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(Brand guidelines) // Fashion and accessories

Rolex brand
guidelines

Rolex’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from rolex.com.

Download the Brand Skill

About Rolex

Rolex is an independent Swiss watch manufacture whose identity is rooted in precision, waterproofness, self-winding innovation, reliability and enduring quality. Its creative work brings together technical expertise, considered design and a forward-looking spirit.

Use the Rolex crown above the ROLEX wordmark as the brand signature, with the wordmark in Rolex green and the crown in gold. The gold crown on its own is the compact mark and reads best on dark green or black. Keep both intact, distinct and legible.

Rolex colors

  • Rolex Green

    Signature brand color and wordmark

    HEX
    RGB

  • Rolex Gold

    Crown and gold accents

    HEX
    RGB

  • Green

    Website accent and links

    HEX
    RGB

  • Dark green

    Dark brand backgrounds

    HEX
    RGB

  • White

    Backgrounds

    HEX
    RGB

  • Charcoal

    Text

    HEX
    RGB

Rolex fonts

  • Helvetica Now Text

    Headings · 700, Body · 300

  • Rolex Font

    Labels and eyebrows in spaced capitals · 400

  • SangBleu Kingdom

    Quotes · 300

Font names only. The Brand Skill download doesn’t include font files.

Rolex’s voice

Write with calm authority, precision and a sense of enduring possibility. Rolex copy connects technical achievement to human experience, using concise declarative statements, purposeful contrasts and occasional poetic phrasing. Keep claims specific and assured rather than inflated.

  • “A symbol of elegance. A watchmaking icon, always reinvented. A window on a world of endless possibilities”
  • “A sleek design. A classic and universal style. A benchmark in the world of watchmaking”
  • “Superlative. More than a word, it is a vision. A commitment”
  • “Seven pillars that inspire us to exceed standards and push boundaries”

Dos and don’ts

Do

  • Connect the watch’s design and technical qualities to a clear human purpose or experience.
  • Write with precise, confident language and use restrained, memorable phrases.
  • Present craftsmanship, reliability and innovation as enduring commitments.
  • Keep the crown and wordmark in Rolex green and gold, on white or a quiet ground.

Don’t

  • Don’t make unsupported claims about performance, materials or heritage. Keep technical statements specific and accurate.
  • Don’t use inflated or generic luxury language that could belong to any watch brand.
  • Don’t recolor, redraw or rearrange the crown and ROLEX wordmark.

Rolex imagery

291 images from rolex.com, in 14 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Collection imagery

1 image

Use Rolex collection images for broad watch-collection and official website creative work.

  • An extreme close-up product shot of a silver-textured Rolex watch face featuring an intricate blue moon phase sub-dial with a detailed moon face and stars.

Brand imagery

12 images

Use Rolex-owned imagery for identity and campaign work, and keep watch imagery separate from the crown and wordmark.

  • A silver Rolex Oyster Perpetual Sky-Dweller watch with a fluted bezel and Jubilee bracelet is angled prominently against a stylized background.
  • A luxury Rolex Datejust watch face is shown in a tight, angled macro shot, highlighting the fluted gold bezel and slate-grey sunray dial.
  • A macro product shot features a Rolex Oyster Perpetual Datejust with a slate-grey sunray finish dial and unique green-outlined Roman numerals.
  • A metallic blue hairspring is centered within a polished gold balance wheel, showcasing the intricate internal components of a watch movement.
  • A close-up vertical photograph captures a male conductor in profile, his face glowing with a faint, satisfied smile as he directs an orchestra against a…
  • A grand Victorian glass conservatory with a soaring arched ceiling and intricate white ironwork towers over a modern champagne bar.
  • A silver Rolex Oyster Perpetual Sky-Dweller watch with a unique light blue hexagonal patterned dial is angled across a bright, minimalist white surface.
  • A silver Rolex Oyster Perpetual Land-Dweller watch with a distinctive ice-blue honeycomb pattern dial rests on a bright white surface.
  • A composite studio shot features two different Rolex Oyster Perpetual Datejust models spliced together, vertically emerging from deep blue water.
  • A two-tone gold and silver Rolex Sky-Dweller watch is dramatically split by a water line, with its upper half showing a champagne dial and fluted bezel…
  • A wide-angle landscape photograph of the glass-walled Rolex headquarters buildings under a bright blue sky.
  • A wide-angle product graphic features two Rolex Oyster Perpetual watches, one with a metal link bracelet and one with a leather strap, spliced together and…

Rolex heritage imagery

13 images

Use Rolex-owned images for corporate, founder and Oyster heritage storytelling.

