Ratskunk's meticulous research into Rolex's post-war advertising history unearths the pivotal "Swiss Landscape" campaign. This deep dive, drawing from J. Walter Thompson's internal records, illuminates how Rolex, with illustrator Eric Fraser, laid the groundwork for its iconic marketing strategies, making this early campaign a crucial touchstone for understanding the brand's enduring legacy.
Let's preface the 1947 Rolex "Swiss Landscape" advertisements with a quick tidbit of history: The J. Walter Thompson (JWT) agency became the Rolex advertising agency of record in 1946, according to the JWT newsletter The Rolex Oyster: 39 Years of Advertising History JWT's first Rolex advertisement was in 1946 targeting the jewelry trade...
The very first ad that appears in London's Rolex guard books is addressed to the jewelry trade. It is immediately post war (1946) and announces the arrival of limited supplies of Rolex watches and the resumption of press advertising. (JWT)
The 1946 advertisement referenced in the JWT newsletter may be the advertisement appearing in the December 16, 1946 Scotsman; a similar advertisement appeared in the December 6, 1946 Belfast Telegraph.
The first JWT Rolex advertisement directed toward consumers according to the JWT newsletter
The Rolex Oyster: 39 Years of Advertising History was in 1947; the advertisement pictured in the newsletter I think first appeared in the Scotsman on January 10, 1947.
Our first consumer ad (1) announces the first imports of fine wristwatches since 1940. The ad is dated January 1947. It was a start, at least. (JWT)
After the 1946 and 1947 advertisements J. Walter Thompson launches its first Rolex "consumer advertising campaign": the "Swiss Landscapes" advertisements; the well-known British illustrator Eric Fraser is selected to illustrate the advertisements (Eric Fraser will go on to illustrate the 1952 Rolex "Fantastic Story" advertising campaign).
More conventional consumer advertising began later in the same year [1947] with very fine line drawings of Swiss scenes and of the watches (2, 3). Each ad in this quite long series deals with a particular attribute of the Rolex OysterâPerpetual Motion, the Superlative Chronometer Certificate, the date change on the stroke of midnight and so on. We also made a point of including a catalogue of Rolex "firsts", such as first water-proof watch. It was an impressive list even then. And it has grown since. (JWT)
The "Swiss Landscape" advertisements featured the scenes: Zytglocketurm, Berne & Lucerne, Hofkirche, Mount Pilatus and Montreux, Château de Chiillon, The Hospice du St. Gothard, San Martino Church at Olivone & Adelboden, Switzerland; note I was only able to locate seven of the advertisements (see enclosed pictures). It's difficult to appreciate Eric Fraser's illustrations given the format the advertisements appeared in but three advertisements that reflect the beauty of Eric Fraser's artwork are found in Graphis magazine issues 23, 24 and 25; enclosed are the full-page advertisements from Graphis magazine.
As in the Rolex "Fantastic Story" advertisements Eric Fraser's "Swiss Landscape" illustrations are the real heroes rather than the watches (at least to me).
Note: the full-page "Golden hours for Daytime, Night-time, Lifetime" (with four Rolex watches) is an anomaly as a description of the Swiss scene illustrated is not displayed but the illustration is certainly done by Eric Fraser as his signature (initials) are present.
A note regarding the J. Walter Thompson advertising agency: I am fond of saying and I believe its true: Hans Wilsdorf created the Rolex watch, J. Walter Thompson created the Rolex myth; an Omega brand manager summed it up nicely...
