Rotary Watches Ltd was established at La Chaux-de-Fonds, Switzerland by Moise Dreyfuss in 1895. By the 1920s family members Georges and Sylvain Dreyfuss began exporting Rotary watches to Britain, which was to become the company's most successful market. Rotary later became the official watch supplier for the British Army. The well known “winged wheel” Rotary logo was introduced in 1925 and has since then undergone minor changes in appearance. Rotary became an international company selling watches in more than 35 countries. Since 2014, it has been owned by Citychamp Watch & Jewellery Group Limited (an investment holding company known as China Haidian Holdings until 2014).

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