With administrative worries attended to, Wilsdorf turned the company's attention to a marketing challenge: the infiltration of dust and moisture under the dial and crown, which damaged the movement. In 1920 the company's name was officially changed to Montres Rolex S.A.
In 1919, Hans Wilsdorf moved the company from England to Geneva, Switzerland because of heavy post-war taxes levied on luxury imports and high export duties on the silver and gold used for the watch cases. In November 1915, the company changed its name to Rolex Watch Co.
He also thought that the name "Rolex" was onomatopoeic, sounding like a watch being wound. Wilsdorf wanted the brand name to be easily pronounceable in any language, and short enough to fit on the face of a watch. He opened an office in La Chaux-de-Fonds, Switzerland. In 1908, Wilsdorf registered the trademark "Rolex", which became the brand name of watches from Wilsdorf and Davis. The earliest watches from Wilsdorf and Davis were usually hallmarked "W&D" inside the caseback. These early wristwatches were sold to many jewellers, who then put their own names on the dial. Wilsdorf and Davis' main commercial activity at the time involved importing Hermann Aegler's Swiss movements to England and placing them in watch cases made by Dennison and others. Īlfred Davis and his brother-in-law Hans Wilsdorf founded Wilsdorf and Davis, the company that would eventually become Rolex S.A., in London, England, in 1905. Rolex's respected late founder, Hans Wilsdorf's philosophy was 'Only great marketing is needed to make a company successful'. Rolex's past business model consists of purchasing all the watch components from third-party manufacturers and finishing the final assembly in the Rolex headquarters. Rolex did not produce their watches in-house since its foundation until the early 21st century where they bought over the components' manufacturers which made the watches for Rolex, notably Aegler. Rolex SA and its subsidiary Montres TUDOR SA design, make, distribute, and service wristwatches sold under the Rolex and Tudor brands. Since 1960, the company has been owned by the Hans Wilsdorf Foundation, a private family trust. In 1920, Hans Wilsdorf registered Montres Rolex SA in Geneva as the new company name ( montre is French for a watch (timepiece)) it later became Rolex SA. After World War I, the company moved its base of operations to Geneva because of the unfavorable economy in the United Kingdom. Founded in 1905 as Wilsdorf and Davis by Hans Wilsdorf and Alfred Davis in London, England, the company registered the word 'Rolex' as the brand name of its watches in 1908, and it became Rolex Watch Co. Rolex SA ( / ˈ r oʊ l ɛ k s/) is a British-founded Swiss watch designer and manufacturer based in Geneva, Switzerland.
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