Pierre-Yves Donzé
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Hans Wilsdorf’s early career
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This first chapter discusses the beginning of the activities of Hans Wilsdorf in watch sales in London between 1905 and the end of World War I. It shows how a young German salesman with connections in Switzerland develops a business in the UK selling various types of wristwatches and registering the brand Rolex for some of them in 1908. His ambition was to establish this brand on the British market and he wanted to provide excellent and reliable products. At this time, he built close relationships with a watch manufacturer in the city of Bienne, Aegler & Co., who started supplying him with watch movements.

A portentous event, analysed in detail in this chapter, is Wilsdorf’s decision to move the company to Switzerland due to increasing taxes in the UK. He established a new firm in Bienne, then moved into Geneva in 1920 under the name of Rolex Watch Co. However, he retained the division of work between his company (marketing, advertisement, sales) and Aegler (industrial production).

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The making of a status symbol

A business history of Rolex

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