Comments:
Note: Horological Journal (November 1953) Smiths advertisement (maybe revenge after the Rolex letter in the October 1953 Horological Journal).
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 seen the Rolex-Smiths Mt. Everest advertisements a 1,000 times...it is interesting (at least to me) that in the June 2, 1953 edition of The Times, Smiths congratulates the British Everest Expedition whereas Rolex more-or-less congratulates the watch; it is not until the following day (June 3rd) that Smiths publishes the famous "On top of the world!" advertisement for all the good it did them.
Picture #1: The Times (June 2, 1953 page 6): Mt. Everest conquered announcement.
Picture #2: The Times (June 2, 1953 page 3): Rolex "Finally-to the top" advertisement (myth maker).
Picture #3: The Times (June 2, 1953 page 4): Smiths' advertisement saluting the British Everest team.
Picture #4: The Times (June 3, 1953 page 4): Smiths' "On top of the world!" advertisement (a day late and a dollar short).
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 wrist.
By the time Smiths ran their famous “On top of the world!” ad the next day, Rolex had already seized the spotlight. It’s a classic case of how being just one day late can shift a brand’s legacy.
Your documentation demonstrates how stories, not just specifications, influence which names persist in the field of horology.
Very interesting snapshot of time it's incredible how much coverage conquering Everest garnered at the same time as the Coronation.
Marc
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.
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) Edmund Hillary's letter to the Horological Journal regarding the Everest watches (Rolex fans have seen the letter a 1,000 times but included for reference).
