History of Rolex

Known to be the world's bestselling watch company,and showcased its performance and advertised the
with over 100 years of history, Rolex could be writtennew products in a dramatic manner.
as the definitive textbook in branding, with an emphasisAfter the world's first truly water-resistant watch was
for luxury items. Unfortunately, for many customerscreated, the first example of this was illustrated. Two
today, branding has taken on a negative nuance. Popinventors named, Paul Perregaux and Georges Peret,
culture ads that rely on fashion and polling trends,developed a new moisture proof winding stem and
naming right battles, mass production that sacrificebutton, which they put on the watch cases and on
quality through outsourcing – these are some of theOctober 30, 1925, filed a patent for the same. Prior to
different means that companies use to gain success.this, the winding stem was situated inside the watches
However, Rolex has stood its ground and has notcase, and wasn't really practical to the masses as this
resorted to any such means in building its image. It let'smeant that the case had to be opened everyday to
its quality products speak for itself. Hence it stands aswind. And so Rolex had the world's only moisture
the standard in the wristwatch industry.proof case, now that the winding stem was outside
Quality, performance, innovation and stability are thethe watch. From this design the Oyster watch was
pillars that Rolex has built its brand, since thedeveloped. On October1, 1927, when Mercedes Gleitze
introduction of wristwatches. The company first soldswam across the English Channel, she sported a
pocket watches and folding watches called travelRolex Oyster. She came forth from a swim that
clocks when it was first formed in 1905 as Wilsdorf &lasted for more than 15 hours, with her Rolex in
Davis. Interestingly, until this time, it was only womenperfect condition. Wilsdorf capitalized on this and on
who wore wristwatches. Later it became popularNovember 27th of the same year, in London's Daily
when people realized how impractical it was to haveMail, he took out a front page ad of Gleitze's picture
pocket watches, this was during the Boer War ofand her story. Thereafter, the new Oyster was placed
South Africa (1899-1902) when they noticed thein small aquariums, wherever Rolexes were sold, to
soldiers with wristwatches.further exhibit its water resistant capabilities, this was
Seeing the opportunity in this new market, Hanson Wilsdorf's instructions. In fact, Sir Edmund Hillary
Wilsdorf, along with his brother-in-law, William Daviswore a Rolex when he climbed the Rolex, in 1953.
formed the company and began producing high qualityStability
watches. Around three years after W & D wasIn spite of the company being more than 100 years old,
formed, the company's name was officially changed toRolex, in order to maintain its stability as the world's
Rolex, a name that was trademarked by Wilsdorf.best watch, did several innovative things. And so, due
Somewhere during that time, the benefits of having ato this stability, in the midst of changes that wiped out
logo and brand name to distinguish a product from itsa number of watch manufacturers, Rolex not only
competitors was just being discovered, and Wilsdorfsurvived, but blossomed. In the 1950's, the quartz
capitalized on this opportunity. In essence they wantedwatch was invented, which created low cost time
a name that was easy to pronounce by all, had nopieces. During the 1970’s about half of the watches
meaning as such in any European language andsold worldwide were structured on this quartz
something that was short and easy to spell. Anothertechnology. Hong Kong was the largest watch
example of simple brand name was George Eastmanproducer. Since its relocation in 1919, Rolex has been
naming his camera Kodak.located in Switzerland and never used outsourcing
Qualitywhich keeps excellent quality control.
It was from Herman Aegler's Rebberg firm that RolexHaving made a short venture into quartz technology,
got their mechanics in a watch. As a teenagerRolex stuck to its foundation and continued to market
Wilsdorf worked at Cuno Korten with Aegler, a watchtheir basic craft, which was considered old in industry
exporter in Switzerland. Quite often Wilsdorf would setstandards. A typical quartz watch has around 50 to100
up 15 watches and check them each for accuracyparts compared to a typical Rolex which has around
and it was here at Cuno Korten that Wilsdorf's220 parts and takes almost a year to produce.
obession with accuracy began. Also he would submitCombined with a strong brand name, true
the most accurate ones to the Neuchatel Observatorycraftsmanship can still have value – Rolex was a
for testing without permission. However this wastestimony to this fact.
overlooked since all the testing passed and heRolex kept up to its name and image, and never
received much praise from his seniors. Much laterventured out to produce any other products, unlike
Aegler's company came to produce exclusively formany other manufacturers of luxury items, who lent
Rolex, as it does today. Aegler's descendants still runtheir name to various high end products. While
the company, although owned by Rolex.temporary profits may have been a gain for these
With his new company, Wilsdorf's obsession formanufacturers, their brand name often diminished. And
accuracy continued. He was awarded the world's firstthus, Rolex is a name synonymous to wristwatches
chronometer award for a wristwatch, after sendingonly.
the first Rolex movement to the School of Horology inIn comparison to many of today's well known watch
Bienne, Switzerland. Rolex began to gain a worldwidecompanies which are owned by the same two or
reputation for the finest quality watches, with thisthree companies, Rolex never resorted to take shelter
award. Rolex watches went on to win a number ofunder any corporate or conglomerate. These
awards. Rolex received numerous awards. In 1914,well-known companies took advantage of their
Rolex received the Class A Certificate of Precisioncorporate resources and were able to promote their
award from the Kew Observatory in England,individual product lines. In 1960, Wilsdorf left the
previously only given to marine chronometers. Duringcompany to look after a foundation in order to avoid
the testing the watches were subjected to threetheir interests being mixed or combined with those of
temperatures and five positions. This entire testingvarious different watch companies. Wilsdorf's original
lasted for 45 days. After, Wilsdorf insisted that allvision was that the company would never be bought
Rolex watches would be sold only with an Officialor publicly traded by a larger company.
Timing Certificate and all their watches would beIn terms of gross revenue, Rolex has emerged as the
subjected to a similar testing.world's number one seller of watches and will be able
Performance and Innovationto compete for years to come. Customers are
Wilsdorf realized that his watches needed to beensured that they are investing in a quality product, one
extremely durable, in addition to accurate. Under histhat will be valuable in the future. The high class
leadership and direction, Rolex made many innovationsperformance, innovative techniques, stability and its
in either creating the technology or buying patents thatcommitment to its foundation of quality, all these
made wrist watches dust proof, water proof, and autofeatures provide value to all Rolex customers.
winding. Wilsdorf did not do anything in half measure