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Wilsdorf even had a specially made Rolex watch (the watch was called the "Deep Sea") attached to the side of Trieste, which went to the bottom of the Mariana Trench.The watch survived and tested as having kept perfect time during its descent and ascent.

In December 2008, following the abrupt departure of Chief Executive Patrick Heiniger for "personal reasons", the company denied that it had lost 1 billion Swiss francs (approx £574 million, $900 million) invested with Bernard Madoff, the American asset manager who pleaded guilty to an approximately £30 billion worldwide Ponzi scheme fraud.

The first self-winding Rolex wristwatch was offered to the public in 1931 (so-called the "bubbleback" due to the large caseback), preceded to the market by Harwood which patented the design in 1923 and produced the first self-winding watch in 1928, powered by an internal mechanism that used the movement of the wearer's arm.

In 1908 The company name "Rolex" was registered on 15 November 1915.

The book The Best of Time: Rolex Wristwatches: An Unauthorized History by Jeffrey P.

Another iconic model is the Rolex GMT Master (1954), originally developed at the request of Pan Am Airways to provide its crews with a dual time watch that could be used to display GMT (Greenwich Mean Time), which was the international time standard for aviation at that time and was needed for Astronavigation during longer flights.