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.

[2] Coinciding with the Second World War and the drafting of huge numbers into the army, the move put a Rotary watch in almost every household in Britain, leaving a lasting impression of the brand in the UK.

In 2006, Rotary Watches was elected as one of the UK's "superbrands",[3] and has retained its place in successive years.

The “winged wheel” Rotary logo was first introduced in 1925 and has since undergone only minor changes in appearance.

Unique to Rotary is the "Revelation" design of reversible watch, which features two distinct movements and faces, allowing the wearer to change style at will or easily switch between two different time zones.