Rolex watches are nowadays considered as luxury goods, which was not always seen like that. A Rolex watch was initially meant for harsh use, while the fine watches of the past century were reserved for special occasions. Manufacturers such as Longines or Omega had already proven themselves for more than half a century in the production of precise timepieces, before a start-up called “Rolex” showed up. Using inexpensive Swiss movements, Rolex focused on the ruggedness of timepieces that would later be used by divers, mountaineers and the military. Other leading manufacturers were initially too fine for so called “tool-watches”, which cleared the way for the young brand Rolex.