Stories > Did you know? Rolex was founded in London.
Did you know? Rolex was founded in London.

Did you know? Rolex was founded in London.

Published 2023-02-14 by Zdravko Anticic

Rolex is a brand that has become synonymous with luxury, prestige, and quality. For over a century, the Swiss watchmaker has been creating some of the most sought-after timepieces in the world. However, the story of Rolex goes far beyond just creating luxury watches. It is a story of innovation, perseverance, and an unwavering commitment to excellence.

The story of Rolex began in 1905, when a young German entrepreneur named Hans Wilsdorf and his brother-in-law, Alfred Davis, founded a company in London that specialized in importing Swiss movements and fitting them into watch cases. They sold these watches to jewelers, who then put their own names on them.

However, Wilsdorf had a vision of creating his own brand of watches that would be reliable, accurate, and stylish. In 1908, he registered the trademark "Rolex" and began producing watches under this name. The name "Rolex" is said to have been chosen because it was short, easy to pronounce in any language, and looked good on a watch face.

The early years of Rolex were not without their challenges. Wilsdorf faced stiff competition from other watchmakers. However, Rolex would persevere due to strong leadership.

One of the key factors in Rolex's success was its commitment to innovation. In 1910, Rolex became the first watchmaker to receive the Swiss Certificate of Chronometric Precision, a distinction that was previously reserved for marine chronometers. This set the standard for accuracy in wristwatches and established Rolex as a leader in the industry.

In November 1915, the company changed its name to Rolex Watch Co. Ltd. In 1919, Hans Wilsdorf moved the company from England to Geneva, Switzerland, because of heavy post-war taxes levied on luxury imports and high export duties on the silver and gold used for the watch cases. In 1920 the company's name was officially changed to Montres Rolex SA and later to Rolex SA. (SA means Société Anonyme and is the equivalent of a share holders company with limited liability)

Rolex's commitment to quality and precision continued through the decades. In the 1920s, the company introduced the Oyster, the world's first waterproof wristwatch. In the 1950s, it developed the GMT-Master, a watch that could display two time zones simultaneously, which was designed for use by pilots. In the 1960s, Rolex introduced the Sea-Dweller, a watch that was water-resistant to a depth of 610 meters (2,000 feet), which was designed for use by professional divers.

During World War II, Royal Air Force pilots bought Rolex watches to replace their inferior standard-issue watches; however, when captured and sent to prisoner of war (POW) camps, their watches were confiscated. When Hans Wilsdorf heard of this, he offered to replace all watches that had been confiscated and not require payment until the end of the war, if the officers would write to Rolex and explain the circumstances of their loss and where they were being held.

Wilsdorf was in personal charge of the scheme. As a result of this, an estimated 3,000 Rolex watches were ordered by British officers in the officer camp Oflag VII-B in Bavaria alone. This had the effect of raising the morale among the allied POWs because it indicated that Wilsdorf did not believe that the Axis powers would win the war. American servicemen heard about this when stationed in Europe during WWII and this helped open up the American market to Rolex after the war.

Rolex Oyster 3525 Chronograph from the 1940s

On 10 March 1943, while still a prisoner of war, Corporal Clive James Nutting, one of the organisers of the Great Escape, ordered a stainless steel Rolex Oyster 3525 Chronograph (valued at a current equivalent of £1,200) by mail directly from Hans Wilsdorf in Geneva, intending to pay for it with money he saved working as a shoemaker at the camp.

The watch (Rolex watch no. 185983) was delivered to Stalag Luft III on 10 July that year along with a note from Wilsdorf apologising for any delay in processing the order and explaining that an English gentleman such as Corporal Nutting "should not even think" about paying for the watch before the end of the war.

Wilsdorf is reported to have been impressed with Nutting because, although not an officer, he had ordered the expensive Rolex 3525 Oyster chronograph while most other prisoners ordered the much cheaper Rolex Speed King model which was popular because of its small size.

