Rotary seal arrangement comprising: - two machine parts (12, 14) which are arranged so as to be rotatable relative to one another about an axis of rotation, one of the two machine parts (12, 14) forming a seal retaining structure and the other of the two machine parts (12, 14) forming a sealing surface, - a rotary seal for sealing a sealing gap formed between the two machine parts (12, 14), - comprising a retaining element which is retained on the seal retaining structure of one machine part (12, 14) and having a sealing element which abuts the sealing surface of the other machine part (12, 14) in a sealing manner using a surface pressure, the sealing element being formed as a helical spring sealing element which is arranged so as to extend coaxially with respect to the axis of rotation, the helical spring sealing element being retained interlockingly or frictionally in the axial direction in a circumferential groove of the retaining element and the helical spring sealing element being arranged in the circumferential groove such that, when the machine parts are rotated relative to one another, the helical spring sealing element twists proportionally to the frictional resistance between the helical spring sealing element and the sealing surface and the contact surface pressure between the helical spring sealing element and the sealing surface is reduced, characterized in that the retaining element consists of a rubber-elastically deformable material, the helical spring sealing element being tensioned against the sealing surface in the radial direction by means of the elastic retaining element and the circumferential groove of the retaining element having a first rotary stop at one end for the helical spring sealing element. - two machine parts (12, 14) which are arranged so as to be rotatable relative to one another about an axis of rotation, one of the two machine parts (12, 14) forming a seal retaining structure and the other of the two machine parts (12, 14) forming a sealing surface, - a rotary seal for sealing a sealing gap formed between the two machine parts (12, 14), - comprising a retaining element which is retained on the seal retaining structure of one machine part (12, 14) and having a sealing element which abuts the sealing surface of the other machine part (12, 14) in a sealing manner using a surface pressure, the sealing element being formed as a helical spring sealing element which is arranged so as to extend coaxially with respect to the axis of rotation, the helical spring sealing element being retained interlockingly or frictionally in the axial direction in a circumferential groove of the retaining element and the helical spring sealing element being arranged in the circumferential groove such that, when the machine parts are rotated relative to one another, the helical spring sealing element twists proportionally to the frictional resistance between the helical spring sealing element and the sealing surface and the contact surface pressure between the helical spring sealing element and the sealing surface is reduced, characterized in that the retaining element consists of a rubber-elastically deformable material, the helical spring sealing element being tensioned against the sealing surface in the radial direction by means of the elastic retaining element and the circumferential groove of the retaining element having a first rotary stop at one end for the helical spring sealing element.