While no one can definitely say what Rolex means or where the brand
name began, any erudite across the globe knows what these luxury
timepieces mean. Rolex watches are symbols of power. Rolex watches have
accompanied extraordinary human beings in dangerous, death defying and
dazzling feats. The luxury timepieces were hallmarks of triumph for
Mercedes Gleitze as she swam for ten hours in penetrating icy waters
across the English Channel. When pioneers hiked Mt. Everest’s 29,035 ft.
summit, Rolex watches were there. Pioneers have not only worn Rolex
watches, the luxury timepieces have made strides in haute Horlogère and
revolutionized cultural practices and ideologies. When the young Hans
Wilsdorf, the founder of what would become Rolex, began in 1905, he was
not satisfied with the watches of his time. Even though pocket watches
were the norm for Wilsdorf’s peers, Wilsdorf envisioned that
wristwatches could replace the antiquated pocket watches. Wilsdorf had
to engender incredible wristwatches, though. First, his watches would
have to be so superior to pocket watches that the gentlemen of his epoch
would transition out of pocket watches to the more feminine
wristwatches; Wilsdorf had to challenge gender norms since women were
the main carriers of wristwatches. Wilsdorf also had to compete with an
established and reputable English pocket watch markets.
Despite cultural and economic challenges, Wilsdorf’s vision was
undeterred. If he were to create the premiere luxury timepiece and
revolutionize it forever, he had to address its shortcomings. The main
concern that plagued Wilsdorf’s customers was the issue of precision of
wristwatches; the watches did were inferior to pocket watches Instead of
skirting the concern, Wilsdorf confronted it. Wilsdorf persevered and
his insatiable quest for chronometric precision took him to search in
Switzerland. After studying with leaders in haute Horlogère, Wilsdorf’s
Rolex watches received the esteemed Swiss Certificate of Precision in
1920 and the highly coveted class “A” precision certificate from the Kew
Observatory in 1914. Fortunately, Wilsdorf’s prediction could not have
been more fortuitous. The onset of WW1 benefited from the fine, accurate
and practical Rolex wristwatches and cemented them as masculine and
competitive.
As a true pioneer, Wilsdorf did not stop there. Even if there were no
shortcomings, Wilsdorf developed advanced technologies that seemed
impossible and surpassed expectations. Following the distinctive
tradition of Swiss haute Horlogère, Rolex watches are renowned for their
precision, use of quality materials, functionality and intentional
aesthetic. Under Wilsdorf’s leadership, Rolex watches were the first to
integrate the self-winding movement and become the first automatic
watch. Rolex watches also paved the way of what we know as the
waterproof watch; Mercedes Gleitze is emblematic of this advancement
when she managed her arduous ten-hour swim with her Rolex intact. The
Parachrom hairspring, a ceramic bezel, and 904L Steel are hallmarks of
the luxury timepieces that are unique to the brand. The watches’
universal appeal and acclaim have landed them in in over 100 countries
and in the hands of 4000 highly skilled watchmakers.