A New Chapter for Rotary

We would like to announce that Rotary has been acquired by Peers Hardy. This transition comes at a pivotal time for the brand and its community—a community that, like Peers Hardy, has long cherished Rotary's long-standing watchmaking heritage and commitment to quality. Today, we want to address any concerns of our loyal customers and share our vision for the future of Rotary.

A Passion for Watchmaking

The Peers Hardy team is full of devoted watch enthusiasts. Taking on the Rotary Licence is not merely a business transaction—it’s a pledge to preserve and elevate the principles that have always defined Rotary. Just as Rotary has long embodied design, innovation, and reliability, Peers Hardy is committed to ensuring these values remain at its core. 

We understand that many have worried about the brand's direction recently. Let us assure you: while change can be unsettling, it also brings about fresh opportunities to reinvigorate and enhance the Rotary legacy. With Peers Hardy at the helm, Rotary will continue to honour its traditions and craftsmanship while embracing new ideas that promise to push the brand into new and exciting directions.

What This Transition Means for You

Our promise to you, our valued customers, is simple:

Consistent Quality: We will continue to produce exceptional watches, ensuring that every Rotary timepiece meets the high standards that customers have come to expect.

Dedicated Service: As custodians of the Rotary name, Peers Hardy take great pride in maintaining and servicing your watches. Whether you are a long-time owner or a new enthusiast, we’re here to help keep your timepieces in operation.

Innovative Spirit: While firmly rooted in the core principles of traditional watchmaking, we are excited to introduce new watches and collections as early as this year. 

Transparent Communication: We recognise that trust is built on clarity. Our team is committed to keeping you informed at every stage of this exciting journey. Expect regular updates and opportunities to engage with the brand.

Changing Markets: To begin with, we will be restricting our orders to UK customers only. Whilst we are aware that this will be disappointing to many fans further afield, we plan to expand this out over time when logistically feasible.

A Future Built on Tradition and Innovation

Rotary has always been synonymous with quality watchmaking—a tradition that has guided the brand for decades. As watch lovers and long-time admirers of the brand, Peers Hardy are honoured to continue this heritage.

Over the coming months, we will be sharing new releases and re-stocking familiar favourites. We cannot wait to share these new watches and collections with our fans.

We hope this announcement brings you reassurance and excitement for what’s ahead. As always, we remain committed to the art and passion of watchmaking.