![]() Rolex SA and its subsidiary Montres TUDOR SA design, make, distribute, and service wristwatches sold under the Rolex and Tudor brands. ![]() Since 1960, the company has been owned by the Hans Wilsdorf Foundation, a private family trust. In 1920, Hans Wilsdorf registered Montres Rolex SA in Geneva as the new company name ( montre is French for a watch (timepiece)) it later became Rolex SA. After World War I, the company moved its base of operations to Geneva because of the unfavorable economy in the United Kingdom. Founded in 1905 as Wilsdorf and Davis by Hans Wilsdorf and Alfred Davis in London, England, the company registered the word 'Rolex' as the brand name of its watches in 1908, and it became Rolex Watch Co. Rolex SA ( / ˈ r oʊ l ɛ k s/) is a British-founded Swiss watch designer and manufacturer based in Geneva, Switzerland.
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