Of all the luxury timepieces available, none of them are anywhere near as well-known as Rolex. Just from hearing the word, most think of luxury and exclusivity. It’s an icon of what it means to be in the elite, the upper crust. It’s the kind of watch you would see James Bond wearing. Moreover, the company has been at the forefront of time-telling technology for the past 200 years. Its history is long enough to have traversed the past century; its reputation as a status symbol is virtually immaculate.
From Humble Beginnings
The story of Rolex begins in London in 1905. Hans Wildorf and Alfred Davis founded Wilsdorf and Davis, a company that was best known for importing Swiss time movements to Britain, putting them in watch cases and selling them off to jewelers throughout the country. By 1908 Wilsdorf had registered the company name “Rolex” and opened an office in La Chaux de Fonds, Switzerland. There is much debate over what the name means and where it came from. Wilsdorf personally says that it came from the French phrase “horlogerie, exquise” or “exquisite clockwork,” which some take as a contraction of “hard, logical excellence.” No matter the origin story, Wilsdorf went on record to say that he wanted a name that people could easily pronounce in any language.
Haven for Technological Advancement
Rolex has made many advances in watch technology throughout its history. Among them is the development of the first waterproof watch, called the Oyster, released in 1926. The company was also responsible for the first wristwatch, which would keep track of the date all on its own, as well as watches that could keep track of two different time zones simultaneously. Beyond that, Rolex played a key role in the development of automatically-winding watches and it pioneered Quartz movements, a standard in all watches to this day, as well. Rolex specializes in making watches that can withstand the most extreme of elements, such as watches built for deep-sea diving and mountain-climbing. It was also the first watchmaker to earn a chronometer certification for its wristwatches, obtaining an official Swiss Certificate of Chronometer Precision in 1910.
Helping to Win Wars
Indeed, Rolex had developed such a reputation for high-quality watches that the British Royal Air Force made Rolex its exclusive watch provider during the Second World War. Even when British airmen were shot down and captured behind enemy lines, with their watches confiscated in the POW camps, Rolex had participated in a scheme to replace them, shipping the replacements out to many POW camps throughout German territory. In fact, British Corporal Clive James Nutting, who helped organize the Allied POW escape from Stalag Luft III that inspired the film “The Great Escape,” used a Rolex Oyster 2525 Chronograph in his plan to escape German captivity.
Where Can It Be Found?
Only a few jewelry stores carry brands as prestigious and exclusive as Rolex. They are hard to find, especially here in Edmonton. Among them is GemOro Goldsmith, a jeweler located downtown. They carry the full assortment of Rolex’s current lineup. Customers go there to get prepared for any occasion, or just to buy something that tells all onlookers of their elite status. GemOro Goldsmith has been providing the Edmonton area with high-quality jewelry and watch ware for over 20 years. They have earned their reputation as Edmonton’s premiere jeweler and the rich and elite have sworn by their service for as long as they’ve been around.
