Collection: Rolex

Rolex was founded by Hans Wilsdorf and Alfred Davis in London in 1905, originally as a watch distribution company. Wilsdorf moved the company to Geneva in 1919 to benefit from Switzerland's horological expertise and reputation for quality. From the beginning, Wilsdorf's vision was clear: to create wristwatches that were both accurate and aesthetically refined—a combination that was far from guaranteed in the early 20th century. The brand name "Rolex" was chosen because it could be pronounced in any language and was short enough to fit on a watch dial.

The brand's history of innovation is remarkable. In 1926, Rolex introduced the Oyster—the world's first waterproof wristwatch, featuring a hermetically sealed case. In 1931, they invented the Perpetual rotor, the basis for virtually every modern automatic watch movement. In 1953, Sir Edmund Hillary and Tenzing Norgay wore Oyster Perpetuals on the first successful ascent of Everest, beginning a tradition of Rolex accompanying humanity's greatest achievements. The Submariner, introduced that same year, defined the dive watch category.

Today, Rolex's most iconic models include the Submariner (the definitive dive watch), the Daytona (the ultimate chronograph, named for the famous racetrack), the GMT-Master II (designed for pilots and world travelers), the Datejust (the quintessential dress watch), and the Day-Date (the "President's Watch," made exclusively in precious metals). Each model has its own dedicated collector community, with certain references—like the "Paul Newman" Daytona or rare "Tropical" dials—commanding hundreds of thousands at auction.

Pre-owned Rolex watches represent one of the most stable and appreciating asset classes in the luxury market. The brand's commitment to producing fewer watches than demand requires keeps resale values exceptionally strong. At The Reluxe, our watch specialists authenticate every Rolex—examining movement, case, dial, and serial numbers against production records to ensure complete authenticity and accurate dating.