Hans Wilsdorf, founder of Rolex, in his Office Founder of Rolex, Hans Wilsdorf, in his Office

Family Owned & Operated Since 1930, the Fink’s story begins during the height of the Great Depression. Our founder Nathan Fink was a pharmacist in Roanoke, Virginia who started a side business selling jewelry on credit and from a push cart. Even from these humble beginnings, he was committed to customer service and quality.

As Nathan’s business grew, it became apparent that he needed a permanent storefront. Thus, the first Fink’s Jewelers location opened its doors in 1930. Advertisements from the time boasted that Fink’s store sold only the “finest quality branded merchandise in America.”

This dedication to providing the community with the best of the best has continued over the generations. At the end of World War II, Nathan’s son, Alvin Fink, joined the business and helped it grow into six additional communities and from the 1960’s focused on fine jewelry and watches. From our first store in Roanoke, Virginia, Fink's Jewelers has now grown to include 10 locations throughout Virginia, North Carolina and Tennessee.

As a proud Official Rolex Jeweler, our team at Fink’s strives to perpetuate the brand’s excellence through expert customer service and unwavering dedication.

Rolex Philosophy

Hans Wilsdorf was firmly convinced of a person’s ability to innovate and strive for excellence. More than 100 years after the creation of the brand, the founder’s philosophy is more present than ever, from the manufacturing of the company’s watches to its commitments worldwide.

Rolex Watchmaker Assembling Submariner with Black Dial Rolex Watchmaker Assembling Submariner

Rolex is host to a variety of professions, brought to life by employees who are experts in their fields.

Rolex Day-Date in Yellow Gold with Superlative Certified Tag Rolex Day-Date in Yellow Gold with Superlative Certified Seal

Commitment to Excellence

Since the beginning, the story of Rolex has been characterized by the quest for perfection and the ambition to push back the boundaries.

Vintage Ladies' Rolex on Display Vintage Ladies' Rolex on Display Model

"The opposition I encountered seemed insuperable."

At the turn of the 20th century, a visionary entrepreneur based in London was on the verge of success. His aim? To introduce the watchmaking world of the day to an as-yet-unknown dial signature: Rolex. A new name, invented in 1908, it would become one of the world’s most respected brands in the space of a few decades. As Hans Wilsdorf recounted in his memoirs of the early days of his company, the opposition he faced seemed insurmountable at first. The entrepreneur started out with very little, but he did possess invaluable qualities: vision, perseverance and an extraordinary ability to work. An orphan at the age of 12, with nothing other than his determination to help him overcome challenges, Hans Wilsdorf went on to invent the world’s first waterproof self-winding wristwatch with a Perpetual rotor – a watch that has become a benchmark in terms of quality and prestige.

“Too complicated, too fragile, ill-adapted” – the wristwatch was met with skepticism. Yet, relying on his firmly-held beliefs, Hans Wilsdorf managed to achieve his bold objective of establishing the Rolex watch – the Oyster Perpetual – as the archetype of the waterproof timepiece: precise, robust and able to withstand all conditions. But he was not simply a visionary who endowed Rolex watches with their fundamental technical and aesthetic characteristics. His constant quest for perfection was accompanied by a profound generosity and unshakeable faith in human potential.

Rolex Datejust Yellow Gold Dial Detail Rolex Datejust Dial Detail

Uniting Expertise

An integrated and independent company, Rolex has manufacturing resources that encompass a wide range of skills and knowledge. Watchmakers, engineers, designers and other specialists work closely together from the design to the manufacturing of the watches. Rolex’s company culture is based above all on human values, which place both expertise and soft skills at the heart of the brand’s different activities.

Rolex Specialist Assembles a Watch Rolex Specialist Inspects a Watch
Rolex Watchmaker Holding Watch with Clasp Open Rolex Watchmaker Inspecting Watch Clasp

Rolex is host to a variety of professions, brought to life by employees who are experts in their fields. The company has complete control over its essential components, from the casting of gold alloys to machining, finishing and assembly of the movement, case, dial and bracelet elements, as well as gem-setting. Its know-how is also made available right across the world thanks to an exceptional after-sales service network.

To ensure the brand’s expertise exists into the future, Rolex has its own unique Training Centre. Dedicated to the pursuit of excellence and the development of its employees, the centre, located in Geneva, provides training to employees and instructs apprentices. The company aims to pass on to younger generations its pride in its skills and mastery of its knowledge.

Trainees working in the Rolex Training Centre in Switzerland Trainees working in the Rolex Training Centre in Geneva
Rolex Oyster Perpetual on Side Rolex Oyster Perpetual in Yellow Gold with Leather Strap on Side

A watch unlike the rest

The Oyster Perpetual collection was built on the success of the original Oyster model, patented by Rolex and launched in 1926. As the world’s first waterproof wristwatch, it played a pioneering role in the development of the modern timepiece. Over the years, the Oyster became the proud bearer of many other innovations – such as self-winding by means of the Perpetual rotor (1931) – that defined the identity of the models in the collection and forged Rolex’s reputation for excellence, of which chronometric precision and reliability are among the cornerstones.

Disassembled Yellow Gold Vintage Rolex Oyster Disassembled Vintage Rolex Oyster

The Oyster gradually evolved into a collection of watches that integrated new functions and innovative technologies. All the models share fundamental features and a strong visual identity. Today the collection consists of 12 ranges, split into two categories: Classic watches such as the Datejust and the Day-Date, and Professional watches, including the Explorer and the GMT-Master II.

As the pioneer of the wristwatch, the company is at the origin of numerous major innovations in the watchmaking industry and has filed over 500 patents in the course of its history.

Rolex Oyster Perpetual GMT-Master II on Blue Background Rolex GMT-Master II on Blue Background

Fink’s began its partnership with Rolex in 1964 and since then the relationship has deepened with Fink’s becoming an Official Rolex Jeweler. Only official Rolex jewelers are allowed to sell and maintain a Rolex watch because they have the necessary skills, technical know-how and special equipment to guarantee the authenticity of each part of your Rolex.

With over five decades of bringing buyers and Rolex watches together, Fink’s is honored to be serving our community by delivering superior customer service as well as a wide range of prestigious Rolex timepieces.

Buying a Rolex is a choice that will last a lifetime. As an Authorized Rolex Watch Service Center, your timepiece will receive excellent service from a reliable service provider, adhering to the Rolex standards of excellence to preserve the longevity and value of your timepiece.

We invite you to visit our stores to share our expertise and to explore our selection of high-precision Rolex watches in an array of models to suit your wrist. Our Rolex experts are ready to help you discover the perfect timepiece that combines your sense of style and need for functionality.

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Fluted Motif Wall with Rolex Gold Logo Fluted Motif Background with Rolex Gold Logo