Jul 24, 2010

Greatest (Inner) Space Ads - Rolex 50 Years of Underwater Heritage

Rolex released this video to celebrate the 50 year anniversary of the deepest undersea voyage to the bottom of the Mariana Trench. The 1960 deep sea mission by Don Walsh and Jacques Piccard included a specially designed Rolex watch called the "Deep Sea Special" strapped to the outside of the vessel. The depth reached during the mission was 10,915 meters (35,810 ft). At that depth the watch was subjected to over a thousand times atmospheric pressure.

But the dive was far from just a simple advertising stunt. Rolex engineers spent about ten years and suffered many setbacks to develop a watch design that could function at that extraordinary depth. The trials of the Deep Sea Special were also a central feature in Rolex's advertising campaigns for its Rolex Submariner product line (watches which incidentally have appeared in eleven James Bond movies!).

It's probably fair to say that that those efforts were a key building block of Rolex's elite brand image that has lasted till today... but what's next Rolex? Fancy taking a watch on a mission to the moon?

More details about the Deep Sea Special HERE.


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