Rotary was established over 120 years ago in Switzerland and has since grown its global brand presence in over 60 countries. The brand is however returning to the original area in London where it first laid down roots back in 1905.

Rotary’s timepieces are all designed and developed in-house in the heart of Clerkenwell, originally the home of watch and clock making. Rotary’s brand direction is focusing on its British heritage to complement our Swiss ancestry and will continue to supply superlative quality watches at competitive prices.

The brand has also replaced the Dolphin Standard/Waterproof with a traditional water resistant rating, specific to each watch ranging from 30 metres for a classic timepiece and up to 100 metres for a sport watch. The lifetime guarantee has also transitioned into a two year guarantee with the opportunity to extend another year when you register online at www.rotarywatches.com.

Rotary has also aligned its collection into family names reflecting the brand’s British roots; Windsor, Oxford, Cambridge, Henley, Kensington and Greenwich. To complement the new strategy Rotary will introduce a new brand aesthetic which will include collateral such as displays and watch boxes.

Peter McKenna, CEO of Rotary Watches Ltd, has commented: “To reflect recent changes we want to share in the success of our retail partners and to that end Rotary is committed to creating channel specific solutions that ensures that we provide appropriate products at appropriate pricing and margin for All of our retailers”.