As a sign of authenticity, new Rolex watches have a reference sticker applied to the back of the case.
Watches of newer manufacture (approximately 2002 onwards) wear a green hologram sticker. The letters of the company name (R-O-L-E-X) are implemented as a hologram matrix, which are always repeated without gap. The name Rolex can be read horizontal and vertically due to the arrangement of the letters. In the centre of the sticker a crown (the Rolex coronet) is brought in as a hologram. Under the crown the reference number of the watch is printed in plain black letters.
This reference number also wears off quickly when wearing the watch, although the holographic sticker itself remains for a long time. So, it can be determined quite quickly whether an offered watch is really unworn or was worn (a few weeks), if the print is missing totally or partly.
It makes sense to remove the sticker directly after the purchase because at the edges of the sticker bacteria cumulates, which can increase there ideally. With a shaving or a carpet knife the sticker can be removed easily and without damages, so that this sticker can be collected with the watch.
Before the hologram stickers Rolex used "simple" green stickers without holograms, only with a golden crown and reference number on it and before the green stickers golden stickers were used printed with a black pitch circle above and below the reference numbers.
To recognize the authenticity of the watch on the basis of the sticker is today hardly possible. Since their introduction, counterfeiters have caught up and produced quite good fake hologram stickers. These are often offered on the Internet. However, older fake stickers are not a really good copy of the original and can be identified quite easily. Often incorrect numbers were printed which do not correspond to a reference number.
As a result it could be said that the sticker does not give sufficient security of buying an authentic Rolex. The authenticity can only be confirmed by a specialist (Rolex Authorised Dealer). A purchase with the Rolex Authorised Dealer is the safest method by which to protect yourself.