ROLEX: Innovation

Since the brand was founded in 1905, the company has been at the forefront of both inspiration and innovation within the watch-making industry. Hans Wilsdorf, the founder of Rolex, saw an opportunity to revolutionise the traditional pocket watch and create a timepiece that could be worn on the wrist. In addition, other game-changing innovations would follow, such as dust, water and magnet resistance. Rolex has always placed great importance on watch development and still has many functioning Research and Development laboratories. (Smith, 2022) Rolex’s development team goes beyond watchmakers and includes physicists, mechanical engineers, and micro-technologists. This highly capable team has led Rolex to obtain over 500 patents for innovative ideas.

Rolex states that their team “are those capable of giving life to their watches. They seek to offer a smooth and comprehensive experience. The level of care from the team is mirrored in the elegance of each and every timepiece. (Rolex, 2022) For example, the “Parachrom Hairspring” was conceptualised in 2000 and remodelled in 2005. It is blue in colour and has become instantly recognisable with Rolex. This decreased magnetism for Rolex pieces while increasing their stability during temperature changes. The innovation of the “Paraflex Shock Absorber” has made the watch 50% more resistant to impacts on the watch. Its symmetrical nature ensures that it is robust. Finally, the “Twin-Lock Winding Crown” creates a complete airlock within the face of the watch. This provides the most trustworthy waterproofing to date in the watch industry. (Smith, 2022)

Rolex sees innovations such as those mentioned above and their quality as an opportunity to shift itself to its desired market position. Their luxury exterior is shadowed by a high-quality interior that constantly pushes the boundaries to work better for its consumers. Idealising and crafting new working mechanisms ensures that the watches provide the best features possible. This commitment to continuous improvement has allowed the word Rolex to become synonymous with the word class. In addition, Rolex’s innovation does not confine itself to the mechanical construction of the watch but extends itself to its marketing campaigns and company culture. It is often common to see the watch being showcased alongside a celebrity or an athlete while an articulate voice details its latest innovation. History and innovation remain key talking points to accompany the shiny watch.

When we look at the number of patents that Rolex has, it becomes clear that Rolex is one of the lead innovators within the industry. Rolex’s investment in R&D yields results which in turn have allowed them to get to where they are today. The fact that Rolex currently has all of these patents and is still eager to create more shows that innovation is a core organisational value.