Rolex is clearly the best known and most popular fine watch brand in the world. Rolex has long been known as a maker of superior watches. They pioneered and invented several major watch concepts, such as the first "certified chronometer," the first effective "waterproof" and dustproof watch casing, the first wristwatch with an automatic changing date, and the techniques used in mass-manufacturing of premium watches.

It was in the 1980's that their reputation went from stellar to astronomical from being broadly publicized as the luxury wristwatch of choice of the so-called 'yuppie' movement of young, affluent people who enjoyed conspicuous consumption as a indication of their newfound status. Both the people who embraced and those who decried the yuppie image were very effective in making the name of Rolex a household word. In that time, Rolex prices took a stellar rise to match their popularity. A stainless steel DateJust model that sold new for around US $900 in 1981 rose to US $2350 by 1991, despite only nominal changes to the product. Models in finer metals took even more dramatic increases, leaving many existing owners to joke about the newer models now being made of "unobtanium."

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