Rolex SA (/ˈroʊlɛks/) is a Swiss luxury watch manufacturer based in Geneva, Switzerland.[3] Originally founded as Wilsdorf and Davis by Hans Wilsdorf and Alfred Davis in London, England in 1905, the company registered Rolex as the brand name of its watches in 1908 and became Rolex Watch Co. Ltd. in 1915.[4][5][6][7] After World War I, the company moved its base of operations to Geneva due to the unfavorable economic situation in post-war Britain, and in 1920 Hans Wilsdorf registered Montres Rolex SA in Geneva as the new company name which eventually became Rolex SA in later years.[3][5][8][9] Since 1960, the company has been owned by the Hans Wilsdorf Foundation, a private family trust.
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