Rowi, a watch brand founded in Germany, has distinguished itself by its specialization in the production of high quality watch straps. Since its creation in 1904 by Wilhelm Ulrich, the company has constantly evolved, combining artisanal tradition and adaptation to new trends in the watch market. Originally named after its founder, the company was quickly renamed ROWI in 1911, in homage to its hometown of Pforzheim, renowned for its jewelry and watchmaking industry.
At the beginning, ROWI mainly focused on manufacturing leather watch straps. With the rise in popularity of wristwatches during World War I, the demand for sturdy and durable metal bracelets increased. Responding to this new demand, ROWI innovated by launching its first line of metal bracelets in 1917, a move that marked the beginning of an era of prosperity for the company.
After the 1939/45 war, the economic boom of the 1950s and 1960s allowed ROWI to relaunch with strength. Their notable innovation during this period was the development of the “ROWI-Fix” strap , a system that allowed quick and easy replacement of the strap without tools, patented in 1965.
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Eric BALDIN “Oh Heart of Time…”