Founded in 1895, Rotary Watches Ltd has been a watch manufacturer that has stood the test of time. This independent family company started in 1895 in La Chaux-de-Fonds, Switzerland by Moise Dreyfuss. In the 1920’s members of the Dreyfuss family, in order to expand the business, opened an office in Britain. With the business growing in size and the introduction of their first shockproof watch in 1934, Rotary became more prestigious.
In a move that launched the Rotary name to every household, the Rotary Company became the official watch supplier of the British Army in 1940. With Britain drafting numerous citizens, due to WWII, into the army, Rotary watches became commonplace in Britain’s culture. This feeling still holds true to this day.
With the "winged wheel" logo now being synonymous with tradition and quality, Rotary could now concentrate its efforts on improving its technology and promoting its brand. In 1942, they introduced its first automatic watch. A watch powered by the movement of the owner’s wrist. With its watch brochures and seasonal watches that celebrated company milestones in the late 50’s, Rotary stayed at the forefront of the watch industry.
Once again, Rotary stayed within the industry when they launched their first quartz watch in 1973, a technology change that kept them within the changing needs and desires of their customers. Rotary still found that the tradition of their mechanical movement watches carried through to the new quartz watches. The advantage of the quartz movement was that Rotary’s watches would now become affordable to more people.
As customers’ activities focused more on water sports, the watch industry needed to keep up. Rotary, in 2005, introduced the "Dolphin Standard", a standard that enables the wearer to swim and dive all day with their watch. With the introduction of the "Dolphin Standard", Rotary made sure that their watches could be worn in all the situations their customers found themselves.
With all of their innovations, Rotary has kept pace with trends and technological advances in all their collections. Because of this Rotary Watches Ltd was awarded a UK jewelry award for supplier of the year in 2002. In 2003, they were awarded the same award. The UK also deemed them a ‘superbrand’ three years in a row. An award given to the countries strongest and most reliable brands, voted on by experts and consumers.
Rotary strives to stay atop of the ever-changing watch industry through their commitment to company traditions, family and their customers. Robert Dreyfuss, great grandchild to the founding father Moise Dreyfuss, still runs Rotary Watches Ltd with his family’s values of precision, accuracy and reliability. As the soldiers of WWII found out in the 40’s, Rotary watches are "High Performance" and "New".