  • A vertical emerald-green glass skyscraper with the "ROLEX" logo and crown at its peak dominates this high-angle architectural photograph.
  • A vintage sepia-toned studio portrait features a man with a well-groomed handlebar mustache and side-parted hair.
  • A luxury close-up product photo shows two Rolex watches facing inward from the left and right edges against a muted, cream-colored background.
  • A close-up studio shot highlights the sleek profile of a luxury gold watch case floating against a soft, gradient blue-gray background.
  • A cinematic digital illustration of a dark black hole at the center of a swirling cosmic event.
  • A close-up, profile shot of a vintage gold Rolex Oyster wristwatch with a black leather strap, set against a soft, bright white background.
  • Two men stand atop the tower of the bathyscaphe Trieste, waving triumphantly as it floats in choppy ocean waters under a cloudy sky.
  • A close-up studio shot highlights the intricate honeycomb-patterned dial of a stainless steel Rolex Land-Dweller watch.
  • A close-up action photograph captures tennis player Roger Federer in a white polo, his eyes closed in a moment of triumph as he kisses the ornate, golden…
  • A high-tech laboratory display features the 'ROLEX RUBIDIUM OPTICAL ATOMIC CLOCK' etched into a sleek, matte platform.
  • A close-up, monochromatic vintage portrait of a man with a thin, meticulously groomed mustache and neatly parted dark hair.
  • Four ornate, polished gold frames containing vintage black-and-white photographs sit on a dark surface decorated with white lace doilies.
  • This black and white archival photograph captures a multi-story stone building in an urban European setting, featuring prominent 'ROLEX' signage in several…

Datejust imagery

26 images

Use Datejust collection and campaign images for product work and storytelling.

  • A luxury Rolex Oyster Perpetual Datejust wristwatch with a striking emerald green sunray dial and fluted silver bezel is centered against a soft, sage-toned…
  • A luxury Rolex Oyster Perpetual Datejust watch featuring a vibrant emerald green sunray dial and a fluted bezel is centered in this product shot.
  • A high-angle product shot features a Rolex Oyster Perpetual Datejust with a striking mint green dial and a fluted bezel.
  • A close-up studio shot of a Rolex Oyster Perpetual Datejust with a shimmering olive-green sunray dial and a stainless steel Oyster bracelet.
  • A close-up studio shot highlights the polished fluted bezel and slate-grey dial of a Rolex Oyster Perpetual Datejust with green-outlined Roman numerals.
  • A luxury Rolex Oyster Perpetual Datejust watch with a radiant sunray green dial and a fluted silver bezel is centered in this clean studio shot.
  • A high-end Rolex Oyster Perpetual Datejust watch rests diagonally across a stark white surface under bright, directional studio lighting.
  • A close-up studio photograph features a silver Rolex Datejust watch with a vibrant sunray blue dial and a fluted bezel.
  • A high-contrast product photo featuring a silver Rolex Oyster Perpetual Datejust with a sunray green dial and a fluted bezel.
  • A close-up, angled product shot of a Rolex Oyster Perpetual Datejust watch featuring a two-tone Jubilee bracelet in silver steel and rose gold.
  • An extreme close-up, high-angle product shot features a silver Rolex watch with a diamond-encrusted bezel and a metallic sunray dial.
  • A luxury Rolex Oyster Perpetual Datejust wristwatch with a chocolate brown dial and a fluted rose gold bezel is presented in a dynamic, angled studio shot.
  • A Rolex Oyster Perpetual Datejust watch in 18 ct yellow gold is shown on a bright, minimalist white surface.
  • A luxury rose gold Rolex Oyster Perpetual Datejust watch is displayed diagonally against a minimalist off-white surface.
  • A faded, semi-transparent grid collage of high-contrast black and white and sepia-toned images celebrating Rolex luxury watches.
  • A vintage 18k yellow gold Rolex Oyster Perpetual Datejust with a textured jubilee bracelet is captured in a high-resolution product shot.
  • A minimalist, abstract digital background composed of overlapping planes of bright white and soft gray.
  • A close-up action photograph captures a female tennis player shouting in a moment of intense victory.
  • A focused female musician sits cross-legged against a dark background, playing an ornate, long-necked sitar.
  • A close-up profile photograph of a bearded man with dark hair celebrating with a joyful grin and a raised fist.
  • A close-up action photograph captures a male equestrian in a teal show jacket and black helmet mid-jump on a bay horse.
  • A medium close-up of a male opera singer with short dark hair mid-performance, looking upward with an open mouth and emotive facial expression.
  • A wide-angle, high-angle photograph captures a grand symphony orchestra performing in a classical theater with ornate gold-leaf balconies and a massive…
  • A polished yellow-gold fluted watch bezel floats horizontally in the center of the frame against a clean white background.
  • A floating Rolex Oyster Perpetual Datejust watch dial is the centerpiece, shown at a dynamic tilt against a bright, ethereal white backdrop.
  • A wide-angle, high-perspective photograph captures a professional tennis match inside a packed stadium under a twilight sky with pink-tinged clouds.

Cosmograph Daytona imagery

25 images

Use collection and motorsport images for Daytona product and heritage storytelling.

