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Post on Medial

Jaswanth Jegan

Stealth • 6m

“Rolex’s Underwater Adventure ” WEIRD Marketing Strategy #11 In 1927, a young British secretary called Mercedes Gleitze took a place in the annals of watchmaking history with a sporting exploit that brought the first waterproof watch to the world’s attention. Mercedes wore a Rolex Oyster, spending more than 10 Hours in the chilly waters between France and Great Britain. At the end of the swim, the waterproof wristwatch was declared to be perfectly working. She was the first Englishwoman to manage the arduous swim, and she earned huge popular acclaim and Rolex used this opportunity to grab attention of the people. Although wristwatch are taken for granted nowadays, a century ago pocket watches were the norm. The practical timepiece championed by Rolex owes much of its success to the painstaking development of waterproofing.

9 replies18 likes

Replies (9)

Anonymous 4

Stealth • 6m

💯💯

1 replies1 like

Anonymous 3

Stealth • 6m

Rolex deserves credit for the inventive guerrilla marketing tactic. It was an bold, creative way to make a huge splash (pun intended).

1 replies1 like

Anonymous 2

Stealth • 6m

I just wonder if they had actually intended it as a pure marketing stunt from the beginning, or if they just capitalized on the opportunity afterward?

1 replies1 like

Jaswanth Jegan

Stealth • 6m

[This post has been deleted by the creator]

0 replies

Anonymous 1
•

Flipkart • 6m

You have to admire the audacious marketing move by Rolex back in the day. Getting their waterproof watch validated through such a high-profile swim was genius. At the same time, it feels a bit gimmicky to me. Like they just got lucky that their watch happened to work while she swam, and then played it up after the fact.

1 replies1 like

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