Is Rolex swiss, or is Switzerland a Rolex brand?

Isaac Mostovicz writes...

A little follow-up on Rolex from an article (subscription only) about the Baselworld watch fair in Monocle magazine:

Swiss watch brands are patriotic to a fault. Rolex is one of the few high-end manufacturers that does not stamp “Swiss Made” on the watch face in the belief that Rolex defines Switzerland rather than the other way around.

An iconic brand is one that defines its country. But is it easy for Rolex to define Switzerland because it’s, well, Switzerland? Can larger, more controversial nations have iconic brands in the same way?

[via Kottke]

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