Timeless Rolex Still Going Strong

Founded: London, England – 1905

Founder: Mr. Hans Wilsdorf and Mr. Alfred Davis

The History of Rolex

1905: The Rolex, SA company was founded in London by Mr. Hans Wilsdorf and his brother-in-law, Mr. Alfred Davis. So the original name of the company was naturally, Wilsdorf & Davis. The company imported Swiss movements and resold them to jewelers, who put their own names on the dials.

1908: The trademark name “Rolex” was registered in La Chaux-de-Fonds, Switzerland. No one seems to have an accurate recount of how the name Rolex ever came about, although one story claims it came from the French phrase “horlogerie exquise”, which means exquisite watch industry.

1912: Wilsdorf & Davis moved out of London because of high taxes and export duties on silver and gold case metals. The owners wanted to keep the timepieces affordable, but it was becoming more difficult, so they relocated to the watch capital of the world, Geneva, Switzerland.

1915: The Rolex name was officially registered on November 15, 1915. At the time wrist watches were still scarce for women and primarily made for men.

1919: The company name was officially changed to the Rolex Watch Company. It was changed again twice and today is Rolex, SA. The name was created because it sounded expensive and exclusive.

1931: The first self-winding Rolex powered by a mechanism that used the movement of the wearer’s arm.

1944: Wilsdorf’s wife died and Hans established the Hans Wilsdorf Foundation where he left all of his shares in the company. The company is still owned by a private trust and shares are not listed on any stock exchange.

Rolex Innovations

• 1926 – The first waterproof wristwatch was made (Oyster)
• 1931 - The first self-winding Rolex (mechanism preceded by Harwood who patented the design in 1923)
• 1945 – The first wristwatch with an automatically changing date on the dial (Datejust)
• 1953 – The first waterproof wristwatch that could go to 330 ft below (Oyster Perpetual Submariner)
• 1954 – The first wristwatch to show two time zones at the same time (GMT Master)
• 1956 – The first wristwatch to have day and date that automatically change (Day-Date)
• Late 1960s and early 1970s – Instrumental in the development of quartz watch movements.
• 2005 – Largest manufacturer of certified chronometers.
• Current – Ceramic bezels are being introduced on the sports models because it is scratch resistant and not affected by UV-light.

Significant Rolex Events

- Official timekeeper of Wimbledon, the Australian Open, the Open Championship and the U.S. Open

- Title sponsor to the 24 Hours of Daytona, Rolex Sports Car Series and RIA Formula 1 motor racing championship

- James Cameron’s submarine dive in 2012 included a specially designed Oyster Perpetual Sea-Sweller Deep Sea Challenge for the robotic arm.

- Tenzing Norgay wore Rolex Oysters in 1953 at an altitude of 8,848 on Mount Everest.

- In 1943, while being a POW, Corporal Clive James Nutting, one of the organizers of the Great Escape, ordered a Rolex Oyster 3525 Chronograph by mail and it was delivered to Stalag Luft III. This was during a Rolex promotion that stated military men who had their Rolex’s confiscated could order a new one and not have to pay for it until after the war, which was a great marketing strategy.

Rolex Collections

Rolex has two primary collections: the Oyster and Cellini collections.

Oyster Collection – Elegance and Prestige

Rolex is known worldwide for its elegant details and sophisticated designs. The Oyster Perpetual gives its wearers prestige and an air of sophistication, it combines the technical genius of Rolex cutting-edge, expertly-crafted mechanisms with a design that is recognized for the highest in quality. At this time, there are 20 different models of the Oyster Perpetual, including the Datejust line, the Milgauss, Cosmograph, Explorer, Deepsea, Yacht-Master, GMT-Master, Sky-Dweller and Submariner. It’s clear by their names that there are specific, and adventurous, functions for some of the models.

Cellini Collection – The quintessential timepiece

The Cellini collection is a tribute to Benvenuto Cellini, who was a sculptor and goldsmith to popes and kings in the Renaissance era. Elegant and elite, the Cellini collection demonstrates extraordinary chronometric performance along with impeccable design in dial, case and bracelet. There are seven models in the Cellini collection at the time of publishing. Each model is highly unique and gives off an subtle, yet aristocratic-appearance. The models are: The Prince, The Prince Everose Gold, Cellissima White Gold, Danaos White Gold, Cellinium Platinum and the Cestello White Gold.

The Prince was created in 1928 and was instantly popular because of its rectangular shape and chronometric precision. It remains at the top of list for most popular Rolex.

EDITOR’S NOTES:

Owning a Rolex has always been a symbol of success, adventure and class. The Oyster Perpetual collection includes timepieces that are used by the most elite divers, pilots, yacht-owners and sportsmen in every genre. The Cellini collection is so sophisticated, it is essentially fine jewelry that serves a variety of important functions for wearers. We have strong feelings the Rolex brand will maintain its position at the top of the luxury wristwatch category for year’s to come. The company continues to pioneer the latest in precision mechanisms and design.