Rolex SA () is a Swiss luxury watchmaker. Founded by Hans Wilsdorf and Alfred Davis in London, England in 1905 as Wilsdorf and Davis, Rolex moved its base of operations to Geneva, Switzerland in 1919 to avoid heavy taxation from a recovering post war Britain. The company is currently 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. Forbes ranked Rolex 64th on its 2016 list of the world's most powerful global brands.As of November 2018, among the world's top 10 most expensive watches ever sold at auctions, 3 are Rolex watches. In particular, Paul Newman's Rolex Daytona currently holds the title of the most expensive wristwatch and the second most expensive watch ever sold at auction, with a final price of 17.75 million US dollars in New York on October 26th, 2017.
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