  • A luxury Rolex Oyster Perpetual Cosmograph Daytona watch with an ice-blue dial and chestnut brown ceramic bezel is centered in this product shot.
  • A high-shine gold Rolex Cosmograph Daytona watch with a vibrant green dial and gold sub-dials rests on a clean white surface.
  • A high-angle product shot features a Rolex Cosmograph Daytona watch with a white dial and black ceramic tachymeter bezel.
  • A two-tone Rolex Cosmograph Daytona watch featuring an 18 ct yellow gold and Oystersteel Oyster bracelet is centered against a clean white background.
  • A stainless steel Rolex Oyster Perpetual Cosmograph Daytona watch stands upright, bathed in a dramatic diagonal beam of light.
  • An angled, close-up product shot of a gold Rolex Cosmograph Daytona watch featuring a pale ice-blue dial with three black sub-dials.
  • A high-end Rolex Cosmograph Daytona watch in rose gold sits upright on a flat, light grey surface.
  • A close-up, low-angle profile of a Rolex Cosmograph Daytona watch crafted in rose gold against a bright white background.
  • A gleaming gold Rolex Cosmograph Daytona watch with a vibrant emerald green dial takes center stage in this luxury product shot.
  • An intricate close-up product photo showcases the transparent sapphire case back of a Rolex Cosmograph Daytona, revealing the golden oscillating weight and…
  • An extreme close-up product shot of a silver Rolex Cosmograph Daytona watch, focusing on the polished winding crown embossed with the five-pointed crown logo.
  • A luxury Rolex Cosmograph Daytona watch stands upright in a dramatic studio shot, centered within a pool of bright white light.
  • A high-end Rolex Cosmograph Daytona watch with a sunray emerald green dial and an 18-karat yellow gold Oyster bracelet is showcased in a dramatic product shot.
  • A faded, low-contrast collage of twenty-four rectangular tiles celebrates the history of motor racing and luxury chronographs.
  • A high-end stainless steel chronograph watch is presented in a straight-on, vertical product shot.
  • A dynamic, low-angle action photograph captures three endurance race cars—a blue Acura, a black and yellow Lexus, and a red prototype—speeding around a…
  • A focused female race car driver with short brown hair stands on a racetrack pit lane, captured in a low-angle vertical photograph.
  • A focused close-up photo of a racing driver with brown, shaggy 1970s hair and long sideburns as he prepares for a race.
  • A middle-aged man with short salt-and-pepper hair walks across an asphalt track, looking over his shoulder with a focused expression.
  • A close-up photograph of a professional racing driver with a wide, toothy grin and his arms raised in celebration.
  • An intricate, high-detail mechanical watch movement floats against a soft, bright white background.
  • A cream-white and a forest-green Aston Martin DB4 GT race head-to-head on a track, with tires smoking during a high-speed start.
  • A high-end watch bezel floats at an angle against a clean white backdrop, leaving a faint, curved shadow.
  • A high-action vertical photo captures three GT race cars speeding across a finish line at night.
  • A close-up studio shot highlights the exhibition case back of a silver Rolex Daytona watch, revealing the intricate inner gold movement.

GMT-Master II imagery

17 images

Use collection and technical feature images for GMT-Master II product work.

  • A Rolex GMT-Master II with a distinctive black and blue Cerachrom bezel rests at the center of a high-contrast studio shot.
  • An extreme close-up of a silver watch face features a prominent magnifying Cyclops lens positioned over a date window showing the number '28'.
  • A close-up product photograph of a Rolex GMT-Master II watch with a striking blue and black 'Batman' ceramic bezel.
  • A close-up product shot features a Rolex GMT-Master II watch with a striking emerald green sunray dial and a matching green and black ceramic bezel.
  • A high-angle product photograph of an 18-carat yellow gold Rolex GMT-Master II resting on a smooth, neutral gray surface with soft shadows.
  • A high-altitude cinematic photograph captures the dramatic curvature of Earth against the absolute blackness of outer space.
  • A luxury rose gold Rolex GMT-Master II watch is shown in a tight, angled macro product shot against a luminous, white background.
  • A high-key, faded grid of black-and-white and muted color images chronicles the history of the Rolex GMT-Master.
  • A high-resolution product shot of a Rolex GMT-Master watch with its iconic 'Pepsi' split-color bezel in deep blue and vibrant red.
  • A vertical abstract graphic with a minimalist, clean aesthetic.
  • A close-up vertical portrait shows a male tennis player with a focused, downcast gaze, wearing a black Nike cap and a light sage-green Nike performance shirt.
  • A close-up action photograph of a male equestrian in a black riding jacket, white breeches, and a carbon-fiber helmet atop a brown horse.
  • A triumphant close-up photo of a man in a black athletic shirt raising both arms in victory, his face tilted upward with a look of intense relief and pride.
  • A close-up studio shot of a curved, brushed stainless steel watch bracelet with three-piece links.
  • The floating, deconstructed components of a luxury watch take center stage against a minimalist white background.
  • A bicolored black and blue ceramic watch bezel insert floats at an angle against a bright, minimalist white background.
  • A vibrant blue spiraled balance spring sits nested within a polished gold balance wheel, appearing to float against a clean, white background.

Land-Dweller imagery

26 images

Use Land-Dweller collection, heritage and technical-detail images for product work.

