Keep your watches in dark, dry, temperature-controlled environments.
Humidity and moisture can destroy dials and cause exteriors and movements to corrode.
CLEANING AT HOME
You can clean your Rolex occasionally with a microfiber cloth to help preserve its lustrous shine. You can also use soapy water and a soft brush to gently remove grime from the case and non-leather Bracelets. After exposing your watch to sea water, it is important to rinse it with fresh water to remove any salt and sand deposits that may corrode the watch. Before cleaning, ensure the winding crown is completely screwed down to form a hermetic seal and prevent water from breaching the case.
Completely polishing a watch to "how it used to look" can reduce it’s overall value drastically, instead, it is important to maintain a watch’s original finish.
Inexperienced Watchmakers often over polish watches, but this can alter the original finish of the metal or remove metal altogether altering original bevels on the edges of the case and stripping the lugs until they become uneven, damaging and de-valuing the watch.