What Did Rolex Used to Be Called?

Rolex, the globally renowned watch manufacturer, was initially known as Wilsdorf and Davis.

The company was founded in London in 1905 by German businessman Hans Wilsdorf and his brother-in-law, Alfred Davis. They established their enterprise with a vision to offer high-quality timepieces, focusing on the distribution of wristwatches, which were still a relatively new concept at the time.

The Evolution of the Rolex Name

The transition from Wilsdorf and Davis to Rolex was a deliberate strategic move to create a distinctive and memorable brand.

• 1905: Founding as Wilsdorf and Davis
  The company began its operations, primarily assembling watches and distributing them to jewelers. The watches were often marked with the "W&D" hallmark, signifying the founders' initials.

• 1908: Registration of the Rolex Brand Name
  Hans Wilsdorf, seeking a short, easily pronounceable name that could be replicated in any language and would sound good on a watch dial, registered "Rolex" as the brand name for their watches. The exact origin of the word "Rolex" remains a subject of speculation, with Wilsdorf himself suggesting it came to him "in a genie-like fashion."

• 1915: Renaming to Rolex Watch Co. Ltd.
  The company officially adopted the name Rolex Watch Co. Ltd., solidifying its new identity. This marked a significant step in establishing the brand's global presence and reputation for precision and reliability.

Key Milestones in Rolex's Naming History

To illustrate the progression of the company's identity, here's a brief timeline:

This systematic approach to branding helped Rolex become synonymous with luxury, precision, and enduring quality, a legacy that continues to this day. For more historical details, you can refer to the Rolex Wikipedia page.