How Rolex Sold the First Waterproof Watch with a Newspaper Ad

This 1927 Rolex ad is a masterclass in turning a technical feature into a story worth talking about. It didn’t just say “our watch is waterproof.” It said “look what happened when we proved it.”

Marketing Analysis

Rolex used both proof and prestige. The ad features a swimmer who wore the watch while crossing the English Channel. That transforms “waterproof” from a claim into a headline-worthy story. The ad even offered a free brochure to turn curiosity into leads.

Why It Works

• Social proof: Real person, real achievement
• Storytelling: The watch becomes the hero
• Strong visuals: Bold headline, photo, and watch lineup
• Call-to-action: Free booklet for next-step engagement

Creative Variations