in their specific disciplines. Rolex aims to give gifted young artists access to mentors in their field, give them the gift of time — time to learn, create and grow.

This is one way to ensure that the world’s artistic heritage is passed on from generation to generation, personally from master to apprentice, mentor to protégé. Mentors are people at the top of their profession, able to pass on the spark of their creative genius through this programme. An advisory board selects them from a variety of fields. The mentors for the year are: Saburo Teshigawara, revered as Japan’s most influential choreographer, Mira Nair, an internationally acclaimed director, screenwriter and producer, Mario Vargas Llosa, renowned Peruvian novelist, playwright, essayist, journalist and literary critic, Jessye Norman, a legendary soprano, Sir Peter Hall, a titan of British theatre and one of the world’s great Shakespearean directors and David Hockney, one of the world’s greatest and most versatile living artists.

Protégés are extraordinarily talented, emerging artists who have achieved recognition in their fields but have scope and potential to mature into modern day geniuses. They must be receptive to the yearlong programme, devoted to their art, eager to listen and learn. Chosen by expert, independent nominating panels, they are: Junaid Jemal Sendi, a 20-year-old dancer, choreographer and teacher, praised for his incredible range of accomplishments; Aditya Assarat, one of Thailand’s most talented young filmmakers; Antonio Garcia Angel, considered one of Colombia’s best young writers, Susan Platts, a 31-year-old mezzo-soprano and one of Canada’s finest young vocalists, Lara Foot Newton, an enormously creative South African theatre director, writer and producer and Matthias Weischer, a painter whose powerful work has begun to attract attention from critics and collectors.

This international, philanthropic programme engineered by Rolex is all set to preen the next generation’s finest young minds and to inspire the geniuses of tomorrow.

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