What Is the Rolex Logo?
The Rolex logo is a five-pointed crown, or coronet, set above the name ROLEX in capital letters. It belongs to Rolex SA, the Geneva watchmaker that Hans Wilsdorf and Alfred Davis founded in London in 1905 as Wilsdorf and Davis, and that has been owned by the Hans Wilsdorf Foundation, a private trust, since 1960.
The crown came 17 years after the name: Wilsdorf registered ROLEX in 1908 and the coronet in 1925. The crown with the name is available as the Rolex logo SVG.
Rolex Logo Facts
| Introduced | Rolex name 1908; crown registered as a trademark in 1925 |
| Symbol | A five-pointed crown |
| Logo type | Combination mark: crown and the ROLEX name |
| Owner | Rolex SA, owned by the Hans Wilsdorf Foundation |
What the Rolex Logo Means
The name was built to fit a watch. Hans Wilsdorf wanted a word that was short, could be pronounced the same way in any language and looked balanced in capital letters on a dial. As he told it, he tried combining the letters of the alphabet in every possible way until, in his words, a genie whispered "Rolex" in his ear. The result was easy to inscribe on a dial or movement and easy to remember.
Nothing in the name has a fixed meaning. Some have suggested it imitates the sound of a watch being wound, and others that it stands for "horological excellence", but there is no record of Wilsdorf saying either.
Rolex Logo History
Wilsdorf and Davis started out in Hatton Garden, London, in 1905, selling watches built on Swiss movements. In 1908 Wilsdorf registered the name Rolex as the brand for the company's watches, and in 1915 the business itself became The Rolex Watch Co. Ltd. In 1919 Wilsdorf moved the company to Geneva, where it became Montres Rolex SA, and in 1920 Rolex SA.
The crown came next. In 1925 Wilsdorf registered the five-pointed coronet as a Rolex trademark. In 1926 he took over the rights to a screw-down winding crown and registered the Oyster name for his waterproof watch case.
Rolex and the Channel Swim
Rolex's first famous publicity moment came on 21 October 1927, when Wilsdorf gave the swimmer Mercedes Gleitze a Rolex Oyster for an attempt to swim the English Channel. She wore it on a necklace for more than ten hours in cold water. Gleitze did not reach the far side, but the watch kept time and stayed dry, and Wilsdorf ran advertisements with her testimonial for years afterwards, making her the first Rolex ambassador.
For more brands like Rolex, browse our fashion logos.
Frequently Asked Questions
What does the Rolex crown mean?
It is a five-pointed coronet that Hans Wilsdorf registered as the Rolex trademark in 1925, a year before he registered the Oyster name for his waterproof case.
Why is it called Rolex?
Hans Wilsdorf wanted a short name that could be pronounced in any language and fitted neatly on a dial. He registered it in 1908.
Where was Rolex founded?
In London in 1905, as Wilsdorf and Davis. The company moved to Geneva in 1919.
Who owns Rolex?
The Hans Wilsdorf Foundation, a private trust, has owned Rolex since 1960.