Swimming Against The Current

Hans did.

Hans owned a small watch making company whose name had been chosen because it could be easily be pronounced in multiple languages and looked good on the face of the watch … but Hans had a serious problem .. how to differentiate his premium watches from all others? He just wasn’t sure what to do.

Then one day he opened his newspaper to the story of Mercedes, a young English girl who was a swimmer with great ambition. She had finally completed a 10 hour swim across the English Channel only to have her national swimming association not recognize it. So, she had vowed to complete the swim once again. And that’s when Hans saw his opportunity. If Mercedes wore his company’s new waterproof watch for that swim and it still worked at the end the company could gain incredible exposure and brand recognition. Well Mercedes wore it and it worked great. The resulting worldwide press coverage instantly helped establish Han’s brand everywhere .. it was now the watch to have no matter what the price. And sales took off.

Today, over 90 years after Mercedes big swim Han’s company is still consider one of the world’s top brands .. and they sell almost $5 billion a year in watches .. Rolex

ROLEX is a great idea because, watch out world, testing the waters with a new idea can help you do something timeless!