The watch is believed to have been ordered specifically to be used in the Great Escape when, as a chronograph, it could have been used to time patrols of prison guards or time the 76 ill-fated escapees through tunnel 'Harry' on 24 March 1944.

Eventually, after the war, Nutting was sent an invoice of only £15 for the watch, because of currency export controls in England at the time. The watch and associated correspondence between Wilsdorf and Nutting were sold at an auction for £66,000 in May 2007, while at an earlier auction in September 2006 the same watch fetched A$54,000.

Nutting served as a consultant for both the 1950 film The Wooden Horse and the 1963 film The Great Escape.

Rolex SA offers products under the Rolex and Tudor brands. Montres Tudor SA has designed, manufactured and marketed Tudor watches since the 6th of March 1946. Rolex founder Hans Wilsdorf created Tudor to create a product for authorized Rolex dealers to sell that offered the reliability and dependability of a Rolex, but at a lower price.

The number of Rolex watches was limited by the rate that they could produce in-house Rolex movements, thus Tudor watches were originally equipped with off-the-shelf movements while using similar quality cases and bracelets.

Today, Rolex is one of the most recognized and respected watch brands in the world. Its watches are sought after by collectors and enthusiasts, and are often associated with achievement, success, and the finer things in life. However, the story of Rolex is more than just a story of luxury watches. It is a story of innovation, perseverance, and a commitment to excellence that has spanned over a century.

Zdravko Anticic
Zdravko Anticic
zdravko@granturismo.org

Coming Events

Gran Turismo Nurburgring
Spring 2024
Nurburgring, Germany
Gran Turismo Toscana
11-15 October 2023
Florence - Chianti - Grosseto - Lucca - Florence
Subscribe to our newsletter

The latest news and stories. All the best roads, hotels and restaurants. Invitations to exciting events. Be the first to know by subscribing to our newsletter.

