The last two decades have witnessed regular Rolex engineering advances, often in plain sight and in rapid succession. Despite these developments, Rolex remains a brand defined not by movements but by continuity, model families, and the Rolex image itself. Tim Mosso thinks that the root of Rolex’s soft-pedaled reputation for movement virtuosity lies in the company’s own branding strategy. That and more in this third installment of Rolex’s history of movement technology.