  • A luxury silver-toned stainless steel wristwatch with a fluted bezel and a geometric-patterned white dial sits vertically in the center.
  • A dramatic close-up product shot focuses on the crown of a silver-toned luxury watch, showcasing the iconic five-point crown emblem in relief.
  • A rose-gold Rolex watch with a diamond-encrusted bezel is angled toward the viewer on a brightly lit, draped white fabric surface.
  • A high-angle, close-up product shot of a Rolex Oyster Perpetual Land-Dweller watch in rose gold, set against a clean, softly lit white background.
  • A Rolex Oyster Perpetual Land-Dweller watch with a light blue hexagonal patterned dial rests on a bright, minimalist white surface.
  • A split-pane product advertisement featuring two luxury Rolex watches against a Brutalist stone backdrop.
  • A close-up product shot reveals the intricate internal movement of a rose gold wristwatch through a clear sapphire case back.
  • An extreme close-up of a luxury wristwatch highlights the precision-cut, fluted bezel in polished silver.
  • A close-up product shot of a rose gold Rolex Oyster Perpetual Land-Dweller watch featuring a diamond-encrusted bezel and a white honeycomb-patterned dial.
  • A side-profile product shot of a silver luxury wristwatch showcases a fluted bezel and a textured winding crown embossed with a crown logo.
  • A silver Rolex Oyster Perpetual Land-Dweller watch rests horizontally on a textured, grey stone surface under bright, hazy sunlight.
  • A vertical image presenting a solid, deep black surface with a subtle matte texture.
  • A low-angle, extreme close-up product shot features a silver Rolex Oyster Perpetual Land-Dweller watch with a distinctive honeycomb-textured white dial.
  • A hazy, high-angle landscape photograph captures a vast blue alpine lake snaking between steep, forested mountains under a pale blue sky.
  • A close-up portrait shows Roger Federer leaning over a desk with his hands clasped, wearing a navy blue long-sleeved polo and a silver Rolex Datejust with a…
  • A woman with short, tousled black hair and a thoughtful expression looks away from the camera, her hand raised towards her chin.
  • A high-shine gold Rolex Quartz watch is centered against a clean white background, featuring a distinctive fluted bezel and an integrated three-link bracelet.
  • A two-tone Rolex Oyster Perpetual Datejust with a gold fluted bezel and champagne dial is centered against a clean white background.
  • A rose gold Rolex Oyster Perpetual Lady-Datejust watch with a diamond-set bezel and a textured white dial rests at a slight tilt on a clear glass platform.
  • A split-frame advertisement features two views of a Rolex Oyster Perpetual Land-Dweller watch against serene landscapes.
  • A close-up, low-angle product shot features an 18k Everose gold Rolex watch, highlighting the crown with its iconic embossed five-pointed coronet logo.
  • A luxury Rolex Oyster Perpetual Land-Dweller watch stands vertically on a reflective glass ledge, featuring a pale blue honeycomb-patterned dial and a fluted…
  • A stainless steel Rolex Land-Dweller watch with a fluted bezel and honeycomb-patterned white dial dominates the frame against a hazy city skyline at dawn.
  • A detailed 3D macro illustration of a gold watch balance wheel with a blue hairspring, floating in a clean, bright white space.
  • A luxury brushed steel watch bracelet curves across the top third of a bright, minimalist white background.
  • An intricate 3D digital render features a cluster of interlocking metallic watch gears and a pallet fork floating against a bright white background.

New watches imagery

10 images

Use current Rolex new-watch images for collection launch storytelling.

  • A luxury macro product shot showcases the face of a gold Rolex watch featuring a textured, silvery dial with a detailed moon phase complication at the bottom.
  • A gold-outlined circular emblem featuring a jagged, stamp-like outer edge and a smooth inner ring.
  • A rose gold Rolex Cellini Moonphase watch stands upright within a minimalist, architectural landscape under a deep blue night sky with faint star trails.
  • A Rolex Oyster Perpetual watch with a gold bezel and slate-grey dial stands upright on a dark, reflective water surface under a bright sun.
  • A Rolex Oyster Perpetual watch with a vibrant, multicolored mosaic dial stands vertically above a rippling water surface under a clear blue sky.
  • A gold Rolex Oyster Perpetual watch with a vibrant green dial stands upright on a shimmering, reflective water surface at dawn.
  • A silver Rolex Oyster Perpetual Datejust with a vibrant green dial stands vertically, reflecting in dark, rippling water.
  • A Rolex Yacht-Master II watch stands vertically on a reflective, deep blue watery surface against a bright, expansive horizon.
  • A rose gold Rolex Oyster Perpetual Day-Date with a light green dial stands vertically above a reflective, shimmering water surface at sunrise.
  • A silver Rolex Cosmograph Daytona watch stands vertically on a reflective, motion-blurred surface that suggests a high-speed racetrack at dusk.

Oyster Perpetual imagery

15 images

Use Oyster Perpetual collection images and feature visuals for product work.

