MAKE IT A ROLEXMAS
- The Marvelous ROLEX Wrist Watch
The Worlds Best by Every Test
Extract from the front page advert in Daily Mail dated November 24, 1927.
" A lifetime Gift for Christmastime - Because it is the best! The Rolex has emerged from every recognised test as the best time keeper in the world, a fact that is vouched for by Twenty World Records." And not to mention that obviously "...ALL GOOD JEWELLERS throughout the British empire stock Rolex Watches. Genuine Rolex watches have the name on the dial, or on the movement or under the case."
Not much has changed for the past 80 years - some Swiss makers are still living in their fantasy watch world, fabricating exaggerated claims and fighting endless battle against counterfeiters.
What caught my attention in this Rolex advertisement was the price range of Rolex watches, from "3 to 100 pound", which was a little fortune for a watch from a relatively unknown maker at that time. Clearly, Rolex had been an ambitious maker from their very early days and to their credit, Rolex understood the power and importance of marketing, way before their competitors.