Rolex logo

In 1903, a young Hans Wilsdorf partnered with his brother-in-law, Alfred James Davis to start a watch company. They initially named their company after themselves as Wilsdorf & Davis; however the two soon changed the name in 1915 to the one that has now become synonymous with quality and luxury: Rolex.

Some speculate that the name Rolex was inspired by the French phrase, Houloguorie Exquise, which roughly translates to “exquisite watchmaking” in English. Others hypothesize that the name was chosen because it is the sound a watch makes when being wound. Although no verified record exists regarding the inspiration behind the name, we do know why the name was chosen.

Wilsdorf and Davis picked the name Rolex because it was “easy to pronounce in multiple languages” and “was hard to misspell” due to its phonetic nature. Since the name was short, it looked clean and uncluttered when printed on their watch dials; and over the years, it has become inseparable from the modified Garamond typeface in which it is frequently printed.


Main color BROWN GREEN
Current version since 2003
Country Geneva, Switzerland
Brand Site

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