Our founding spirit



                          PERPETUAL IS MORE THAN A WORD ON A DIAL

                          Our founding spirit

                          Perpetual. For nearly a century, the word has been written on every Rolex Oyster watch. But Perpetual is more than a word on a dial. It is a philosophy - an unceasing quest for excellence, to explore and to share human knowledge to build a better world.

                          It is based on a fundamental belief in unlimited human potential, in continuous improvement, in always pushing the boundaries and taking the long-term view. Our watches are built to last. So is our contribution to future generations.

                          Produce nothing
                          but beautiful work.

                          Built to last

                          Longevity, reliability, continuity

                          Perpetual. That is the word inscribed on every dial of an Oyster. Today it means so much more than a self-winding watch movement. It is a spirit that is pure Rolex – one that defines our past, shapes our present and directs our future. It is continuous improvement and lasting excellence.

                          An education in precision

                          Lititz watch technicum

                          Faced with a shortage of skilled watchmakers in the United States, Rolex built a school in 2001 to train a new generation of young specialists to service high-quality mechanical wristwatches.

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