Rolex, a brand synonymous with luxury and precision, has a rich history that spans over a century. From its humble beginnings to becoming the world’s most recognized watch brand, the journey of Rolex is a story of innovation, resilience, and excellence. Let’s take a walk through the timeline of Rolex, highlighting the key milestones that shaped its legacy from 1881 to 1990.
The information provided in this chronology comes from Vintage Rolex® Sports Models: A Complete Visual Reference & Unauthorized History by Martin Skeet. ISBN-13: 9780764329814, ISBN-10: 0764329812, 3rd Edition, Hardcover, published by Schiffer on June 6, 2008.
1881: The Birth of a Visionary
Hans Wilsdorf, the visionary founder of Rolex, was born on March 22, 1881, in Bavaria, Germany. This young man would go on to revolutionize the watch industry.
1900: The Foundation is Laid
Wilsdorf began his career in the watch industry in 1900, working for a watch and clock exporter in La Chaux-de-Fonds, Switzerland. This experience would prove invaluable as he moved forward in his career.
1903: A New Chapter in London
In 1903, Wilsdorf relocated to London, where he would soon embark on his entrepreneurial journey.
1905: Wilsdorf & Davis is Born
Partnering with Alfred Davis, Wilsdorf founded Wilsdorf & Davis in 1905. Located in Hatton Garden, London, the company focused on importing Swiss movements, sourcing dials, and manufacturing watches and watch cases.
1907-1908: The Rolex Watch Co. Emerges
By 1907, Wilsdorf & Davis had expanded, opening a technical office in La Chaux-de-Fonds, Switzerland. The following year, in 1908, the Rolex Watch Co. was officially registered, marking the birth of the brand that would later become a global icon.
1910: A Chronometric Milestone
In 1910, Rolex became the first wristwatch to receive a First Class Chronometer Certificate from the Horology Society in Bienne, Switzerland, setting a new standard for precision.
1912-1916: Establishing Roots in Switzerland
Rolex began manufacturing watches in Bienne, Switzerland, in 1912. By 1915, the company’s name was officially changed from Wilsdorf & Davis to The Rolex Watch Co. Ltd. In 1916, the technical office was moved from La Chaux-de-Fonds to Bienne.
1919-1920: A New Era Begins
Wilsdorf returned to Switzerland in 1919 and in 1920 he founded Montres Rolex in Geneva. This marked the end of Alfred Davis’s involvement in the company, leaving Wilsdorf at the helm.
1925-1927: The Iconic Rolex Crown and Oyster
In 1925, the iconic Rolex crown logo was registered as a trademark, symbolizing the brand’s prestige and commitment to excellence. The following year, Rolex patented the screw-down crown, creating the Oyster, the world’s first waterproof watch. This innovation was put to the test in 1927 when Mercedes Gleitze wore a Rolex Oyster as she became the first British woman to swim the English Channel.
1929-1935: The Rise of the Prince and Oyster Perpetual
The Rolex Prince, launched in 1929, became one of the most popular wristwatch designs of the 1930s. In 1931, Rolex introduced the first Oyster Perpetual, featuring a patented automatic rotary winding mechanism.
1937-1945: Precision and Innovation
The late 1930s saw the release of the first Rolex watches marked “Precision,” as well as the introduction of the Oyster Zerograph, a precursor to the sports models of the 1950s. In 1945, Rolex launched the Oyster Perpetual Datejust, the first automatic waterproof chronometer with a date display on the dial.
1952-1954: The Birth of the Explorer, Submariner, and GMT-Master
Rolex’s legacy of exploration began in the early 1950s with the launch of the Explorer prototype and the Submariner, the world’s first dive watch. The GMT-Master, introduced in 1954, allowed travelers to track time across multiple time zones.
1959-1966: Pushing the Boundaries of Innovation
The late 1950s and 1960s were marked by significant advancements, including the introduction of the Submariner with crown guards and the creation of the Sea-Dweller, designed for saturation divers. The Cosmograph Daytona, with a built in chronograph function, and the Milgauss, engineered for high magnetic fields, were also launched during this period.
1971-1986: A New Generation of Rolex Watches
In 1971, the Explorer II was introduced, further cementing Rolex’s reputation as the watch of choice for adventurers. By 1986, more than half of all Swiss certified chronometers produced were manufactured by Rolex, a testament to the brand’s immense growth during this era.
1990: A Decade of Milestones
In 1990, Rolex celebrated the production of its ten millionth chronometer-certified watch, a remarkable achievement that underscored the brand’s dominance in the luxury watch market.
Conclusion
From Hans Wilsdorf’s humble beginnings to the production of millions of certified chronometers, Rolex’s journey from 1881 to 1990 is a testament to the brand’s commitment to innovation, precision, and excellence. Today, Rolex continues to set the standard in luxury watchmaking, building on the legacy established over a century ago.