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The five-pointed crown displayed on a watch dial is a world-renowned symbol. Around the globe, the Rolex logo marks first-class timepieces and is an unquestionable indicator of a reliable sense of style. Rolex was founded in 1905 and stands for uncompromising quality. The company can proudly look back on a history of influential milestones in the world of watches.
Rolex: History, Models and Prices. New & Vintage.


Discover the world of Rolex watches online.

The five-pointed crown displayed on a watch dial is a world-renowned symbol. Around the globe, the Rolex logo marks first-class timepieces and is an unquestionable indicator of a reliable sense of style. Rolex was founded in 1905 and stands for uncompromising quality. The company can proudly look back on a history of influential milestones in the world of watches.

Rolex is the most famous watch brand worldwide The first water and dust-proof wristwatch, the “Oyster”, was invented by Rolex in 1926 Sir Edmund Hillary was wearing a Rolex during the first ascent of Mount Everest in 1953.

A true visionary in the watch industry

Rolex founder Hans Wilsdorf


No other brand symbolises a successful lifestyle quite like Rolex. The company owes much of its success to its founder, Hans Wilsdorf. Born in Kulmbach, the entrepreneur was a marketing genius and a brilliant businessman. When he founded his watch business in London in 1905, he already seemed aware of the perfect formula for success – to offer the absolute finest in quality. From the very beginning, Wilsdorf followed this motto and sold the highest quality Swiss-made timepieces. In order to raise awareness and recognition of his watches, he assigned them with a name that was easy to pronounce worldwide. Thus, from 1908 onward, “Rolex” was born. The meaning of this name has been subject to many myths. Watch experts have argued that the name Rolex is a play on “Horlogerie Exquisite” (French for exquisite watchmaking). It has also been stated that the brand name is an acronym for “Rolling Export”. Even if the truth remains hidden, the Rolex brand continues to represent exquisite watchmaking to this very day.

A watertight case and a new automatic movement

The grand innovations of Rolex

Hans Wilsdorf may not have invented the wristwatch, but many milestones in the history of a wristwatch can indeed be attributed to Rolex. In 1916, the company that is now based in Geneva, presented the first worldwide water and dust-tight watch, with the telling name of “Oyster”. Just like an oyster, the case of this watch is tightly sealed and, therefore, offers exceptional protection for the mechanical movement.

At a request made by Hans Wilsdorf, the Oyster was worn by swimmer Mercedes Gleitze during her historic crossing of the English Channel in 1927. That day, a true legend was born. The day after this record-breaking achievement, Rolex placed a large advert on the first page of the Daily Mail, celebrating the success of the Oyster. From that day forward, demand for the robust watch quickly increased, and Hans Wilsdorf did not rest on his laurels. With his dream of offering his customers the highest levels of comfort, he gave John Harwood the task of further developing the automatic watch. The result was a success: in 1931, Rolex introduced the automatic movement with a unidirectional rotor winding mechanism. This revolutionized the entire market as automatic watches could not be mass-produced during that time. The Rolex Oyster Perpetual represents a milestone in the history of watchmaking and is a testament to the inventive genius that defines Rolex to this day.

Reliability, precision, and value

The promise of a Rolex watch

Rolex owes its outstanding reputation not only to its famous clientele, but also to the flawless craftsmanship of the Rolex watches themselves. The introduction of a watertight watch in 1926, and the introduction of the self-winding movement in 1931 formed the basis for the legendary Oyster Collection. These groundbreaking innovations reflect the core philosophy of the company: A Rolex watch can never fail.

Founder Hans Wilsdorf placed special emphasis on the precision and reliability of Rolex watches. As a result, the timepieces were officially certified as chronometers by independent control authorities from as early as 1914. The official certification of the watches and the aim for the highest accuracy standards belong to the basic principles of the brand. This is reflected in the inscription, “Superlative Chronometer Officially Certified”, on the dial of every Rolex watch. Instead of developing exotic complications, the manufacturer instead focuses on producing precise and highly reliable watches with distinctive designs that create instant recognition when it comes to a Rolex timepiece. This comprises the brand’s key to success and is also the reason why both new and vintage Rolex models are highly sought after by collectors.

Price overview

How much does a Rolex cost?

