Established in 1905, Rolex was the vision and all abiding passion of Hans Wilsdorf. Wilsdorf’s thinking and approach to watchmaking was ahead of his time. He believed that the wristwatch, or ‘wristlet’ as it was known in those days, was the way forward for personal timekeeping at a time when most men believed that ‘wristlets’ were merely for women. He believed – and was ultimately proved correct, that a wrist watch could not only offer greater convenience, but also reliable precision, which was not generally the case in his day. By focusing on the quality of the movements, Rolex steadily grew to become what it is today – among the most pre-eminent and admired of all watch brands the world over. Wilsdorf’s greatest talent was perhaps his ability to promote his brand. He was the first to get sportsmen and women as well as aviators to endorse the brand If there there were such a thing as a rulebook for the marketing of Swiss watches, Hans Wilsdorf would be its most significant author.