====== Rolex ======
{{wst>menue|Rolex}}

{{wst>image_r|Wilsdorf, Hans|[[Wilsdorf, Hans|Hans Wilsdorf]], the founder of Rolex\\ © [[Rolex]]}}

**Montres Rolex SA** is a Swiss watch [[manufacture]].

===== Hans Wilsdorf founds the company and choses the name 'Rolex' =====
After an education in business [[Wilsdorf, Hans|Hans Wilsdorf]], born [[1900]] in the Franconian Kulmbach, leaves Germany in order to work as an employee for an import/export business in [[La Chaux-de-Fonds]], Switzerland. Three years later he moves to London and, together with the case manufacturer Davis, founds the watches wholesale //Wilsdorf & Davis// in London.

Davis takes over the case production and Wilsdorf the acquisition of high quality watch movements. He orders the movements from the Swiss company [[Aegler]] based in [[Biel]]. The Aegler factory in [[Bienne|Bienne/Biel]] soon dedicates all of its production to the company. After Wilsdorf & Davis register the brand name "Rolex", Aegler becomes known as [[Aegler|Rolex Bienne or Rolex Biel]].

After England in [[1915]] has fixed high import taxes on watches, Rolex relocates its headquarters to [[Geneva]]. The company name is now **Montres Rolex SA**.

===== The perfection of the wristwatch and the 'Oyster' model =====
{{wst>image_r|Rolex Prince|Rolex Prince, Jumping Hour around 1929\\ © [[[[https://de.wikipedia.org/wiki/Datei:Rolex_Prince.jpg|(Image rights:WP)]]]]}}

Hans Wilsdorf recognizes long before its competitors the future of wristwatches. In addition, he is committed to the improvement of this - especially in the men's world - still new type of watch He is especially dedicated to make the watches more resistant to dust, humidity and vibration than the usual [[pocket watch]]es at that time.

[[1910]] a Rolex receives its first prize the first official [[chronometer certificate|certificate]] in the world for bracelet [[chronometer]]s. [[1914]] follows the first worldwide awarded bracelet [[chronometer]] certificate of Class A.

{{wst>image_r|Rolex Anzeige 1927|The full page advertisement of Rolex on the front page of the Daily Mail\\ © [[Rolex]]}}

[[1926]], the world's first patented [[waterproof]] watch, under the name '[[Oyster]]' is presented. This model is characterized by exceptional ruggedness and water resistance. Caseback and [[crown]] are screwed. The glass sits firmly and accurately to guarantee the full protection of the movement. The production of a current Oyster case in steel, [[gold]] or [[platinum]] needs more than 100 operations, plus the 35 operations for the twin-lock [[crown]] to be added.

On 7 October [[1927]], the young swimmer Mercedes Gleitze first tries to cross the English Channel. 15 hours and 15 minutes she swims with a Rolex [[Oyster]] on the arm, which thereafter still runs absolutely reliable. With his secure marketing instinct [[Wilsdorf, Hans|Wilsdorf]], on 24 November [[1927]], places a full page ad on the front page of the Daily Mail (price 1,600 pounds or 40,000 SFr., in a total circulation of 1,600,000 copies). Through this extremely spectacular marketing campaign he succeeds to increase significantly the popularity of the brand.

Very successful is one Rolex model launched in [[1928]], not simply because its unusual rectangular shape writes watch history the [[Rolex Prince]]. But the special feature of this model lies also in the dual dial The decentralized seconds display is half the size of the rectangular dial of ther watch, so that it becomes known as "[[doctor's watch]]". The built-in [[form movement]] [[Gruen 877|calibre 877]] by [[Aegler]] meets all the expectations of accuracy, and so the Prince is the first majorwristwatch produced in large numbers which receives a [[chronometer certificate]].

[[1931]] Rolex brings the famous "[[Perpetual]]" on the market. This clock is the forerunner of all modern wristwatches with [[automatic|automatic (self-)winding]], to achieve an even greater precision by a uniformly tight [[mainspring]].

[[1945]] follows the [[Rolex Datejust]] with automatically changing date display.

To this series of elegant, in many different variants available luxury Oyster models also counts the [[1956]] presented [[Rolex Day-Date]]. It is the world's first [[waterproof]] and [[automatic]] wristband chronometer with simultaneous indication of the date and the fully displayed weekday. (The selection of the weekday displays includes 26 languages.)

