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Rolex SA was founded by Hans Wilsdorf and Alfred Davis in London, England in 1905. The company name “Rolex” was registered on 15 November 1915. Wilsdorf left England and moved the company to Geneva, Switzerland in 1919. “Rolex” is easily pronounceable (as Wilsdorf wanted) in many languages and, as all letters have the same size, allows to be written symmetrically. It was also short enough to fit on the face of a watch. The company has many innovations in its history. Among them are: The first waterproof wristwatch “Oyster”(1926)-The first wristwatch with an automatically changing date on the dial (1945)-The first wristwatch case waterproof to 100 m (Rolex Submariner,1953)-The first wristwatch to show two time zones at once (Rolex GMT Master,1954)-The first watchmaker to earn chronometer certification for a wristwatch. Rolex produced specific models suitable for deep-sea diving, mountain climbing and aviation. Early sports models included the Rolex Submariner and the Rolex Oyster Perpetual Date Sea Dweller. The latter watch has a helium release valve, to release helium gas build-up during decompression. The Explorer and Explorer II were developed specifically for explorers who would navigate rough terrain, such as the world famous Mount Everest expeditions. Another iconic model is the Rolex GMT Master, which was originally developed in 1954 at the request of Pan Am Airways to provide its crews with a dual time watch that could be used to display GMT (Greenwich Mean Time), which is the international time standard for aviation. The company now has started introducing ceramic bezels across the range of professional sports watches. They are available on the Submariner, Sea Dweller-Deepsea, GMT Master II and Daytona models. The ceramic bezel is not influenced by UV-light and is very scratch resistant. Forbes magazine ranked Rolex No.57 on its 2012 list of the world’s most powerful global brands. Rolex is the largest single luxury watch brand, producing about 2.000 watches per day. Watches that are popularly considered status symbols.