In 2025, Rolex celebrates its 120th anniversary, reaffirming its legacy as one of the most iconic names in haute horlogerie. Founded in 1905 by Hans Wilsdorf in London, Rolex has become synonymous not only with luxury, but also with innovation, Swiss craftsmanship, and cultural significance.
From the first wristwatch with chronometric certification in 1910 to the creation of the Oyster Perpetual—the world’s first waterproof and self-winding watch, Rolex has consistently pushed the limits of what a watch can be. Each timepiece is a triumph of engineering, design, and timeless elegance.
But Rolex is more than technical mastery; it is a symbol. Over the decades, its presence has extended far beyond the wrist of the elite, Rolex has become part of global culture, often appearing on screen alongside some of the most legendary figures in film.
Rolex in Cinema: Icons Wearing Icons
Rolex has graced the wrists of silver screen legends, becoming a subtle but powerful part of cinematic storytelling. Sean Connery’s James Bond famously wore a Rolex Submariner in “Dr. No” (1962), establishing the watch as the choice of sophisticated adventurers. Paul Newman, an icon of cool, made the Daytona an emblem of style and speed, a model that today bears his name and commands record-breaking prices at auction.
In “American Psycho” (2000), Christian Bale’s character Patrick Bateman wore a Rolex Datejust, underscoring the character’s obsession with perfection and status. More recently, Daniel Craig brought back the Submariner’s mystique in James Bond’s modern era, although Omega became the official watch, the legacy of Rolex in the Bond universe endures.
American Psycho, Patrick Bateman’s Rolex Datejust
Other notable on-screen appearances include Tom Cruise wearing a Rolex Day-Date in “Rain Man,” and Marlon Brando’s stripped-down GMT-Master in “Apocalypse Now,” a timepiece so rare it became legend.
Looking Back to Look Forward
As Rolex turns 120, the brand continues to evolve, balancing tradition and modernity. Its commitment to sustainable manufacturing, support for exploration and the arts, and uncompromising standards keep it at the forefront of the luxury watch world.
At Altura Society, we celebrate 120 years of a house that doesn’t just tell time, it defines it. From the depths of the ocean to the highest peaks, from movie sets to boardrooms, Rolex remains the ultimate mark of enduring elegance.
