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History of the Rolex Watch Company
For almost a century, Rolex has grown to become one of the most renowned companies in the history of watchmaking. This sterling reputation is the result of sheer hard work by the people associated with Rolex in creating their state-of-the-art watches. Today, beyond just being one of the top luxury watch brands, Rolex is known for manufacturing highly accurate wristwatches. Every Rolex watch stands out in the crowd for their unparalleled performance as well as appearance. Let us take a look at the history of Rolex and its distinctive evolution into one of the top watch brands in the world.
The Founders of Rolex
The company that eventually would become Rolex was founded by an intriguing European combination of a German national and a British native, bringing the best of two diverse cultures into play. Hans Wilhelm Wilsdorf and Alfred James Davis founded Wilsdorf and Davis Ltd in 1905.
Born on March 22,1881. Wilsdorf’s job as a correspondence writer with the watch exporter Cuno Korten of Geneva, Switzerland gave him direct exposure to the international watch industry.
He became focused intensely on Horology--the study of creating timepieces. His initial work was so successful he was able to make three watches that passed rigorous accuracy testing. After such initial success, he decided to start his own watch company. His English partner Alfred Davis would later marry his younger sister, turning the business into a family affair. Wilsdorf and Davis Ltd was registered as "Rolex" in Switzerland in 1908 and later in London in 1912. The name "Rolex" was chosen because it was clear, easy to spell, and easy to pronounce in multiple languages. On Nov 15, 1915 Wilsdorf and Davis Ltd officially was renamed "The Rolex Watch Company Ltd." The company's name was later modified to Montres Rolex, SA and finally became the company we know today as Rolex, SA.
Rolex in Its Early Years
In its early years, Wilsdorf and Davis concentrated on selling only two types of watches: pocket watches (designed for men because wristwatches were considered feminine at that time) and travel clocks (also known as portfolio or purse watches). Travel clocks were very popular then, particularly in English markets. Rolex covered these watches in exotic leather cases. Some early features of these models included the following:
- They were made of silver with porcelain dials.
- They had plain faces (dials) in order to allow their retailers to paint their brand names on them. Today, if you find a valuable antique model of that time, you most likely will see a plain dial as the painted names tended to erode after years of cleaning.
- Changes in watch configurations, including the placement of the company's hallmark "W & D" (Wilsdorf & Davis Ltd) not only inside the case back, but also on the movement.
- The utilization of Rebberg movements, which were imported from Herman Aegler's firm in Bienne, Switzerland. Wilsdorf preferred these movements for their accuracy and affordable price.
Wilsdorf did not want to restrict himself and his company, however, to only pocket and travel watches. Instead, he took a significant step forward and began to manufacture wristwatches for men. This decision was in response to the Boer War in South Africa when soldiers began to wear small pocket watches on their wrists. Since it was too hot for them to wear jackets carrying a pocket watch, the soldiers wore the watches attached with a leather strap. By strapping the watches around their wrists, they could free their hands.
In 1910, a major milestone in the successful evolution of Rolex was achieved when Rolex received the world’s first wristwatch chronometer rating for its movement from the Aegler's company. After being awarded the "Class A" Certificate of Precision from the famous Kew Observatory in England in 1914, Rolex decided to accept movements from Aegler only after they successfully had passed Rolex’s own series of rigorous tests. This decision began a new qualitative standard of accurate and reliable watches in the industry. People started to recognize the brand "W & D" and notice its focus on true quality.
Rolex During World War I
With the break-out of World War I, soldiers needed highly reliable and accurate wristwatches. As in the Boer War, pocket watches were uncomfortable and even dangerous to use in combat situations. Ironically, this conflict opened a new door to future growth prospects for Rolex as Wilsdorf had established the company in the arena of manufacturing men’s wristwatches. More and more, men looked for such watches, a trend started by their war idols. World War I, however, also led directly to some serious problems for Rolex. In 1915, the British Government imposed a duty of 33% on all imported watches, clocks, and parts. This tax was quickly followed by a ban on all imported gold and silver. Such economic challenges compelled Wilsdorf to shift the base of Rolex from London to Bienne, and finally to Geneva in 1919.
1915 witnessed another major development in the history of Rolex when Wilsdorf and Davis gave nearly 15% of their company’s equity to Herman Aegler. With this exchange, Aegler became the sole supplier of movements to Rolex. The third member of the partnership was another watch company named Gruen. According to the partnership, Gruen would sell its watches only to the US while Rolex concentrated on Europe, Asia, and the markets of the British Empire. By 1916, the name "Rolex" began to appear on the case backs. If you are lucky enough, you may catch hold of some early models that bore double names: both "Rolex" and the name of the local retailer.
For your benefit, Melrose.com provides one of the most comprehensive Rolex reference websites in the world. In this section you will find the following: Rolex company information, descriptions of specific Rolex models, wristwatch model comparions, proper care and maintenance methods, a glossary of terms, and more. Hopefully we are able to answer your questions about Rolex watches, the luxury watch company Rolex, and the specifics of owning a Rolex timepiece.
Please browse our selection of categories and topics below to find out more. New content is regularly added to this section, so feel free to check back frequently for additional information.
We also encourage you to check out our Rolex blog, which is updated daily with the latest Rolex news and trends.
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