Kew and improved. (From Swissreg.ch and Rolex.com)
Rolex has filed a trademark application for “Perpetual Kew,” reviving a name associated with an important chapter in its history, as it did with “1908” and “Padellone.” The brand appears to be considering a watch named after one of its earliest achievements in precision timekeeping.
In 1914, a Rolex wristwatch received a Class A precision certificate from Britain’s National Physical Laboratory at Kew Observatory, a distinction reserved for marine chronometers. Tested over 45 days between June 1 and July 15, the watch was identified in the certificate (pictured above) as a Rolex made in London and Bienne. The result showed that a wristwatch could meet the exacting standards traditionally applied to much larger precision instruments.
At a time when wristwatches were still considered jewellery rather than timekeeping instruments, the recognition helped establish Rolex’s credibility and became a milestone in its history. The “Perpetual Kew” trademark, filed by Rolex last week and still pending, will likely be used for a future heritage-inspired dress watch.