  • A Rolex Oyster Perpetual wristwatch with a steel Oyster bracelet and a gold bezel is centered against a soft, cream-colored studio background.
  • An extreme close-up product shot focuses on the dark gray sunray dial of a luxury watch with gold hands and hour markers.
  • A close-up studio shot of a Rolex Oyster Perpetual watch with a vibrant turquoise blue dial and a brushed stainless steel Oyster bracelet.
  • A macro, angled product shot captures the side profile of a Rolex Oyster Perpetual watch, highlighting its yellow gold bezel and crown against a brushed…
  • A silver Rolex Oyster Perpetual watch floats at a dynamic angle against a soft, blurred background of white and lime green.
  • A close-up product shot features a Rolex Oyster Perpetual watch with a vibrant green dial set against a brushed yellow gold case and bracelet.
  • A luxury Rolex Oyster Perpetual watch with a vibrant turquoise-blue dial is positioned at an angle on a reflective white surface.
  • A high-angle product shot features a Rolex Oyster Perpetual wristwatch with a candy pink dial resting on a bright, reflective white surface.
  • A close-up studio photograph features two hands against a bright, minimalist white background.
  • A high-key, faded grid layout showcases a montage of Rolex heritage, blending product shots of Oyster Perpetual watches with vintage archival imagery.
  • A vintage gold Rolex Oyster wristwatch features a unique cushion-shaped case with a distinctively fluted bezel.
  • A close-up studio shot features a semi-circular mechanical watch rotor floating against a clean, white background with soft prismatic light flares.
  • A green textured wax seal embossed with 'SUPERLATIVE CERTIFIED' in gold lettering is the centerpiece of this product photo.
  • An extreme close-up profile of a gold watch case reveals intricate coin-edge knurling on the bezel and underside.
  • A high-precision watch movement shock absorber, crafted in brushed gold-tone metal, floats against a bright, minimalist white background.

Submariner imagery

23 images

Use Submariner collection images and technical-feature visuals for product work.

  • A two-tone silver and gold Rolex Submariner Date watch with a sunray blue dial and matching blue ceramic bezel is vertically centered.
  • A luxury Rolex Submariner Date watch with a blue dial and bezel is centered against a stylized, high-contrast blue backdrop that mimics churning water and…
  • A luxury Rolex Submariner watch with a blue dial and gold-rimmed bezel emerges from deep blue, rippling water.
  • A top-down studio shot features a Rolex Oyster Perpetual Submariner Date watch with a two-tone gold and steel bracelet, centered vertically against a…
  • An extreme close-up product shot focuses on the luminous pearl marker at the 12 o'clock position of a blue ceramic watch bezel.
  • A stainless steel Rolex Submariner watch rests at a dynamic angle against a soft, rippled light blue surface that evokes clear water.
  • An extreme close-up product shot of a 18ct yellow gold Rolex Submariner Date watch with a black Cerachrom bezel and dial.
  • A close-up product photo of a polished yellow gold watch highlights the textured crown engraved with a five-pointed crown logo.
  • A micro-focused product shot highlights the ridged stainless steel winding crown of a luxury diver's watch, set against a blurred background of deep blue…
  • A high-angle product photograph features a gold Rolex Submariner with a vibrant royal blue dial and bezel, nestled between two craggy rocks encrusted with…
  • A close-up product shot of a Rolex Submariner watch face glowing in deep darkness with vibrant turquoise luminescent paint.
  • A dense grid of 24 desaturated, faded panels showcases the heritage of the Rolex Submariner through vintage advertisements, technical diagrams, and maritime…
  • A vintage Rolex Submariner wristwatch with a brushed stainless steel Oyster bracelet is presented in a crisp, top-down studio shot.
  • A single scuba diver is silhouetted against a vast expanse of deep blue ocean water, seen from a distance.
  • A medium close-up portrait of James Cameron wearing a black Body Glove 'METHOD' wetsuit, gazing intently off-camera.
  • A close-up vertical portrait of a woman with long, wind-swept brown hair and a faint, knowing smile looking off-camera.
  • A man in a black wetsuit stands outdoors, meticulously inspecting a string of branching tan coral.
  • A close-up vertical photograph of oceanographer Sylvia Earle scuba diving near a rocky reef teeming with small fish.
  • A close-up portrait of a fair-skinned man with a grey goatee and weathered face, looking off-camera with a faint smile.
  • A high-end watch bezel with a fluted gold edge and a royal blue ceramic insert floats centrally against a minimalist, bright white background.
  • A polished, metallic pendant or key with glowing cyan-blue segments floats at a low angle over a misty, white surface.
  • A high-precision technical product shot features an exploded-view of a watch crown assembly floating against a bright, minimalist white background.
  • An extreme close-up product shot focuses on the intricate interior of a brushed and polished stainless steel watch clasp and its connecting three-link oyster…

Certified Pre-Owned imagery

6 images

Use Rolex Certified Pre-Owned images to represent the programme, authentication and service experience.

  • A high-end Rolex Oyster Perpetual Date Yacht-Master in solid yellow gold lies on its side atop a smooth, neutral beige surface.
  • A top-down product shot of a Rolex Submariner watch face resting on a round black pedestal, centered on a light gray workbench.
  • A close-up studio shot shows a person in a white sleeve holding a stainless steel Rolex Submariner with a black dial and bezel.
  • A close-up photograph captures the delicate assembly of an intricate mechanical watch movement held within a fluted blue circular mount.
  • A cream-colored Rolex 'Certified Pre-Owned' guarantee card rests at an angle on a matching neutral surface, illuminated by soft diagonal shadows.
  • A high-angle product shot features an 18ct yellow gold Rolex Oyster Perpetual watch with a vibrant royal blue dial resting on a warm, off-white surface.

