Rolex is the most recognized manufacture in Swiss watchmaking. Founded in 1905 by Hans Wilsdorf and based in Geneva since 1919, the brand has set standards that became references: the waterproof Oyster case, the automatic Perpetual rotor and chronometer certification. Its collections, from the Submariner to the Daytona, as well as the Datejust, the GMT-Master and the Day-Date, rank among the most desired watches in the world. Passion Horlogere has followed Rolex news since 2009: new releases, wrist reviews, reference guides and market analysis. Find all our articles on the crown brand below.
The Rolex Cosmograph Daytona meteorite dial (ref. 126519LN) returns in the 2025 collection: caliber 4131, 40 mm, priced at 43,750 €.
The pre-owned watch market continues its recovery in 2026, led by Rolex, Patek Philippe and Audemars Piguet, according to Morgan Stanley.
On 7 July, Millon holds a collector-watch sale in Paris, headlined by two F.P. Journe lots including an Élégante 48 in titanium.
On the Titlis, Bucherer unveils a spectacular Rolex boutique, blending refined architecture, Alpine panorama and a watchmaking experience at the summit.
Luxury watch counterfeiting: the final moments of the Paris trial, with the defence lawyers’ closing pleadings.
Luxury watch counterfeiting: Customs’ conclusions and the public prosecution’s requisitions at the Paris trial.
Luxury watch counterfeiting: at the Paris trial, discover the damages sought by the lawyers representing the copied brands.
Luxury watch counterfeiting: Rolex’s lawyer takes the floor to deliver his pleading. Selected extracts!
Luxury watch counterfeiting: Florian R. appears before the Paris Court at a calmer hearing.
Luxury watch counterfeiting: the main defendants finish testifying, closing this stage of the hearings.
Rolex holds a unique place in watchmaking: few brands have shaped the codes of the modern watch as much. Here is a look back at the journey that explains this aura, followed by what we cover on an ongoing basis.
A chronology that built a reference. The story begins in 1905, when Hans Wilsdorf founded in London the company that would become Rolex, a name registered in 1908 for its simple, universal sound. As early as 1910, a Rolex received the first chronometer certification awarded to a wristwatch, at a time when precision remained the preserve of pocket watches. In 1919, the company relocated to Geneva. In 1926 came the founding innovation: the Oyster, the first screw down waterproof case, whose sturdiness was proven as early as 1927 by swimmer Mercedes Gleitze during her crossing of the English Channel. In 1931, the Perpetual rotor introduced automatic winding. The following decades saw the birth of the models that today form the brand's foundation: the Datejust in 1945, the Submariner and the Explorer in 1953, the GMT-Master for pilots in 1954, the Day-Date known as the President in 1956, then the Cosmograph Daytona in 1963.
Collections that became icons. Each of these lines has stood the test of time without losing its identity. The Submariner remains the reference diving watch, the Daytona the reference sports chronograph, the GMT-Master the traveller's tool, the Datejust and the Day-Date the classic dress watches. This continuity, combined with tightly controlled production and materials developed in-house such as Oystersteel, Everose gold or Cerachrom bezels, sustains rare desirability and one of the most active pre-owned markets in the industry.
An obsession with precision. The brand has made reliability a central argument. Since 2015, every watch leaving the workshops has been certified as a Superlative Chronometer, an in-house standard stricter than the COSC standard, with a stated accuracy of -2 to +2 seconds per day and a five year warranty. This rigour, long kept discreet, contributes as much to Rolex's reputation as its most visible models. Beyond the technical side, the crown has become part of the collective imagination, from the summit of Everest to the depths of the Mariana Trench, by way of sport, exploration and cinema.
What you will find on this page. Passion Horlogère has followed Rolex news since 2009. We cover the official new releases presented every spring, changes to calibres and dials, hands-on reviews, guides for understanding references and market analysis (price, availability, resale value). Whether you are looking to decode an announcement, compare two models or track the secondary market, the articles gathered below bring together our full coverage of the brand, updated as news unfolds.