proprietary name of a make of watches, trademark reg. 1908 by German businessman Hans Wilsdorf, with Wilsdorf & Davis, London. Invented name. Company moved out of Britain 1912 for tax purposes and now is headquartered in Geneva.
Examples from the Web for rolex
As he describes why he plans to spend the rest of his days in Kisangani, a pet parrot gnaws on his Rolex.‘Argo’ in the Congo: The Ghosts of the Stanleyville Hostage Crisis|Nina Strochlic|November 23, 2014|DAILY BEAST
When Apple Watch comes out early next year, it will be cooler and more relevant than any Rolex or Cartier.
They continued under current GOP Governor Bob “Rolex” McDonnell, who then proposed even deeper cuts last year.
Anything of value, every single Rolex, diamond earring, or anything else, they had sold.Paris Hilton on ‘The Bling Ring,’ Kim Kardashian, and Her Cash Money Records Album|Marlow Stern|June 12, 2013|DAILY BEAST
Jackson is also being questioned as to how he obtained the $40,000 he allegedly used to buy a female friend a Rolex watch.Why African-American Voters Still Support Jesse Jackson Jr.|Allison Samuels|November 19, 2012|DAILY BEAST