Perpetual Arts imagery

3 images

Use Rolex arts initiative images for cultural storytelling.

  • A man in a tuxedo performs on a brightly lit concert stage as red rose petals rain down from above.
  • A low-angle photograph features the golden winged sculpture atop the Palais Garnier in Paris against a deep twilight blue sky.
  • A circular graphic logo features a colorful wreath made of varying sized dots in shades of gold, brown, teal, and red.

Care and service imagery

34 images

Use brand-owned images for watch care, servicing and after-sales communication.

  • A close-up lifestyle photograph captures a hand in a tan satin glove presenting a Rolex Oyster Perpetual Datejust watch to a customer.
  • A close-up studio photograph features a person's hands adjusting a stainless steel Rolex Cosmograph Daytona watch with a black tachymeter bezel and dial.
  • A close-up lifestyle shot features a stainless steel Rolex Oyster Perpetual watch with a vibrant forest green dial worn on a wrist.
  • A close-up product photo features a hand holding a gold Rolex Oyster Perpetual Day-Date watch with a white face and fluted bezel.
  • An extreme macro product shot focuses on the top quadrant of a Rolex Day-Date watch dial.
  • A close-up product shot of a two-tone Rolex Oyster Perpetual Datejust watch resting horizontally on a reflective dark surface.
  • An extreme macro product shot captures the side profile of a luxury watch, focusing on the golden fluted bezel and brushed steel lugs.
  • A close-up product shot of a silver Rolex Submariner watch appearing to emerge from swirling, dark teal ocean water.
  • An exploded-view studio product shot shows the vertical components of a Rolex watch case against a plain white background.
  • A close-up vertical shot features a man's hands gripping a black leather pilot headset against a dark, moody background.
  • A close-up studio shot highlights a brushed-steel Rolex Perpetual rotor and movement mechanism floating against a bright, clean white background.
  • An extreme macro photograph captures the intricate inner workings of a high-end watch movement featuring brushed silver metal plates.
  • A precision close-up photograph captures the intricate inner mechanical movement of a watch being serviced.
  • A minimalist, extreme close-up photograph focuses on the side profile of a polished silver luxury watch, highlighting the crown engraved with a five-pointed…
  • A close-up, vertical shot captures the delicate inner workings of a watch movement, highlighting two small gold-colored gears nestled within silver…
  • A close-up vintage sepia-toned portrait features a man with a prominent, upturned handlebar mustache looking slightly off-camera.
  • A high-angle graphic illustration shows several golden Rolex crown logos scattered across a curved view of Europe from space.
  • An extreme close-up product photo focuses on the magnifying Cyclops lens over the date aperture of a luxury watch, clearly showing the number "28".
  • In this close-up photo, a watchmaker's steady hands utilize a specialized black press labeled 'Ref.36 - 109' to meticulously set hands onto a golden watch…
  • A close-up photograph features a focused watchmaker wearing black-rimmed glasses with a mounted loupe over her left eye.
  • A wide-angle photo captures a meticulously organized watchmaker's workshop, where two technicians in white lab coats work at long, bright desks filled with…
  • A close-up shot of a two-tone Rolex Datejust watch resting at an angle, showcasing its gold fluted bezel and Jubilee bracelet.
  • A close-up photograph captures a professional watchmaker leaning intently over a white workspace, viewing a complex watch movement through a loupe monocle.
  • A close-up photograph features a middle-aged male watchmaker wearing a white lab coat and a jeweler's loupe over one eye as he meticulously inspects a gold…
  • A luxury gold Rolex Day-Date watch with a striking green sunray dial is the focal point of this wide-angle studio shot.
  • A close-up studio shot of a Rolex Oyster Perpetual Datejust watch showcases its high-polish silver metal and diamond-studded bezel.
  • An extreme close-up photo shows a watchmaker wearing a black loupe over their eye while carefully assembling a watch movement.
  • A close-up, high-angle photo shows a watchmaker with blonde hair pulled back, wearing a magnifying loupe and white gloves to meticulously assemble a black…
  • A close-up studio photograph focuses on the polished interior clasp of a two-tone silver and gold Rolex watch, held by hands in white fabric gloves.
  • A close-up studio photograph showcases a person in white gloves meticulously assembling a luxury watch.
  • A close-up product photo features a two-tone Rolex Oyster Perpetual Datejust watch set against a bright, out-of-focus grey background.
  • A gold-colored Rolex logo featuring the iconic five-point crown sits atop bold serif text reading 'ROLEX'.
  • A wide-angle, brightly lit photograph of a clean, modern watch repair workshop featuring three male technicians in white lab coats.
  • A close-up horizontal shot captures a person's hands delicately handling a luxury two-tone watch with a gold fluted bezel and champagne dial.

Watchmaking imagery

80 images

Use Rolex’s own watchmaking imagery to communicate components, materials, precision and manufacturing expertise.