Market prices and list prices

There is no definite answer to the question "How much does a Rolex cost?" as the cost depends greatly on the model in question. According to list prices, most models cost between 5,000 and 35,000 euros: a Rolex Oyster Perpetual 31 costs around 5,000 euros, while the cost of a Rolex Day-Date 40 is around 35,000 euros. The list prices for the coveted Professional models in stainless steel are usually between 7,500 euros and 14,000 euros.

Another crucial factor in answering the question "How much is a Rolex?" is Rolex availability because only very few models are available at list prices. In particular, the most sought-after models, such as the Rolex Daytona or the Rolex GMT-Master II, are either not available at all, only available to long-term customers, or have a waiting period of years. The scarcity is partly due to Rolex watches' capacity and the enormous hype of certain models. The hype has grown in recent years, in particular, driving up the cost of a Rolex.

For this reason, market prices vary depending on the popularity of the model. The list price for the Rolex Daytona in stainless steel, for example, is a good 12,000 euros, while the market price is over 30,000 euros. Since it is hopeless to get this model at the list price, the free market represents the only chance to be able to buy a Daytona. Despite its high market price, the Daytona is still ideally suited as an investment: After the first ceramic model was launched in 2016, the cost on the open market was around 15,000 euros - just five years later, it has doubled. Obviously, the current price is always the highest with continuous increases in value, but this also means that the earliest possible purchase is always the cheapest purchase.

Vintage & used: Higher variety, lower prices

When considering the cost of a Rolex, the vintage and pre-owned market also come into play: If you are looking for a specific reference that is no longer in production, buying a pre-owned Rolex becomes interesting. Vintage and second-hand models have the advantage that they offer enormous variety and come with attractive price advantages. For example, while the Rolex Submariner Ref. 126XXX is available in three different stainless steel variants (Date black, Date green, No Date), 25 different references have been produced since the 1950s - including vintage classics like the Ref. 5513 or sought-after second-hand models like the Ref. 16610LV. Vintage models from Rolex have also become more attractive from a financial point of view, especially against the background of the high costs of new models. At CHRONEXT, every watch is extensively checked and authenticated for authenticity and quality by certified watchmakers before it is released for sale. Our 24-month CHRONEXT warranty guarantees this.

What does a Rolex cost to maintain?

Rolex costs are comparatively low: while an annual inspection is usually recommended for cars, the intervals between the service intervals recommended by the manufacturers are much longer for mechanical watches. Most manufacturers advise five-yearly revisions. Though it never hurts to have your watch serviced, it is a matter of taste whether you have your Rolex serviced every five years or whether you only have your watch serviced when it shows signs of needing service. This can be the case, for example, with inaccuracies in the rate, a reduced power reserve or other problems. The cost of a Rolex service depends on the amount of work required and the model. As a rule, the costs range between 600 and 1,200 euros.

If you own a Rolex as an investment and keep it in a safe, for example, without wearing it, you can sit back and relax: Since synthetic oils have been used in watch movements for many years, they cannot gum up. So even after several years of non-use, your Rolex will function perfectly.

Rolex as an investment

Stocks, gold and luxury watches

No other watch manufacturer enjoys such a high reputation as Rolex. This is also reflected in the company's value, which is the fourth most valuable brand in Switzerland after Nestlé, UBS and Zurich. Although a Rolex watch has always been extremely stable in value and crisis-proof, the possibilities of a Rolex as an investment have become particularly attractive, especially in recent years. If you choose a classic, there is a good chance that your watch will have significantly increased in value within a few years. It hardly matters whether you wear your watch or not. This characteristic is precisely what many Rolex enthusiasts appreciate: you can enjoy your luxury watch day after day without losing any money but rather enjoy a significant increase in value.

Rolex as an investment

Although some Rolex models are particularly suitable as investments, all models benefit from a significant increase in value. This applies not only to the "Professional" models (sports models) but also to classic timepieces such as the Rolex Pearlmaster or Rolex Day-Date. Based on list prices, the costs alone have multiplied in some cases over the last 20 years. As a rule, Rolex increases prices by seven to eight per cent every one to two years. For example, from 2000 to the 2020/2021 model year, the list prices of the following three models increased as follows:

  • Rolex Datejust (Ref. 16200/116200/126200): from 2,658.72 Euro (5,200.00 DM) to 6,450.00 Euro
  • Rolex Submariner Date (Ref. 16610LN/126610LN): from 3,067.75 Euro (6,000.00 DM) to 8,300.00 Euro
  • Rolex Yacht-Master (Ref. 16622/126622): from 5,803.16 Euro (11,350.00 DM) to 10,900.00 Euro

One must not forget that these are only the list prices. While it was possible to buy almost any Rolex watch locally at list price or with discounts 10 or 20 years ago, this is hardly conceivable now. For this reason, since the late 2010s, it is no longer the list price that is decisive, but rather the market price. This realistically reflects the costs of purchasing a Rolex and is significantly higher than the respective list price for almost all models.

