Privately held Swiss watchmaker Rolex SA is one of the most prominent and powerful luxury brands in existence today. The manufacture produces roughly 2,000 watches each day and is the largest manufacturer of Swiss-made certified chronometers, making it the largest luxury watch brand in the world. Rolex’s numerous innovations, such as producing the first waterproof wristwatch (the Oyster, made in 1926) and the first wristwatch with an automatically changing day and date on the dial (Day-Date, made in 1956), have cemented the brand’s positioning on the market, while strategic partnerships with major sporting events (Wimbledon, the Australian Open, the PGA Tour), athletes and celebrities have strengthened its status in popular culture. The brand has also earned a reputation for excellence for its extreme-weather watches, made for deep sea diving, caving, mountain climbing, aviation and even polar exploration.