The History of Rolex and the Formation of the Brand Rolex's founding dates back to 1905, when Hans Wilsdorf and his brother-in-law Alfred Davis established the company in London. With a focus on producing high-quality wristwatches, Rolex quickly gained a worldwide reputation. The brand stood out for its innovation in design and precision, but its greatest asset was its ability to create an almost universal desire for its products. Practical example : Rolex does not just make watches, it creates a history and an image associated with status, which is cultivated over decades. Continued...