Why Buy a Rolex
Luxury (noun): A product that advertises the user
“A Crown for Every Achievement.”
That’s Rolex’s slogan. Rolex is associated with the pinnacle of human performance. Rolex is all about the superlatives: Be the first. Be the best. Be the most. Be the fastest, strongest, and greatest.
The lore of Rolex exists in the “-est” suffix. Every model comes from a story of excellence:
When Hans Wilsdorf, the company’s founder, heard that Mercedes Gleitze was going to break the world record by becoming the first British woman to swim from France to England, Rolex’s PR team sprained an ankle running to the shore of the English Channel with cameras, after requesting the athlete to wear the Oyster for the stunt.
The Oyster has since then cemented its reputation as being the world’s first waterproof wristwatch, flaunting its ability to function in freezing cold water.
The Oyster gave rise to the Submariner—the first watch to be water-resistant up to 100 meters—and a new story was created: Designed for divers, it became associated with James Bond and ha…