Rolex timepieces are constantly upgraded with the latest advancements to watchmaking.
You don’t become The King by accident.
Rolex’s claim to the Swiss luxury watchmaking throne is undisputed, and for several good reasons. For a start, there’s its sheer production volume with every Rolex timepiece certified as a Superlative Chronometer and backed by a five-year warranty. (“Superlative Chronometer Officially Certified” is Rolex’s in-house standard, which builds on the chronometer certification by Contrôle Officiel Suisse des Chronomètres, an independent testing and quality control institute.)
The brand’s unrivalled brand equity is another—no other manufacture can claim to be as well-known, even outside of the watch community, let alone have the je ne sais quoi that makes a Rolex so desirable.
One other oft-overlooked factor that has made Rolex so successful is its attitude towards innovation. No other brand is quite as relentless in improving its watches for better functionality and reliability, and no one else can introduce changes on the industrial level that it does. What’s more, an improvement that Rolex makes to a feature immediately supersedes the previous one completely.