Given the high cost of stainless steel models, it is worth considering the purchase of bi-colour or full gold watches from Rolex. These models are also a good investment. The Rolex Sky-Dweller and Daytona are particularly suitable: for the market price of the stainless steel Sky-Dweller, you can effortlessly buy the bi-colour reference. With the Daytona, the value of the stainless steel model is getting closer and closer to the full gold variants.

Daytona models as an investment

The Rolex Daytona is the model that is best suited when it comes to the concept of "Rolex as an investment". There are two main reasons for this: the ongoing Daytona hype and low supply coupled with high demand. To understand these reasons, it is necessary to travel back in time to the 1960s: when Rolex first gave its chronograph, presented in 1955, the name "Daytona" in 1963, the movement, which only had manual winding, was simply inferior to the automatic chronographs from Breitling and Heuer. As a result, only a few Daytonas were sold. When Rolex changed its strategy in 1988 and offered an automatic Daytona with Zenith calibres in the form of the Ref. 16520, demand increased - except that Rolex could not meet the supply due to the outsourced movements.

Today, the Rolex Daytona is still ideally suited as an investment; it is by far the most sought-after model from the company. The low quantities of the earlier references created the "Daytona myth", which continues to this day and has led to particularly high demand. While the cost of a Rolex Daytona in 1963 was around 200 US dollars, the price increase has exploded since the 2010s: A Rolex Daytona Ref. 116520 cost around 11,000 euros in 2015, around 14,000 euros in 2017 and already more than 20,000 euros a year later. In the meantime, the 30,000 euro mark has long been cracked. So when it comes to the Daytona as an investment, it pays to get in as early as possible because the cost of this watch only knows one direction.

Then as now

Luxury watch and uncompromising toolwatch

Precision and reliability

Rolex founder Hans Wilsdorf always attached great importance to precision and reliability. On the ground, in the air or underwater, watches were needed that could be relied upon. To this day, these two qualities - precision and reliability - make up the history and the present of the Swiss luxury manufacturer Rolex, which specialised early on in diving watches, pilot's watches and other timepieces for professional use.

Rolex produces mechanical watches that are not only among the most robust but also among the most sought-after timepieces in the world. The robustness of a Rolex makes it an ideal toolwatch and a perfect luxury watch for every day: Rolex watches (with the exception of the fine Cellini models Cellini Time, Cellini Date, Cellini Dual Time and Cellini Moonphase) are water-resistant to at least 100 metres and resistant to shocks and other impacts. In general, Rolex movements are considered reliable, indestructible tractors. However, it should not be forgotten that the Swiss manufacture is always striving for improvement and even greater perfection: In the history of the company, Rolex has already registered more than 500 patents and has repeatedly set new standards in the art of watchmaking.

Chronometer certification

The Rolex Manufacture obtained its first chronometer certification as early as 1910. To this day, every model is extensively tested by the Contrôle officiel suisse des chronomètres (COSC for short) and then receives chronometer certification, which is regulated in the international standard ISO 3159. Consequently, the requirements for a watch are high: before being fitted into the case, the movements are extensively tested for 15 days in different positions and at different temperatures to ensure their accuracy.

In 2015, Rolex formulated its own quality standards with the green seal, which exceed the requirements of the COSC. With the green seal, Rolex promises a rate accuracy of +/- 2 seconds as well as compliance with the specially set requirements for water resistance, automatic winding and power reserve. Nevertheless, the manufacture still relies on the official federal chronometer certification.

The impressive journey to the Challenger Deep

Rolex demonstrated its high reliability in the 1960s and 2010s, among others. In 1960, Jacques Piccard and Don Walsh dived with the Trieste to the Challenger Deep in the Mariana Trench, which is 10,916 metres below sea level. The Rolex Deep Sea Special was attached to the outer wall of the submarine, even though the pressure at such a depth is 100 times higher than on the surface of the earth. After the dive, the prototype showed the time with unchanged precision. The watch's immense resistance could be seen in its face: The Deep Sea Special was distinguished by its large case and the spherical, extremely curved glass to withstand the extreme pressure conditions at the deepest point on earth.

