The test of time. (Source: Sales Management)
An article just recently discovered from the Aug. 31st, 1929, edition of Sales Management, a trade weekly for marketing executives, gives a rare glimpse into the origin story of Rolex advertising. The article was first found by Nick Gould.
Sidney T. Garland, its author, who owned an ad firm in London contracted by Rolex in the 1920s, explained how textual ads, "built around the necessity for punctuality [...] did not bring the results anticipated,” Garland wrote. “A complete change was therefore indicated; space was utilized to reproduce in half-tone as many watches as could be laid out […] and copy confined itself to the bold statement of Rolex observatory successes.”
Through trial and error, Garland found Rolex ads for the public should have “illustration” and be “redolent of achievement,” he wrote. He featured one of London's most popular actresses, Evelyn Laye, wearing her Rolex with her wrist immersed in a fish bowl. Rolex two biggest marketing ingredients — achievement and ambassadorship — had been born. I’ve posted the full article here: Page 1 and Page 2.
