[Behind the Brand - ROLEX] 1927 Rolex Oyster Introduction Advertorial

Hans Wilsdorf had a brilliant marketing mind, and he successfully capitalized on the public relations exposure generated by Mercedes Gleitze's vindication swim. Hans Wilsdorf finally found his real Mermaid to showcase his Oyster.

The following Rolex advertorial ran on the cover of the London Daily Mail Newspaper on November 24, 1927, and it showcased the Rolex Oyster along with Mercedes Gleitze.

1927 Rolex Oyster Introduction Brochure

The next two photos are from a Rolex Oyster brochure, and the first image depicts Hans Wilsdorf observing the Rolex advertorial (pictured above) which he placed in the London Daily Mail on November 24th, 1927.

Read more »

Posted by Unknown 06:39 0 comments

[Behind the Brand - ROLEX] The Evolution Of The Revolution

So what makes a Rolex Oyster an Oyster? The winding crown acts like a screw-on cap, or micro jar-lid, and has watertight gaskets in it. The best way to think of it is to imagine a submarine hatch that is threaded and has to be twisted or spun open or closed.

 

In 1926, at age 45, Hans Wilsdorf had successfully designed, manufactured and patented the waterproof Rolex Oyster. The challenge he faced was, how to communicate the value-proposition of such a product?

Hans came up with the idea of associating the fantasy of mermaids with the waterproof Rolex Oyster as seen in the 1926 French Rolex advertisement seen below.

1926 French Rolex Mermaid Oyster Poster

Read more »

Posted by Unknown 08:14 0 comments

[Behind the Brand - ROLEX] Rolex Chronograph (Reference 6234)

Rolex also introduced the grandfather of the Daytona in 1955, known as the Rolex Chronograph [Reference 6234]. The Reference 6234 would be made from 1955 to 1961, and Rolex averaged approximately 500 units per year.

Read more »

Posted by Unknown 13:04 0 comments

[Behind the Brand - ROLEX] The Perpetual Oyster & The Mermaid

In a span of 5 years from 1926 to 1931, Rolex and Hans Wilsdorf would create and patent two major horology milestones, which would forever set Rolex apart; the Rolex Oyster waterproof watch-case, and the Rolex Perpetual Movement. In 1925, Rolex would also create and register their famous trademark logo of the Rolex five-point logo crown.

The Art-Deco era was a time of tremendous growth for Rolex, so much so, there are many art-deco elements which remain today as part of their current design language.

The Rolex Oyster is perhaps the most revolutionary and profound development in watch history. The following patent application was filed by Hans Wilsdorf on behalf of Rolex in 1926:

Read more »

Posted by Unknown 02:58 0 comments

[Behind the Brand - ROLEX] The Secret Of Success

"On looking back into the past, I find that, in developing and extending my business, I have always had certain aims in mind, of course from which I never deviated. Perhaps these aims can be summarized as follows:

1.) To create watch designs suitable for both men and women.

2.) To standardize a range of movements of different sizes.

3.) To obtain so high a degree of quality, that our watches, whatever the caliber, should be recognized as “ chronometers” by the Observatories.

4.) To give current models the benefit of the results and improvements obtained with specially constructed high precision specimens.

5.) To maintain this high degree of precision by protecting the movements against the penetration of dust and impurities, the danger to which the wrist watch is particularly exposed.

This last point presented a problem which could only be resolved by protecting the movement against all outside influences. To my technical assistants, my constant refrain was, from the earliest days: “We must succeed in making a watch case so tight that our movements will be permanently guaranteed against damage caused by dust, perspiration, water, heat and cold. Only then will the perfect accuracy of the Rolex watch be secured."

Read more »

Posted by Unknown 08:20 0 comments