The Story Behind the Rolex Logo

You’ve learned a bit about Rolex over the years, including the early years of the company. That’s why the name of Hans Wilsdorf is familiar to you, along with the fact that wristwatches were uncommon and generally considered less reliable than the popular pocket watches of the early 20th century. You also know that Wilsdorf set out to create a wristwatch that was not only attractive, but high in quality and would provide time accuracy that matched of exceeded anything on the market at that time.

What you may not know a great deal about is how the logo that’s used to this day came about. Here is some basic information that will build on what you already know, and help you appreciate Rolex all the more.

What's the Meaning of Rolex?

Wilsdorf had several goals for the name of his new brand. One of them was that it needed to roll off the tongue with ease. This was not just to be true with English or French. He wanted something that would work easily well in just about any language.

At the same time, he also wanted the name to have some sort of association with the function of the new wristwatches. In his mind, the sound made when someone said Rolex was a close match for the sound made when a watch was being wound. That, to Wilsdorf, made a natural connection that would be easy for people to remember as well as pronounce.

His efforts appear to have been on the mark. No matter where you go or what language is spoken, everyone knows what is meant when the word “Rolex” is uttered.

The Evolution of the Logo

With the name settled, there were still other identifying marks to be considered. One of them was the logo that would grace the face of every watch, and appear on every box housing the new watches. It had to be distinctive, and at the same time something that consumers would readily recognize. That logo also had to convey the quality of the watch itself.

While it took some time, the logo was formally settled and trademarked in 1925.  A further registration followed in 1931. The design was simple while still being one that would easily be associated with the brand. It featured two simple components. The first was a five-pointed crown that was displayed in a gold shade. Matching the crown was the name of the company, displayed in a shade of green.

The color selection was not random. Gold represented opulence, class, and quality excellence. The selection of green for the word conveyed prosperity. For the next 40 years, the logo would remain in this form.

In 1965, some alterations were made. The gold became bronze while the green was replaced with a shade of pewter blue. That combination continued for the remainder of the 20th century. In 2002, Rolex chose to return to the original color scheme.

What is the Rolex Crown Called?

Many histories of the Rolex logo refer to it as the Rolex Coronet. This makes sense, as a coronet often includes five points, just as a crown may possess. Some speculation about the design indicates that there are pearls on top of each of the five points. This further helps to support the idea of referring to the logo as the Coronet rather than a crown.

It’s important to note that Wilsdorf nor any other person involved in the crafting of the logo or in subsequent years have chosen to provide specifics about how the design was selected or what it means. That has allowed a number of ideas to develop, especially after the Coronet began to be used in advertising in 1951 as well as appear on the watches proper.

Features That Have Given Meaning to the Logo

Whatever the origins of the logo itself, there’s no doubt that various parts do convey certain meanings. The use of a crown or coronet does speak to something that is of high value and worthy of respect. The use of gold indicates that only the best will do, with no room for inferior elements to creep in. If indeed the points are topped with pearls, that is only one more sign that only the highest-quality is acceptable.

Even the green used for the word “Rolex” is indicative of the discriminating and good taste of those who would wear the watch. Certainly, someone who chose to invest in one would be a person who had achieved some level of success in his or her field.

What is the Tagline of Rolex?

Rolex has a tagline that remains in use today: “a crown for every achievement.” This is indicative of the majority of Rolex watch lines that are created with specific uses in mind. No matter what the occasion or event, there is a Rolex watch designed to serve the purpose.

The tagline continues to convey the message that there’s a watch that’s fine for a business setting, a casual setting, or a formal setting. From watches that can be used while enjoying different water sporting activities to attending formal balls, Rolex will never leave one with nothing appropriate to wear.

What People Think When They See the Rolex Logo Today

The Rolex name, logo, and tagline have become synonymous with quality, elegance, and reliability for many people. Even those who may know little about luxury watch brands will readily recognize the Rolex name, or be able to identify the Rolex logo. The impression is always a positive one, even among those who have no interest in owning a luxury watch.

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