TY  - BOOK
AU  - Cunningham,Brendan M.
TI  - Selling the crown: the secret history of marketing Rolex 
SN  - 9798218018368
PY  - 2022///]
CY  - [United States]
PB  - [publisher not identified]
KW  - Montres Rolex S.A
KW  - Marketing
KW  - History
KW  - 20th century
KW  - Wrist watches
KW  - Switzerland
KW  - Advertising
N1  - Includes bibliographical references (pages 146-158) and index
N2  - "During World War II, a new front opened in the battle between the Axis and Allied powers: propaganda. Little-known archival records reveal that in the postwar period, British veterans of covert warfare applied their experiences in a new arena: advertising. This is the inside story of those who marketed Rolex, one of the most valuable and secretive brands in world history. The company's reputation for luxury and exclusivity was built, in part, using the strategies and tactics that were sharpened through secretive global conflict."; "During the 'Swinging 60s,' the J. Walter Thompson advertising agency (JWT) designed and deployed international advertising for Rolex. A JWT employee was there when the first explorers returned from summiting Everest, cementing Rolex' role in adventure and daring escapades. Not every effort was equally successful, but they amount to a fascinating and compelling tale"--back cover
ER  -