Rolex is one of the world's most famous luxury watch brands, easily recognized by its crown logo. Known for its accuracy, craftsmanship, and stylish designs, Rolex has become a symbol of quality and prestige. However, its history and development are less well-known.
In this piece, we will examine the interesting story behind the Rolex name and logo, tracing the company's journey from its beginnings to today. There are different stories about how the name Rolex was chosen and how the crown logo has changed over time.
By exploring these aspects, we will better understand the iconic Rolex brand's rich history and lasting appeal.
How Did Rolex Get Its Name? A Brief History of Rolex
Rolex was established in the year 1905 by Alfred Davis and Hans Wilsdorf in London, England. However, Wilsdorf wasn’t a watchmaker. Instead, he and Davis imported Swiss movements from Hermann Aegler and put them into watch cases made by other watchmakers. At first, they didn’t create their own watches; they assembled them for other jewelers.
Three years later, they opened an office in La Chaux-de-Fonds, Switzerland, and changed the company’s name to Rolex. After World War I, Rolex moved to Switzerland to avoid high taxes in Britain and to help Wilsdorf achieve his dream of creating more elegant and reliable watches.
Before the move, they developed the Oyster case and the self-winding movement, which became the foundation of Rolex watches. Most of Rolex's famous innovations came after the war.
The Origins of the Name Rolex
The company didn’t start with the name Rolex. When it was founded in 1905, it followed the common practice of naming businesses after their founders, so it was called Wilsdorf & Davis.
The name “Rolex” was trademarked in 1908, which led to several stories about how the name came to be.
Hans Wilsdorf shared a story during a speech in 1958, explaining that while he was riding on a horse-drawn carriage in Cheapside, London, he heard a voice whisper “Rolex” in his ear. The name caught his attention immediately, and he chose it for his watch company. He had tried many different combinations of letters before, but none had the same impact as Rolex. By 1913, the name was trademarked internationally.
This story has become a popular legend and is an interesting part of Rolex's history. While the exact origin of the name “Rolex” remains uncertain, it is generally believed that Wilsdorf came up with it himself, possibly combining words he liked.
Theories About the Name ‘Rolex’
Even though Wilsdorf shared his story about how the name ‘Rolex’ came to be, many theories have emerged regarding its origin.
One theory suggests that Wilsdorf wanted a name that would be easy to say in any language. Some believe that "Rolex" is meant to sound like the winding of a watch.
Another idea is that Wilsdorf cleverly combined the words “horological excellence” and “luxury” to create the easy-to-pronounce name "Rolex."
Some people think it’s a smart mix of the French phrase “horlogerie exquise,” which means exquisite watchmaking, simplified to the name Rolex.
Regardless of how Wilsdorf came up with the name, it is easy to pronounce in many languages and hard to misspell because it sounds exactly as it is spelled. Plus, it’s short, so it fit neatly when they started adding the name to every watch they made.
How Did Rolex Get Its Logo?
While the name "Rolex" was first used in 1908, the well-known Rolex Coronet logo wasn’t registered until 1931. Before that, the first Rolex logo featured just the name "Rolex" or "Wilsdorf & Davis." The Coronet we recognize today was created after the company changed its name to Rolex SA in 1925.
Even the earliest Rolex Oyster watches in the 1920s displayed only the Rolex name on their dials. After the coronet was registered in 1931, the crown logo was added above the dials' elegant "Rolex" script.
In the 1950s, Rolex started putting the coronet on the winding crowns of the watches instead of just the dials. This meant that in certain models, like the Oyster Perpetual, Air-King, and Datejust, the logo replaced the 12 o'clock hour marker.
The Rolex logo has seen very few changes over the years, maintaining the brand’s strong identity. It was originally designed with a golden crown and green text outlined in gold. In 1965, the logo was updated: the crown changed from gold to bronze, the text became grayish-blue, and the green outline was removed. This design stayed the same until 2002.
Since then, the logo has featured a golden crown above the green "Rolex" font, honoring the original color scheme. The iconic crown symbolizes Rolex as "The King of Watches," reflecting the brand's dedication to precision, luxury, and tradition in watchmaking.
The Rolex Coronet
The Rolex crown, the brand’s well-known logo, was registered in 1931, and Rolex started using it on watch dials in the 1930s. If you check out the earliest Rolex Oyster watches from the 1920s and the first Oyster Perpetual, you’ll notice that the five-point crown wasn’t on the dial—just the Rolex name. However, by the time the Datejust was launched in 1945, the crown was clearly displayed above the Rolex name.
In the 1950s, Rolex also began putting the crown logo on the winding crowns of the watches. Around this time, they replaced the 12 o'clock hour marker on some models, like the Datejust, Oyster Perpetual, and Air-King, with the crown logo.
Like the name, many theories exist about what the Rolex crown means. Some say the five points represent the five fingers of a hand, while others think it symbolizes five tree branches topped with pearls. Rolex hasn’t confirmed these ideas, so they remain just theories. It’s possible that Hans Wilsdorf wanted to maintain a royal theme after he registered the Tudor brand in 1926, which was named after the English royal family.
Regardless of the theories, the crown perfectly reflects Rolex’s values of quality and exclusivity. Its five points also represent the five letters in the name "Rolex," which often appears below it. The crown shape conveys a sense of honor and prestige, aligning with the company’s slogan, “A Crown for Every Achievement.”
Conclusion
The history of the Rolex name and logo is a fascinating journey that showcases the brand's evolution from its humble beginnings to its status as a symbol of luxury and excellence. Creating the iconic crown logo and the trademark of the name “Rolex” highlights the brand's commitment to precision and quality and contributes to its enduring appeal in the world of horology.
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If you have any questions or need assistance, contact us today!
