Rolex is a Swiss luxury watchmaker and manufacturer based in Geneva, Switzerland. Founded in 1905 in London, United Kingdom as Wilsdorf and Davis by British-German businessman Hans Wilsdorf and British Investor and watch dealer Alfred Davis, who was importing watches from Switzerland to England. The company registered Rolex as the brand name of its watches in 1908 and became Rolex Watch Co. Ltd. in 1915. After World War I, the company moved its base of operations to Geneva because of the unfavorable economy that led to business instability. In 1920, Hans Wilsdorf registered Montres Rolex SA in Geneva as the new company name ; it later became Rolex SA. Since 1960, the company has been owned by the Hans Wilsdorf Foundation, a private family trust.