In another trendsetting move, in 1945, the brand debuted the Datejust, with a date window prominently displayed on the dial. That model’s patented Perpetual movement contained a rotor mechanism enabling it to self-wind. With a screw-down crown and case back, both fitted with rubber gaskets, this was the first truly waterproof watch.įive years later, Rolex upped the ante with the Oyster Perpetual. In 1926, the company introduced the aptly named Oyster model. In 1908, he trademarked the name Rolex, and by 1920, he had moved the company to Geneva and redubbed it as Montres Rolex S.A.īut the main reasons for the brand’s success are its aforementioned commitment to precision and unflagging pursuit of innovation. When the German-born watch dealer and his brother-in-law, Alfred Davis, set up their London enterprise, in 1905, they called it Wilsdorf & Davis, according to the traditional formula.īut Wilsdorf was determined to come up with another name that was short, would look good on a watch dial and was easy to say and remember in several languages. Rolex's enviable worldwide recognition can be credited in part to the genius of company founder Hans Wilsdorf. Not only is the company revered for its precision timekeeping and impeccable craftsmanship, but its name was designed to be memorable. While the rise in popularity of vintage Rolex watches is of no surprise to aficionados, collectors and industry experts, when it comes to contemporary luxury wristwatches, Rolex is also often the first brand that springs to mind.
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