Ratskunk
869
The Times June 24, 1953...Rolex changes its tune.
The next Mt. Everest-related Rolex advertisement after the June 2nd "Finally to the top" advertisement in The Times was on June 24, 1953; this time the Oyster Perpetual watch (same image as the June 2nd advertisement) has the description: "The Rolex Oyster Perpetual that accompanied the victorious British Everest Expedition..." whereas the June 2nd advertisement description was explicit: "The Oyster Perpetual that reached the top of Everest on May 29..."
Funny...the June 24th advertisement still displays the "Seven Times on Everest---Finally to the Top" tag-line though it seems placed in the advertisement sans any particular context.
A lunar day between immortality and the dustbin of history.
Note: helping a friend document some stuff related to Rolex and Mt. Everest for a book; often Rolex fans see the enclosed advertisements but often their source(s) are not given and it is nice to see the advertisements in situ so-to-speak. Rolex fans have ...
This is a fascinating snapshot of how timing in marketing can shape history as much as timing in watchmaking.
Smiths congratulated the climbers on June 2nd, while Rolex used the same moment to promote the watch itself. A subtle but powerful difference. That bold move helped Rolex build the Everest myth around their brand, even though it was Smiths on Hillary’s wr...
The Times June 24, 1953...Rolex changes its tune.
The next Mt. Everest-related Rolex advertisement after the June 2nd "Finally to the top" advertisement in The Times was on June 24, 1953; this time the Oyster Perpetual watch (same image as the June 2nd advertisement) has the description: "T he Rolex Oyst...
Horological Journal October 1953: Rolex retracts the "Finally to the Top" advertisement and gives credit to Smiths.
Horological Journal October 1953: Rolex retracts the "Finally to the Top" advertisement and gives credit to Smiths. Note: Horological Journal (November 1953) Smiths advertisement (maybe revenge after the Rolex letter in the October 1953 Horological Journa...
