Rolex philosophy


Rolex has a rich legacy of commitment to excellence, innovation and pushing the boundaries of what’s possible. Rolex founder Hans Wilsdorf created the world’s first waterproof wristwatch, and the first watch to successfully reach the summit of Mount Everest.
At Luxury Swiss, we have had the honor of being an Official Rolex Jeweler serving the Miami area since 2013. Since our opening in the Design District, we have been committed to the finest service for our customers.
Like Mr. Wilsdorf, at Luxury Swiss we strive for excellence in everything we do. In our Rolex blog, we’ll be sharing some of the brand’s remarkable history and continual pursuit of perfection in watchmaking. Please read on to discover the World of Rolex.
Hans Wilsdorf was firmly convinced of a person’s ability to innovate and strive for excellence. More than 100 years after the creation of the brand, the founder’s philosophy is more present than ever, from the manufacturing of the company’s watches to its commitments worldwide.

Rolex is host to a variety of professions, brought to life by employees who are experts in their fields.


Since the beginning, the story of Rolex has been characterized by the quest for perfection and the ambition to push back in the boundaries.

“The opposition I encountered seemed insuperable.”

At the turn of the 20th century, a visionary entrepreneur based in London was on the verge of success. His aim? To introduce the watchmaking world of the day to an as-yet-unknown dial signature: Rolex. A new name, invented in 1908, it would become one of the world’s most respected brands in the space of a few decades. As Hans Wilsdorf recounted in his memoirs of the early days of his company, the opposition he faced seemed insurmountable at first. The entrepreneur started out with very little, but he did possess invaluable qualities: vision, perseverance and an extraordinary ability to work. An orphan at the age of 12, with nothing other than his determination to help him overcome challenges, Hans Wilsdorf went on to invent the world’s first waterproof self-winding wristwatch with a Perpetual rotor – a watch that has become a benchmark in terms of quality and prestige.


“Too complicated, too fragile, ill-adapted” – the wristwatch was met with scepticism. Yet, relying on his firmly-held beliefs, Hans Wilsdorf managed to achieve his bold objective of establishing the Rolex watch – the Oyster Perpetual – as the archetype of the waterproof timepiece: precise, robust and able to withstand all conditions. But he was not simply a visionary who endowed Rolex watches with their fundamental technical and aesthetic characteristics. His constant quest for perfection was accompanied by a profound generosity and unshakeable faith in human potential.



An integrated and independent company, Rolex has manufacturing resources that encompass a wide range of skills and knowledge. Watchmakers, engineers, designers and other specialists work closely together from the design to the manufacturing of the watches. Rolex’s company culture is based above all on human values, which place both expertise and soft skills at the heart of the brand’s different activities.

Rolex is host to a variety of professions, brought to life by employees who are experts in their fields. The company has complete control over its essential components, from the casting of gold alloys to machining, finishing and assembly of the movement, case, dial and bracelet elements, as well as gem-setting. Its know-how is also made available right across the world thanks to an exceptional after-sales service network.


To ensure the brand’s expertise exists into the future, Rolex has its own unique Training Centre. Dedicated to the pursuit of excellence and the development of its employees, the centre, located in Geneva, provides training to employees and instructs apprentices. The company aims to pass on to younger generations its pride in its skills and mastery of its knowledge



The Oyster Perpetual collection was built on the success of the original Oyster model, patented by Rolex and launched in 1926.

As the world’s first waterproof wristwatch, it played a pioneering role in the development of the modern timepiece. Over the years, the Oyster became the proud bearer of many other innovations – such as self-winding by means of the Perpetual rotor (1931) – that defined the identity of the models in the collection and forged Rolex’s reputation for excellence, of which chronometric precision and reliability are among the cornerstones.


The Oyster gradually evolved into a collection of watches that integrated new functions and innovative technologies. All the models share fundamental features and a strong visual identity. Today the collection consists of 12 ranges, split into two categories: Classic watches such as the Datejust and the Day Date, and Professional watches, including the Explorer and the GMT-Master II.

As the pioneer of the wristwatch, the company is at the origin of numerous major innovations in the watchmaking industry and has filed over 500 patents in the course of its history.

Rolex founder Hans Wilsdorf famously said that “the opposition I encountered seemed insuperable,” as he built his company. Of course, history has firmly established that Wilsdorf surmounted his challenges and created a company consistently identified with the discovery of original approaches and innovative solutions.

Visit Luxury Swiss to Discover the World of Rolex

Our hometown of Miami was founded by pioneers who surmounted their own challenges, venturing into uncharted territory on the Southeastern coast of Florida. Our thriving city is a testament to the vision and determination of the men and women who succeeded in establishing a prosperous and lively community.
Luxury Swiss invites you to begin, or continue, your Rolex journey with us in the Miami Design District. As an Official Rolex Jeweler, we are the only retailers allowed to sell Rolex watches. With the necessary skills and technical know-how, we will help you make the choice that will last a lifetime.
Our specially trained Rolex sales associates would be delighted to welcome you to the World of Rolex. Whether you’re a Rolex collector or discovering the brand for the first time, our sales associates can help you find the Rolex watch that’s perfect for you. In order to better serve our customers who are visiting Miami from elsewhere, our associates speak several languages including Portuguese, Italian, and Spanish in addition to English.
As an Official Rolex Jeweler, we also have Rolex-trained watchmakers on site. Rolex watches are built to last and are often passed down from one generation to the next. While Rolex watches offer unsurpassed reliability, occasional service is recommended to preserve your watch’s exceptional performance. Should your watch need service, from a bracelet adjustment to a technical refurbishment, our watchmakers are here to meet your every need.
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