I chanced upon an unusual Rotary automatic for a reasonable price.
We can date this watch with reasonable accuracy, because Rotary are long term partners of Cunard, and they introduced three special editions to coincide respectively with the launch, maiden voyage, and maiden season of Cunard’s latest Queen Elizabeth ocean liner.
This one belongs to the last of these three special groups, and is number 255. I have yet to discover the total number produced, but this is a big ship and I would expect a commemorative watch was quite a popular on-board purchase during the inaugural 2010-11 cruising season. They made 100 for the maiden voyage, so I suppose there would be at least 500 for the maiden season.
Apparently this one is technically used, but I wouldn’t be surprised to find it was a display item, or one which somebody dropped in the shop or something of the sort. The little transparent rear panel is cracked, but who cares? Nobody sees that except the wearer. It has enough marking in the strap to suggest it’s been worn (or perhaps tried on) a few times but not for a great length of time. I’ve been wearing it all day today and the timekeeping seems perfect. I imagine the waterproofing probably isn’t totally sound, given the crack, but I don’t swim or shower with my watch on anyway.
The watch came with its box, cushion and instruction leaflet, and it’s the first screw down crown I’ve come across, so that was perplexing for a few moments. (Naturally I didn’t read the instructions first – why break the habit of a lifetime?)
Rotary was established at La Chaux-de-Fonds in 1895 by Moise Dreyfuss. (The company also markets watches under the more upmarket Dreyfuss brand). Sales began to focus on Britain in the 1920s and the company appears to be better known here than anywhere else, though eventually the brand was selling in 35 countries. The characteristic winged wheel trademark dates from 1925. The company became an official supplier to the British army soon after the outbreak of The Second World War, thereby greatly enhancing its national profile and prestige.
This watch belongs to the last years of Rotary as an independent company. In 2014 the firm was taken over by the Chinese firm Citychamp, though in 2025 the UK company Peers Hardy purchased the rights to design, manufacture and distribute Rotary watches.
Anyway, for a modern watch, this one is tastefully understated, as well as being a mechnical automatic. My collecting habit does not really extend to quartz watches; I prefer the history and craftsmanship associated with the centuries-old mechanical watchmaking tradition. I suppose I shouldn’t care what’s inside as long as it works, but I do, and that’s that.
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