Their top executives almost never do interviews. Essentially, their philosophy has always been to let the product speak for itself. At Rolex, the product is an obsession. At the company's Geneva headquarters, Rolex's craftsmen, dressed in white laboratory smocks, pull up to ergonomically designed workstations, then execute minute operations in near silence. Each component of every tiny movement is sculpted with swirls, lines or loops.
Every angle is rounded and polished to a brilliant shine.
This provides absolutely no value to the consumer, except as a gesture of the brand's refinement. That Rolex has always produced its own movements separates it from other well-known mechanical brands. More than 200 craftsmen and technicians will work on a watch before it acquires Rolex certification. There's so much more to a Rolex than the average person will ever need. And in that sense it's the Mercedes-Benz of wristwatches.