Our Rolex history

For over 100 years, Betteridge has been specialising in fine jewellery and luxury timepieces.

Our unique history and reputation for excellence informs everything we do.

The beginnings

Rolex and Betteridge were both founded in the early twentieth century. While Hans Wilsdorf, Rolex’s visionary founder, was establishing his legendary Genevan manufacture in the 1920s, A.E. Betteridge’s business was thriving on a pair of the most esteemed retail locales in the world: Fifth Avenue & 45th Street and Wall Street & Broadway.

Sport meets luxury

Just after Rolex introduced two of its most iconic watches in the early 1950s – the Explorer and the Submariner – Bert Betteridge relocated Betteridge’s headquarters from New York City to Greenwich. Bert immediately recognized the extraordinary potential of Rolex for these timepieces, which bridged the gap, he believed, between the worlds of luxury and sport watchmaking.

Expanding in Greenwich

In 2015, the Greenwich flagship store moved down "the Avenue" from 117 to 239. Rolex has an expansive showroom in our new location, complete with a private meeting room, dedicated service area, and extensive inventory.