An obsession with quality and perfection

Rolex has its own research and development department. For example, Rolex's new state-of-the-art premises in Bienne, with a surface area covering more than 13 football fields and a staff of more 2,000 employees, is equipped with a pioneering automated stocking and retrieval system capable of selecting the components needed for each stage of the watch assembly, which are then transported on trays to workplaces in record time; Every single Rolex watch is given a huge amount of hands-on attention. Actual people work on every Rolex that is made, with the ultimate goal of ensuring that every Rolex is checked, checked again and then re-checked to ensure quality; Over the years, Rolex has complete control over the manufacturing of cases, movements, dials and bracelets. And Rolex even makes its own gold, known as Everose, in the Rolex foundry. 

Rolex Watch Nicknames

Rolex GMT-Master watches with red and blue bezel inserts get called Pepsi GMTs; Replica Rolex GMT-Master watches with the black and red Bezel got its nickname: Coke; Rolex GMT-Master watches with brown dials and inserts have earned the nickname “Root Beer” GMTs; Rolex GMT-Master watches that have been fitted with black and blue Cerachrom bezel inserts and blue 24-hour hands are frequently called “Batman” GMTs due to their dark color profile that embraces similar hues to Gotham’s superhero from the old DC comic books; The green Rolex Submariner with Green Cerachrom (ceramic) bezel insert (reference 116610LV) has earned the nickname the “Hulk” due to its all-green color profile and thick case design; Rolex’s Day-Date line of watches is known as the Rolex “President”; The Rolex Deepsea Sea-Dweller with D-Blue Dial has earned the nickname, the “James Cameron”; As the original Rolex Explorer II, the reference 1655 has acquired a variety of different nicknames over the years, including “Il Freccione” and the “Steve McQueen.”