In 2012, Rolex once again proved its impressive capability: This time, film director and screenwriter, James Cameron dived again to the deepest point on earth in a 7.3-metre submarine called the Deepsea Challenger, reaching a diving depth of 10,908 metres. While James Cameron wore a Rolex Sea-Dweller Deepsea (Ref. 116660), the Deep-Sea Special, which can withstand a diving depth of up to 12,000 metres, was on the robot arm of the Deepsea Challenger and worked perfectly this time too.

In contrast to the 1960s, the Deep-Sea Special resembles diving watches at first glance. Only on closer inspection does it become clear that it is a record diver for hostile diving depths: The diameter of the Deep-Sea Special is 51.4 mm, the height 28.5 mm - 14.5 mm of which is accounted for by the extra-thick sapphire crystal alone.

Rolex models

From A for Air-King to Y for Yacht-Master

Rolex Submariner, Sea-Dweller and Sea-Dweller Deepsea

Rolex describes the Submariner as the reference among diving watches and hits the nail on the head. No other diving watch enjoys such a cult status as the Submariner. The model has adorned the wrists of professional divers and enthusiasts alike since 1953. This is due to both the high functionality and the simple but striking design. While the Rolex Submariner Date offers a date function that is practical in everyday life, the Submariner is appreciated for its symmetry, and its resemblance to the first Submariner models in the 1950s - a version with a date was not added until 1966 with the Ref. 1680.

In addition to the Submariner, Rolex offers two other diving watches, the Sea-Dweller and the Sea-Dweller Deepsea, each with increased water resistance:

  • Rolex Submariner: 300 metres diving depth
  • Rolex Sea-Dweller: 1,220 metres diving depth
  • Rolex Sea-Dweller Deepsea: 3,900 metres diving depth

One of the best examples of the professional use of the Submariner and Sea-Dweller is the cooperation between the Swiss manufacture and the French diving company COMEX (Compagnie Maritime d'Expertises). Since the 1960s, COMEX has been receiving Submariner and Sea-Dweller models characterised by COMEX lettering on the dial and corresponding engravings on the caseback. Rolex also benefits from the collaboration: for example, COMEX has developed a testing device that allows Rolex to simulate a diving depth of at least 3,900 metres to test the pressure resistance of the Rolex Sea-Dweller Deepsea. As a result, rare COMEX watches now command low to mid-six-figure prices, as the thought that the watch has been used in accordance with its intended purpose makes the hearts of many enthusiasts beat faster. You can also obtain certified Rolex Comex models online at CHRONEXT.

A vintage Submariner is available from CHRONEXT for 7,600 euros and a certified pre-owned model for 9,900 euros. Always including a 24-month CHRONEXT guarantee.

Rolex Cosmograph Daytona

If you compare the Rolex Daytona with the Patek Philippe Nautilus, both watches are characterised by at least three times their market value compared to their list price since 2021 - and the trend is upwards. For this reason, a Daytona is still an excellent investment. The high value combined with its robustness makes the Rolex Daytona an ideal investment that does not need to shy away from everyday use on the wrist and, due to its history, feels most at home in an automotive environment.

The Daytona has been in the range since 1963 and was named after the Daytona International Speedway, a world-famous race track in Florida. Rolex became the official sponsor for this race a year earlier. Because the earlier hand-wound models (four-digit references until around 1988) were slow sellers, these references are the most expensive today due to the low quantities, especially the Paul Newman Daytona (ref. 6239, 6241, 6262, 6263, 6264 or 6265), which is characterised by small squares on the totalisers of the dial.

Immediate availability: You can buy a vintage model from the Daytona collection online at CHRONEXT for 14,700 euros.

Rolex GMT-Master and GMT-Master II

The Rolex GMT-Master is the ultimate toolwatch for globetrotters. This is evident from the history of the GMT-Master, which was developed in collaboration with Pan American Airways to meet the needs of professional pilots. Since 1954, the Rolex GMT-Master - since 1989 the GMT-Master II - has been on the wrists of pilots, jet-setters and luxury lovers. With the help of the GMT bezel and the GMT hand, the GMT-Master II has what is known as a true GMT function, which allows a second time to be set independently of the first time zone.

