Rolex SA () is a Swiss luxury watchmaker. Originally founded as Wilsdorf and Davis by Hans Wilsdorf and Alfred Davis in London in 1905, the company acquired its current name Rolex in 1908. In 1919, Rolex moved its base of operations to Geneva, Switzerland in order to avoid heavy taxation from a recovering post-war Britain. Since 1960, the company has been owned by the Hans Wilsdorf Foundation, a private family trust.Rolex and its subsidiary Montres Tudor SA design, manufacture, distribute and service wristwatches sold under the Rolex and Tudor brands. In 2018, Forbes ranked Rolex SA as the world's 71st most valuable brand. As of 2018, among the world's top ten most expensive watches ever sold at auctions, three are Rolex watches.
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