It's a British-owned Swiss brand that's been around since 1895. Their most well-known pieces are military watches (like mine, pictured above--that's actually a very cool early bumper movement, dating to the same time when they were commonly found in Omega Seamasters), and dive watches, including the iconic Rotary Aquaplunge. The diamond-shaped tip of the sweep seconds and their winged logo are their most recognized features. IMHO, they're undervalued right now. They make quite nice watches either with in-house (e.g. the Aquaplunge's microrotor) or ETA movements, and their is a wide variety of elegant and interesting dial configurations.
A little bit from their website:
The history of
Rotary watches is long and dynamic. Rotary is one of the key Swiss made watch brands, crafting watches since 1895. For fans of the brand or those looking to find out more, here is a look into the history of Rotary watches.
The Beginning 1895 – 1920s
Rotary’s tale begins in
La Chaux de Fonds, a city found amongst the Jura Mountains in Switzerland. This location is a hub of Swiss watchmaking excellence and Rotary is no exception. The brand’s founder, Moise Dreyfuss, opened their first factory in 1895 and the Dreyfuss family has owned the company since. To this day, the brand’s core values are grounded in accuracy and distinction at a reasonable price.’ Moise Dreyfuss generated the brand’s success due to his commitment to making merchandise of excellent quality and selling it at a reasonable cost.
Twelve years after the company was founded, Moise Dreyfuss’s sons, named Georges and Sylvain, moved to Britain in order to open an office. This move aided the company’s ability to import and distribute watches to a larger customer base so that they could further grow the brand.
The Logo
By 1925, Rotary has developed significantly as a brand and its expansion into the UK meant that its name was becoming more well-known. It was time for them to create a logo to make the brand more recognisable and memorable. The logo the family settled on was a winged wheel, a symbol often associated with the Ancient Greeks. The Greek god Hermes was denoted by this symbol as it can be read to mean movement and progress, two concepts that mirror Rotary’s values.
The winged wheel has been adopted by many other organisations, such as the Institution of Municipal Engineers and the Swift Cycling Club, but most people will recognise it as being a symbol of the Rotary brand.
Innovation and Military Connections
With 1934 came the birth of Rotary’s first shockproof watches. These early models made use of innovative technology to ensure the high-quality product that Rotary had built their name around. These new models made watch wearing practical for people in manual labour jobs, as they no longer had to worry about damaging their timepiece with any little knocks and bumps. The wearability and durability of this watch led to Rotary becoming the official watch supplier of the British Army in 1940.
As the Second World War progressed, soldiers needed timepieces to be able to synchronise action and Rotary’s reputation of excellence made them a reliable supplier. The war-time campaign featured non-magnetic watches and focused on aviation and accuracy to exhibit the full potential of Rotary watches.
To maintain their popularity, Rotary sponsored British Racing Motors in the F1. This made the brand appealing to a new audience. The success of this campaign encouraged the brand to continue to launch fashionable and adventurous styles that would allow them to continue to support sporting events.
At the turn of the millennium, Robert Dreyfuss (the fourth generation of this family company) led Rotary to move its Head Office to 13-16 Elm Street, London. The office is still in this location today.