What makes a watch brand legendary, a cultural phenomenon? The Rolex brand has been providing answers to these questions for over a century – not in a flashy way, but with absolute consistency, technical excellence and a keen sense of the spirit of the times. Rolex fascinates as a cultural event. Whether Submariner or Daytona, GMT-Master or Datejust – every Rolex represents a perfected idea and tells its own story. And at the same time, it tells the story of a brand that has long been more than just a watch brand. Rolex fascinates as a cultural phenomenon. A projection screen for aspirations, quality and values, for dreams and attitudes – and for a very special relationship with the world. Crazy About Rolex tells the story from the beginnings to the icons. From technical brilliance to radically clear design. From stories full of adventure, innovation and style to the people who represent the brand – and are inspired by it themselves.