The watch valuation experts at Crown and Caliber will tell you that much of a watch’s valuation comes from its brand name. One of the most recognizable watch brands in the world is Rolex, but if you’ve been following our blog for a while, you know that Rolex wasn’t always called Rolex – it was once known as Wilsdorf & Davis.

It was only in the late 19th Century that the significance of having a company trademark, brand name, and/or logo became an obvious benefit. The concept was fully realized in 1888, when George Eastman dubbed his revolutionary camera “Kodak.”  John E. Brozek, author of The Rolex Report, explained the contemporary notion of how to brand a name as such: “The name must be short, difficult to misspell, and it must mean nothing in any language, but yet easily pronounced in all European languages.” Kodak and Rolex are textbook examples of this contemporary branding idea.

Of course, the contemporary criteria  are not the rules. Many people have trouble pronouncing successful luxury watch brands – how many can you pronounce?


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