Where Was Rolex Founded?

For over a century, Hatton Garden has been the heart of London’s jewellery and watchmaking trade. While most people associate Rolex with Switzerland, few realise that the company’s story actually began in London. In 1905, Hans Wilsdorf and Alfred Davis founded Wilsdorf & Davis at 83 Hatton Garden, the business that would later go on to become Rolex.

Today, that historic location is home to Regal - Hatton Garden jewellers.

Rolex was founded in 1905 by Hans Wilsdorf and Alfred Davis under the name Wilsdorf & Davis in London. At the beginning, the company did not manufacture complete watches. Instead, it focused on sourcing high-quality Swiss watch movements and pairing them with carefully designed wristwatch cases in Britain, creating timepieces that were both reliable and elegant. 

During this period, pocket watches were still the most widely used and trusted way to tell time. Wristwatches were relatively new and were often seen as less accurate and less durable. Many people considered them more of a fashion accessory than a serious timekeeping tool. However, Hans Wilsdorf believed this perception would change. 

Wilsdorf was convinced that wristwatches were the future of personal timekeeping. His goal was to prove that they could match or even surpass pocket watches in accuracy, strength and style. He pushed for precision, consistency and innovation in every design, setting high standards for performance at a time when wristwatches were still evolving. 

This early focus on quality and reliability became the foundation of Rolex’s identity. Over time, the company’s commitment to precision engineering and refined design helped transform wristwatches from a novelty into an essential and highly respected timepiece, shaping the direction of modern watchmaking.

In the early 1900s, Hatton Garden was already established as London’s jewellery district. It was a busy and highly specialised area filled with jewellers, diamond dealers, watchmakers and skilled craftsmen. For a growing business like Wilsdorf & Davis, this made it an ideal location to operate and build connections within the luxury trade.

By setting up in Hatton Garden, the company positioned itself at the very centre of Britain’s jewellery industry. This gave them direct access to expert craftsmanship, high-quality materials, and a wealthy customer base that valued precision and luxury timepieces. Being in such an established trade hub also helped the business gain credibility and visibility.

There were also important strategic reasons behind the choice. London was one of the world’s leading commercial cities at the time, making it easier to trade internationally and maintain strong relationships with Swiss watch manufacturers, whose movements were considered the best in the industry.

This combination of British business environment and Swiss engineering excellence played a key role in shaping the early identity of Rolex and laid the groundwork for its future success in luxury watchmaking.

Although Rolex later moved its headquarters to Geneva, Switzerland, in 1919, its origins began in London. The company’s earliest operations were established in Hatton Garden, the city’s historic jewellery district, where Hans Wilsdorf and Alfred Davis first set up Wilsdorf & Davis in 1905.

According to historical records, this London base played a key role in the brand’s early development, as it was here that the foundations of the business were built through the import and assembly of high-quality Swiss watch movements.

While Rolex is now firmly associated with Swiss watchmaking, its beginnings in London remain an important part of its heritage. This connection continues to link Hatton Garden with the early story of one of the world’s most recognised luxury watch brands.

Rolex became known for introducing several major innovations that transformed modern watchmaking, including:

• Rolex Oyster (1926): Recognised as the world’s first waterproof wristwatch, designed to protect the movement from water, dust and everyday wear.

• Perpetual rotor system: A self-winding mechanism that allowed automatic winding through natural wrist movement, improving convenience and consistency.

• Precision-certified chronometers: Watches tested and certified for high accuracy, setting new standards for reliable timekeeping.

• Professional tool watches: Specialised timepieces designed for divers, pilots, explorers and adventurers, built for performance in extreme conditions.

• Improved case engineering: Strong, sealed watch cases designed to enhance durability and long-term performance.

These innovations transformed Rolex from a London-founded company into one of the most respected luxury watch manufacturers in the world.

Today, Rolex watches are recognised worldwide as symbols of craftsmanship, success and timeless design. Iconic models such as the Submariner, Daytona, Datejust and GMT-Master are highly regarded by collectors and enthusiasts for both their performance and heritage.

A key part of Rolex’s lasting appeal lies in its ability to balance technical precision with understated elegance. This combination has helped the brand maintain its status as one of the most desirable luxury watchmakers for more than a century.

One of the most interesting aspects of the early history of Rolex is its connection to Hatton Garden itself. The original Wilsdorf & Davis premises at 83 Hatton Garden are historically linked to what is now known as 84 Hatton Garden. This places the brand’s early story firmly within London’s most famous jewellery and watchmaking district. 

More than a century later, this address still forms part of the area’s luxury identity. Today, it continues to reflect Hatton Garden’s long-standing reputation for fine craftsmanship, high-end watches and specialist jewellers. 

Located at 84 Hatton Garden, Regal continues the tradition of excellence associated with the district. While the address carries historical links to the early origins of Rolex in London, it is now also recognised for fine jewellery, bespoke engagement rings and luxury timepieces.

Alongside expertly crafted diamond jewellery, Regal also offers a carefully selected collection of pre-owned Rolex watches, helping continue the historic connection between Hatton Garden and one of the world’s most iconic watch brands. By combining heritage, craftsmanship and luxury watch expertise, Regal helps preserve the legacy that has long defined this famous London jewellery quarter.

Regal has also built a strong reputation among Hatton Garden jewellers by helping customers choose meaningful pieces for life’s most important occasions. From classic solitaire engagement rings to bespoke diamond designs, every item reflects attention to detail, quality materials and exceptional craftsmanship.

Trust has always been central to Hatton Garden’s jewellery trade, and Regal places customer experience at the heart of its service. With transparent guidance, ethically sourced diamonds and a focus on quality, Regal has earned the confidence of customers seeking fine jewellery and engagement rings in London. 

Today, visitors to 84 Hatton Garden experience not only a connection to the remarkable history of Rolex, but also the continued craftsmanship, expertise and trusted service that still define Hatton Garden today.