Is Rolex British or Swiss? Complete Guide
The answer to that question is technically both. Or, to be more precise, it is a Swiss company with British heritage.
Rolex was founded in 1905 by Hans Wilsdorf in London, Great Britain. Initially, the company was named Wilsdorf & Davis and specialized in the distribution of timepieces. The name Rolex was not born until 1908 when Wilsdorf wanted a name that was short, easy to say and remember in any language. It would also have to look good on movements and dials.
Wilsdorf saw the potential market for wristwatches because, at the time, most timepieces were pocket watches. And the wristwatches that existed were not very precise. He started making wristwatches and equipped them with highly precise and accurate movements manufactured by a Swiss watchmaking company in Bienne.
As you may know, Switzerland is the capital of watchmaking and Wilsdorf understood that if he wanted to establish a reputable and well-known company known for its qualitative watches, he would have to relocate. Partially to get the prestige that comes with the “Swiss made” label. But also to get access to the watchmaking expertise that was to be found there.
However, the most important reason that he decided to move the company was the fact that the British government implemented a 33% customs duty that made staying in London unsustainable for the business. If that wouldn’t have happened, it is possible that the move to Switzerland would have happened much later. Or, who knows, perhaps not at all.
As such, Wilsdorf moved the company to Geneva, the most prominent city in the world of watchmaking. The company Montres Rolex S.A. was registered in Geneva in 1920 and Rolex has been a Swiss company ever since.
Rolex first moved its headquarters from London to Bienne, Switzerland. And later, in 1919, moved to Geneva.
Therefore, Rolex is today a 100% Swiss company, but the most correct would be to say that it is a Swiss company with British heritage. It was in London that Hans Wilsdorf laid the foundation for, and established the key vision for what would ultimately become Rolex as we know it today.
Great Britain is still a very important market for Rolex today, specifically London. Rolex has a large number of official retailers there and it naturally has an important part in Rolex’s history.
Hans Wilsdorf
Hans Wilsdorf was born on 22nd of March 1881 in Kulmbach, German Empire. Wilsdorf had dual citizenship during his lifetime as he became a British citizen in 1911. In 1903, he moved to London, England, and worked with a watchmaking company. Two years later, he set up his own business together with his partner Alfred Davis named Wilsdorf & Davis. It was located at 83 Hatton Garden in London.
