Rotary was established over 120 years ago in La Chaux-de-Fonds, Switzerland. Today
with a Global brand presence in over 65 Countries Rotary watches are designed in the
heart of London, nestled within the famous creative hub of Carnaby Street. Rotary is
extremely proud of its reputation as a trusted watch maker renowned for leading British
design, unparalleled quality timepieces at an exceptional price. We had a quick chat with the head of design at Rotary Watches, Matthew O’Neill to discuss the new Oxford collection, coming this September.
– What was the inspiration behind the family?
We wanted to offer a collection of timepieces that imparted a contemporary edge
to a reassuringly classic design. The inspiration behind this family is a fresh take on
the heritage of the brand, seamlessly combining a traditional, smooth case shape
with a crisp, clear dial providing maximum comfort and legibility for everyday wear-
– Why did you settle on Oxford as the new family name?
Having relocated our headquarters to Great Britain in 1946, Rotary watches are
conceived, designed and developed in-house in the heart of London, one of the
world’s most iconic and creative hubs.
Over the coming months we will align our collection into families with names
reflecting our British roots – it’s an exciting time to be part of the business
The aesthetics of this new family have a classy yet preppy appearance; the natural
choice was to pick a place name that exudes the same characteristics as the
inspiration behind the product and, with its young collegiate nature and traditional
architecture, Oxford had it all.
– And the new gent’s leather straps these are different to the usual leather straps?
Correct, these are a first for Rotary. We specifically designed the soft calf leather
straps with double pinched stitching for their styling and extreme comfort. I’m
currently wearing the rich tan version now and I love it!
– Why did you choose a quartz movement as opposed to an automatic?
We have several families in our collection and each one offers something different
for the people who wear them by way of aesthetics and/or functionality.
The Oxford collection is intended to be more accessibly priced and by using a
reliable, quartz movement surrounded by high specification case materials such as
sapphire glass and 316L stainless steel, we can produce a very competitive offer
with outstanding value.
– What type of customers are you targeting with the new Oxford family?
The Oxford collection will appeal to the young and young at heart who want a
watch with style, reliability and quality at excellent value for money.
It’s been a great collection to design as it embodies what Rotary is all about at the
moment – maintaining its core values from the rich history and experience in watch
manufacturing it has accumulated over 120 years and embracing the future with
dynamism and creativity from an in-house team.