"Rolex was founded by Alfred Davis and his brother-in-law Hans Wilsdorf in London England in 1905. In 1919 the pair moved Rolex to its base where it stands today in Geneva, Switzerland. They relocated to Switzerland due to the wartime taxes levied on luxury imports as well as the export duties on the silver and gold used in the watchcases, which was driving costs too high. The brand name Rolex was said to be Wilsdorf's idea, as he wanted an easy to pronounce name and he believed that Rolex was onomatopoeic, sounding like a watch being wound. With it being easily pronounceable in many languages and short enough to fit on the face of a watch, and so the brand name was born."
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The History Of Your Time Piece
By The Cheshire Watch Company