
The company was founded by an Englishman named Hans Wilsdorf in London in 1905. Wilsdorf partnered with his brother-in-law Alfred Davis to launch Rolex; the company initially went by the name "Wilsdorf and Davis" and worked mostly by importing Hermann Aegler's Swiss movements to England and then placing these movements into quality watch cases that were made externally, by companies such as Dennison. In the early days, Wilsdorf and Davis sold their watches to jewelers, who would then put their own names on the back of the dial. In short, when they started out, they were nowhere near the luxury giant they are today. Instead, the watchmakers were in the background, prepping their wares for someone else's nomenclature.
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