Thread by Zachary Murray

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Rolex = Failure?

👇🏼 How did Rolex use a failed world record to sell watches?
The story starts with Mercedes Gleitzewas, who attempted to swim the narrowest part of The English Channel 7 times...

Her failure was understandable ...
The Strait of Dover is

• 34 km (21 mi) long
• Water Tempurature <20°C (60°F)
• Walking distance of 8.5hrs

Her 8th attempt was on Oct 27 1927 and...
She was successful!

Mercedes was the first woman to successfully cross The Dover Strait.

But she had a troll...
A random woman claimed she swam the channel faster.

If Mercedes wanted the glory, she needed to do it again.

But with more eyes on her.
The drama was brewing

German entrepreneur Hans Wilsdorf saw an opportunity to get in on the action.

A perfect opportunity to premiere his new waterproof invention...
The Rolex Oyster

1927 was pocket watch era.

A wristwatch enduring hours of extreme swimming would be the ultimate marketing statement.
It's time for some influencer marketing

On her vindication attempt, she wore the Rolex on a ribbon around her neck.

But things didn't go as planned...
After 10 hours in the icy water, she was pulled from the water, slipping in and out of consciousness.

FAILED

How did Hans spin the story?
Like any good propagandist, he knew that the truth goes where the attention flows.

It was simple,

He never mentioned failure, and he let the dust settle.
1 month later Rolex published a full-page ad reading...

"Rolex Introduces for the first time the greatest Triumph in Watch-making Rolex Oyster. The wonder watch that defies the elements"

Now that's some copywriting.
Mercedes Gleitzewas became a household name and continued more record attempts.

But what about Rolex?
Hans Wilsdorf continued to align his brand with record attempts including the first watch to summit Mount Evrest.

The result?
The most successful watch brand in the world.
That's a wrap!

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