  • A striking macro shot features a series of thick, matte blue rings or loops that curve dramatically across the frame.
  • A close-up, high-angle profile shot of a luxury steel wristwatch, focusing on the intricate textures of the fluted bezel and the polished winding crown.
  • A metallic blue hairspring is suspended within a polished gold-tone balance wheel, creating a high-contrast mechanical centerpiece.
  • A close-up studio shot features an exploded view of a golden watch mainspring barrel floating against a white, high-key background.
  • A close-up product shot reveals the intricate internal mechanics of a Rolex Daytona through a sapphire crystal exhibition case back.
  • A high-angle 3D rendering of two complex mechanical watch gears arranged in a figure-eight pattern.
  • A side-profile macro studio shot features a polished silver watch bezel with deep, vertical ridges floating above an intricate internal mechanical movement.
  • A close-up studio shot features a gold watch balance wheel floating against a bright, clinical white background.
  • The intricate inner movement of a luxury watch is shown suspended in mid-air against a bright, clean white background.
  • A close-up studio shot captures an assembly of blue steel watch gears and a pallet fork floating in a bright, ethereal white space.
  • An extreme close-up product shot focuses on the matte black rubber strap of a luxury watch, featuring the debossed text "OYSTERFLEX" along its curved edge.
  • A close-up studio photograph features a polished rose gold watch winding crown with a five-pointed crown logo embossed on its face.
  • A luxury gold and blue watch bezel floats at a slight angle against a bright, airy white background.
  • A close-up studio shot highlights the bottom half of a silver watch with a distinctive fluted bezel and an ice-blue sunray dial featuring baguette-cut…
  • A metallic, heart-shaped key emblem floats at a diagonal angle against a minimalist white background.
  • A green sunburst Rolex Datejust watch dial floats in a bright white, ethereal space, catching dramatic light rays that create a shimmering prism effect…
  • A high-precision, gold-colored mechanical watch component floats centered against a stark, bright white background.
  • A high-precision horizontal view of a Syloxi hairspring and balance wheel assembly floating against a pristine white background.
  • A polished silver-colored mechanical watch escape wheel and pallet fork float against a bright, airy white background.
  • A high-precision watch movement component, featuring a brushed silver oscillating weight, floats against a luminous white background with soft caustic light…
  • An extreme close-up product shot features a brushed gold gear mechanism integrated into a matching curved metal frame.
  • A white watch day wheel component is angled in the center of a bright, minimalist studio shot.
  • A close-up studio shot highlights a mechanical watch date wheel assembly floating against a bright white background with soft, swirling light trails.
  • A striking macro product shot captures the side profile of a polished silver wristwatch case against a stark white background.
  • A sleek, circular clear glass lens or disc floats diagonally across a minimalist white background, its edges catching soft highlights.
  • A striking macro product shot focuses on the fluted crown of a stainless steel wristwatch, featuring an embossed five-pointed crown logo.
  • A high-precision technical product shot features an exploded-view diagram of a golden watch crown and its internal assembly against a bright, clean white…
  • A close-up studio shot highlights the polished side profile of a luxury dive watch with a gold fluted bezel and a two-tone steel and gold bracelet.
  • An exploded product view showcases four metallic watch components floating vertically against a luminous white background.
  • A green Rolex Oyster Perpetual watch dial floats at a dynamic angle, partially submerged in a cloud of vibrant green mist against a stark white background.
  • A circular gold luxury watch dial is suspended at an angle against a clean white background, illuminated by two sharp vertical beams of light.
  • A luxury Rolex watch dial with gold markers and a red triangle rests submerged at an angle beneath a rippling water surface.
  • A glossy orange and silver GMT watch hand floats at a diagonal against a bright white background, casting a soft, elongated shadow.
  • A floating gold Rolex watch dial is being meticulously encrusted with diamonds that rain down from above into a hexagonal honeycomb grid.
  • A deconstructed Rolex Oyster Perpetual Day-Date watch face is displayed against a luminous, ethereal white background.
  • A polished gold fluted watch bezel floats centrally in a bright, minimalist studio space.
  • A two-tone ceramic watch bezel insert floats at a tilt against a clean white background.
  • A black and gold tachymeter watch bezel floats at an angle against a minimalist white background with a subtle, circular motion blur trailing behind it.
  • A rose-gold-edged ceramic watch bezel floats elegantly against a minimalist, bright white background with soft, ethereal light curves.
  • A close-up studio shot of a two-tone watch bracelet with three central gold links flanked by brushed steel links, arching downward across a bright white space.
  • A close-up studio shot highlights the intricate gold Jubilee bracelet of a luxury wristwatch, which curves elegantly through the frame.
  • An extreme close-up product shot captures the polished stainless steel links of a luxury watch bracelet as it curves across the top half of the frame.
  • A close-up studio shot highlights the brushed and polished steel Oyster bracelet of a luxury watch, curving gracefully through the upper half of the frame.
