Schwanke-Kasten Jewelers has called Milwaukee home since 1899, when it was founded as Alsted-Kasten Jewelers. The store took its current name in 1936, and by the 1950s had established a partnership with Rolex that endures to this day.
Rolex and Schwanke-Kasten Jewelers History
Early Days (1899–1936)
Schwanke-Kasten Jewelers was founded in 1899 as Alsted-Kasten Jewelers, a small neighborhood jeweler serving the Milwaukee community. In those early years, the store built its reputation on quality craftsmanship and personal service - values that would define the business for generations to come. William Schwanke, who ran his own jewelry store since 1919, merged with Alsted-Kasten Company during the Great Depression in 1936 to form Schwanke-Kasten Jewelers as it is known today.
From its modest beginnings as a neighborhood jeweler, Schwanke-Kasten Jewelers grew into a trusted Milwaukee institution - a foundation that would support more than a century of continued excellence.
1950s–1980s
It was in the 1950s that Schwanke-Kasten Jewelers began its relationship with Rolex, introducing the brand's timepieces to a discerning Milwaukee clientele. As the decades passed, that partnership deepened. Around the time of the store's golden anniversary, Schwanke-Kasten Jewelers expanded its presence by opening a location in Whitefish Bay, bringing its tradition of refined service to a new community. Through the 1960s, 1970s, and into the 1980s, the store continued to grow alongside Rolex, reflecting a shared commitment to craftsmanship and lasting quality.
Today
The partnership with Rolex, which began in the 1950s, remains a defining chapter in the Schwanke-Kasten story — a partnership built on mutual respect for heritage, precision, and the enduring value of a fine timepiece.
We invite you to explore the world of Rolex at Schwanke-Kasten Jewelers and experience these timepieces firsthand.
