In 1927, Mercedes Gleitze set to cross the English Channel – swimming.
She was the first woman to go for this vindication swim, at a moment when women’s achievements were becoming visible to the world. She almost made it! Media attention was anyway guaranteed and
many cameras were waiting at the shore.
Hans Wilsdorf understood the significance of that moment.
He chose to place a Rolex Oyster on her, knowing that performance would be tested publicly, in real conditions, at a turning point in history. Rolex grew by standing next to people who shaped history through discipline, preparation, and courage!
People are drawn to champions because they recognise the work behind the result.
When they choose the same tools, they feel connected to the same standards.
When Gleitze emerged from the water, the watch worked perfectly: “The wonder watch that defies the elements”.
From that moment on, Rolex became associated with courage, precision, and endurance.
That choice set a direction. Rolex continued to align with people who operated where that kind of performance truly mattered:

Sir Edmund Hillary, reaching the summit of Mount Everest required endurance, trust, and preparation at extreme altitude.
Jacques Piccard, descending to the deepest point of the ocean demanded reliability under immense pressure.
Finally Roger Federer, excellence showed itself through consistency, humble Swissness, and mastery built over decades.
Each of these individuals represented more than success. They embodied dedication to quality and respect for craft.

That is how trust can be generated. Strong brands use this dynamic.
They choose contexts where values are lived and not only pretended.
Live your brand and kill fake! Choose your ambassadors and build a great foundation for trust and brand loyalty yourself!

We might never wear a Rolex ourselves and you are most likely not in charge of the Rolex brand.

So let’s work on your brand and what matters for your customers!