Rolex SA is a Swiss company, based in Geneva, important in the production of fine wristwatches, as well as one of the largest companies operating in the watchmaking sector.

It is controlled by the Hans Wilsdorf Foundation, a charitable and non-profit organization recognized by Swiss law. It has twenty-eight subsidiary companies around the world and an organization of 4,000 watchmakers in one hundred countries, with estimated revenues for 2010 of around two billion euros and an annual production of watches of around 1,000,000 pieces. Rolex is the most well-known watch company among the public and occupies the largest market share.

Over the years the house has become synonymous with accessible luxury and has built a reputation for producing quality and resistant watches: for these reasons, and for the perception that the watchmaker has in the collective imagination, Rolex timepieces are highly sought after and not always easily available.

Rolex is the largest manufacturer of certified chronometers built in Switzerland; just think that in 2005 more than half of the production of COSC certified watches belonged to the group. On May 3, 2011, the new CEO of the Rolex group was announced, the fifth since it was founded in 1906, the Italian Gian Riccardo Marini, who takes over from Bruno Meier. Since 17 June 2015, having reached the age limit, Marini is succeeded by Jean-Frédéric Dufour.