The name of success

On 2 July 1908, Hans Wilsdorf officially filed and registered "Rolex" as a brand name in Switzerland – a master stroke that would shape the company's future.

Suprisingly modern in his search for the name "Rolex" he had determined that the name had to be: short, with no more than five letters, easy to pronounce in every language, have a good ring to it, easy to remember, look good on movements and dials. In 1913 the "ROLEX" brand was registered internationally. Today it is registered worldwide. There was no turning back, the history had begun...