Why London? In the early 1900s, England, despite Switzerland's growing reputation for watchmaking, was a significant commercial hub. London, in particular, offered a thriving market for luxury goods and access to a vast network of international trade. Wilsdorf, possessing a global outlook, recognized London's strategic advantage for importing Swiss movements and crafting timepieces for a discerning clientele. It was a calculated move, leveraging London's commercial prowess to launch his horological aspirations.

Crucially, Wilsdorf and Davis were not watch manufacturers in London at this stage. They were importers and assemblers. They sourced high-quality watch movements from Swiss manufacturers, primarily Aegler in Biel/Bienne, and housed them in cases crafted by Dennison and other British case makers. The focus in London was on quality control, design, and distribution. This distinction is important when understanding the "invention" aspect. Rolex wasn't initially about inventing new watch mechanisms in London, but about innovating in brand building, quality standards, and the very concept of the wristwatch itself.

Hans Wilsdorf was a visionary. He foresaw the future of timekeeping lying not in pocket watches, still prevalent at the time, but in wristwatches. Wristwatches, then considered more of a novelty or feminine accessory, were often inaccurate and unreliable. Wilsdorf's ambition was to create a reliable and precise wristwatch that could rival the accuracy of pocket watches. This vision was central to the "invention" of Rolex – not just a watch, but a new standard for wrist-worn timekeeping.

It was in London, under the Wilsdorf and Davis banner, that the seeds of Rolex's groundbreaking innovations were sown. While the movements were Swiss, the rigorous quality control and the relentless pursuit of precision were hallmarks established in London. Wilsdorf's commitment to accuracy led him to seek chronometer certification for his wristwatches – a significant step that solidified their reputation for reliability. This focus on certified precision became a cornerstone of the Rolex brand identity, an innovation in itself within the nascent wristwatch market.

The name "Rolex," destined to become globally iconic, didn't emerge immediately with the founding of Wilsdorf and Davis. It was in 1908, still operating from London, that Wilsdorf officially registered "Rolex" as a brand name. The origin of the name itself remains somewhat shrouded in mystery, with Wilsdorf offering various explanations over time. Some speculate it was a portmanteau, others believe it was simply a name that was short, memorable, sounded good in multiple languages, and was easy to pronounce. Regardless of its etymology, "Rolex" was a stroke of branding genius, perfectly encapsulating the ambition and global appeal Wilsdorf envisioned.

The name "Rolex" was registered while the company was firmly based in London. This further solidifies London's claim as the birthplace of the brand Rolex, even if the manufacturing was still reliant on Swiss expertise and components. It was in London that the vision, the brand name, and the foundational principles of quality and precision were established.

Several factors contributed to this relocation. Post-war Britain faced economic challenges, and increased import duties made it less financially viable to continue importing Swiss movements and assembling watches in London. Switzerland, on the other hand, was a neutral country, less affected by the war's economic turmoil, and crucially, it was the undisputed heartland of watchmaking expertise. Moving to Geneva allowed Rolex to be closer to its movement suppliers, access a skilled workforce steeped in horological tradition, and streamline its operations.

Geneva offered a concentration of watchmaking talent, specialized workshops, and a deep-rooted culture of precision engineering. This move was not just about escaping economic pressures; it was a strategic decision to immerse Rolex fully within the Swiss watchmaking ecosystem. It allowed for greater control over the entire production process, fostering innovation and facilitating the development of in-house manufacturing capabilities over time.

Upon relocating to Geneva, Wilsdorf established Rolex S.A., formally embedding the brand within the Swiss legal and industrial landscape. Geneva became the new operational center, overseeing all aspects of Rolex's business, from design and manufacturing to marketing and distribution. While the initial London operation focused on assembly and distribution, Geneva became the epicenter of Rolex's complete watchmaking journey. It was in Geneva that Rolex truly evolved into a vertically integrated manufacturer, gradually bringing more and more processes in-house.

The move to Geneva was instrumental in solidifying Rolex's "Swiss Made" identity. It allowed the brand to fully capitalize on the prestige and reputation associated with Swiss watchmaking. While the initial vision and brand were born in London, the operational and manufacturing heart of Rolex firmly took root in Geneva, shaping its future trajectory as a quintessential Swiss watchmaker.

Despite the move to Geneva, London's role in Rolex's history should never be understated. London was the incubator, the testing ground, and the birthplace of the Rolex vision. It was in London that Hans Wilsdorf conceived the idea of a precision wristwatch and laid the foundations for the brand's unwavering commitment to quality and innovation. The very name "Rolex" was born in London.

To answer "where was Rolex invented" accurately, it's crucial to acknowledge this dual heritage. Rolex was invented in London in terms of its brand concept, its initial business strategy, and the very genesis of its vision for precision wristwatches. Geneva became the place where that vision was fully realized and where Rolex evolved into the manufacturing powerhouse we know today. London provided the spark, Geneva provided the fuel and fertile ground for growth.