In the early 2000s, Rolex built its own state-of-the-art foundry where it began to cast its own metals. It was an unprecedented step for a watchmaking brand — not only did it allow Rolex to ensure that only the finest materials are used in their watches, it also allows them to determine a watch’s aesthetic, mechanical and dimensional properties.
In 2005, Rolex unveiled Everose, their patented rose gold alloy that, as its name suggests, will retain its luster for long. Instead of the usual component of rose gold – gold, copper and a hint of silver – Rolex adds Platinum, whose effects appear to be two fold.
First, it serves as a bonding agent and prevents fading that can be caused by water, salt, sweat or UV rays. It also provides the luster that Rolex watches have become known for.