The Rolex window displays are physically the longest at the Baselworld international watch and jewelry fair. From the first to the very last minute of the seven-day event, hundreds of visitors come, browse and share their thoughts about the new watches of the most famous Swiss watch brand. Rolex’s official retailers, aficionados of the brand, watch journalists and even Baselworld’s general visitors all know what Rolex means to them: family, magic power, business, excellence.