Mondo Gran Turismo

More news and stories from the world of Gran Turismo

Why we absolutely hate Dolphins
Why we absolutely hate Dolphins
They are some of the meanest and nastiest mammals that have ever existed
Here are the most common reasons for road rage and how to avoid it
Here are the most common reasons for road rage and how to avoid it
Please admit it. There have been times when you have wanted to murder someone next to you in traffic.
Do NOT wear Hawaii shirts at Lamborghini events
Do NOT wear Hawaii shirts at Lamborghini events
How not to dress at an elegant event invited by Lamborghini
Here is why I hate touchscreens
Here is why I hate touchscreens
The trend of big touchscreens in cars is a gigantic problem
The world’s most beautiful roads are in Switzerland
The world’s most beautiful roads are in Switzerland
Here is the holy trinity of Swiss alpine roads.
The legendary Rolls-Royce incident in Sweden in 1986
The legendary Rolls-Royce incident in Sweden in 1986
That time when Rolls-Royce went well out of their way to keep a client happy
Did the Ferrari Museum go too far?
Did the Ferrari Museum go too far?
How the Ferrari Museum coerced Marek to donate his car
Downforce is dark magic
Downforce is dark magic
I lost my downforce virginity recently. Here's how.
A postcard from Rome and The Vatican
A postcard from Rome and The Vatican
On March 23, we did a private tour of the Vatican.
Meet James Holm, our in-house photographer
Meet James Holm, our in-house photographer
Arguably the best automotive photographer in Scandinavia, James has been our event photographer since over a decade.
Houston, we have a massive problem
Houston, we have a massive problem
I love flying. This particular flight though, every pilot's nightmare became my reality.
Porsche is developing a hybrid 911
Porsche is developing a hybrid 911
It will utilize the latest hybrid technologies from the 919 Hybrid
Alfa Romeo is working on a new supercar
Alfa Romeo is working on a new supercar
They are pursuing a new Alfra Romeo tipo 33
Wallypower 118 - the coolest luxury yacht in the world
Wallypower 118 - the coolest luxury yacht in the world
Meet the luxury yacht from the movie "The Island"
Did you know? Rolex was founded in London.
Did you know? Rolex was founded in London.
The story of Rolex goes far beyond luxury watches.
The Ferrari F356 is the best Ferrari you never heard of
The Ferrari F356 is the best Ferrari you never heard of
Over the years, the F356 became one of the most sought-after cars in the world.
Sued by Ferrari because they deserved it
Sued by Ferrari because they deserved it
Guess what? Ferrari will sue you if you use their brand in a malicious way
Mr Bond, you have what the Greeks call thrasos
Mr Bond, you have what the Greeks call thrasos
Why James Bond films are so important.
The bizarre naming convention of Ferrari cars
The bizarre naming convention of Ferrari cars
Have you ever wondered how Ferrari determines the name for their cars?
I have no idea, I just stole the Lotus from a brat at Stureplan
I have no idea, I just stole the Lotus from a brat at Stureplan
The flashing blue light in the rear-view mirror approached at breakneck speed. Then I saw that the police blocked the road.
How to go from zero to owning a Ferrari in just one year
How to go from zero to owning a Ferrari in just one year
Dreaming about a Ferrari? Here is how you can make it happen in just one year.
Why the adorable Fiat 126p is the best car in the world
Why the adorable Fiat 126p is the best car in the world
Forget supercars like Lamborghini and Ferrari. The best car in the world is the Fiat 126p. Bear with us and let us explain.
The best pictures from 2022 - Places 1 to 20
The best pictures from 2022 - Places 1 to 20
As every year, we select the best pictures from the season. Here are places 1 to 20.
Mister Kawasaki and the most expensive chicken wings in the world
Mister Kawasaki and the most expensive chicken wings in the world
When you have unlimited money, amazing things can happen.
Forget the Fiat 500 of the 70s - The Lancia Stratos was really cramped
Forget the Fiat 500 of the 70s - The Lancia Stratos was really cramped
Fifteen years ago, I was the king of SEGA Rally. And the fastest car in the game was the Lancia Stratos.
Here comes the Swedish banker and his disgusting Italian girlfriend
Here comes the Swedish banker and his disgusting Italian girlfriend
Cencio la Parolaccia - The most fun restaurant in Rome.
No good deed shall go unpunished - How a Christmas gift went horribly wrong
No good deed shall go unpunished - How a Christmas gift went horribly wrong
A Christmas gift goes horribly wrong in Stockholm, 20 years ago.
The best pictures from 2022 - Places 21 to 40
The best pictures from 2022 - Places 21 to 40
As every year, we select the best pictures from the season. Here are places 21 to 40.
The best pictures from 2022 - Places 41 to 60
The best pictures from 2022 - Places 41 to 60
As every year, we select the best pictures from the season. Here are places 41 to 60.
I hereby pronounce you dead (he said)
I hereby pronounce you dead (he said)
Mr Andersson had followed our advise and selected "Doctor" when booking flights and hotels. This became a massive problem on the return flight.
The Aventador successor is  due - here is what we know.
The Aventador successor is due - here is what we know.
Here is what we know about the successor to the iconic Lamborghini Aventador.
A look at the Lamborghini Sterrato
A look at the Lamborghini Sterrato
We got a glimpse of the latest Lamborghini, the off-road Huracan Sterrato.
The secret behind a great Olive Oil
The secret behind a great Olive Oil
A great olive oil is simple to make, but hard to find in a store.
How a brand new Ferrari got ruined by a vomiting passenger
How a brand new Ferrari got ruined by a vomiting passenger
This was the work of the Olympic heavyweight champion of in-car puking. A true masterpiece.
A postcard from the most beautiful country in the world
A postcard from the most beautiful country in the world
Here are some pictures from our last driving event in Italy, Gran Turismo Italia.
Greetings from Monaco
Greetings from Monaco
Our annual Gran Turismo Europa-tour ended today. As always, thousands of great pictures were taken. Here is a small selection.
They should have sent a poet. We lack words to describe how beautiful Sardinia is.
They should have sent a poet. We lack words to describe how beautiful Sardinia is.
Here are the best pictures from our 2022 driving event on Sardinia.
Gran Turismo Nurburgring - here are the best pictures from our 2022 event
Gran Turismo Nurburgring - here are the best pictures from our 2022 event
Our annual Nurburgring event took place at the end of May. Here are the best pictures.
Hello from Croatia and Montenegro
Hello from Croatia and Montenegro
Our first big event of the 2022 season was our annual drive on the Adriatic coast. Here are the best pictures from our team of photographers.
A postcard from Paris and The Louvre
A postcard from Paris and The Louvre
It is difficult to describe. We can’t find the words. Being in the most important museum in the world, that hosts Mona Lisa, all by yourself.
More stories

