The History of Rolex: How a Small Company Became the King of Luxury Watches.

When you hear the word “Rolex,” you might picture a shiny, expensive watch on the wrist of a movie star or a wealthy businessperson. But Rolex is more than just a status symbol—it’s a brand with a remarkable story of innovation, determination, and craftsmanship. From its humble start over a century ago to its position today as a giant in the world of horology (that’s the fancy term for watchmaking), Rolex has redefined what a wristwatch can be. If you’re new to the world of Rolex, buckle up—here’s how it all began and why it matters.

The Early Days: A Vision Takes Shape in London

Rolex began in 1905, founded by a 24-year-old German named Hans Wilsdorf in London, England. Back then, wristwatches weren’t the norm—most people carried pocket watches, often attached to a chain and tucked into a vest. Wilsdorf, however, believed wristwatches could be the future. He teamed up with his brother-in-law Alfred Davis to start a company called “Wilsdorf & Davis,” which imported precise Swiss watch movements (the internal gears that make a watch tick) and put them into cases to sell to jewelers.

In 1908, Wilsdorf made a brilliant move: he created the name “Rolex” and registered it as a trademark. Why “Rolex”? He wanted something short, easy to say in any language, and simple enough to fit on a watch face. Some say it might hint at “horlogerie exquise” (French for “exquisite watchmaking”), but Wilsdorf later admitted he just played with letters until he liked the sound. This wasn’t just a name—it was the start of a brand that would change watchmaking forever.

Proving Wristwatches Could Be Precise

At the time, many people doubted wristwatches could be as accurate as pocket watches. Wilsdorf set out to prove them wrong. In 1910, he sent one of his watches to the Official Watch Rating Centre in Bienne, Switzerland—a respected place that tested timekeeping accuracy. The Rolex watch passed with flying colors, earning the Swiss Certificate of Chronometric Precision. It was the first wristwatch ever to achieve this, showing the world that wristwatches could be reliable instruments, not just fashion accessories.

Moving to Switzerland: The Heart of Watchmaking

By 1919, Wilsdorf decided to move Rolex to Geneva, Switzerland. Why? During World War I, Britain started taxing luxury imports heavily, making it tough to run a watch business in London. Switzerland, though, was already famous for its watchmaking tradition, thanks to centuries of skilled artisans crafting timepieces in towns like Geneva and La Chaux-de-Fonds. Moving there put Rolex in the perfect spot to grow, surrounded by the best tools, talent, and reputation in the industry.

The Oyster: The World’s First Waterproof Watch

In 1926, Rolex made history with the Rolex Oyster—a wristwatch that was completely waterproof. Before this, watches were delicate; water or dust could ruin them. The Oyster had a special case that screwed shut like a submarine hatch, keeping the inside safe. Wilsdorf called it “Oyster” because, like the shellfish, it could seal itself tight.

To show off this invention, Rolex pulled off a clever stunt. In 1927, a young swimmer named Mercedes Gleitze wore an Oyster while swimming across the English Channel—a grueling 10-hour feat. When she finished, the watch was still ticking perfectly. Rolex ran full-page ads in newspapers with her story, proving the Oyster was tough enough for real life. This mix of innovation and smart marketing made people sit up and notice.

The Perpetual Rotor: A Watch That Winds Itself

Another big leap came in 1931 with the Perpetual rotor. Before this, you had to wind a watch by hand every day, turning a little knob to keep it running. Rolex invented a tiny weight inside the watch that moved with your wrist, winding the mechanism automatically as you went about your day. This “self-winding” feature—called “Perpetual” by Rolex—meant no more winding hassles. Combined with the Oyster case, the Oyster Perpetual became the blueprint for modern Rolex watches: practical, tough, and elegant.

Watches for Adventure and Ambition

Rolex didn’t just make watches—they made legends. In 1953, Sir Edmund Hillary and Tenzing Norgay wore Rolex Oysters when they became the first people confirmed to climb Mount Everest, the world’s tallest mountain. Rolex didn’t even sponsor them—they just gave Hillary a watch to test, and it survived the freezing, brutal conditions. That same year, Rolex launched the Submariner, a dive watch waterproof to 100 meters (later 300 meters, or about 1,000 feet). It had a rotating bezel (a ring around the face) to track time underwater, making it a hit with divers—and later, James Bond fans when Sean Connery wore one in the 007 films.

Then there’s the 1956 Day-Date, nicknamed the “President” because leaders like U.S. President Dwight Eisenhower wore it. It showed both the day (like “Monday”) and date in little windows, magnified by a bubble lens called a Cyclops. Its special bracelet, with curved links, added a touch of class. Models like the Daytona (for racecar drivers) and GMT-Master (for pilots tracking two time zones) followed, each designed for people pushing limits—whether in sports, travel, or power.

How Rolex Makes Its Magic

So, what sets Rolex apart? It’s all about control and quality. Unlike many watch brands that buy parts from other companies, Rolex makes almost everything itself. It has its own gold foundry—melting and mixing metals like yellow gold, white gold, and its signature “Everose” pink gold. It crafts its own steel (called 904L, tougher than most), dials, hands, and even tiny gears. Skilled watchmakers assemble each piece by hand in super-clean workshops.

Every Rolex gets tested like it’s going on a mission. They’re dunked in water tanks to check waterproofing and run through machines to ensure they’re accurate to -2/+2 seconds per day. That’s way stricter than the basic chronometer standard (a chronometer is a watch certified for precision), earning them the title “Superlative Chronometer.” This obsession with perfection is why a Rolex can last decades—or even a lifetime.

Becoming a Symbol of Success

By the mid-20th century, Rolex wasn’t just a watch—it was a statement. Famous people like Winston Churchill, Martin Luther King Jr., and stars like Paul Newman wore them. Rolex kept supply tight, making their watches hard to get, which only made people want them more. Today, a vintage Rolex—like the “Paul Newman” Daytona—can sell for millions at auction, and new ones often have waiting lists years long.

Rolex Today: Tradition Meets Tomorrow

Rolex is still based in Geneva and owned by a charitable trust, the Hans Wilsdorf Foundation, set up after Wilsdorf’s death in 1960. It sticks to classic designs but keeps pushing forward. For example, they use “Cerachrom”—a super-hard ceramic—for bezels that won’t scratch or fade. Their latest movements, like the Calibre 3255 from 2015, are packed with tiny upgrades for better accuracy and power.

From a small London office to a global empire, Rolex’s story is about a man who dreamed big and a company that never settled. Hans Wilsdorf once said, “A watch should not only be elegant but also accurate and reliable.” Over 100 years later, Rolex is still living up to that promise—one tick at a time.