Rolex SA () is a British-founded Swiss watch designer & manufacturer based in Geneva, Switzerland. Founded in 1905 as Wilsdorf and Davis by Hans Wilsdorf and Alfred Davis in London, England, the company registered the word 'Rolex' as the brand name of its watches in 1908, and it became Rolex Watch Co. Ltd. in 1915. After World War I, the company moved its base of operations to Geneva because of the unfavorable economy in the United Kingdom. In 1920, Hans Wilsdorf registered Montres Rolex SA in Geneva as the new company name (montre is French for a watch (timepiece)); it later became Rolex SA. Since 1960, the company has been owned by the Hans Wilsdorf Foundation, a private family trust.Rolex SA and its subsidiary Montres TUDOR SA design, make, distribute, and service wristwatches sold under the Rolex and Tudor brands.
Rolex did not produce their watches in-house since its foundation until the early 21st century where they bought over the components' manufacturers which made the watches for Rolex, notably Aegler. Rolex's past business model consists of purchasing all the watch components from third-party manufacturers and finishing the final assembly in the Rolex headquarters.