Even for Rolex - you hardly believe it today! - there has been a [[quartz]] episode. Starting with the [[Rolex Quartz Date|Quartz Date]] produced from [[1970]] in small numbers, and then for a longer period with the [[Rolex Oysterquartz Datejust|Rolex Oysterquartz]], presented in [[1978]]. Equipped with the model [[http://www.oysterquartz.net/ambassadors.htm|Rolex Oyster Quartz Datejust 17000]] Reinhold Messner in the same year climbs Mount Everest without oxygen device. (Today Rolex offers models with [[quartz movement]]s only in the classically elegant [[Rolex Cellini|Cellini]] series, but no more with the [[Oyster]] models.)

===== The Rolex Specials =====
{{wst>image_cr|Rolex|Submariner Date Stahl Gold|Rolex Submariner Date Steel Gold}}

As 'specials' Rolex understands models developed for certain special areas of application. Here the [[Rolex Submariner|Submariner]] and the [[Rolex GMT-Master|GMT-Master]] are the best known.

==== The 'Explorer' ====
In the year [[1953]] the New Zealander Sir Edmund Hillary and Sherpa Tensing are the first to reach the highest peak in the world as part of the British Mount Everest expedition. This expedition is equipped with Rolex Oyster Perpetual [[chronometer]]s of the specially developed type [[Rolex Explorer|Explorer I]]. Today, this model is still part of the Rolex range, as well as its successor [[Rolex Explorer II|Explorer II]], a model especially developed for spelunkers, with an additional 24-hour display.

==== The 'Submariner' and the 'Sea-Dweller' ====
Also in [[1953]], after many experiments, the first special [[dive watch|watch for divers]] is developed - the [[Rolex Submariner|Submariner]]. It has a [[sapphire crystal]], a screw-in triple-secured crown and a screw-down caseback. The black, perfectly readable dial has indexes in [[white gold]] with [[tritium]] coating, the hands are partly [[skeletonized]] and also in [[white gold]] with tritium coating. The turning [[bezel]] to adjust the dive time is rotating uni-directionally. Initially, the [[water resistance]] was only guaranteed up to 100 m depth, but increased [[1954]] to 200 meters and in the current version to 300 m (30 atm). In the first films of the series "James Bond 007" Sean Connery carries a [[Rolex Submariner|Submariner]], which explains the increasing popularity of this model. Today this watch belongs to the lasting icons of watchmaking history.

The [[1971]] launched [[Rolex Sea-Dweller|Sea-Dweller]] is even [[waterproof]] up to 610 m (later 1,220 m) and is the first [[dive watch]] in the world with a helium valve.

==== The 'GMT-Master' ====
[[1954]], the [[Rolex GMT-Master|GMT-Master]] is presented. It is the result of a tender for the airline Pan Am, which for its pilots wanted a wristwatch being capable to display at least two time zones simultaneously.

==== The 'Daytona Cosmograph' ====
The [[chronograph]] model [[Rolex Cosmograph Daytona|Cosmograph Daytona]] becomes known by the appearance of actor Paul Newman wearing this watch in a film, and enters the market in [[1961]]. In the early years the watch is equipped with the [[Zenith]] calibre [[El Primero]], slowed down to 28800 A/h; later it will receive an own in-house chronograph movement, the calibre [[Rolex 4130]]. In the following decades, this watch reaches cult status, especially in the steel version, whose production is fully booked out for years to come.

==== The 'Yacht-Master' ====
Another well-known model, which also has become a classic, is the [[Rolex Yacht-Master|Yacht-Master]]. Since spring [[2007]] there is a new edition, called [[Rolex Yacht-Master II|Yacht-Master II]] and equipped with the new [[manufacture]] calibre [[Rolex 4160]].

Also, [[2007]] re-editions of these previous models are launched the [[Rolex Datejust Turn-O-Graph|Datejust Turn-O-Graph]] and the [[Rolex Milgauss|Milgauss]].

===== Rolex - today one of the world's best-known brands =====
{{wst>image_r|Rolex_Chronometerzertifikat|Rolex [[Chronometer certificate]]\\ © [[Rolex]]}}

For almost 100 years the name "Rolex" stands for quality and the associated prestige and is therefore one of the most copied (ie faked) watch brands worldwide.

Wilsdorf successor Andre J. Heiniger, who has already been commercial director at Rolex since [[1954]], becomes responsible for the fate of the company as director from [[1963]]. [[1992]] he gives the reins to his son Patrick, who steers the company in a careful style instead, as with most other manufacturers, constantly launching new models, he prosecutes a restrained policy with consistent maintainance of the classics and successive detail improvements. Almost all of the watches available today have already been available in its current manifestation some 50 years ago. Although all models in the course of recent decades have been revised, the changes mostly consist of technical improvements.

