Rolex has been engraving their watches with a unique Rolex serial numbers, and Rolex models number since the 1920’s as tool to track the production year of a Rolex watch. For instructions on removing the bracelet, watch the video above or call us at 1-80 to speak with a Rolex expert. As with the serial number, the bracelet must be detached from the 12 o'clock side of the case to be able to check the serial number. The model or Rolex reference number is located on the side of the watch case at the 12 o'clock position. Find The Model Number On Your Rolex Watch