"Rolex SA is a Swiss luxury watch manufacturer based in Geneva, Switzerland Originally established as Wilsdorf as well as Davis by Hans Wilsdorf and Alfred Davis in London, England in 1905, the firm signed up Rolex as the brand name of its watches in 1908 and came to be Rolex Watch Co. Ltd. in 1915. After World war, the company relocated its base of operations to Geneva, Switzerland to prevent heavy tax in post-war Britain, as well as in 1920 Hans Wilsdorf registered Montres Rolex SA in Geneva as the brand-new firm name which eventually came to be Rolex SA in later years. Considering that 1960, the business has actually been owned by the Hans Wilsdorf Foundation, an exclusive family trust fund.

Rolex SA as well as its subsidiary Montres Tudor SA layout, manufacture, distribute and service watches offered under the Rolex as well as Tudor brand names. In 2018, Forbes placed Rolex as the globe's 71st most useful brand name. As of June 2019, among the globe's top ten most expensive watches ever sold at auctions, 3 are Rolex watches. Particularly, Paul Newman's Rolex Daytona currently holds the title of the second most costly wristwatch and the 3rd most costly watch ever before cost auction, fetching 17.75 million United States bucks in New York on October 26, 2017. Rolex is the largest supplier of Swiss made licensed chronometers. In 2005, over half the annual production of watches certified by Contrôle Officiel Suisse des Chronomètres (COSC) were Rolexes. To date, Rolex still holds the record for the most licensed chronometer motions in the group of wristwatches."