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In 1905 Hans Wilsdorf founded a company in London that would concentrate in the distribution of timepieces. Wristwatches were not precise, common or refined during this time at which Hans dreamt of a change in the watch world. Making this dream come true would take a lot of persuasion and convincing to the public where he would need to build credibility associated with his watches. Choosing a name to boast on the dial was a serious task that would require much thought. After deciding that it would need to be phonetic, in more than one language, add some flair to the dial as well as short and sweet. “Rolex” was created. There is a tale that states the name “Rolex” was chosen to represent a French phrase “horlogerie exquise,” which means "horological excellence" finding a contraction as Rolex. Though this tale has never been confirmed by the company, it is just a tale that has been carried on over the years. In fact, Hans was supposedly quoted explaining that the name was given to him by a genie whispering “Rolex” into his ear. In 1910 Rolex was the first watch in the world to receive the Swiss Certificate of Chronometric Precision. In 1919 after much gained respect it was obligatory that they move to the city where watch making is an art form, Geneva. In a Rolex fashion the best way to showcase their new and waterproof feature the Rolex Oyster watch crossed the English-Channel with Mercedes Gleitze. After 10 hours and much water the watch not only survived, but surpassed standards with no leaking and precise timekeeping. To highlight their feat a full page advertisement was taken out to describe the amazing accomplishment and to set a standard. 1931 they created the first self-winding movement that housed a perpetual rotor; this would forever change the watch industry. 1945 the legendary Rolex Datejust was created with its iconic jubilee bracelet and fluted bezel. The 1950’s was all about expanding the watch use in the sporting, exploring and adventuring capacity. The Explorer, Submariner and GMT grew from this venture and are symbolic to the Rolex brand and its importance in the industry. 1956 the first watch to display the full day of the week as well as the date was created, appropriately named the “Day-Date,” and fitted with a “presidential” bracelet; a piece that still exudes luxury and is an opulent watch worn by some of the greatest and most influential people of all time. The celebrated and coveted Daytona came later, in 1963, and was considered to be the “ultimate tool” for race car drivers with its precise tachymeter and chronograph functions. With the collections being well received Rolex saw the need to expand their collections. The Cellini line, a refined an elegant dress watch for both men and women is offered with a variety of models, sizes, metals and combinations. The slim Cellini watch line houses many manual and quartz movements enabling the case dimensions to be sleek and stunning. It only made sense that Rolex partnered up with the lavish sport of yachting, simultaneously releasing their newest professional piece the Yachtmaster. Rolex will continue to strive for innovation excellence and impress the public with their revolutionary ideas and technology. Each Rolex piece is adorned with the crown, a representation to reinforce how special each piece is.

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