The hype for the GMT-Master really took off with the launch of the new GMT-Master Pepsi in stainless steel (Ref. 126710BLRO). Since then, prices have been rising for all GMT-Master references - vintage or current. The Rolesor and full gold versions have also experienced a real boom since the introduction of the Everose gold models with the stylish lettering in powder pink (ref. 126711CHNR and 126715CHNR). Due to the high cost of current models, it can be worth buying vintage models such as the Ref. 1675 or Transitional references such as the Ref. 16750, especially for the Rolex GMT-Master.

You can buy well-preserved GMT-Master II watches at CHRONEXT for a price starting at 13,700 euros. A vintage model is currently even under 10,000 euros.

Rolex Sky-Dweller

In 2021, Rolex presented the Sky-Dweller, the youngest and most complicated model in the collection to date. The Sky-Dweller not only has a GMT function, which is realised by a number disc on the dial but also, for the first time in the history of the Swiss company, an annual calendar: while the day is shown in the date window, as usual, the respective month can be read off using a red rectangle behind the hour indices. In addition, the annual calendar offers the advantage that the date only has to be corrected once a year - in February.

Many watch aficionados appreciate the sophisticated complications of the Rolex Sky-Dweller, which can be useful in everyday life. The elegant attitude - the Sky-Dweller is one of the classic models and not part of the Professional series - in combination with the 42 mm diameter also make the watch a sought-after timepiece. Numerous variants of the watch are now available - in different materials and with different straps. While the Sky-Dweller in stainless steel is the most popular, the Rolesor model is similarly priced. This is an attractive opportunity for bi-colour lovers.

Rolex Milgauss

The Rolex Milgauss was presented in 1954 and was intended to serve as a reliable timepiece for researchers, engineers and other scientists working in areas with strong magnetic fields. The name Milgauss (French for "mille gauss" = 1000 gauss) indicates that the watch is resistant to magnetic fields of up to 1000 gauss thanks to its soft iron cage.

While the four-digit references of the Rolex Milgauss are sought-after vintage classics, the Milgauss with ref. 116400GV with its electrifying blue "Z-blue" dial, green sapphire crystal and orange lightning hand is enjoying ever-increasing popularity.

You can find used Milgauss watches at CHRONEXT for 7,900 euros. Always checked for authenticity by our certified CHRONEXT watchmakers and comes with a 24-month warranty.

Rolex Datejust, Datejust II and Datejust 41

Among all Rolex models, the Datejust is the oldest and the most versatile. The first Datejust was presented in 1945 on the occasion of the 40th anniversary of the company. This is also the reason for the naming of the famous Jubilée bracelet. The Datejust also bears its model name not by chance: it was the first watch with a date display that automatically changes at midnight. In around 80 model years, the Rolex Datejust was available in 26 mm and 28 mm (Lady-Datejust), 31 mm, 34 mm and 36 mm. Finally, in 2009, Rolex presented a 41 mm variant of the classic model for the first time with the Datejust II, which was replaced seven years later by the revised Rolex Datejust 41. While the Datejust II has sporty proportions, the Rolex Datejust 41 is more classic and has a newer calibre.

All Datejusts have an impressive variety of models in common: in addition to different diameters, there are different straps, bezels, dials and materials.

Optimal price-performance ratio: Buying a vintage Datejust offers you many advantages. In addition to immediate availability, you benefit, for example, from the stable value retention. At CHRONEXT, you can buy a vintage Datejust model for far less than 5,000 euros.

Rolex Day-Date, Day-Date II and Day-Date 40

The Rolex Day-Date is the most prestigious model of the Swiss luxury manufacturer and is revered as the ultimate symbol of power and success. Produced exclusively in gold and platinum, the timepiece has graced the wrists of numerous US presidents. For this reason, the Day-Date is also known as the "President's Watch" or the "Rolex President" - its three-row bracelet as the presidential band. Like the Datejust, the Day-Date offers numerous design options: In platinum or white gold, the Day-Dates offer a superb understatement, as only a trained eye will notice that this is not a stainless steel watch but the most prestigious model in the Rolex collection.

While vintage Day-Dates have an almost unattainable casual charm, modern Day-Date references are appreciated for their perfect workmanship. A special status is given to the Day-Date 40 in platinum, which is available with the famous ice-blue dial.

The price of a vintage Day-Date depends on many factors such as availability, demand and quality. At CHRONEXT, you can buy vintage models from the collection online for between 13,900 and 15,800 euros.

