Tuesday, February 23, 2010

Men Who Guide The Destinies Of The World Wear Rolex Watches...


Breaking Rolex Marketing Code
Men Who Guide The Destinies Of The World Wear Rolex Watches
1957 Was A Very Good Year For Rolex

1957 was a very good year for Rolex. Hans Wildorf, the man who founded Rolex in London, England in 1908 had realized his dream and in three short years (in 1960) he would exit the stage of life.

In 1957 Dwight Eisenhower was the President Of The United States and as the leader of the free world, he wore a yellow-gold Rolex Datejust on his wrist. President Eisenhower was not on the president of the United States, but for many, many people in Europe he was their savior since he brought over over the largest armada ever assembled in world-history and free all of Europe from Nazi aggression.

Prior to World War II, Rolex had prospered and grown with amazing innovation and had built up a world-wide distribution system second to none. Hitler and his Nazi regime brought Rolex to almost a complete stand-still.

The following three Rolex ads were all published in 1957 in the United States:


Rolex promised President Eisenhower they would not use the fact that he wore a Rolex for marketing purposes and they more-or-less kept their promise, but they definitely used his likeness subliminally.

For instance look at the bald man in the ad above who's face is masked behind the ribbon that reads "Men Who Guide The Destinies Of The World Wear Rolex Watches." Notice the plaque in-front of the faceless man reads "ETATS–UNIS" which is French for "United States."



I don't know exactly what Rolex was thinking in 1957 when they ran these ads. I think it is safe to assume that on the one hand they were extremely excited to have President Eisenhower wearing and relying on his beloved Rolex Datejust, and on the other hand they were probably a little frustrated because they probably wanted to point out this fact to everybody, but really couldn't. So they kind of did it subliminally–at least that is my best guess.



Lord Mountbatten Ad

Next we have the following Rolex ad from 1957 which is clearly referring to Lord Mountbatten who is pictured in the photo below the Rolex ad.


The photo of Lord Louis Mountbatten below was taken during World War II, and he is wearing his trademark Rolex Oyster Perpetual on a leather strap. Lord Mountbatten is Prince Philip's uncle. Prince Philip is married to Queen Elizabeth of Great Britain.


Christie's (London) auctioned Lord Mountbatten's Rolex in 2006 as seen below. It was an Rolex Oyster Perpetual Bubbleback [Reference 2940] that was made in 1940. Its matt silvered dial was singed Rolex Oyster Perpertual, Officially Certified Chronometer. The Rolex was a gift from his wife and on the back the engraving reads: "Dickie from Edwina, 18th July 1943 XXI." The clasp is inscribed Mountbatten of Burma.


The Christie's Lot notes read:

Formerly the property of Earl Mountbatten of Burma (1900-1979), K.G., G.C.B, G.C.S.I., G.C.L.E, G.C.V.O., First Sealord of the Fleet and last Viceroy of India. A Gift from Countess Mountbatten to her husband on their 21st wedding anniversary.

Louis Mountbatten was born Louis of Battenberg at Windsor Castle on 25th June 1900. His mother was Princess Victoria of Hesse, granddaughter of Queen Victoria and his father was Prince Louis of Battenberg. During World War I, together with the rest of the Royal Family, it was decided that it would be wise if German family names were changed.

In line with this, the house of Battenberg became Mountbatten in 1917. In 1922 Louis Mountbatten married The Hon. Edwina Ashley. Earl Mountbatten had a long and very distinguished Naval career, by 1932 he was promoted to Commander and in 1937 to Captain. During World War II he was in command of H.M.S. Kelly and the Fifth Destroyer Flotilla and then H.M.S. Illustrious in 1941.

In 1943 he was appointed Supreme Allied Commander of South-East Asia with rank of acting Admiral until 1946. Between 1946 and 1956 he was promoted to Rear-Admiral, Vice Admiral, Fourth Sea Lord, First Sea Lord and Admiral of the Fleet. In 1947 he had been created 1st Earl Mountbatten of Burma and in the same year was appointed Viceroy of India.

He was the last person to hold the position of Viceroy and concluded negotiations for the independence of India and Pakistan from the Empire. From 1959-65 as Chief of the Defence Staff and Chairman of the Chiefs of Staff Committee he worked to integrate various branches of the armed forces.

Earl Mountbatten was the uncle of HRH Prince Philip, Duke of Edinburgh and was always known by the family as uncle Dickie. He was very close to HRH The Prince of Wales and in fact it is said that Prince Charles referred to him as his "honourary grandfather". It was whilst fishing in a small boat in Donegal Bay, Ireland on 27th August 1979 that Earl Mountbatten was murdered by the IRA.






NBC Founder David Sarnoff

I am not 100% certain, but in this next ad I believe it is referring to David Sarnoff, the founder of NBC who was a maverick in Television Programming.



These last two ads are from 1964



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