How Rolex Became Rolex

Imagine a top fashion designer showing a collection that barely changes from one season to the next. For an industry built on change, it would be a radical concept. By definition, trends come and go, but Rolex believes in the opposite. Consistency equates to reliability, with the brand's fabled attention to detail being its key to success. A former company slogan, "A crown for every achievement," sums up Rolex accurately: No other watchmaker commands this level of popular recognition or manufactures a product that's viewed as a tangible symbol of success by a huge swath of the world.

http://www.elle.com/fashion/accessories/a40860/rolex-history/