The Origins of the Rolex Brand Name

resizedimage600338-watch-legends-rolexThe origins of the Rolex brand name go back to 1908, when Hans Wilsdorf was trying to conceive a name to register for intellectual property purposes. He had it in the back of his mind that a successful name had to havecertain criteria:

–          It had to be short; for instance, no more than five letters.

–          It should be easy to pronounce in any language.

–          It should “have a good ring to it”.

–          It should be easy to remember.

–          It should appear well on the product.

50 successful years later, Hans was quoted as saying “I tried combining the letters of the alphabet in every possible way. This gave me hundreds of names, but none of them felt quite right. One morning, while riding the upper deck of a horse-drawn omnibus along Cheapside in the city of London, a genie whispered “Rolex” in my ear.”.

rolex defying elementsHowever, in the early years watches didn’t carry manufacturer brand name; in fact, retail jewellers would place their names on watch and try to keep the manufacturers secret. Hans started by putting the Rolex name on one out of six watches, and then two out of six, and so on, without too much pushback from retailers. It was in 1926 when Rolex introduced its first waterproof Oyster that Hans believed it was time that all Rolex’s should bear the name Rolex. Since that day, only the name Rolex has appeared on Rolex watches.

As if to have had a wish answered by a magic genie in a lamp, Hans had registered the name that would now be the most recognized and coveted watch brand in the world.

Kind regards,

The La Mine d’Or Family



One Response to “The Origins of the Rolex Brand Name”

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