Rotary Watches

Rotary Watches is a watch brand founded in 1895 by Moise Dreyfuss in La Chaux-de-Fonds, Switzerland. Although its origins are Swiss, the company developed one of its strongest and most enduring identities in the United Kingdom. During the 1920s, Dreyfuss family members Georges and Sylvain Dreyfuss began exporting Rotary watches to Britain, establishing a commercial foothold that later became central to the brand's development. Rotary's British presence expanded substantially during the Second World War, when the company became an official supplier of watches to the British Army in 1940. The military supply relationship, combined with the large-scale wartime mobilization of servicemen, helped make Rotary watches familiar to a broad segment of the British public and gave the brand a lasting association with practicality, reliability, and everyday service. The brand's best-known visual identifier is its winged-wheel logo, introduced in 1925. The mark has undergone only limited visual changes since then and remains a central part of Rotary's identity. Rotary subsequently expanded beyond Britain and became an international watch business selling in more than 35 countries. It is also a member of the Federation of the Swiss Watch Industry FH, reflecting the continuing importance of Swiss watchmaking within the brand's heritage, even though Rotary's product portfolio includes watches made in multiple locations. Rotary offers both quartz and automatic watches across accessible and mid-market segments. Some models are manufactured in Switzerland, while less expensive products may use Japanese movements and be assembled in Japan or China. The company describes a water-resistance specification known as the Dolphin Standard, generally associated with resistance at least comparable to ISO 2281 requirements. This positioning supports watches intended for regular daily wear and, depending on the model, swimming or other water-related activities. Rotary has also marketed the Revelation, a reversible watch design with two faces and two movements. The concept allows a wearer to change between two distinct styles or display different time zones without changing watches. In addition to the core Rotary brand, the business has produced watches under the more exclusive Dreyfuss & Co name. Rotary was recognized as a UK Superbrand in 2006 and retained that status in subsequent years. Ownership changed in 2014, when the brand became part of Hong Kong-listed investment holding company Citychamp Watch & Jewellery Group Limited, formerly known as China Haidian Holdings. In February 2025, Citychamp and the West Midlands-based Peers Hardy Group signed an agreement concerning Rotary's design, manufacturing, and distribution operations in the United Kingdom and internationally. Rotary subsequently announced in April 2025 that Peers Hardy Group had officially purchased the brand. Rotary therefore remains an active watch label with Swiss historical roots, a particularly strong British association, and a current operating structure linked to Peers Hardy.

Rotary Watches was established in 1895 by Moise Dreyfuss in La Chaux-de-Fonds, Switzerland, one of the principal historic centers of Swiss watchmaking. The company initially developed within the Dreyfuss family business tradition. Its later commercial history was shaped particularly by its connection with Britain. In the 1920s, Georges and Sylvain Dreyfuss began exporting Rotary watches to the United Kingdom. Britain became the company's most successful market and eventually the country with which the brand was most strongly associated. A decisive moment came in 1940, when Rotary became an official supplier of watches to the British Army. The appointment coincided with the Second World War and the conscription of very large numbers of people into military service. As a result, Rotary watches became widely distributed among British service personnel and entered many British households. The military connection helped establish the brand's reputation for dependable, functional timepieces and continued to influence its public identity long after the war. Rotary introduced its winged-wheel logo in 1925. The emblem has experienced only modest design changes and remains the brand's principal historical symbol. Over time, Rotary expanded from its British base into international distribution, eventually selling watches in more than 35 countries. It retained links with the Swiss watch sector through membership of the Federation of the Swiss Watch Industry FH, while its manufacturing model developed into a mixed structure. Certain watches are made in Switzerland, whereas more affordable models may use Japanese movements and be assembled in Japan or China. The brand's range has included quartz and automatic watches, practical everyday models, dress watches, and products emphasizing water resistance. Rotary's Dolphin Standard is presented as a water-resistance standard broadly comparable to at least ISO 2281, although the suitability of an individual watch for swimming or diving depends on its model specification. One of the brand's distinctive designs is the Revelation, a reversible watch with two faces and two movements. The design lets the wearer alternate between two visual styles and can also be used to display different time zones. Rotary has additionally operated the more premium Dreyfuss & Co label. In 2006, Rotary was chosen as a UK Superbrand and retained the designation in subsequent years. In 2014, ownership passed to Citychamp Watch & Jewellery Group Limited, a Hong Kong investment holding company previously known as China Haidian Holdings. The company remained an internationally distributed watch business under Citychamp until a 2025 transaction involving Peers Hardy Group. In February 2025, Peers Hardy signed an agreement to assume control of Rotary's design, manufacturing, and distribution in the United Kingdom and internationally. Rotary's April 2025 announcement, described as a new chapter for the brand, confirmed that Peers Hardy had completed the purchase. The current brand therefore combines a Swiss founding history, a deeply established British market identity, and an operating relationship with a UK-based watch group.

