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(Brand guidelines) // Fashion and accessories

Rolex brand
guidelines

Rolex’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from rolex.com.

Download the Brand Skill
Rolex crown and wordmark in green and gold
  • Rolex Green#006039
  • Rolex Gold#A37E2C
  • Green#127749
  • Dark green#0B3E27

About Rolex

Rolex is an independent Swiss watch manufacture whose identity is rooted in precision, waterproofness, self-winding innovation, reliability and enduring quality. Its creative work brings together technical expertise, considered design and a forward-looking spirit.

Use the Rolex crown above the ROLEX wordmark as the brand signature, with the wordmark in Rolex green and the crown in gold. The gold crown on its own is the compact mark and reads best on dark green or black. Keep both intact, distinct and legible.

Rolex colors

  • Rolex Green

    Signature brand color and wordmark

    HEX
    RGB

  • Rolex Gold

    Crown and gold accents

    HEX
    RGB

  • Green

    Website accent and links

    HEX
    RGB

  • Dark green

    Dark brand backgrounds

    HEX
    RGB

  • White

    Backgrounds

    HEX
    RGB

  • Charcoal

    Text

    HEX
    RGB

Rolex fonts

  • Helvetica Now Text

    Headings · 700, Body · 300

  • Rolex Font

    Labels and eyebrows in spaced capitals · 400

  • SangBleu Kingdom

    Quotes · 300

Font names only. The Brand Skill download doesn’t include font files.

Rolex’s voice

Write with calm authority, precision and a sense of enduring possibility. Rolex copy connects technical achievement to human experience, using concise declarative statements, purposeful contrasts and occasional poetic phrasing. Keep claims specific and assured rather than inflated.

  • “A symbol of elegance. A watchmaking icon, always reinvented. A window on a world of endless possibilities”
  • “A sleek design. A classic and universal style. A benchmark in the world of watchmaking”
  • “Superlative. More than a word, it is a vision. A commitment”
  • “Seven pillars that inspire us to exceed standards and push boundaries”

Dos and don’ts

Do

  • Connect the watch’s design and technical qualities to a clear human purpose or experience.
  • Write with precise, confident language and use restrained, memorable phrases.
  • Present craftsmanship, reliability and innovation as enduring commitments.
  • Keep the crown and wordmark in Rolex green and gold, on white or a quiet ground.

Don’t

  • Don’t make unsupported claims about performance, materials or heritage. Keep technical statements specific and accurate.
  • Don’t use inflated or generic luxury language that could belong to any watch brand.
  • Don’t recolor, redraw or rearrange the crown and ROLEX wordmark.

More from the Brand Skill

Collection imagery

Use Rolex collection images for broad watch-collection and official website creative work.

Brand imagery

Use Rolex-owned imagery for identity and campaign work, and keep watch imagery separate from the crown and wordmark.

Rolex heritage imagery

Use Rolex-owned images for corporate, founder and Oyster heritage storytelling.

Datejust imagery

Use Datejust collection and campaign images for product work and storytelling.

Cosmograph Daytona imagery

Use collection and motorsport images for Daytona product and heritage storytelling.

GMT-Master II imagery

Use collection and technical feature images for GMT-Master II product work.

Land-Dweller imagery

Use Land-Dweller collection, heritage and technical-detail images for product work.

New watches imagery

Use current Rolex new-watch images for collection launch storytelling.

Oyster Perpetual imagery

Use Oyster Perpetual collection images and feature visuals for product work.

Submariner imagery

Use Submariner collection images and technical-feature visuals for product work.

Certified Pre-Owned imagery

Use Rolex Certified Pre-Owned images to represent the programme, authentication and service experience.

Perpetual Arts imagery

Use Rolex arts initiative images for cultural storytelling.

Care and service imagery

Use brand-owned images for watch care, servicing and after-sales communication.

Watchmaking imagery

Use Rolex’s own watchmaking imagery to communicate components, materials, precision and manufacturing expertise.

Download Rolex’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Rolex’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

rolex-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ collection-imagery.md

│ ├ brand-imagery.md

│ ├ heritage-imagery.md

│ ├ datejust-imagery.md

│ ├ daytona-imagery.md

│ ├ gmt-master-ii-imagery.md

│ ├ land-dweller-imagery.md

│ ├ new-watches-imagery.md

│ ├ oyster-perpetual-imagery.md

│ ├ submariner-imagery.md

│ ├ voice.md

│ ├ certified-pre-owned-imagery.md

│ ├ perpetual-arts-imagery.md

│ ├ care-and-service-imagery.md

│ └ watchmaking-imagery.md

└ assets/logos/

├ rolex-lockup.svg

└ rolex-icon.svg

Rainbrand’s Brand Agent built this Brand Skill from rolex.com on 30 Oct 2026. It isn’t Rolex’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Rolex and its logos are trademarks of Rolex SA. Rainbrand isn’t affiliated with or endorsed by Rolex SA.

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