Mercedes Gleitze was Rolex’s first brand ambassador and, really, helped create the concept of a brand ambassador in the modern world. Mercedes Gleitze was a British swimmer, the first English woman to swim across the English Channel. As there always are, there were people who wanted to detract from the accomplishment. A woman claimed that she was the first person to do it and Gleitze never did. Glietze had to do a second crossing.
When Hans Wilsdorf, Rolex’s founder, heard about it, he gave Gleitze a Rolex Oyster Prototype. The only thing she had to do was wear it during the swim. She did, and a reported noticed after her successful swim that the Rolex was still ticking and was still accurate. About a month later, Wilsdorf took out a frong-page ad in the daily mail. That was in late November of 1927, and it launched the Rolex Oyster in the United Kingdom.
And so, Mercedes Gleitze became the first Rolex brand ambassador and helped launch the concept of a brand ambassador in the first place. Although other companies, including watch companies, had designed watches for famous individuals, those other companies didn’t have the same ability to market and celebrate achievements as Rolex did.
Gleitze's swim brought attention to the Rolex Oyster, the world's first waterproof wristwatch and the advertising campaign featuring Gleitze's achievement was quite successful. In addition, Gleitze wrote a testimonial about the watch's accuracy and durability. Rolex put Rolex Oysters in shop windows submerged in aquariums to demonstrate the watch's waterproof qualities
Gleitze's swim was a turning point for the watch industry because it not only helped popularize the Rolex Oyster watch but water-resistant watches in general. In addition, the relationship between Gleitze and Rolex helped establish the concept of brand ambassador, something that now impacts nearly every industry.
I hope you enjoy learning a little about the history and impact of this company. If you are looking for a pre-owned Rolex in San Diego, give me a call. Or you can drop by our La Jolla showroom. I promise you’ll be glad you did.
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