Rolex

It’s hard to imagine any discussion about watches excluding the name of Rolex. It is quite possibly the most famous brand name in the horological world. Not only do they have an excellent reputation for producing the highest quality watches, but they also have an extensive history, dating back to the early twentieth century. Despite being a well known Swiss brand, they have an origin in England.

Rolex was originally founded as Wilsdorf and Davis by Hans Wilsdorf and his brother-in-law, Alfred Davis in London, England in 1905.  The company registered Rolex as the brand name of its watches in 1908 and became Rolex Watch Co. Ltd. in 1915. Initially, Wilsdorf and Davis’ main commercial activity involved importing Swiss movements to England and placing them in watch cases made by Dennison and others. These early wristwatches were sold to high street jewellers, who then printed their own brand names on the dial. The earliest watches from Wilsdorf and Davis were usually hallmarked “W&D” inside the case back.

Wilsdorf and Davis.

Goals

The goal of Wilsdorf & Davis was to provide high-quality timepieces at affordable prices. Wilsdorf was also an early supporter of the wristwatch or ‘wristlet’ as it was known in the 1900’s. At this time, the pocket watch was considered the only alternative for men, the wristlet was considered effeminate and unreliable. Wilsdorf was firm in his belief of wristwatches and was determined to popularise them. That is not to say that they didn’t produce pocket watches, there are many fine examples made by Rolex.

Rolex brand

After several years of business Wilsdorf came up with the brand name “Rolex”. He wanted his watch brand’s name to be easily pronounceable in any language. He also thought that the name “Rolex” sounded something like a watch being wound. It was also short enough to fit on the face of a watch. Wilsdorf registered the brand name in 1908.

Rolex hunter pocket watch and box. © Atlam Watches.

Wristwatches

When the First World War started it soon became apparent that the traditional pocket watch was not suitable during trench warfare.The pocket watches were deep within the pockets of the soldiers and difficult to retrieve, and a watch chain was also likely to catch on snags in the trenches. As a result, soldiers began to wear modified pocket watches on their wrists, with lugs soldered on that allowed wrist straps. These were much easier to access than a pocket watch that was stored in a tunic. A soldier could aim their rifle, and turn their wrist to tell the time, rather than dig through their tunic pockets for their watch.

Manufacturers realised the need for change and started making wristwatches suitable for trench warfare. When the men returned home, wearing their wristwatches, it soon became an acceptable form of timepiece for men. Rolex were at the forefront of the trench watch technology and produced many great examples. At some point I hope to explore some of the trench watches that Rolex produced.

Hans Wilsdorf.

Switzerland

In November 1915, the company changed its name to Rolex Watch Co. Ltd. After First World War, the company left England in 1919 because of the high post-war taxes levied on luxury imports, which included Swiss watch movements. Additionally, there was a high cost associated with the export duties on the silver and gold used in the watch cases. As a result, Wilsdorf moved the company to Geneva, Switzerland, where the company’s name was officially changed to Montres Rolex S.A. in 1920. Eventually, the official name would be shortened to Rolex S.A. Around the time of the move to Switzerland, Wilsdorf bought out Davis’ share of the business and continued on his own. The company is still known as one of the finest in the horological industry, but our interest is in antique timepieces, so the history lesson will end here.

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