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SCHON DIEGANZ NORMALENPREISSTEIGERUN-GEN SINDBEACHTLICH//THE NORMALPRICE INCREASESALONE ARESUBSTANTIALYou can look at history from whatever angleyou like, researching archives and browsingthrough libraries. At the end, only onething is certain: there never was a Mr Rolex.But research of the relevant chronicles willyield information about the legendary HansWilsdorf. A true Bavarian, born in 1881, he is responsible notonly for the birth and triumph of one of the most importantSwiss watch manufacturers, but also for truly world-changinginnovations such as the first completely waterproof watch cases.This history has its beginnings in the »Roaring Twenties«, whenthe wristwatch was still in its infancy and men of the world werewont to wear their personal timepiece ostentatiously on a chain.On 21 September 1926, a well-read businessman registeredthe patent for a new, completely screwed watch case. The year before,German watchmaker Bruno Hillman had wanted nothingmore ardently for his colleagues and himself than: »when finallythe hour of salvation from the tyranny of the wristwatch wouldbe upon us.« He describes why in The wristwatch: Its nature andtreatment during repairs: »In the coldest circumstances or thehottest burning sun, while cleaning, sweeping, washing, dancing,doing gymnastics and other sports or due to forgetfulnesswhile having a bath and even in bed, people always wear theirwristwatches. And such a small and sensitive clock should be ableto withstand all that.« Of course, the author knew nothing ofthe plans of the creative clock entrepreneur, otherwise his judgmentof timepieces strapped to the wrist would probably havebeen more lenient.After the so-called »Oyster« became a reality in 1926, itneeded promotional campaigns – something the marketing hadin plentiful supply. One of his new »Oysters« was on the wristof London-based typist Mercedes Gleitze, who swam the EnglishChannel with it on 7 October 1927 after a bet. However, whilethe Amazon had to give up exhausted after 15 hours and 15 minutes,the newcomer watch continued to tick without fault. Sevenweeks later, the London Daily Mail opened with a headline heralding»the miracle watch that withstands the elements.« Not asan editorial, but in the form of a full-page advertisement. It wasa premiere for the first tried-and-tested waterproof wristwatch:Wilsdorf had bought the front page of a renowned daily paperfor advertising purposes. With Evelyn Laye from England, Rolexpresented perhaps the first testimonial in watch history in 1931.With bedroom eyes and an »Oyster« on her wrist, she let herselfbe photographed to good effect.77