"Rolex SA is a Swiss deluxe watch maker based in Geneva, Switzerland Initially started as Wilsdorf as well as Davis by Hans Wilsdorf and also Alfred Davis in London, England in 1905, the company signed up Rolex as the trademark name of its watches in 1908 as well as came to be Rolex Watch Co. Ltd. in 1915. After World war, the firm moved its base of operations to Geneva, Switzerland to avoid heavy taxes in post-war Britain, and in 1920 Hans Wilsdorf registered Montres Rolex SA in Geneva as the new company name which at some point ended up being Rolex SA in later years. Considering that 1960, the company has been possessed by the Hans Wilsdorf Structure, a personal household trust fund.

Rolex SA and also its subsidiary Montres Tudor SA style, manufacture, distribute and service wristwatches offered under the Rolex as well as Tudor brand names. In 2018, Forbes rated Rolex as the world's 71st most useful brand name. As of June 2019, among the globe's top ten most pricey watches ever cost public auctions, three are Rolex watches. Specifically, Paul Newman's Rolex Daytona currently holds the title of the second most costly wristwatch and the third most costly watch ever before cost auction, fetching 17.75 million US dollars in New York on October 26, 2017. Rolex is the largest supplier of Swiss made certified chronometers. In 2005, over half the annual production of watches certified by Contrôle Officiel Suisse des Chronomètres (COSC) were Rolexes. To day, Rolex still holds the document for the most licensed chronometer motions in the classification of watches."