Last Updated on August 24, 2024 by Jason
Rotary Watches Ltd was established at La Chaux-de-Fonds, Switzerland by Moise Dreyfuss (1850 – 1940) in 1895. There are no clear records as to what the business involved, some sources use the word “factory”, others “workshop”. Initially, the company traded under the Moise Dreyfuss name, later to become Dreyfuss and Co (later Moise Dreyfuss Ltd). The aim was to produce high-quality watches at affordable prices.
There are no records of “Dreyfuss” or “Rotary” manufactured watches. There are no records of “Rotary or Dreyfuss” calibres on any of the usual sources (Ranfft, Emmy Watch, Calibre Corner). The lack of evidence makes it fairly clear that the company assembled watches. Dreyfuss would have purchased ébauches, watch components and cases and assembled the watches in his workshop. These would have then been sold under the Dreyfuss (and later Rotary) name. The sources of these movements included FHF, Revue, ETA, AS A Schild and Peseux, all of which would have been embossed with the Rotary logo.
By the 1920s his sons, Georges (1887 – 1971) and Sylvain (1895 – 1975) Dreyfuss began exporting watches to Britain, which was to become the company’s most successful market. Rotary later became the official watch supplier for the British Army. The well known “winged wheel” Rotary logo was introduced in 1925 and has since then undergone minor changes in appearance. Ultimately, Rotary became an international company selling watches in more than 35 countries.
Winged logo
According to the Rotary website, the trademark of a “winged wheel”, shown in two versions to the right, was introduced in 1925. In Clock and Watch Trademark Index of European Origin Kochmann gives a registration date for this trademark of 15 October 1926. The original version looked like a bicycle wheel with wings. The modern version shown below has clearly evolved from the original. However, it is still recognisable as the same thing – once you know what the original was, of course.
Shockproof watch
In 1934, it launched its first shockproof watch, which was hugely successful. Some sources suggest the initial shock protection system was an unnamed “parachute” design. However, the Incabloc system was in use by Rotary in the 1940s. Incabloc production started in June 1933 and the Incabloc trademark was registered by Porte-Echappement Universel SA (renamed Portescap in 1963) in Switzerland in March 1933.
In 1940, Rotary became an official watch supplier for the British Army. As this coincided with the Second World War and the drafting of huge numbers into the army, it meant that Rotary watches were common in many British households. This was to leave a lasting impression of the brand in the UK.
Rotary sold its first quartz watch in 1973, only 4 years after the original Seiko model launched. In 1976, Rotary became the official sponsor of British Racing Motors in Formula 1. Rotary remained a family owned company up until 2014 when it was acquired by Citychamp Watch & Jewellery Group Limited.
Related content
Rotary Watches at Wikipedia.