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Rolex’s Daily Mail print advert featuring Swimmer Mercedes Gleitze
· 24.07.2022 · 19:44:11 ··· Sonntag ⭐ 0 🎬 0
📺 AD Wonk
Rolex today is one of the best know and most premium brands in the world but how did it get there? A defining moment was its first ever advert.
The inspiration was the success Mercedes Gleitze, the first British woman to swim the English Channel in 1927. Gleitze was a huge celebrity in her day and was paid to ware the Rolex Oyster wristwatch for her attempt to swim the channel.
Rolex’s founder and director, Hans Wilsdorf, who had masterminded this early form of celebrity endorsement celebrated the feat with this full-page advertisement on the front of London’s Daily Mail proclaiming the success of the first waterproof wristwatch and chronicling “the debut of the Rolex Oyster and its triumphant march worldwide”.
And subsequently further full-page adverts and then more celebrity endorsements. With Rolex sponsoring daredevil explorers in a similar way to Red Bull today.
What makes this such a brilliant bit of marketing and advertising is Mercedes Gleitze effectively became the first Rolex Testimonee (one of the first examples of this approach), symbolising achievement and demonstrating the new watch’s qualities in action.
· 24.07.2022 · 19:44:11 ··· Sonntag
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