La Guida - The Supercar Owner's Guide to Europe

Our favourite roads, hotels, restaurants and places to visit

L’Escapade
L’Escapade
A great little restaurant near Castellane
Le Grill
Le Grill
A restaurant on the roof top of Hôtel de Paris
Palazzo di Varignana
Palazzo di Varignana
An upscale resort in an 18th century villa.
More locations

Events Calendar

Beautiful road trips and famous racing tracks since 2002. Supercars only.

Gran Turismo Vatican
23-24 March 2023
Rome, Italy
Fully booked
Gran Turismo Adriatica
6-14 May 2023
Slovenia - Croatia - Bosnia - Montenegro
Fully booked
Gran Turismo Nurburgring
29 May - 1 June
Nurburgring, Germany
Fully booked
Gran Turismo Riviera
5-9 June 2023
Forte dei Marmi - Santa Margherita - Monaco - St Tropez
Fully booked
Gran Turismo Sardinia
14-20 June 2023
Sardinia, Italy
Fully booked
Gran Turismo Polonia
6-12 July 2023
Warsaw - Gdansk - Kolobrzeg - Poznan
Fully booked
Gran Turismo Europa
3-10 September 2023
Innsbruck - St Moritz - Andermatt - Monaco - Saint Tropez
Fully booked
Gran Turismo Italia
17-24 September 2023
Florence - Maranello - Sirmione - Cortina - Verona
Fully booked
Gran Turismo Toscana
11-15 October 2023
Florence - Chianti - Grosseto - Lucca - Florence
Gran Turismo London
25-26 November 2023
London
Fully booked
Gran Turismo Adriatica
4-12 May 2024
Croatia - Bosnia - Montenegro - Slovenia
Gran Turismo Nurburgring
Spring 2024
Nurburgring, Germany
Gran Turismo Riviera
9-14 June 2024
Forte dei Marmi - Santa Margherita - Monaco - St Tropez
Fully booked
The Drivers Collection
Contact us

While our head offices are in Geneva, Switzerland, the team is spread throughout Europe: Sweden, Poland, Italy and Croatia. Please select the appropriate team member to contact below.

For general enquiries, you can always use info@granturismo.org. For event registrations, please use registry@granturismo.org.

Justyna Weclawiak Justyna Weclawiak
Head of event organisation
+48 509 706 651
Björn Lagercrantz Björn Lagercrantz
Head of Finance
+46 (0)70 844 64 00
Michal Weclawiak Michal Weclawiak
Event coordinator
+48 602 134 467
Zdravko Anticic Zdravko Anticic
Event coordinator
+385 (0)91 917 32 77
Pietro Bonuccelli Pietro Bonuccelli
Supercar fleet manager
+39 349 888 33 89
Marcin Jellinek Marcin Jellinek
Head of PR and Marketing
+48 519 189 081
Joakim Niss Joakim Niss
Head of Merchandise
+46 (0)70 468 60 75
Peter Ternstrom Peter Ternström
Founder and President
+39 331 332 50 80