Rolex
Geneva, Switzerland · Est. 1905
Founded by Hans Wilsdorf, Alfred Davis
Rolex was founded in London in 1905 by Hans Wilsdorf and Alfred Davis before relocating to Geneva, and is today the world's largest luxury watch brand by revenue. The manufacture holds the world's first waterproof wristwatch patent (the Oyster, 1926), invented the date display (Datejust, 1945), and the GMT function (1954), and remains privately held by the Hans Wilsdorf Foundation.
- Founded
- 1905
- Headquarters
- Geneva, Switzerland
- Group
- Independent
- Price Segment
- Ultra
- Status
- Active
Key Collections
- Submariner — Iconic diving watch introduced in 1953, water-resistant to 300 metres, and one of the most recognised watch designs in the world.
- Daytona — Chronograph originally designed for racing drivers, named after the Daytona International Speedway. Among the most sought-after watches on the secondary market.
- Datejust — The first self-winding wristwatch to display the date in a window on the dial (1945), and Rolex's most versatile and enduring collection.
- Day-Date — Launched in 1956 as the first watch to display day and date, known as the 'President' watch for its association with world leaders.
- GMT-Master II — Dual-timezone pilot's watch originally developed with Pan Am in 1954, featuring the distinctive two-colour rotating bezel.
Timeline
- 1905 — Hans Wilsdorf and Alfred Davis found Wilsdorf & Davis in London, importing Swiss movements into quality watch cases.
- 1908 — The trademark 'Rolex' is registered — short, memorable, and easy to pronounce in any language.
- 1926 — Introduction of the Oyster, the world's first waterproof wristwatch, proven by Mercedes Gleitze's English Channel swim in 1927.
- 1931 — Patent of the Perpetual rotor, the first reliable self-winding mechanism, which becomes the foundation of modern automatic watches.
- 1945 — Launch of the Datejust, the first wristwatch with an automatically changing date display.
- 1953 — Introduction of the Submariner (diving) and Explorer (mountaineering) collections.
- 1963 — Launch of the Cosmograph Daytona chronograph for motorsport.
- 2023 — Rolex acquires Bucherer, the world's largest watch retailer, marking its first major retail integration.
- 2025 — At Watches & Wonders, debuts the Land-Dweller — a new model generating significant discussion — and updates the GMT-Master II (ref. 126729VTNR). Brand continues to dominate the Swiss watch market by revenue.
- 2025 — Files patent for coloured sapphire crystals in September, fuelling speculation about a Milgauss revival for the model's 70th anniversary in 2026.
- 2026 — Watches & Wonders 2026 expected to bring GMT-Master II 'Coke' bezel (red-and-black ceramic), possible Milgauss return for 70th anniversary, and Land-Dweller collection expansion. Reports indicate 'Pepsi' GMT-Master II discontinued.
Frequently Asked Questions about Rolex
- Is Rolex publicly traded?
- No. Rolex SA is owned by the Hans Wilsdorf Foundation, a private charitable trust established in 1945. It has no shareholders and does not publish financial results.
- Where are Rolex watches made?
- All Rolex watches are manufactured in four sites in Switzerland: the headquarters in Geneva, and facilities in Bienne, Chêne-Bourg, and Plan-les-Ouates.
- Why are Rolex watches so hard to buy at retail?
- Rolex deliberately limits production to maintain quality control, creating excess demand over supply for popular models. Authorised dealers allocate based on client relationships.