How Rolex Became King: a Brief History of the World's Best-Known Watch Brand

Shteyngart's positioning of Rolex as a cultural touchstone works because Rolex is, in actuality, the first-and often the only-watch brand people think of when it comes to high-end timepieces Sensing the potential for their own brand to succeed in the burgeoning wristwatch market, Wilsdorf dreamed up and secured the brand name Rolex in 1908 Demand for Rolex watches rose swiftly, and British taxes on the Swiss movements Rolex used prompted Wilsdorf to relocate the business to Geneva, Switzerland, in 1919.

1956 - US President Lyndon B Johnson famously sports a Rolex Day-Date, and Rolex advertises heavily around the ensuing association with world leaders 2002 - The Rolex Mentor and Protégé Arts Initiative is initiated, which sponsors creative individuals in the arts, linking Rolex to a wide swath of artists, musicians, performers and architects.

The cultural capital of these affiliations has, no doubt, some value for Rolex as we shall explore below, may be more about fulfilling Wilsdorf's vision for Rolex to become a true corporate benefactor What truly sets Wilsdorf apart from so many founders-and what sets Rolex apart from so many corporations-is that upon Wilsdorf's death in 1960, ownership of Rolex S.A passed to the Hans Wilsdorf Foundation, the mission of which is simply to sustain Rolex SA.

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