2.（瑞士）劳力士 Rolex
品牌名片
品类：腕表
标志风格：庄重、实用、不显浮华
创始人：汉斯·韦尔斯多夫（Hans WiIsdorf）
诞生地：瑞士
诞生时间：1905年
品牌阅读
The history of Rolex is inextricably linked to the visionary spirit of Hans Wilsdorf, its founder. In 1905，at the age of 24，Hans Wilsdorf founded a company in London specializing in the distribution of timepieces.He began to dream of a watch worn on the wrist.Wrist watches were not very precise at the time, but Hans Wilsdorf foresaw that they could become not only elegant, but also reliable.
Hans Wilsdorf wanted his watches to bear a name that was short, easy to say and remember in any language, and that looked good on watch movements and dials. He said，“I tried combining the letters of the alphabet in every possible way.This gave me some hundred names, but none of them felt quite right.One morning, while I was riding on the upper deck of a horse-drawn omnibus along Cheapside in the City of London, a genie whispered‘Rolex'in my ear.”
Four years later, in 1914，Kew Observatory in Great Britain awarded a Rolex wristwatch a class“A”precision certificate, a distinction which until that point in time had been reserved exclusively for marine chronometers. From that date forward, the Rolex wristwatch was synonymous with precision.
In 1926，the creation by Rolex of the first waterproof and dustproof wristwatch marked a major step forward. Given the name“Oyster”，this watch featured a hermetically sealed case which provided optimal protection for the movement.It was one thing to claim a watch was waterproof.It was quite another to prove it.In 1927，a Rolex Oyster crossed the English Channel, worn by a young English swimmer named Mercedes Gleitze.The swim lasted over 10 hours and the watch remained in perfect working order at the end of it.
In 1953，Sir John Hunt's expedition, in which Sir Edmund Hillary and Tenzing Norgay reached the summit of Mount Qomolangma, was equipped with Oyster Perpetuals.
In 1971，Rolex presented the Oyster Perpetual Explorer II, dedicated to polar explorers, speleologists and all those pushing the boundaries of exploration. The watch featured a distinctive 24-hour hand, an invaluable aid around the poles and beneath ground when you can't tell night from day.
On March 26th，2012，filmmaker and National Geographic Explorer-in-Residence James Cameron descended into the Mariana Trench, making the first solo dive into the deepest point on earth and the only dive into the trench since the two-man Trieste expedition of 1960.Only one passenger was on both voyages：a Rolex watch.
In keeping with its history of close ties to motorsports, in 2013 Rolex entered into a long-term partnership with Formula 1 Racing as Official Timekeeper and Official Timepiece.
劳力士的历史与其富有远见和开拓精神的创办人汉斯·韦尔斯多夫（Hans Wilsdorf）有着密不可分的关系。1905年，年仅24岁的他便在伦敦开设了钟表销售公司。他幻想将表佩戴在腕上。虽然当时的腕表精准度不足，但汉斯·韦尔斯多夫却能预见到，腕表不但可展示优雅风格，而且精准可靠。
汉斯·韦尔斯多夫希望为腕表取一个精简易读的名字，任何语言都容易记得，而且在腕表机芯和表面上美观悦目。他说：“我几乎尝遍所有字母组合，最终得出数百个名字，但没有一个让我满意。一天早上，我坐在公共马车的上层，途经伦敦市齐普赛街时，我仿佛听到一个声音在耳边低声说道‘劳力士’”。
1914年，英国丘天文台（Kew Observatory）颁授劳力士腕表“A”级证书。当时，此等级一般都是航海精密仪表方能获取的。自那时起，劳力士腕表便成为精准时钟的象征。
1926年，劳力士创制了首款能防水、防尘的腕表，成为制表技术重要的里程碑。这款名为“Oyster”的蚝式腕表配备密闭的表壳，能为机芯提供最佳的保护。要证明腕表能防水，必须能提供真凭实据。1927年，年轻的英国女士梅塞迪丝·吉莉斯（Mercedes Gleitze）佩戴劳力士蚝式腕表成功横渡英吉利海峡。在游了十几小时到达终点之后，她佩戴的腕表依然丝毫无损、运行如常。
1953年，约翰·亨特爵士（Sir John Hunt）、埃德蒙·希拉里（Sir Edmund Hillary）和丹增·诺吉（Tenzing Norgay）都曾佩戴劳力士蚝式恒动腕表，首次成功登上珠穆朗玛峰之巅。
1971年，劳力士推出探索者2代（Oyster Perpetual）。此款专为探索者及推动极限探索的人所设计。特有的24小时指针对极地周围及地下无法分辨日夜的地方是无可比拟的帮助。
2012年3月26日，在马里亚纳海沟（Mariana Trench）最深处，电影制作人及《国家地理》驻会探险家詹姆斯·卡梅隆（James Cameron）刷新单人深潜纪录，独闯海沟。而在此前，只有在1960年两位探险家驾驶的里雅斯特号（Trieste）征服此处。两次同行，缔造创举，唯有劳力士腕表。
为延续与赛车运动悠久密切的联系，劳力士在2013年成为一级方程式赛车的长期合作伙伴，进行赛事官方计时和比赛用表赞助。
____