The name Rolex has, over the decades, become synonymous with quality. But few people know the lengths that the company goes to to create its products, assuming that the process is now entirely automated and run by computers. Rolex is not a mass-market watchmaker. It does not automate the production of its products, and while machines help, they are not the backbone of the process. The bulk of the work is done by real artisans, trained in the craft of watchmaking.

Ever since the company was established by Hans Wilsdorf and Alfred Davis in 1905, it has focused on creating items of exceptional quality. The founders decided that they wanted people to have watches that not only told the time accurately but also made a statement about who they were. Although the notion of luxury branding was in its infancy in the early 1900s, Wilsdorf and Davis understood the fundamental psychological drivers behind it and took full advantage. Before long, Rolex had established offices in multiple countries, all over Europe. To keep quality high, the company has integrated much of the production process. The company uses its own foundry to ensure that the quality of the metal it uses remains high.

Take a look at the following infographic. It’ll totally change your opinion of Rolex.

So, as you’ve just found out, Rolex is not a mass-producer of watches. All of its products are handmade. It’s no wonder that the most expensive Rolex in history sold for an astonishing $17.7 million.

Now that you know more about the company, do you want a Rolex?

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