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RolexSA•RolexSAisaSwisswatchmakingmanufacturerofhigh-quality,luxurywristwatches.•RolexwatchesarepopularlyregardedasstatussymbolsandBusinessWeekmagazineranksRolexNo.71onits2007annuallistofthe100mostvaluableglobalbrands.•Rolexisalsothelargestsingleluxurywatchbrand,producingabout2,000watchesperday,withestimatedrevenuesofaroundUS$3billion(2003).HISTORY1905------HansWilsdorfandhisbrother-in-lawAlfredDavisfounded“WilsdorfandDavis”inLondon.1908------WilsdorfregisteredthetrademarkRolexandopenedanofficeinSwitzerland.1914------RolexwatchwasawardedaClassAprecisioncertificate,adistinctionwhichwasnormallyawardedexclusivelytomarinechronometers.1919------WilsdorfleftEnglandandmovedthecompanytoSwitzerlandwhereitwasestablishedastheRolexWatchCompany.Thename------RolexItmeansabsolutelynothingandisthoughttohavebeeninspiredbyGeorgeEastmanwhoin1884decidedagainstnaminghiscameratheEastman25infavorofKodak.Mr.EastmanisquotedassayingIknewatradenamemustbeshort,vigorous,incapableofbeingmisspelledtotheextentthatwilldestroyitsidentity,and,inordertosatisfythetrademarklaws,mustmeannothing.ThebrandnameRolexwasborn!INNOVATION1926------ThefirstwaterproofwristwatchOyster“1931------Thefirstself-windingRolexwristwatch1945------Thefirstwristwatchwithanautomaticallychangingdateonthedial1953------Thefirstwristwatchcasewaterproofto100m1954------Thefirstwristwatchtoshowtwotimezonesatonce1954------ThefirstwatchmakertoearnchronometercertificationforawristwatchPriceRolexwatchesvaryinpriceaccordingtothemodelandthematerialsused.RolexsellslessexpensivewatchesundertheTudorbrandname,whichwasintroducedbyRolexfounderHansWilsdorfin1946.ThebookVintageWristwatchesbyAntiquesRoadshow'sReyneHaineslistedapriceestimateofRolexwatchesthatrangedbetween$650and$75,000,whilelistingTudorsbetween$250and$9,000.HansWilsdorf'spassioninlifewashisRolexwatch.Heintendedhiswatchtomaketheworldabetterplace,throughitsuses,itsaccuracyanditsbeauty.Hewantedhiswatchtobeconsideredasymbolofachievement,ratherthanasymbolofstatus.ARolexwatchisgenerallysignificantofamajorachievementinitswearer'slife.UponMr.Wilsdorf'sdeathin1960,heownedallofRolexandtheCompanytodayisstillprivatelyheldandoverseenbytheHansWilsdorfFoundationwhichisaCharitableOrganization.YoushouldbeextremelyproudifthereisaRolexonyourwrist,yourachievementstogetitandthisCompanywhoproducedit.HansWilsdorfThefounderNotableownersCheGuevaraworeaRolexGMTMaster(nowinthepossessionofCIAagentFélixRodríguez,whowasawitnesstohisexecution).TenzingNorgayworeaRolexExplorerwhenheclimbedandreachedthesummitofMountEverestwithSir.EdmundHillaryonMay29,1953.JamesBondauthorIanFlemingworeaRolexExplorerref.1016.RogerFederer,aSwissprofessionaltennischampion,isamonganumberofpeopleRolexpaystoadvertiseitswatches.WhyRolexisasuccess?Rolexwatcheshavealreadyexperienced100-year-development.WhyaRolexwatchappealstoallsuccessfulpeople?WhyRolexisasuccess?RolexSAarealwaysinnovativewithitswatchesandwasinventeduponitshighlevelofaccuracy.Ifthereisanordinarywatch,youwillfindthatafteraperiodoftime,itcannotshowthecorrecttime.However,aRolexwatchwillnotgosloworfasterevenafteryearsordecades,nomatteritisintheskyorisatthebottomofthesea.HansWilsdorf,thefounder,believedthataccuracyisthemostimportantandmadegreateffortstoensurethequalityofeachRolexwatchproduced.Todate,Rolexstillholdstherecordforthemostcertifiedchronometermovementsinthecategoryofwristwatches.Howaccurate?!MercedesGleitzewasthefirstBritishwomantoswimtheEnglishChannel.HansWilsdorfknewagoodmarketingopportunitywhenhesawoneandofferedheroneoftheearliestRolexOystersifshewouldwearitduringtheattempt.ItwasduringthisswimwheresheworetheRolexwatch.Asshefinishedtheswim,ajournalistmadeadiscoveryandreporteditasfollows:MissGleitzecarriedasmallgoldwatch,whichwasfoundthiseveningtohavekeptgoodtimethroughout.Whenexaminedclosely,thewatchwasfoundtobeinperfectcondition,dryinsideandtickingawayasifnothinghadhappened.Onemonthlater,on24November1927,WilsdorflaunchedtheRolexOysterwatchintheUnitedKingdomasthefocalpointofafullfrontpageRolexadvertintheDailyMailandtheRolexOysterbeganitsrisetofame.WhyRolexisasuccess?BythestartofWorldWarII,RolexwatcheshadalreadyacquiredenoughprestigethatRoyalAirForcepilotsboughtthemtoreplacetheirinferiorstandard-issuewatches.Wilsdorf,whobelievedthataBritishofficer'swordwashisbond,offeredtoreplaceallwatchesthathadbeenconfiscatedandnotrequirepaymentuntiltheendofthewar.ThishadtheeffectofraisingthemoraleamongthealliedPOWsbecauseitindicatedthatWilsdorfdidnotbelievethattheNaziswouldwinthewar.AmericanservicemenheardaboutthiswhenstationedinEuropeduringWWIIandthishelpedopenuptheAmericanmarkettoRolexafterthewar.In1929,theeconomiccrisishittheSwitzerland,butRolexwasnotaffected.TheRolexSAinventedakindofautomaticmechanismwatchinthatperiodoftime,whichisknownasconstantmove.