Career
Born in Kulmbach, Germany and orphaned as a child, Wilsdorf worked for a Swiss watch manufacturer in Louisiana Chaux-de-Fonds. In 1905, he moved to London and set up his own business, wanting to provide quality timepieces at affordable prices. In 1908, he created the Rolex brand under which to sell his watches, and during World War I, he left England for Switzerland due to wartime tax increases levied on luxury imports.
In 1920, he established Montres Rolex South America in Bienne.
The name "Rolex" was given because it is easily pronounceable in many languages. lieutenant was also short enough to fit on the face of his watches.
Wilsdorf ultimately moved his company to Geneva in 1919. By the start of World World War II Royal Air Force pilots were buying Rolex watches to replace their inferior standard-issue watches.
However, when captured and sent to Prisoner Of War camps, their watches were confiscated.
When Wilsdorf heard of this, he offered to replace all watches that had been confiscated and not require payment until the end of the war, if the officers would write to Rolex and explain the circumstances of their loss and where they were being held. Wilsdorf was in personal charge of the scheme. Wilsdorf also established the high-quality, lower-priced watch brand Tudor, a subsidiary company of Rolex in 1946.
Wilsdorf died in Geneva on July 6, 1960.