  • A luxury yellow gold wristwatch is viewed from the side, focusing on the brushed and polished three-piece link President bracelet.
  • A close-up studio shot highlights the polished Oysterclasp of a Rolex two-tone Jubilee bracelet, featuring brushed steel and Everose gold links.
  • A close-up studio shot highlights the intricate rose gold President bracelet of a Rolex watch, shown with the concealed Crownclasp open.
  • A close-up studio shot highlights the intricate mechanical design of a two-tone watch clasp and bracelet.
  • An extreme close-up product shot focuses on the intricate rose gold Oysterlock clasp and black Oysterflex strap of a Rolex watch.
  • A close-up studio shot highlights the open deployment clasp and brushed steel links of a luxury watch bracelet.
  • A close-up studio shot highlights the intricate, brushed metal clasp of a Rolex Oyster bracelet as it partially unfolds.
  • A luxury wristwatch made of brushed and polished silver metal is captured in a dramatic, extreme close-up profile.
  • A close-up studio shot of a Rolex Yacht-Master watch highlights its monochromatic silver palette, featuring a slate grey sunray dial and a textured platinum…
  • An open yellow gold deployment clasp takes center stage in this macro product shot, attached to a dark brown alligator leather watch strap.
  • An extreme close-up product shot of a brushed stainless steel watch bezel and oyster-style bracelet, positioned in the upper left over a clean white background.
  • A close-up studio shot of a two-tone Rolex Oyster Perpetual Datejust watch set against a bright, minimalist white background.
  • An extreme close-up product shot reveals the underside of a gold Rolex watch and its President bracelet against a bright, luminous white background.
  • An extreme close-up, angled product shot features a rose gold Rolex Datejust watch resting on a reflective white surface.
  • An extreme close-up of a brushed stainless steel watch case frame, highlighting the precision-engineered circular bezel and tapered lugs.
  • A deconstructed rose gold watch bezel and internal gears float in a bright, ethereal white space.
  • An assortment of luxury watch dial components, including gold and silver Roman numerals, batons, and a miniature crown, are scattered across a clean,…
  • A green and gold 'ROLEX' crown logo stands atop a modern glass office building during a misty sunrise.
  • A close-up vertical photograph captures a watchmaker’s hand using gold-toned tweezers to carefully place a tiny component onto an intricate mechanical watch…
  • An extreme close-up product photo captures a pair of hands carefully handling a Rolex Sea-Dweller watch over a mechanical workbench.
  • A detailed top-down product shot captures the intricate inner mechanics of a silver Rolex watch movement resting on a black leather stand.
  • A close-up studio photograph features a person's bare right hand adjusting the crown of a two-tone Rolex Oyster Perpetual Datejust watch, which is being held…
  • An extreme close-up macro photograph reveals the intricate mechanical landscape of a luxury watch movement.
  • A silver Rolex Datejust with a Jubilee bracelet rests on a cream-colored fabric within a dark wood display tray.
  • A silver Rolex Datejust watch with a fluted bezel and Jubilee bracelet is showcased in an open forest green presentation box.
  • A wide, high-angle landscape photo captures a modern office campus courtyard framed by two sleek, glass-fronted buildings under a clear blue sky.
  • A striking emerald-green glass tower, topped with a golden Rolex logo and crown, stands as the focal point of this wide-angle architectural photograph.
  • An aerial wide-angle shot features the expansive, sleek glass facade of the Rolex headquarters in Geneva under a clear blue sky.
  • A wide-angle architectural photo shows a modern glass-facade corporate building reflecting a clear blue sky and soft afternoon sunlight.
  • A high-angle, wide-shot photograph showcases a massive, modern office complex under a clear blue sky.
  • A high-angle architectural rendering shows a modern, multi-story glass corporate office building surrounding a lush interior courtyard.
  • Thick, satiny blue tubes curve in a spiral formation against a bright, white light source in this macro digital illustration.
  • A close-up vertical photograph captures a focused woman in a white lab coat using a jeweler's loupe attached to her black-framed glasses.
  • A green textured wax seal hangs from a twisted green and gold cord against a bright white background.
  • An extreme macro product photograph focuses on the elegant off-white face of a Rolex Oyster Perpetual watch.
  • A vibrant blue hairspring rests inside a polished gold balance wheel, appearing to float against a clean, white background.
  • A highly blurred, cinematic close-up photo featuring deep navy blue and black tones.

Download Rolex’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Rolex’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 297 images and the logos. The font files belong to Rolex SA, so they’re left out.

Download the Brand SkillZIP, 30.2 MB

rolex-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ collection-imagery.md

│ ├ brand-imagery.md

│ ├ heritage-imagery.md

│ ├ datejust-imagery.md

│ ├ daytona-imagery.md

│ ├ gmt-master-ii-imagery.md

│ ├ land-dweller-imagery.md

│ ├ new-watches-imagery.md

│ ├ oyster-perpetual-imagery.md

│ ├ submariner-imagery.md

│ ├ voice.md

│ ├ certified-pre-owned-imagery.md

│ ├ perpetual-arts-imagery.md

│ ├ care-and-service-imagery.md

│ └ watchmaking-imagery.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from rolex.com on 30 Oct 2026. It isn’t Rolex’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Rolex and its logos are trademarks of Rolex SA. Rainbrand isn’t affiliated with or endorsed by Rolex SA.

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