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Wilsdorf was said to want an easily recognizable name that could be pronounced in any language and would fit easily on the dial of a watch. There is some debate as to the origins of the Rolex name. The "Rolex" trademark was registered in 1908, and the firm opened an office in La Chaux-de-Fonds, Switzerland, the world's center for high-quality watchmaking. Wilsdorf was a German national, and Davis was British.
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Contrary to popular belief, Wilsdorf was neither Swiss nor a watchmaker. The earliest known examples of Wilsdorf & Davis watches are signed "W&D" inside the case back. These early watches were sold to jewelers who marketed them with their own names on the dial.
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Hans Wilsdorf and his brother-in-law Alfred Davis founded "Wilsdorf & Davis" and began importing high-quality Swiss watch movements, produced by Hermann Aegler, and placing them in good-quality cases made by Dennison and others. The year was 1905 and the place was London, England.
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