Rolex Explorer and Explorer II

To provide adventurers with a helpful, reliable timepiece, Rolex launched the Explorer in 1953 and the Explorer II in 1971. The Explorer I is a classic, robust three-hand watch that accompanied none other than Sir Edmund Hillary on the first ascent of Mount Everest. On the other hand, the Explorer II is aimed at spelunkers and expeditions inside the earth: Its 24-hour hand is designed to help the wearer keep track of time even in a dark environment.

Both models are increasingly becoming the focus of collectors and enthusiasts: the Rolex Explorer has an unmistakable charm in both 36 mm and 39 mm. A quick purchase can be worthwhile, as the costs for the Explorer are still comparatively manageable. The Explorer II, particularly with its white dial, is a successful and versatile change from the classic toolwatches, which usually have black dials. The vintage versions of both watches are particularly rare and ideal for a Rolex as an investment.

If you are looking for a comparatively inexpensive Rolex Explorer, you can get a vintage model at CHRONEXT from 6,800 euros.

Rolex Oyster Perpetual

If you're looking for a simple Rolex for every day, the Oyster Perpetual is a must-have. This understated Rolex model is available in a wide range of diameters and has all the characteristics for which Rolex is known and appreciated worldwide. These include the waterproof Oyster case, a reliable manufacture movement and the classic, unmistakable design language. Many dial variants can be found on the second-hand market in particular, but also references with diameters that are no longer produced, such as the Rolex Oyster Perpetual 39 (Ref. 114300).

You can get a Vintage Oyster Perpetual model for ladies at CHRONEXT for 2,600 euros; certified pre-owned models in our online shop will cost you between 2,900 and 8,400 euros.

Famous Rolex owners

Che Guevara, Winston Churchill, the Dalai Lama

A Rolex is not just for telling time, it is also a symbol of status and success. The brand has an enviable fan following and can count a number of famous personages among its devotees. In order to actually determine which celebrity owns a Rolex, it might perhaps be easier to count the ones that, in fact, don’t own one.

Ian Fleming, the author of the James Bond novels, equipped his agent 007 with a Rolex early on. Winston Churchill, Che Guevara, Elvis Presley, Steve McQueen, James Cameron, and Eric Clapton, all represent just a small selection of renowned Rolex owners. It may be hard to imagine at first, but even the Dalai Lama is often seen with his Rolex Day-Date. And of course famous women are among the company’s customers as well: Actresses Sharon Stone and Cameron Diaz, for example, like to wear sportive Rolex men’s watches, which look especially spectacular on feminine wrists.

To underline its close relationship with the world of sports, the brand utilizes successful athletes to promote the brand. Roger Federer and Tiger Woods have been acting Rolex ambassadors for several years. Another indispensable part of the history of Rolex is, without a doubt, the actor and race car driver, Paul Newman. He was a passionate wearer of Rolex watches and thousands of pictures show the style icon with a Rolex Daytona on his wrist.

According to legend, the wife of Paul Newman, Joanne Woodward, gifted the Rolex race watch to him just as he was starting his career in motorsports. The Daytona was not having any notable commercial success at that time and its price was relatively low. The model worn by Paul Newman, with its extraordinary style and exotic dial, was long thought to be a shelf warmer. Since demand was so low, the production of the Rolex Daytona “Exotic Dial” came to a halt after a relatively short period of time. In the 80s, however, the special edition was rediscovered by watch collectors. The price has been continuously on the rise since then. Currently, the Paul Newman Daytona is one of the most expensive vintage watches by Rolex. The model regularly fetches record prices in auctions and belongs to the most coveted watch models of all time.

The Rolex brand logo

The five-pointed crown


Rolex initially traded as "Wilsdorf & Davis" in 1905 and registered the name "ROLEX" under number 24,001 at the London Patent and Trademark Office one year later. The distinctive brand logo has been in use since the mid-1920s. Hardly any other symbol suits Rolex better than the five-pointed crown, which stands for power, dignity, status and prestige. The royal symbol was chosen because Rolex's motto has always been "a crown for every achievement".

To this day, the Rolex brand logo is known worldwide, unmistakable and has remained virtually unchanged for decades. While the crown is shown in the colour gold, the Rolex lettering appears in dark cadmium green. Incidentally, the brand logo appears in these colours alone on the dial of the Rolex Air-King (Ref. 116900) presented in 2016.

