About the Watch

The Datejust debuted in 1945 as the reference 4467, the first automatic watch with a date. It was crafted entirely of 18K yellow gold, possessed a minimally fluted bezel (closer to a coin-edge texture), and in fact did not display the word “Datejust” on its dial. It did boast a Jubilee bracelet though, the first one ever made. The watch also featured Rolex’s waterproof Oyster case, along with a lightly curved dial, alpha hands, and a black/red font (“roulette”) date indication. At a time in which time-only watches were the norm, Rolex broke the mold. In the first Datejusts, the date wheel took some time to actually change over to the next day. It wouldn’t be until 10 years later, in 1955, that Rolex would mitigate this inefficiency with an instantaneous mechanism. Another significant change would be made – the inclusion of a cyclops magnifier.

About the Brand

Known the world over, Rolex is a benchmark for prestige and quality in watchmaking. Since its creation, the brand has placed the reliability of its products uppermost. It submits virtually its entire movement production for testing by the Contrôle Officiel Suisse des Chronomètres to obtain COSC certification. Rolex is also renowned for its after-sales service which is performed by staff who have been specially trained, often in Rolex's own schools in countries around the globe, including the United States and Japan. Rolex was founded by Hans Wilsdorf. A Bavarian watchmaker who emigrated to Switzerland, he immediately put his natural flair for products and business acumen at the service of a brand that would soon forge an international reputation. He was succeeded in 1963 by André Heiniger, whose son Patrick took over at the helm in 1992. Bruno Meier in 2009 then Gian Riccardo Marini in 2011 were successively appointed at the head of the business, a limited company (société anonyme) that is wholly owned by the Hans Wilsdorf Foundation. In 2014, Jean-Frédéric Dufour, previously Chief Executive of Zenith, was named as the new CEO. Such a reputation hasn't gone unnoticed among collectors, as recent auction results demonstrate. At a 2013 sale in Geneva, for example, a Daytona Chronograph in steel achieved an absolute record price of US$ 1.1 million. The brand hones its image through associations with prominent and well-respected personalities chosen from the arts and sports. Also, in 1976 Rolex launched its Awards for Enterprise which each year single out innovative projects that promote sustainable development. The Rolex Mentor and Protégé Arts Initiative gives young artists a privileged opportunity to benefit from the experience of masters in their field.