Rolex has gone a long journey to build and maintain its present reputation as an exclusive watch manufacturer. The founder, Hans Wilsdorf, was rumored to choose the name Rolex from a French phrase "Horlogerie Exquise", which means exquisite watch-making. Collaborating with an Englishman called Alfred James Davies †who later became his brother in-law †Wilsdorf founded Wilsdorf and Davis Ltd in London in 1905. At that time the main business was importing Swiss movements to England. These movements were then placed in quality watch cases and the final products were sold to jewelers. A hallmark of "W&D" was normally found inside the case back of these earliest watches. Wildorfs' firm saw a success by becoming one of the leading watch companies in the UK three years later. It was then when the name Rolex was invented to be the signature of his creation. In 1910 the 'Bureau Officiel' in Bienne †an organization well respected in the watch making industry †awarded Rolex the first ever official chronometer certification. Another recognition called 'Kew A Chronometer Certificate' was obtained 4 years later on July 15, 1914. To get such certification, Rolex had to go through painstaking testing at the Kew Observatory in London for 45 days. The test included a series of examination that put the watch in various positions and temperatures. Ever since, Wildorf insisted that all his watches should pass these tests before being released to the market. Until now, Rolex has held the record for the most certified chronometer movements in wristwatches. When the First World War took place, the British government enforced a heavy import duty on imported goods. This tax alone cost about one third of the watch's value. Wilsdorf then transferred his headquarter to Bienne, Switzerland, in 1912, under the name of Rolex Watch Company. It was then changed to Montres Rolex, SA, which was then renamed to Rolex, SA. 14 years later the 'Rolex Oyster' was born. It was the first airtight, dustproof and waterproof watch ever made. Mercedes Gleitze, an English secretary, proved it by swimming the English Channel wearing an Oyster. She showed up after 15 hours of tribulation with the watch working finely. Following that, on November 24, 1947 Wilsdorf spent 40,000 Francs to advertise the Oyster on a title page of the Daily Mail newspaper, rewarding the Oyster an overnight fame. In 1954, the Rolex Oyster Perpetual Submariner was introduced to the public. This line of watches that was designed for diving had taken part in sea and overland expeditions where it proved itself of withstanding a -45 temperature and a thousand dives. Wilsdorf passed away on July 6, 1960 †16 years after his wife died. But Rolex stayed on making quality watches. Oyster Perpetual Sea Dweller 2000 was introduced in 1967, featuring the ability to resist water pressure at up to 2,000 feet. It was the first watch of its kind that integrated a helium gas release valve. Then in 1980, the 4000 Sea Dweller model which could go as deep as 4,000 feet was released. Today, Rolex is listed as the largest single luxury watch brand that produces about 2,000 watches a day, gaining revenue estimated at US$ 3 billion.
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