Rolex Oyster

Record holder on land, in the water, and in the sky

Due to the reliability and precision of the timepieces’, many prominent athletes and explorers have opted to wear a Rolex – whether in the sky, on the ground or in the water. In 1953, Sir Edmund Hillary and Tenzing Norgay scaled Mount Everest for the first time in human history, and together with them, a Rolex watch arrived at the peak. In the wake of the triumph, the Rolex Explorer was created as a stylish tribute to the groundbreaking expedition.

The most famous Rolex watch holds a record as well: The Submariner, introduced in 1953, was one of the first dive watches to be manufactured and was watertight to 100 metres. Today’s Submariner far surpasses the original, withstanding depths of up to 300 metres. The classic Rolex GMT-Master is not just popular among pilots, but was worn by several famous astronauts as well. Members of the Apollo missions to the moon, like Jack Swigert, Edgar Mitchell, and Ron Evans, wore a Rolex GMT-Master during the spaceflight as well as during times of leisure.

In the 21st century, Rolex continues to accompany world records with chronometric peak performances. In 2012, the company supported the director and explorer, James Cameron, when he descended to the deepest point on Earth, alone in the submarine Deepsea Challenger. A custom model from the Rolex Deepsea line was attached to the robot-controlled arm of the submarine and impressively survived the entire dive undamaged. The Explorer, the GMT-Master, and the Deepsea faithfully measured time during world-distinguished events and deservedly belong to the most famous watches in history.

100 percent Rolex DNA

The Rolex Novelties

Evolution instead of revolution

Rolex novelties are presented once a year. While the new watches were presented at Baselworld until 2019, Watches and Wonders now serve as Rolex novelties' launch since 2021. At the same time, Rolex has always focused on evolution instead of revolution: model continuity is one of the manufacture's most important corporate goals. If you place an early Rolex Submariner next to a current Submariner reference, Rolex has only made extremely cautious design changes in around seven decades of model history. This also applies to all the brand's other models and has the advantage of enormous timelessness: Rolex watches never look old and retain their relevance and charm even after decades. The launch of completely new models, however, is an absolute exception. The last time a completely new model was presented was in 2012 with the Sky-Dweller - 20 years after the Rolex Yacht-Master was introduced.

The Rolex novelties 2020

Highlights of Rolex's 2020 novelties include new Submariner 2020 and 2021 (model year) models. The dive watches benefit from cutting-edge watchmaking and a more classic appearance, thanks to new calibres 3230 (No Date) and 3235 (Date) and a slimmer case. In addition, the green Submariner and the blue white gold Submariner have been given a black dial, adding to the simplicity of both models. The Rolex Datejust 31 was also equipped with the latest generation of calibres as part of the presentation of the 2020 Rolex novelties. Thanks to Chronergy escapement and the Paraflex anti-shock system, the calibres offer a power reserve of around 70 hours and greater insensitivity to magnetic fields and vibrations.

Although Rolex aims for reductions with slimmer cases and a return of the Rolex Explorer to 36 mm, the Oyster Perpetual 39 had to make way for the new Oyster Perpetual 41. For the Oyster Perpetual 31, 36 and 41, the Manufacturer has also presented colourful dials in coral red, yellow, green and turquoise. They are reminiscent of the rare "Stella Dials" of the 1970s.

With the Sky-Dweller, even the most complicated watch in the Rolex collection has received a small but fine update: The full gold versions of the GMT Annual Calendar have been available with the innovative Oysterflex strap since 2020.

Your shopping experience will be as reliable as a Rolex at CHRONEXT


Not just at Rolex do reliability and precision enjoy the highest priority, but here at CHRONEXT as well. We value personal service and adhere to the highest security standards. Your CHRONEXT contact will happily advise you in every matter – be it the purchase of your new Rolex Sea-Dweller or the acquisition of a used Rolex Submariner.

Every watch that is bought through CHRONEXT is thoroughly checked for authenticity and quality, so we can then guarantee both conditions with our in-house certificate.

The selection of Rolex watches in our online shop covers the legendary series, including the Rolex Submariner, Rolex GMT-Master II, or Rolex Daytona, as well as the younger lineups such as the Rolex Yacht-Master II or the Rolex Sky-Dweller. Even the revised Cellini Collection, newly presented in 2014, can be ordered via our marketplace. In addition, our professional WatchHunter team can support you in the search for specific vintage Rolex models. Known for their stable price development, Rolex watches represent an attractive option for long-term investments.

At CHRONEXT, we always strive to offer the best prices at the best conditions for all Rolex models – no matter whether new or used.