The Story by Rolex

The history of Rolex is inextricably linked to the visionary spirit of Hans Wilsdorf, its founder. The young man entered the world of Swiss watchmaking in the early 20^th century, at a time when the pocket watch was the order of the day. He began to dream of a watch worn on the wrist. Wristwatches were not very precise at the time, but Hans Wilsdorf foresaw that they could become both elegant and reliable. To convince the public of the reliability of his resolutely innovative timepieces, he equipped them with small, very precise movements manufactured by a Swiss watchmaking company in Bienne.



The year was 1905. Three years later, Hans Wilsdorf registered the trademark “Rolex”.  In 1926, a major step was taken with the creation of the world’s first waterproof and dustproof wristwatch. This watch – named the “Oyster” – featured a hermetically sealed case which provided optimal protection for the movement. The following year the Oyster crossed the English Channel unscathed worn by a young English swimmer, Mercedes Gleitze. The swim lasted over 10 hours and the watch remained in perfect working order at the end of it. The triumph led to the concept of the Testimonee, adventurous men and women, achievers whose exploits and daring would, in time, become so closely associated with Rolex.
In 1931, Rolex invented and patented the world’s first self-winding mechanism with a Perpetual rotor. This ingenious system is at the origin of every modern automatic watch. In the early 1950’s, thanks to the perfect mastery of chronometric precision and water resistance, Rolex developed professional watches that served as tools and whose functions went far beyond simply telling time. These watches were intended for new professional activities, such as deep-sea diving, aviation, mountain climbing and scientific exploration. Launched in 1953, the Submariner was the first watch guaranteed waterproof to a depth of 100 meters (330 feet). These watches generated lasting enthusiasm and became known as the watches of achievers.
In 1953, equipped with an Oyster Perpetual, the expedition led by Sir John Hunt, Sir Edmund Hillary and Tenzing Norgay was the first to reach the summit of Everest.

Personal Comment:

Clearly the inventor of “necessary luxury”. Not high-end, not haute horlogerie, but rather plain solid luxury. 800.000 pieces produced every year, with a capacity to increase up to 1, 1 million, with still unbeaten resale value. Year on year the number one on the list of the most sought after watches. Along with its Daytona and Submariner, Rolex is the most popular watch brand on earth. Are they really the best watches on earth?  Of course not. But their price/attractiveness/quality ratio is unique. Technically, these watches are solid and unrefined, with machine made finishes and legendary Swiss reliability. Nothing to write home about, but very consistent work throughout.

The Watch Aficionado