By the start of World War II, Royal Air Force pilots were buying Rolex watches to replace their inferior standard-issue watches; however, when captured and sent to prisoner of war (POW) camps, their watches were confiscated. When Hans Wilsdorf heard of this, he offered to replace all watches that had been confiscated and not require payment until the end of the war, if the officers would write to Rolex and explain the circumstances of their loss and where they were being held. Wilsdorf was in personal charge of the scheme.Time on your hands by James Cockington, The Sydney Morning Herald, 27 September 2006 As a result of this, an estimated 3,000 Rolex watches were ordered by British officers in the officer camp Oflag VII-B in Bavaria alone. This had the effect of raising the morale among the allied POWs because it indicated that Wilsdorf did not believe that the Axis powers would win the war. American servicemen heard about this when stationed in Europe during WWII and this helped open up the American market to Rolex after the war.
