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Rolex SA

Founders

Who Founded Rolex?

Hans Wilsdorf, Alfred Davis · Founded 1905 · HQ today: Geneva, Switzerland

Who founded Rolex?

Rolex was founded by Hans Wilsdorf, Alfred Davis in 1905 in London, United Kingdom. It is now led by Jean-Frédéric Dufour.

Founders
Hans Wilsdorf, Alfred Davis
Founded
1905
Headquarters
Geneva, Switzerland
Number of founders
2
Current CEO
Jean-Frédéric Dufour (since 2015)
Where was Rolex founded?
Rolex was founded in London, United Kingdom in 1905. wikidata.org
When was Rolex founded?
Rolex was founded in 1905.
Who started Rolex?
Rolex was founded by Hans Wilsdorf and Alfred Davis.
How old is Rolex?
Rolex is 121 years old as of 2026.

Founding Story

In 1905 most men carried pocket watches, and wristwatches were seen as fragile jewellery. Hans Wilsdorf, then 24, set up Wilsdorf & Davis in London to sell accurate wristwatches. He registered the Rolex name in 1908, a short word that read the same in many languages. In 1926 the company introduced the waterproof Oyster case, and in 1927 swimmer Mercedes Gleitze wore one during an English Channel swim attempt, which Rolex publicised in a front-page Daily Mail advertisement.

Background

Wilsdorf worked for a watch exporter in La Chaux-de-Fonds, Switzerland, before moving to London, where he learned the watch trade and the export business.

Role at Rolex SA

Hans Wilsdorf (1881-1960) was a German-born entrepreneur who founded Wilsdorf & Davis in London in 1905 with Alfred Davis to sell wristwatches with Swiss movements. He registered the Rolex name in 1908, moved the business to Geneva after the First World War, and drove key innovations such as the waterproof Oyster case (1926) and the Perpetual self-winding rotor (1931). He also founded Tudor in 1926. After his wife's death he set up the Hans Wilsdorf Foundation in 1945, and on his death in 1960 it became the owner of Rolex. Hans Wilsdorf was born in 1881.

Alfred Davis

Co-founder 1905

Background

A London businessman who partnered with Wilsdorf in the company's early years.

Role at Rolex SA

Alfred Davis was Hans Wilsdorf's brother-in-law and co-founder of Wilsdorf & Davis in London in 1905. The firm imported movements from Hermann Aegler in Bienne and fitted them in cases for sale through jewellers, with early casebacks stamped 'W&D'. Alfred Davis was born in 1882.

Rolex SA: CEO & Leadership History

Full timeline →

Jean-Frédéric Dufour

Chief Executive Officer

2015 – Present

Steered Rolex to estimated sales of about $13.2 billion (CHF 11 billion) in 2025 and added direct retail and pre-owned channels.

Gian Riccardo Marini

Chief Executive Officer

2011 – 2015

Serving as CEO from 2011 to 2015, the highly experienced Italian luxury executive maintained the brand's absolute aura of exclusivity before handing the reins to Jean-Frédéric Dufour.

Keep researching Rolex

Who Founded Rolex? FAQ

Who were the founders of Rolex?

Rolex was founded by German-born entrepreneur Hans Wilsdorf and his British brother-in-law Alfred Davis in London, England, in 1905.

Where was Hans Wilsdorf born and what was his early life?

Hans Wilsdorf was born on March 22, 1881, in Kulmbach, Bavaria, Germany. Orphaned at age 12, he was sent to boarding school in Switzerland, where he mastered mathematics and languages before entering the watchmaking trade in La Chaux-de-Fonds.

Who was Alfred Davis and what was his role in the founding?

Alfred Davis was married to Hans Wilsdorf's sister, Ana. Davis provided vital financial capital and operational management to establish the partnership Wilsdorf & Davis in Hatton Garden, London, in 1905.

What was Wilsdorf & Davis's original business activity?

Wilsdorf & Davis did not initially manufacture watches. They imported high-quality Swiss mechanical movements crafted by Hermann Aegler in Bienne, Switzerland, cased them in quality British gold and silver cases, and sold them to jewelers who placed their own names on the dial.

Why did Hans Wilsdorf believe in the wristwatch when others doubted it?

In the early 1900s, men considered wristwatches effeminate novelty jewelry ("wristlets") that could not withstand daily shock or keep accurate time, preferring pocket watches. Wilsdorf correctly foresaw that active modern lifestyles would make practical, robust, accurate wristwatches universal.

What crucial partnership did Hans Wilsdorf forge with the Aegler family?

Wilsdorf partnered with Jean Aegler's movement manufacturing firm in Bienne, Switzerland, securing exclusive access to their precision small-lever escapement movements and eventually making the Aegler factory the official Rolex movement production facility.

When did Rolex achieve the world's first official chronometer rating for a wristwatch?

In 1910, a small Rolex wristwatch became the first wristwatch in the world to be awarded the Official Chronometer Rating certificate by the School of Horology in Bienne, followed by Kew Observatory's Class A certificate in Britain in 1914.

What tragedy led Hans Wilsdorf to create the Hans Wilsdorf Foundation?

In 1944, Wilsdorf's wife, Florence Frances May Crotty, passed away unexpectedly. Having no children, a grief-stricken Wilsdorf created the Hans Wilsdorf Foundation in 1945 and transferred all his ownership shares in Rolex to the foundation to ensure the company would serve society indefinitely.

When did Alfred Davis leave the company?

Alfred Davis remained an early partner but became less involved as operations moved to Switzerland following World War I, leaving Hans Wilsdorf as the sole driving force, visionary strategist, and Chairman of Montres Rolex SA.

What other legendary watch brand did Hans Wilsdorf create?

In 1926, Hans Wilsdorf established Montres Tudor SA, announcing: "For some years now, I have been considering the idea of making a watch that our agents could sell at a more modest price than our Rolex watches, and yet one that would attain the standard of dependability for which Rolex is famous."

When did Hans Wilsdorf pass away and where is he buried?

Hans Wilsdorf died on July 6, 1960, at his summer estate, Escale-Bel-Air, in Geneva, at age 79. He is buried in the Cemetery of Kings (Cimetière des Rois) in Plainpalais, Geneva, alongside celebrated Swiss historical figures.

What is Hans Wilsdorf's lasting legacy in global horology?

Hans Wilsdorf is universally recognized as the single most influential figure in modern wristwatch history, inventing the waterproof Oyster case, the self-winding Perpetual rotor, establishing chronometer standards, and creating the world's most enduring luxury institution.

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