Rolex Unicorn history

Write your text here..."The name "Unicorn Lever" was officially registered as a brand on March 17, 1919, by the company Wilsdorf & Davis. On October 4, 1920, the registration was transferred from Wilsdorf & Davis to Hans Wilsdorf. The reason for this transfer is not entirely clear, but it was one of several similar transfers from Wilsdorf & Davis to Hans Wilsdorf, likely related to changes in the company's name.

Hans Wilsdorf formally registered the name "Unicorn Watch" on November 20, 1923. There is no record of the single word "Unicorn" being registered by Wilsdorf.

One challenge associated with the name "Unicorn" was its common usage, preventing its standalone registration. Therefore, the compound name "Unicorn Lever" was registered. However, other entities had previously registered trademarks featuring unicorns, dating back to the late 1800s. One notable instance was the registration of the name "The Unicorn" by A Boichat-Jeanrenaud & Co., Isola Watch Company, on January 10, 1920.

It's somewhat surprising that Wilsdorf may not have been aware of these prior uses of the name "Unicorn," or if he was, it didn't dissuade him from using it.

At some point, likely after World War II, Adolf Schild (A. Schild) used the name "Unicorn" and an image of a unicorn as a trademark or brand. During this time, Wilsdorf and Rolex had phased out many secondary brands like Unicorn, except for Tudor, which remains today.

Another instance of the name "Unicorn" and an image of a unicorn as a trademark was by Rodi & Wienenberger AG, a German company active from 1934 to 1985. These initials, R.W.A.G., have sometimes been misunderstood to refer to a German subsidiary of Rolex called "Rolex Watch A.G," but this is not accurate. Rodi & Wienenberger AG imported Swiss movements and housed them in locally made cases. Another trademark associated with them was "Hermetica."

When Wilsdorf realized that the name "Unicorn" lacked the uniqueness necessary for a strong brand, the name was eventually discontinued. The exact timing of this decision is unclear.

Regarding a specific watch, it was advertised as a "Rolex" watch but had a case with a Wilsdorf and Davis (W&D) sponsor's mark, "Unicorn" engraved on the movement's ratchet wheel, and "Rolex" on the dial. It's important to note that the W&D mark on the case is a sponsor's mark for assay and hallmarking purposes. The name "Unicorn" on the ratchet wheel identifies it as a Unicorn watch, not a Rolex. The addition of the "Rolex" name on the dial through painting doesn't transform it into a genuine Rolex watch. This watch remains a Unicorn and should not have been misrepresented as a Rolex."