Over 130 Years of Rotary Watches

For over 130 years, Rotary Watches has remained committed to one guiding principle: creating timeless watches for the modern world. From its origins in the heart of Swiss watchmaking to its position today as one of Britain’s most established watch brands, Rotary’s story is defined by consistency, resilience, and respect for tradition.

Swiss Origins (1895)

Rotary Watches was founded in 1895 by Moise Dreyfuss in La Chaux-de-Fonds, Switzerland - a town synonymous with horological excellence.

At a time when watchmaking was defined by precision and patience, Moise Dreyfuss distinguished himself through meticulous attention to detail and an unwavering belief in first-class personal service. These values allowed Rotary to flourish in a fiercely competitive industry, establishing a reputation for trust and craftsmanship that would become the foundation of the brand.

Establishing a British Home (Early 1900s)

As Rotary’s reputation grew, the brand expanded beyond Switzerland. In the early 20th century, Rotary opened its doors in Britain - a decisive moment that would shape the company’s future.

While Swiss in origin, Rotary became proudly British in spirit. Its UK headquarters remain in Britain to this day, placing Rotary among a rare group of watch brands able to bridge two great watchmaking traditions.

This dual identity - Swiss heritage paired with British sensibility - helped define Rotary’s design language: refined, practical, and built for everyday life.

The Winged Wheel (1925)

In 1925, Rotary introduced what would become an iconic emblem in British watches - the winged Rotary logo.

The emblem came to represent precision, progress, and aspiration. More than a mark of identity, it symbolised Rotary’s belief that a watch should not merely tell time, but elevate the way it is worn.

Nearly a century later, the winged logo remains a defining hallmark of Rotary watches.

Service and Resilience During WWII

During the Second World War, Rotary was appointed as one of the official watch suppliers (ATP) to the British Army - a powerful endorsement of the brand’s reliability and engineering standards.

In an era where equipment failure was not an option, Rotary watches were trusted for their accuracy, durability, and legibility. This period reinforced the brand’s reputation for producing timepieces capable of performing under the harshest conditions.

Post-War Innovation and Growth (1940s–1960s)

Following the war, Rotary entered a new chapter under the leadership of Teddy Dreyfuss.

This period marked significant expansion, driven by innovative product development, sophisticated marketing, and some of the most distinctive advertising campaigns of the mid-20th century. Rotary watches became fixtures in jewellers’ windows across Britain, cementing the brand as a household name.

The post-war years established Rotary not simply as a watchmaker, but as a brand with confidence, clarity, and character.

Motorsport and the Spirit of Precision (1977)

In 1977, Rotary aligned itself with the pinnacle of motorsport through a partnership with the British Racing Motors (BRM) Formula One team.

Formula One represents absolute precision - where fractions of a second matter and mechanical reliability is paramount. Rotary’s association with BRM reflected a shared philosophy: engineering excellence under pressure.

Recognition, Partnerships and Modern Milestones (2010–Present)

As Rotary entered the modern era, the brand continued to strengthen its presence through meaningful partnerships, prestigious recognition, and cultural relevance.

In 2013, Rotary became an official sponsor of Chelsea Football Club, aligning the brand with one of the world’s most recognised sporting institutions and reinforcing its position within British sport and culture.

In 2014, Rotary was honoured with the Queen’s Award for Enterprise - one of the highest official accolades awarded to UK businesses. This recognition reflected the brand’s sustained international growth, commercial success, and long-term contribution to British industry.

Beyond awards and sponsorships, Rotary has remained committed to giving back.

In 2018, the brand partnered with the Royal British Legion, creating commemorative timepieces that paid tribute to service, remembrance, and sacrifice - values deeply connected to Rotary’s own wartime history.

This commitment continued in 2021 through Rotary’s partnership with Prostate Cancer UK, supporting vital awareness and fundraising efforts for one of the most common cancers affecting men in the UK.

In 2022, Rotary was proudly named Retail Jeweller Watch Brand of the Year, a landmark achievement recognising excellence in design, heritage, retail presence, and consumer trust.

A Global Brand

Today, Rotary Watches are sold worldwide.

Despite its global reach, the brand has never lost sight of its roots. Every Rotary watch is still guided by the same principles set out in 1895: thoughtful design, enduring style, and dependable performance.

From classic dress watches to contemporary sports models, Rotary specialises in creating timepieces that blend the old with the new - combining traditional design codes with modern materials and movements.

The result is a collection that feels relevant without chasing fashion, and refined without excess.

Rotary Today

While materials, movements, and technologies continue to evolve, Rotary’s design philosophy remains unchanged - favouring balance, legibility, durability, and timeless styling over short-lived trends.