The Watch They Dropped From the Space Needle
Wyler Incaflax 660 circa 1960
As far as public relations go, the watch industry may be one of the most significant in terms of impactful strategies that have long lasting effects. Take, for example, the Omega Speedmaster or the Rolex Explorer; synonymous with space travel and Mount Everest, respectively. Those two are some of the more popular examples, but many less well-known instances have occurred throughout watchmaking history, one of which is the time a Wyler watch was dropped from the Space Needle in Seattle.
The Wyler dropped from the Space Needle was the Wyler Incaflex, dropped from the iconic Seattle building in 1962 as a marketing move directed at the American market. The Incaflex was made to be a rugged watch, as the balance wheel was made from a single piece and could therefore better withstand impact. This balance spring, known as the Incaflex balance spring, was invented by company founder Paul Wyler in 1927 and patented by Wyler in 1932. Did the watch survive the 600-foot drop? Yes! According to Wyler, the watch was still running and proved how shockproof it was in the process.
Vintage Wyler Watch Space Needle advertisement
In fact, it was not the first time one of these stunts had been pulled to market a Wyler watch; in 1956 two were dropped from the Eiffel Tower, again to prove how shockproof they were, and other drops were made earlier from planes. You might think a watch like that would run you at least a couple hundred bucks but at the time the Incaflex cost a mere $26.95!
This story could be said to show how the potential impact of a PR event like dropping a watch from a tall building should never be underestimated; because today Wyler is still famous for dropping these watches from those tall buildings! Although Wyler watches are still in circulation – vintage, Wyler Genève, and Wyler Vetta – the story of the Wyler’s public relations scheme will likely outlive the popularity of any of its individual watches.
By: Eric Mulder