Rotary changes name to Dreyfuss

Lorna Strickland

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Rotary will change its name to reflect the renewed focus of its business on the Swiss brand Dreyfuss & Co

UK watchmaker Rotary is changing its name and rebranding itself as Dreyfuss Group.

Over the past two years the supplier has expanded from its original Rotary branded watches into hand-made UK watches from heritage brand Windmills. It has also revived hand-made Swiss brand Dreyfuss & Co and has decided to make this a focal point of the business.

Spokesperson Abbi Holland told RavenFox.com: “We are changing the name to Dreyfuss Group to reflect the brand portfolio that we now offer. The name remains true to Rotary's heritage since the company is still owned by the Dreyfuss family, with Robert Dreyfuss as the current Rotary chairman.”