Re: Some rolex thoughts


Fraser Johnston wrote:
> Seeing as how Rolex is a hot topic I thought I might chip in with some
> thoughts. I remember hearing about Rolex as a small child. 2 things I
> clearly remember. 1 was my 6th grade teacher (this would of been about
> 1984) telling the class how Rolex was the most accurate watch in the world.

That's an advertisers dream...to have consumers continue to repeat
advertising copy as though it was the truth. There really never was a
time when Rolex was the producer the most accurate watch. They have
always had a lot of competition. And of course by 1984 the performance
of Rolex and other mechanical chronometers had been completely eclipsed
by inexpensive quartz timed watches from asia.


> I know now the $25 digitals of the time would of cleaned it up in the
> accuracy stakes.

To be sure. And the swiss reacted by changing the performance
standards required for chronometer status. Quartz watches have to meet
a much higher standard than the relatively lax performance required of
mechanical chronometers. Heaven forbid that a Timex Ironman could
carry a chronometer label.

> I also remember my dad telling me they were machined from
> one piece of steel or gold. I know now that there is a whole bunch of
> different metals and alloys in a watch. It's funny how propaganda like this
> has influenced society and made Rolex the brand it is today.

Interesting how advertising copy gets handed down through generations
as though it was the truth. As far as the Rolex case goes, I never
really understood the point they were trying to make with that claim.
It's pretty much irrelevant whether the pieces of a multipart case come
from the same piece of steel or not. And so-called solid back cases
have been commonplace for a long time. The myths surrounding Rolex
remind me of what Chrysler was able to do. They perpetuated the belief
that Chrysler was at the forefront of automotive engineering design and
that their cars were by definition safer than others.

>
> Fraser

.

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    ... > That's an advertisers dream...to have consumers continue to repeat ... > advertising copy as though it was the truth. ... > time when Rolex was the producer the most accurate watch. ...
    (alt.horology)