History of Rolex
The name Rolex is synonymous with luxury across the globe. But beyond its widespread reputation lies a deeper legacy—one built on groundbreaking innovation, unparalleled craftsmanship, and a marketing genius that helped shape the very definition of a luxury watch.
To explore Rolex’s 116-year history is to uncover a series of extraordinary achievements that forever transformed horology—and, in many ways, the world. From the ocean floor to the highest peaks, from boardrooms to Bond films, Rolex has been there, ticking through time with purpose and precision.
The Early Years: A Vision is Born
1905 – Wilsdorf & Davis: The Beginning
The Rolex story begins in 1905, when Hans Wilsdorf and his brother-in-law, Alfred Davis, established a London-based company specializing in watch distribution. But Wilsdorf had a vision that went beyond retail—he believed in creating the most precise wristwatch the world had ever seen.
1908 – The Birth of Rolex
While riding on a London double-decker bus, Wilsdorf was struck with inspiration. Seeking a name that was short, memorable, and universally pronounceable, he claimed a "genie whispered Rolex" in his ear. And just like that, a brand was born.
Innovation in Timekeeping
1910 – First Chronometric Certification
In pursuit of unmatched accuracy, Wilsdorf moved production to Switzerland and had his watches tested at the prestigious Maison Aegler. In 1910, Rolex became the first wristwatch to receive an officially ratified Swiss Chronometric Certification.
1919 – Moving to Geneva
To avoid high British import taxes and be closer to his Swiss suppliers, Wilsdorf moved the company to Geneva—a decision that would root Rolex permanently in the heart of Swiss watchmaking.
The Hans Wilsdorf Foundation: Purpose Beyond Profit
1944 – Giving Back
After the passing of his wife Florence, Wilsdorf—who had no children—established the Hans Wilsdorf Foundation, pledging his company shares to charitable causes. Rolex would never become a publicly traded company. Instead, it would operate under a philanthropic mission.
2017 – Investing in the Future
In recent years, the foundation expanded beyond watchmaking, donating over $100 million to educational institutions such as Geneva’s HEAD arts university—investing in creativity and innovation across disciplines.
Technical Milestones: Pushing the Boundaries
1926 – The First Waterproof Watch
The Rolex Oyster made headlines as the world’s first waterproof wristwatch. To prove its reliability, swimmer Mercedes Gleitze wore one during her English Channel crossing. It emerged intact—and still ticking.
1931 – The Self-Winding Revolution
Rolex introduced the Perpetual Rotor, creating the world’s first self-winding wristwatch movement. This innovation became the foundation of modern automatic watches.
1945 – The Datejust
The Oyster Perpetual Datejust debuted as the first self-winding chronometer with a date function. This now-iconic design was worn by leaders such as Eisenhower, MLK Jr., and the Dalai Lama.
1971 – Explorer II and the 24-Hour Hand
Created for spelunkers and adventurers, the Explorer II introduced a 24-hour hand—ideal for distinguishing day from night in the depths of caves or polar regions.
1985 – Oystersteel
Rolex unveiled a proprietary anti-corrosive alloy known as Oystersteel, previously used in aerospace. This development dramatically enhanced durability and scratch resistance.
2000 – Streamlined Engineering
With only 290 components, the new generation Oyster streamlined the complex mechanics of fine watchmaking. The Cosmograph Daytona with the in-house 4130 movement became a symbol of efficiency and performance.
2005 – Cerachrom Bezels
Rolex introduced Cerachrom, a high-tech ceramic that offered vivid color, scratch-resistance, and fade-proof brilliance. The modern face of Rolex changed—literally and figuratively.
Marketing Genius: Crafting a Legacy
1927 – Mercedes Gleitze: The First Testimonee
Rolex pioneered the concept of brand ambassadors—what it calls "Testimonees"—starting with Gleitze and her English Channel swim. The Oyster became a symbol of resilience.
1935 – Sir Malcolm Campbell’s Speed Record
British racer Malcolm Campbell wore a Rolex as he broke the land-speed record in Utah. Rolex didn’t pay him—he wore it because he trusted it.
1946 – Tudor: Luxury Within Reach
Wilsdorf launched Tudor, a sister brand that shared Rolex DNA but was offered at a more accessible price point, expanding the Rolex experience to a wider audience.
1953 – The Explorer & Submariner
That same year, Rolex released two icons: the Explorer, worn by Sir Edmund Hillary on Everest, and the Submariner, designed for deep-sea diving. Both remain coveted classics today.
1960 – Mariana Trench Mission
A Rolex accompanied the bathyscaphe Trieste on its historic dive to the bottom of the Mariana Trench—the deepest part of Earth’s oceans—and emerged unscathed.
1971–2000: COMEX, Yacht-Master, and More
Rolex cemented its role in maritime exploration through a long-standing partnership with COMEX, and later with the sailing community via the Yacht-Master—a watch as luxurious as it was nautical.
2002 – Mentorship in the Arts
Through the Mentor and Protégé Arts Initiative, Rolex began nurturing young talent by pairing them with masters in architecture, dance, film, and more—ensuring artistry thrives across generations.
2012 – The Rainbow Daytona
A modern masterpiece, the Rainbow Daytona reimagined the Rolex aesthetic with an explosion of color, rare sapphires, and pink gold. It became an instant cult classic among collectors.
Frequently Asked Questions
When was Rolex founded?
The company began in 1905 under the name Wilsdorf & Davis. The name "Rolex" was introduced in 1908.
Why is it called Rolex?
Hans Wilsdorf claimed that the word came to him as he rode a London bus, chosen for its simplicity and universal pronunciation. He later said it “sounded like a watch being wound.”
Is Rolex a nonprofit?
Rolex is privately owned by the Hans Wilsdorf Foundation, which directs profits toward charitable causes in education, science, and the arts.
An Iconic Legacy
Rolex is far more than a luxury brand—it’s a symbol of excellence, adventure, innovation, and philanthropy. From the first waterproof case to self-winding technology, from the depths of the ocean to the heights of Everest, Rolex has consistently redefined what a watch can do—and what a brand can mean.
To own a Rolex is to wear a piece of history on your wrist. To study Rolex is to witness a legacy that continues to shape our world—one tick at a time.
