How Rolex Runs on Autopilot

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If there’s a branding equivalent of reaching nirvana, Rolex has done it. The 108-year-old brand is so famous, so coveted, it’s virtually synonymous with the luxury watch category, if not success itself.

Hyperbole? Permit us this: Rolex’s Oyster model—introduced in 1926 as the world’s first waterproof watch—has graced the wrists of everyone from Winston Churchill to Che Guevara to Eminem. Ian Fleming put a Rolex Submariner on the wrist of a character named James Bond, and an early Submariner 5510 fetched $98,500 at a Christie’s auction a few years back.

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