Submariner

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Rolex is the epitome for stylish people. But what it is the story behind the name of this outstanding luxury watch? According to the founder Hans Wilsdorf, the watch was supposed to be recognizable and promotionally effective. He has always fostered the internationality of the brand. Wilsdorf moved from his Franconian hometown Kulmbach (Germany) to French Switzerland. After his earliest successes as a vendor of accurate watches, he started his own business in London. In 1908 the brand name Rolex was officially registered. Nowadays, Rolex often is considered to be a US-American watch because it was worn by US-actors such as Paul Newman and Sean Connery – but the brand is at home in Switzerland.

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A luxury watch that breaks records

In former days people were pretty skeptical towards wrist watches and wondering – “How is it possible that a watch with such a tiny case, which is exposed to dust, dirt and pressure, is still accurate and reliable?” In this period the visionary Wilsdorf bet on Rolex. People say that the name can be referred to the French expression “horlogerie exquisite”. Having a creative spirit and being an absolute brand strategist, Wilsdorf created with a recognizable logo and clear image (the five-point crown) a legendary classic. Apart from outstanding quality norms which are still valid, he as a smart business man set standards. He knew exactly what customers wanted: He was able to face the reservation of the people from 1920 onwards with an exposition of convincing certificates which declared the accuracy.Right after the introduction of the water-resistant Rolex Oyster in 1926, Wilsdorf benefited from prominent people that hired for advertising purposes. When the British swimmer Mercedes Gleitze was crossing the British Channel she was accompanied by a Rolex Oyster. Unfortunately, Mercedes had to give up shortly before the destination due to bad weather conditions, but the Oyster was still in its best conditions and accurate after spending 8 hours in cold water. Then Wilsdorf achieved a magnificent image succes within a spectacular promotion campaign on the front page of the London “Daily Mail”. From there, things really took off. In 1953 the Rolex Submariner was launched, at that time the watch included a water resistance up to 100m, later up to 300m. The model was followed by the Sea Dweller (still today it is water resistant up to 3,900m) and the Oyster Perpetual Day Date. Another great moment for Rolex was on 23 January 1960, when Jacques Piccard reached the floor of the Mariana Trench (a depth of 10,916m) – of course he was wearing a Rolex, what else.

Why does the Rolex Submariner represent an icon in the underwater world

A sensation at Baselworld 1954: All eyes were on a wrist watch with a black clock face, luminous numbers, hands and seconds counters, a handy rotating bezel, a scratch proof sapphire glass and a double secured Twinlock-crown: The Rolex Submariner - “The diver’s friend.”Later both the clock face and the bezel were also available in blue and green, the wristband were made of steel, white or red gold and could be also purchased in the bi-colour design. The Submariner Date was upgraded with an excellent date display in the discreet aperture (e.g. reference 116610LN). This model is a classic because its shape, design and functional quality have never been changed. Even tough, it arouses great enthusiasm in each generation. The watch is young and timeless due to premium standards, originality and daring novelties. The Submariner and other vintage models barely decrease in value, the number of highly demanded watches and rarities are increasing. One criterion HORANDO always keeps an eye on when you purchase your watch online.

The secret behind the success of the Submariner: Reaching out for the (sea) stars

While purchasing your watch online you will face a luxury watch that not only serves extreme athletes and the diving professionals of the British and Canadian Navy. In the underwater world the watch can show its true ability. With the rotating bezel and the 60-minute graduation that allows to clearly identify the diving- and compression time, no matter how dark the environment is, and with the jagged and handy edge (dive gloves), the watch could save lives. Become friends with this model - it is never too deep (or too flat) for a Rolex Submariner.

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