The History Behind The Name: What Was Rolex Called Before? A Comprehensive Guide

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**Table of Contents (Topic Map)**
1. [Introduction: The Birth of a Legend and Its Unknown Name](#introduction)
2. [The Founding of Wilsdorf & Davis (W&D)](#founding-wilsdorf-davis)
3. [The Origin of the "Rolex" Name: Inspiration or Marketing Genius?](#origin-of-rolex-name)
4. [Why the Name Change? The Strategic Shift to Rolex](#why-the-name-change)
5. [The Official Birth of the Rolex Watch Company](#official-birth)
6. [Key Milestones Under the New Name](#key-milestones)
7. [Common Misconceptions: Did Rolex Have a Different Name Before 1908?](#common-misconceptions)
8. [Conclusion: A Name Forged in Precision](#conclusion)
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### 1. Introduction: The Birth of a Legend and Its Unknown Name
When you hear the name "Rolex," you likely think of prestige, precision, and timeless design. It is one of the most recognized luxury brands in the world. But like many iconic companies, Rolex did not start with its famous name. For nearly three years, the company that would become Rolex operated under a different, far less glamorous title: **Wilsdorf & Davis**. This pillar page will explore exactly what Rolex was called before, why the name changed, and how that transformation set the stage for horological history.
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### 2. The Founding of Wilsdorf & Davis (W&D)
In 1905, a 24-year-old German-born watchmaker named **Hans Wilsdorf** partnered with his brother-in-law, **Alfred James Davis**, to form a company in London. The firm was officially registered as **Wilsdorf & Davis (W&D)**.
– **The Business Model:** At this stage, Wilsdorf & Davis was not a manufacturer. It was a **watch importing and assembly company**. Wilsdorf had a keen eye for quality and a desire to create a reliable wristwatch—a novelty at a time when pocket watches were the standard.
– **The Sourcing:** The company imported high-quality Swiss movements from Bienne, Switzerland, and cased them in British-made bracelets and cases.
– **The First Watches:** The watches sold under the Wilsdorf & Davis name were often marked "W&D" inside the case. They were reliable, but the name lacked the marketing punch Wilsdorf desired.
**Internal Link Opportunity:** *For more on early wristwatch technology, see our guide on [The Evolution of the Wristwatch from 1900-1910].*
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### 3. The Origin of the "Rolex" Name: Inspiration or Marketing Genius?
This is the core answer to the question: "What was Rolex called before?" The answer is **Wilsdorf & Davis**. So, how did the name Rolex emerge?
There are two popular stories, but the most credible one comes directly from Hans Wilsdorf. In his memoirs, he explained that he wanted a name that was:
1. **Short and easy to pronounce** in any language.
2. **Easy to remember** and visually appealing.
3. **Easy to engrave on a watch movement and dial.**
He claimed that the name "Rolex" simply came to him while riding on the upper deck of a London omnibus (horse-drawn bus). He said a "genie" whispered it in his ear.
– **The Marketing Myth:** A common but false story claims that the name comes from the French phrase *horlogerie exquise* (exquisite clockmaking). This is a myth.
– **The Practical Theory:** Another theory suggests he wanted a name that sounded like the noise a watch makes when winding—"rolling" or "rotating." The word "Rolex" is phonetically pleasing and suggests movement.
Regardless of its origin, the name was registered in **1908** in Switzerland, though the company still traded as Wilsdorf & Davis in London for several more years.
**Internal Link Opportunity:** *Read our article on [The Psychology of Luxury Brand Naming: Rolex vs. Patek Philippe].*
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### 4. Why the Name Change? The Strategic Shift to Rolex
Hans Wilsdorf was a brilliant businessman. He knew that "Wilsdorf & Davis" was a personal, English name that limited his brand's international appeal. He had several key reasons for the change:
– **Global Ambition:** "Rolex" was a fabricated word that could be trademarked everywhere. It had no language restrictions.
– **Ease of Recall:** He wanted a name that "tripped off the tongue" in French, German, English, and Spanish.
