There's a lot of myths surrounding Rolex watches. One that you hear often is that it takes Rolex a year to build a watch. Rolex does little to dispel this myth and in fact promotes it in some of its advertising. But this claim is widely ridiculed within the industry.
Anyone who has seen Rolex's new watch manufacturing center in Geneva knows it's a near perfect fusion of automation and technology. When you consider that Rolex is producing more than 4,000 watches a day, this one-year-to-build claim is exposed for what it is--propaganda designed to create a romantic myth around the idea of watchmaking.