“My mother’s early death was soon followed by that of my father and, at the age of twelve, I was an orphan,” said Hans Wilsdorf (1881-1960)—the founder of Rolex—one the world’s most iconic brands.
During his youth Wilsdorf became fluent in several languages and developed a love for international travel. “I began my career as an apprentice in a very important firm of pearl exporters whose sales organization covered the world,” he remarked, “The experience gained there has proved invaluable throughout my career.” He then worked for a Swiss pocket watch exporter, where he handled the correspondence and had the responsibility for winding several hundred watches daily and monitoring their accuracy.
After compulsory service in the German Army in 1902, Wilsdorf moved to London. Although at that time wristwatches were viewed as fragile accessories primarily for women, he became aware of the shift in consumer desire for more portable timepieces, and recognized that wristwatches had the potential be just as reliable and precise as their pocket counterparts. Wilsdorf established his own watchmaking company in London, and registered Rolex as a trademark in 1908. His commitment to innovation and quality led to the waterproof “oyster” watches, and the automatically winding “perpetual” watches. His Rolex tribe led the way in creating watches for specific activities—be they diving, aviation, or formal events.
In 1920 Wilsdorf relocated Rolex to Switzerland—a country renowned for horological precision and its supportive business environment. Additionally, his philanthropic vision was equally innovative. In a bold move that would ensure the enduring legacy of his brand, he earmarked his stake in Rolex to be held by a foundation that would shield the company from corporate taxes and give a portion of its profits to charitable causes each year. This decision not only preserved the integrity and independence of Rolex but also strategically positioned it to become more than just a watch brand; it is a celebrated icon of excellence. As Wilsdorf said: “It is not with low prices—but on the contrary—it is with improved quality we cannot only hold the market, but improve it.”
