With the name issue resolved, the newly-Christened Rolex brand first concentrated on the quality of the watch movements. One morning, while riding on the upper deck of a horse-drawn omnibus along Cheapside in the City of London, a genie whispered ‘Rolex’ in my ear.” This gave me some hundred names, but none of them felt quite right. In fact, Wilsdorf himself stated that he tried “combining the letters of the alphabet in every possible way. When it first started out, the firm was named Wilsdorf & Davis, however Wilsdorf always knew he wanted to come up with a moniker that was short, easy to say in multiple languages and would look good on dials and watch movements. Wilsdorf’s trendsetting nature that came to define the entire brand appeared very early on in the company’s lifespan – promoting wristwatches (or wristlet watches as they were known) at a time when the majority of men were still relying on pocket watches.
Founded by Hans Wilsdorf in conjunction with his brother-in-law Alfred Davis, the company first of all specialised in the distribution of wristwatches that used movements imported from Switzerland but were assembled and cased in London. Although Rolex is Switzerland’s top watchmaking brand, its illustrious history actually began in England back in 1905.
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