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Concept
Rolex
Summary
Rolex SA (ˈroʊlɛks) is a Swiss watch designer and manufacturer based in Geneva, Switzerland. Founded in 1905 as Wilsdorf and Davis by Hans Wilsdorf and Alfred Davis in London, the company registered Rolex as the brand name of its watches in 1908 and became Rolex Watch Co. Ltd. in 1915. After World War I, the company moved its base of operations to Geneva because of the unfavorable economy in the United Kingdom. In 1920, Hans Wilsdorf registered Montres Rolex SA in Geneva as the new company name (montre is French for clock or watch); it later became Rolex SA. Since 1960, the company has been owned by the Hans Wilsdorf Foundation, a private family trust.
Rolex SA and its subsidiary Montres Tudor SA design, make, distribute, and service wristwatches sold under the Rolex and Tudor brands.
Alfred Davis and his brother-in-law Hans Wilsdorf founded Wilsdorf and Davis, the company that would eventually become Rolex SA, in London in 1905. Wilsdorf and Davis's main commercial activity at the time involved importing Hermann Aegler's Swiss movements to England and placing them in watch cases made by Dennison and others. These early wristwatches were sold to many jewellers, who then put their own names on the dial. The earliest watches from Wilsdorf and Davis were usually hallmarked "W&D" inside the caseback.
In 1908, Wilsdorf registered the trademark "Rolex", which became the brand name of watches from Wilsdorf and Davis. He opened an office in La Chaux-de-Fonds, Switzerland. Wilsdorf wanted the brand name to be easily pronounceable in any language, and short enough to fit on the face of a watch. He also thought that the name "Rolex" was onomatopoeic, sounding like a watch being wound.
During the First world war, Rolex manufactured trench watches. In November 1915, the company changed its name to Rolex Watch Co. Ltd. In 1919, Hans Wilsdorf moved the company from England to Geneva, Switzerland, because of heavy post-war taxes levied on luxury imports and high export duties on the silver and gold used for the watch cases.
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