Rolex SA is a Swiss manufacturer of wristwatches and accessories. Rolex watches are popularly considered status symbols.CNN Money Quote: That explains why big recognizable brands like Cartier, Patek Philippe and Rolex rule. They can be thought of, in fact, as portable status symbols, owing to their tradition of quality workmanship.Time Magazine: China Most often mentioned luxury brands: In this society of sudden economic freedom, newly rich capitalists are eager to clarify their social standing, so they turn to the obvious luxury must-haves: traditional French labels and expensive watches. That explains why Chanel, Lacoste and Dior rank in the top five brands with the highest level of recognition. Chanel 42% Rolex 36%... and In a fast-growing economy, status symbols are the easiest way to demonstrate wealth and power.New York Times Magazine quote: ...became as much a status symbol as a silver Porsche or a gold-faced Rolex watch. Guardian UK: What is it with men and their watches? quote: It used to be so simple - rich men adorned themselves with that ultimate macho status symbol the Rolex, while the less well-to-do strapped on Timex or Casio. Rolex is the largest single luxury watch brand by far, producing about 2,000 watches per day, with estimated revenues of around US$ 3 billion (2003).Rolex Business Report: What makes Rolex tick? BusinessWeek magazine ranks Rolex #71 on its 2007 annual list of the 100 most valuable global brands, top among all watchmakers.

History

In 1905 Hans Wilsdorf and his brother-in-law Alfred Davis founded "Wilsdorf and Davis" in London. Their main business at the time was importing Hermann Aegler's Swiss movements to England and placing them in quality cases made by Dennison and others. These early wristwatches were sold to jewellers, who then put their own names on the dial. The earliest watches from Wilsdorf and Davis were usually hallmarked "W&D" inside the caseback.

In 1908 Wilsdorf registered the trademark "Rolex" and opened an office in La Chaux-de-Fonds, Switzerland. The company name "Rolex" was registered on 15 November 1915. The word was made up, and its origin is obscure. Wilsdorf was said to want his watch brand's name to be easily pronounceable in any language. One story, never confirmed by Wilsdorf, is that the name came from the French phrase horlogerie exquise, meaning "exquisite clockwork". Another story claims that "rolex" was meant to evoke the sound of a watch being wound. The book The Best of Time: Rolex Wrist Watches by Jeffrey P. Hess and James Dowling says that the name was just made up. The Book A Movement in Time with Breitling & Rolex by Mark A Cooper states that the name came from the partner Alfred Davis and not Wilsdorf. Alfred Davis was a Rolls Royce driver and loved the quality of the car, something he wanted with Rolex. He used the name Rol and then added the popular watch name at the time 'TIMEX' to make the word Rolex