ASC Jewelers

Watchmaking

At the core of ASC Jewelers’ philosophy and mission lies a commitment to enduring quality and a forward-looking vision. Sustainability is woven into the brand’s growth and evolution: offering classic, durable jewelry pieces crafted to last a lifetime while supporting future generations through various partnerships, initiatives, and actions.

 

This philosophy mirrors the “Timeless” approach that has guided ASC Jewelers from the beginning. It’s an approach that brings together the expertise of many, requiring dedication and meticulous effort, day after day, year after year. A pursuit marked by rigor and high standards—ASC Jewelers’ relentless commitment to excellence.

The founding vision of Hans Wilsdorf

Since 1905, Rolex has maintained the founding vision of its creator, Hans Wilsdorf, who saw the wristwatch as an object of the future, emblematic of the modern era. Hans Wilsdorf revolutionized the world of watchmaking by overcoming three major challenges: producing small yet precise movements, developing a robust and waterproof case to protect the movements from external factors, and finally, fitting the watch with a self-winding system that would offer the wearer greater convenience on a daily basis.

 

The cardinal values of the Rolex Manufacture

Every Rolex watch is designed, produced and tested with constant attention to the tiniest of details. This ‘superlative’ approach is expressed through several fundamental qualities that characterize every Rolex watch: precision, waterproofness, autonomy, robustness, simplicity, craftsmanship, comfort and durability. These major technical and aesthetic principles have always guided the work of the Rolex Manufacture. They promise the wearer the experience of an exceptional watch, whose features express unique expertise.

A superlative approach to watchmaking

On their dials, Rolex watches are inscribed with the word ‘Superlative’. This designation confirms that every watch leaving the Manufacture’s workshops has passed a series of particularly demanding tests conducted by Rolex in its own laboratories, according to its own, very particular criteria. These tests not only apply to the calibre, but to the fully assembled watch after casing the movement, guaranteeing superlative performance on the wrist in terms of chronometric precision, waterproofness, self-winding and power reserve.

More than a certification, a state of mind

By extension, all the components of a Rolex watch can be described as ‘superlative’. In fact, every one of them is subjected to continuous, rigorous checks, from its design to its final assembly. The term ‘superlative’ therefore refers to much more than a chronometric certification. It expresses a state of mind that permeates every department of the company and drives every individual working for Rolex, whatever their role.

Innovation in motion

Exceptional performance is achieved through constant industrial and human effort, based on a permanent questioning of what has been learned and the constant improvement of techniques, tools and tests. This innovation is inherent to the brand, as evidenced by the more than 600 patent applications filed by Rolex since its creation.

Integrating all areas of expertise

By progressively integrating all areas of watchmaking expertise within its Manufacture, Rolex is able to impose its own rules and perpetuate its quest for excellence. The choice of autonomy has shaped the identity of a brand that lives at the crossroads of fine tradition and state-of-the-art technology. It translates in its four production sites, all located in Switzerland, bringing together more than 9,000 employees.

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