• 2025

  Purchase by Peers Hardy Group

  [1]Rotary Watchesen.wikipedia.org

  Peers Hardy Group agreed to take control of Rotary's design, manufacturing, and distribution and later announced that it had officially purchased the brand.

• 2014

  Acquired by Citychamp Watch & Jewellery Group

  [1]Rotary Watchesen.wikipedia.org

  Rotary became owned by Citychamp Watch & Jewellery Group Limited, formerly known as China Haidian Holdings.

• 2006

  Recognition as a UK Superbrand

  [1]Rotary Watchesen.wikipedia.org

  Rotary was selected as a UK Superbrand and continued to receive the recognition in successive years.

• 1940

  Official British Army supply relationship

  [1]Rotary Watchesen.wikipedia.org

  Rotary became an official watch supplier to the British Army during the Second World War.

• 1925

  Winged-wheel logo introduced

  [1]Rotary Watchesen.wikipedia.org

  Rotary introduced the winged-wheel emblem that became its best-known visual identity.

• 1920

  Expansion into Britain

  [1]Rotary Watchesen.wikipedia.org

  During the 1920s, Georges and Sylvain Dreyfuss began exporting Rotary watches to Britain, which became the brand's most successful market.

• 1895

  Brand founded in Switzerland

  [1]Rotary Watchesen.wikipedia.org

  Moise Dreyfuss established Rotary Watches in La Chaux-de-Fonds, Switzerland.

A heritage-oriented, accessible watch brand combining Swiss origins, strong British military and consumer associations, practical water resistance, quartz and automatic movements, and selected premium or technically distinctive designs.

• Quartz wristwatches

  Rotary quartz watches

  Rotary's quartz range represents its practical and accessible side. These watches use battery-powered movements and are offered across everyday, dress, and water-resistant designs. The brand's quartz products are part of a broader portfolio that spans watches made in Switzerland and lower-priced watches using Japanese movements and assembled in Japan or China.

• Automatic mechanical wristwatches

  Rotary automatic watches

  Rotary also produces automatic watches using self-winding mechanical movements. These models connect the contemporary range with traditional watchmaking and are positioned for customers seeking mechanical operation rather than battery-powered quartz technology. Specific movement origins and construction vary by model.

• Reversible dual-face watch

  Revelation

  The Revelation is Rotary's distinctive reversible-watch concept. It incorporates two separate faces and two movements in one watch, allowing the wearer to turn the case and select between different appearances. The design can also be used to display two time zones, giving the product both a styling function and a practical travel application.

• Water-resistant watches

  Dolphin Standard watches

  Rotary uses the Dolphin Standard name for watches designed to provide enhanced water resistance. The company describes the specification as equivalent to at least ISO 2281-level resistance. Exact capabilities depend on the individual model, but the range is associated with watches intended for daily wear and, where specified, swimming or other water activities.

• Premium watch label

  Dreyfuss & Co

  Dreyfuss & Co is a more exclusive watch name operated alongside Rotary. It extends the Dreyfuss family heritage into a premium positioning and complements Rotary's broader accessible watch portfolio. The available reference material does not provide a complete product chronology for the label.

• 2025

  Purchase by Peers Hardy GroupM&A

  Background

  Citychamp and the West Midlands-based Peers Hardy Group reached an agreement covering Rotary's design, manufacturing, and distribution in the United Kingdom and internationally.

  Action taken

  Peers Hardy took control of the relevant Rotary operations and subsequently confirmed the purchase of the brand.

  Aftermath

  Rotary announced the transaction in April 2025 as a new chapter for the brand. No purchase price was provided in the reference material.

  Source

• 2014

  Transfer of ownership to Citychamp Watch & Jewellery GroupM&A

  Background

  Rotary became part of Citychamp Watch & Jewellery Group Limited, an investment holding company formerly known as China Haidian Holdings.

  Action taken

  Citychamp assumed ownership of the Rotary Watches brand.

  Aftermath

  Rotary continued operating as an international watch brand, with a mixed manufacturing base including Swiss-made and lower-priced products made or assembled in Asia.

  Source

• 2025

  Citychamp and Peers Hardy agree transfer of Rotary watch operations[1]Rotary Watchesen.wikipedia.org

  M&A

  The West Midlands-based Peers Hardy Group signed an agreement with Citychamp Watch & Jewellery Group Limited to take control of Rotary's design, manufacturing, and distribution activities in the United Kingdom and internationally.

• 2025

  Rotary announces completion of purchase by Peers Hardy Group[1]Rotary Watchesen.wikipedia.org

  M&A · Leadership change

  In an April 2025 company blog post titled "A New Chapter for Rotary," Rotary stated that Peers Hardy Group had officially purchased the brand following the February agreement.

• 2006

  Rotary becomes a UK Superbrand[1]Rotary Watchesen.wikipedia.org

  Other

  Rotary Watches was selected as one of the United Kingdom's Superbrands and retained the recognition in later years.

1. 1Rotary Watchesen.wikipedia.org