Rotary

Rotary is born in 1895 in La Chaux-de-Fonds, in the heart of Swiss watchmaking, on the initiative of watchmaker Moise Dreyfuss. In the early years of the twentieth century his sons Georges and Sylvain Dreyfuss start exporting to Great Britain, a market that would gradually become the center of the brand's identity: ever since, Rotary's operating headquarters have remained in the United Kingdom, while production continued for decades to rely on Swiss manufacturing.

1925 is the year of the logo that still identifies the brand today: the "winged wheel", conceived as a symbol of precision and movement. In 1940, in the midst of the Second World War, Rotary becomes an official supplier of watches to the British army, a role that cements its widespread presence across the United Kingdom in the following decades, under the leadership of the Dreyfuss family until the years after the war.

Over the decades the brand has built its reputation on an accessible yet carefully made positioning, earning the British "Superbrand" recognition in 2006 and the Queen's Award for Enterprise in 2014. Also in 2014 ownership passes to the Citychamp Watch & Jewellery group; in 2025 the British group Peers Hardy acquires control of the brand, which today keeps its headquarters at the Clerkenwell Workshops in London, continuing to claim both its Swiss watchmaking origins and the British identity built up over more than a century of history.