Like Clockwork? The Challenging Beginnings of Rolex

Rolex is one of the most popular luxury watch brands in the world. This timepiece, hailing from Switzerland (or is it?), is now more of a prestigious accessory than a device that tells us just how late we are. Yet at the beginning of its history, the brand was just one among many… and, what’s more, not particularly successful. Back then, a watch’s value was determined above all by its accuracy in keeping time. At that time, not everything at Rolex worked “like clockwork.”

The company was founded in 1905 on the initiative of Hans Wilsdorf, who, together with his brother-in-law, established a partnership called Wilsdorf & Davis – at that time, not yet Rolex. Wilsdorf entered the market with the ambitious goal of creating watches that would not only keep perfect time but also serve as stunning accessories – they were to feature an original and attractive design. Today, we know he succeeded, and his life’s work – the now world-renowned company – has outlived him and continues to thrive. The results are easy to see, unlike the sweat on Wilsdorf’s brow.

The Challenging Beginnings of the Rolex Brand

The company was founded in 1905, but it wasn’t until 1910 that Wilsdorf reaped the first rewards of his work. During the first five years, his watches were of poor quality, and on top of that, they kept time poorly. Only after half a decade did Wilsdorf’s first watch replica receive a certificate from the observatory in Trieste, which audited the precision of timepieces. This made it possible to start building a great brand.

Interestingly, the company — contrary to legend — did not originate in Switzerland, and Wilsdorf was not Swiss. The original headquarters were located in the United Kingdom, and it was only in 1912 that the company moved to Switzerland. Four years earlier, the “Rolex” trademark had been registered, and from that moment on, the company branded its products with this name.

As with many businesses, in the case of Rolex, strong willpower proved to be crucial. After five years of hardship, the brand began a winning streak that has lasted over a century. From the moment Rolex earned its certification, its popularity soared. Ten years later, Wilsdorf avoided a mistake that even the most powerful companies sometimes can’t escape—he began to embrace the current of technological advancement. Rolex—although today it relies more on the sentiment for traditional timepieces—chose at that time to focus on innovation. This included, for example, eliminating the need to wind the watch by introducing an automatic movement.

Rolex – the first waterproof watch in history

The biggest breakthrough in the history of the Rolex brand came more than 20 years after its founding. In 1927, Hans Wilsdorf’s company made history by inventing the first waterproof watch. It was created especially for Mercedes Gleitze – the famous swimmer. Gleitze was the first person to swim across the Strait of Gibraltar and the first British woman to cross the English Channel under her own power. Rolex crossed the Channel with her! Gleitze succeeded, but so did Rolex – it survived the entire journey.

The rest of the story unfolded naturally over the following decades and continues to this day. Rolex has been and remains a prestigious brand, offering unique design and exceptional craftsmanship. However, let’s remember that if it weren’t for Wilsdorf’s determination during the brand’s first five years, the next hundred would never have happened.