On 27 March [[2004]], the definitive merger of the companies Rolex [[Geneva]] and Rolex [[Biel]] takes place. Currently, each year about 800,000 watches are produced. Rolex is the manufacturer with the most watches with [[chronometer]] movements, the number of 600,000 certified movements annually is not reached by any other enterprise. Due to the high proportion of [[gold]] watches the company with about 13 tons per year is also the largest consumer of gold in Switzerland. Rolex is one of only seven companies with over SFr1 billion in watch sales in recent years, along with [[Audemars Piguet]] and [[Patek Philippe]] among independents.

===== The Rolex Foundation =====
Since he had remained childless, Hans Wilsdorf, when still alive, had converted the company Rolex into a charitable foundation. Since [[1972]] it gives an annual a well-paid prize to outstanding personalities in public life, in addition to researchers and scientists who with new ideas and special benefits have contributed to the progress and welfare of humanity. Together with the price will always be awarded a particularly valuable Rolex watch. Furthermore Rolex supports also the SOS Children's Villages.

{{wst>image_cr|Rolex|Yacht-Master II WG|Rolex Yacht-Master II (white gold)}}

===== Continued striving for quality and new developments =====
Since some time there is a fresh wind at Rolex again, after a relatively conservative model policy. Many models have been revised and carefully to the present taste adapted successors have been presented. This is also reflected by some increased case sizes. In addition, new movements were developed which are further optimized in their accuracy and their resistance to strain. The world famous [[manufacture]] invested large sums in research, product development, quality testing and service improvement. In other words It wants to stay in leading position by convincing through real benefits and not only defend its status by beautiful advertisment bogus.

Here is an overview of some new or revived models 

  * [[Rolex Oyster Perpetual Air-King|Air-King]] - new dials, larger case 
  * [[Rolex Oyster Perpetual Date Yacht-Master II|Yacht-Master II]] - completely new-designed model
  * [[Rolex Oyster Perpetual Milgauss|Milgauss]] - reviving a previous model 
  * [[Rolex Oyster Perpetual Date GMT-Master II|GMT-Master II]] - follows earlier GMT-Master II
  * [[Rolex Oyster Perpetual Date Sea-Dweller Deepsea|Sea-Dweller Deepsea]] - follows the [[Rolex Oyster Perpetual Date Sea-Dweller 4000|Sea-Dweller 4000]] 
  * [[Rolex Oyster Perpetual Day-Date II]] - follows the [[Rolex Oyster Perpetual Day-Date|Day-Date]], case increased by 5 mm 

Another innovation is the development of the Rolex-own [[rose gold]] alloy '[[Everose]]'. As the name suggests, this alloy is more color consistent than conventional [[rose gold]]. This property was reached by adding a [[platinum]] share. So Everose consists of 76% [[gold]], 22% copper and 2% [[platinum]]. In this composition, the material is the only [[rose gold]] variant which behaves resistant against chlorinated water.

At the beginning of [[2012]] Rolex launches the [[Rolex Sky-Dweller|Sky-Dweller]], which arouses particular attention by its sophisticated and practical handling of the calendar mechanism. This watch features an [[annual calendar]] with date and month indication and a [[second time-zone]] with 24-hour display. The [[bezel]], here called "[[Ring Command]]" bezel, is used for quick settings.

===== Rolex calibres =====

See:
  * [[Rolex calibres]]

===== Literature =====
  *Vintage Rolex Sports Models; Author Martin Skeet; ISBN 0764322486
  *Rolex Chronographen. Faszination durch Präzision; Autor Paolo Gobbi; Foto Filippo Vinardi; ISBN 3766716220
  *[[Armbanduhren Spezial Rolex. Träume für Millionen]]; Authors [[Peter Braun]], [[Manfred Wegener]]; ISBN 3893656588
  *[[Das ZEITGEFÜHL-Uhrenbuch]]; Author [[Gerd-Lothar Reschke]]; ISBN 3-938607-61-0
  *Uhren als Kapitalanlage. Wie man von Rolex, Cartier and Co. profitieren kann; Author Michael Brückner; ISBN 3898791521

===== Address =====
Rolex SA\\ 
3-7, rue François-Dussaud\\ CH-1211 [[Geneva]] 24\\ 

===== Weblinks =====
  * [[https://www.rolex.com|Rolex]] - company website
  * [[https://www.zeitgefuehl.de/rolex.php|ZEITGEFÜHL: Rolex - Geschichte einer einzigartigen Uhrenfirma]] - Firmenchronik
  * [[https://www.oysterinfo.de/|Oysterinfo]] - Private website
  * [[http://www.oysterworld.de/2/index.htm|Oysterworld]] - Informationen zum Thema Rolex (private Seite, German)


{{tag>Watch_brands Watch_brands_Switzerland Manufactures Luxury_watch_brands}}