– **Aesthetic Appeal:** The word "Rolex" looks balanced on a dial. The letters "R" and "X" are visually strong and symmetrical.
– **Differentiation from Competitors:** At the time, many watch companies used the founder's name (e.g., Longines, Omega were brand names, but many others used personal surnames). A unique, invented name stood out.
**Key Fact:** The name **Rolex** was officially registered on **July 2, 1908**, in La Chaux-de-Fonds, Switzerland. However, the company continued to use the name "Wilsdorf & Davis" on invoices and in London until the company officially moved its headquarters to Switzerland in 1919.
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### 5. The Official Birth of the Rolex Watch Company
The transition from Wilsdorf & Davis to Rolex was gradual. The final step came after World War I.
– **1915:** The company changed its name from Wilsdorf & Davis Ltd to **Wilsdorf & Davis (Rolex)** Ltd to reflect the growing importance of the brand.
– **1919:** After the war, heavy import duties and taxes in the UK forced Wilsdorf to move the company to neutral Switzerland. He settled in Geneva, the heart of Swiss watchmaking.
– **1920:** The company was officially registered in Geneva as **Montres Rolex S.A.** (Rolex Watch Co.). The name Wilsdorf & Davis was permanently retired.
**Internal Link Opportunity:** *Learn about [The History of the Rolex Crown Logo] introduced in the 1920s.*
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### 6. Key Milestones Under the New Name
Once the company was rebranded as Rolex, its achievements accelerated rapidly. The name became synonymous with firsts:
| Year | Milestone | Significance |
| :— | :— | :— |
| **1910** | First Swiss Chronometer Certificate | A gas-marked Wilsdorf & Davis watch with a Rolex movement was the first wristwatch to receive a chronometer certification from the Official Watch Rating Centre in Bienne, Switzerland. |
| **1914** | Class A Certificate from Kew Observatory | A Rolex wristwatch was awarded the prestigious Class A precision certificate, usually reserved for marine chronometers. This cemented the brand’s reputation for accuracy. |
| **1926** | The Oyster Case | The world’s first waterproof wristwatch case. The name "Rolex" was now displayed prominently on the dial. |
| **1931** | The Perpetual Rotor | The first self-winding mechanism with a perpetual rotor. This is the basis for modern automatic watches. |
**Internal Link Opportunity:** *Explore [A Timeline of All Rolex Oyster Case Innovations].*
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### 7. Common Misconceptions: Did Rolex Have a Different Name Before 1908?
It is a common question, and misconceptions abound.
– **Misconception 1: "Rolex was called 'Wilsdorf' only."** *False.* It was always Wilsdorf **& Davis**. Alfred Davis was an integral partner.
– **Misconception 2: "The company was called 'Marconi' or 'Unicorn' before."** *False.* These were early model names or code names for specific movement types, but never the company name.
– **Misconception 3: "The first watches said 'W&D' on the dial."** *Partially true.* Very early dials were unmarked or had generic names. Many early W&D watches used the name "Rolex" on the dial as early as 1908, while the company was still legally Wilsdorf & Davis. The case back or movement often held the "W&D" mark.
**The Correct Answer:** Before it was called Rolex, the company was **Wilsdorf & Davis**. The brand name "Rolex" was invented in 1908, but the legal company name changed to Montres Rolex S.A. in 1920.
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### 8. Conclusion: A Name Forged in Precision
The story of what Rolex was called before is not just a trivia answer. It reveals the core philosophy of its founder, Hans Wilsdorf. He understood that a brand name is not just a label—it is a promise. "Wilsdorf & Davis" was a company; **"Rolex" became a legend**.
By ditching a personal surname for a short, punchy, and universal name, Wilsdorf freed his company from national constraints and allowed it to grow into the global symbol of achievement we know today. While the watches of 1908 were likely marked with a simple "Rolex" dial, the heart of the company still beat under the banner of Wilsdorf & Davis. Today, that