Rolex

Rolex SA is a Swiss luxury watch manufacturer based in Geneva, Switzerland. Originally founded as Wilsdorf and Davis by Hans Wilsdorf and Alfred Davis in London, England in 1905, the company registered Rolex as the brand name of its watches in 1908 and became Rolex Watch Co. Ltd. in 1915.

Why Rolex is very expensive

The materials are very expensive. Rolex, for example, tends to use 904L steel which is leagues ahead of even most luxury market equivalents. They tend to use 316L steel. This makes them harder, shinier and also more expensive by default.

Moto

One of Rolex's company slogans is "A Crown for Every Achievement".

Most expensive watch ever made

Paul Newman’s Rolex Daytona is not only the most expensive Rolex ever sold, but it’s also the most expensive watch ever sold in the world. It easily beat the previous record set by a 1943 Patek Philippe perpetual calendar chronograph that sold for $11 million in 2016.^[2]

The opening bid for Paul Newman’s Daytona started at $1 million but was immediately raised to $10 million by the first bidder, stunning the entire auction room at Phillips. Only two bidders then fought for the watch to finally settle its price at $17.8 million.