“It doesn’t just tell time; it tells history,” reads the slogan from one of Rolex’s most memorable marketing campaigns. They are not empty words. In 1927 when Mercedes Gleitze became the first woman to swim across the English Channel, she was wearing the first waterproof watch ever invented—the Rolex Oyster. In 1935, when British race car driver, Malcolm Campbell, broke the world speed record, he was also wearing the Rolex Oyster. In 1953, Rolex created the Oyster Perpetual Explorer to honour the first two men to ever reach the summit of Mount Everest. Fast forward to 2012, James Cameron takes the Rolex Deepsea Challenge, a Rolex modelled after an experienced diver’s watch, on an underwater exploration and finds that it keeps ticking even at the deepest point in the world’s ocean, 35,787 feet underwater.
If you didn’t know the history of Rolex, it might seem incredible that a brand founded in 1905 was one of the world’s leading luxury brands of 2013 with an estimated brand value of $7.4 billion according to Forbes magazine. In fact, the brand only established its official Facebook page in 2013, waiting much longer than many of its counterparts to jump on the social media marketing bandwagon. Besides the beauty of the timepiece itself, it may be the philosophy of Rolex that maintains the sense of luxury that accompanies each watch—the goal is not only to preserve a sense of tradition but also to unite their loyal followers. As they tell us on their Facebook page, “We are pleased to encourage you to share your passion for Rolex watches and their universe.”
What kind of history will you create wearing your Rolex?
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