It’s subjective, we know. But bear with us…
There’s watchmaking, and then there’s industrial watchmaking. The latter was pioneered in America, but with those watch factories repurposed for the war effort in the early 1940s, Switzerland took up both military and commercial watch contracts and became the powerhouse of industrial watchmaking we know today. No company innovated in the industrial approach to watchmaking more often and more successfully than Rolex, which has gone on to become not only the single most significant watch brand, but also one of the most significant brands overall along with Mercedes and, more recently, Google.
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