A voyage into the world of Rolex

More than 100 years after the creation of the brand, the founder’s philosophy is more present than ever, from the manufacturing of the company’s watches to its commitments worldwide.

For over two decades, CD Peacock has had the honor of being an official Rolex jeweler serving Chicago. Rolex has a rich legacy of commitment to excellence, innovation and pushing the boundaries of what’s possible.

Rolex has a long history of innovation and “firsts” in watchmaking. Rolex’s founder Hans Wilsdorf created the world’s first waterproof wristwatch, and Rolex made the first watch to climb to the top of Mount Everest. We at CD Peacock also have a rich legacy and an historic “first”. Back in 1837, the House of Peacock became the first registered business in all of Illinois and the first jeweler in Chicago.

Like Rolex, CD Peacock has been committed to excellence since our founding. In our Rolex blog, we’ll be sharing some of the brand’s remarkable history and relentless pursuit of perfection. We’ll also share with you Rolex’s support of sports, the arts, culture, science, and exploration.

“The opposition I encountered seemed insuperable.”

Commitment to excellence

Since the beginning, the story of Rolex has been characterized by the quest for perfection and the ambition to push the boundaries of achievement.

At the turn of the 20th century, a visionary entrepreneur based in London was on the verge of success. His aim? To introduce the watchmaking world of the day to an as-yet-unknown dial signature: Rolex. A new name, invented in 1908, it would become one of the world’s most respected brands in the space of a few decades. As Hans Wilsdorf recounted in his memoirs of the early days of his company, the opposition he faced seemed insurmountable at first.

The entrepreneur started out with very little, but he did possess invaluable qualities: vision, perseverance and an extraordinary ability to work. An orphan at the age of 12, with nothing other than his determination to help him overcome challenges, Hans Wilsdorf went on to invent the world’s first waterproof self-winding wristwatch with a Perpetual rotor – a watch that has become a benchmark in terms of quality and prestige.

“Too complicated, too fragile, ill-adapted” – the wristwatch was met with skepticism. Yet, relying on his firmly held beliefs, Hans Wilsdorf managed to achieve his bold objective of establishing the Rolex watch – the Oyster Perpetual – as the archetype of the waterproof timepiece: precise, robust and able to withstand all conditions. But he was not simply a visionary who endowed Rolex watches with their fundamental technical and aesthetic characteristics. His constant quest for perfection was accompanied by a profound generosity and unshakeable faith in human potential.

Uniting expertise

An integrated and independent company, Rolex has manufacturing resources that encompass a wide range of skills and knowledge. Watchmakers, engineers, designers and other specialists work closely together from the design to the manufacturing of the watches. Rolex’s company culture is based above all on human values, which place both expertise and soft skills at the heart of the brand’s different activities.

Rolex is host to a variety of professions, brought to life by employees who are experts in their fields. The company has complete control over its essential components, from the casting of gold alloys to machining, finishing and assembly of the movement, case, dial and bracelet elements, as well as gem-setting. Its know-how is also made available right across the world thanks to an exceptional after-sales service network.

To ensure the brand’s expertise exists into the future, Rolex has its own unique Training Center. Dedicated to the pursuit of excellence and the development of its employees, the center, located in Geneva, provides training to employees and instructs apprentices. The company aims to pass on to younger generations its pride in its skills and mastery of its knowledge.

A watch unlike the rest

The Oyster Perpetual collection was built on the success of the original Oyster model, patented and launched in 1926. As the world’s first waterproof wristwatch, it played a pioneering role in the development of the modern timepiece. Over the years, the Oyster became the proud bearer of many other innovations – such as self-winding by means of the Perpetual rotor (1931) – that defined the identity of the models in the collection and forged Rolex’s reputation for excellence, of which chronometric precision and reliability are among the cornerstones.

The Oyster gradually evolved into a collection of watches that integrated new functions and innovative technologies. All the models share fundamental features and a strong visual identity. Today the collection consists of 12 ranges, split into two categories: Classic watches such as the Datejust and the Day-Date, and Professional watches, including the Explorer and the GMT-Master II.

As the pioneer of the wristwatch, the company is at the origin of numerous major innovations in the watchmaking industry and has filed over 600 patents in the course of its history.

Rolex founder Hans Wilsdorf famously said that “the opposition I encountered seemed insuperable,” as he built his company. Of course, history has firmly established that Wilsdorf surmounted his challenges, and the Rolex brand does to this day. 

As an official Rolex jeweler, we invite you to begin, or continue, your Rolex journey with CD Peacock. We’re dedicated to our customers and have been serving generations of Chicagoans since 1837. We’ll guide you through the fascinating world of Rolex. 

At CD Peacock, you’ll benefit from our excellent customer service, individualized attention, and experience. We have Rolex-trained watchmakers on-site should your watch ever need service.

We invite you to visit us in our Oakbrook and Woodfield locations. Our Rolex team is always available by phone during business hours. You can count on CD Peacock. Let us help you choose the Rolex that’s perfect for you.