Rolex is a Swiss luxury watch manufacturer based in Geneva, Switzerland. Founder, Hans Wilsdorf, was a visionary who foresaw wristwatches being both elegant and reliable at time-telling – something it had not been before – and set out to create innovative timepieces equipped with very small and precise movements. Thus Rolex was created in London, England in 1905. Originally named Wilsdorf and Davis (after Wilsdorf and co-founder, Alfred Davis), the company officially registered the brand’s name as Rolex in 1908. After World War I, Rolex moved its base of operations to Geneva, Switzerland – a city internationally renowned for watchmaking. Since 1960, the company has been owned by the Hans Wilsdorf Foundation, a private family trust.