Sotheby's is auctioning the Mercedes Gleitze Rolex Oyster watch in Geneva on November 9th.

Sotheby's is auctioning the Mercedes Gleitze Rolex Oyster watch in Geneva on November 9th. This is a highly significant event because:

· It's a landmark watch: This is one of the most famous and important waterproof wristwatches in the world.

· First time in 25 years: It hasn't been at auction for a quarter of a century, making its appearance a major event for collectors.

· High Estimate: It is expected to sell for over 1 million CHF (approximately $1.3 million).

The Historical Significance of the Watch

The value and fame of this watch are directly tied to its unique history, which was a masterstroke of marketing and engineering by Rolex founder Hans Wilsdorf.

1. The "Vindication Swim": In 1927, Mercedes Gleitze became the first British woman to swim the English Channel. Rolex gave her one of their new "Oyster" watches to wear during a subsequent swim, dubbed the "Vindication Swim," to prove her first success was legitimate.

2. Living Proof of Waterproofing: After more than 10 hours in the icy waters, the watch emerged in perfect working order. This provided Rolex with irrefutable, real-world proof that their Oyster case was truly waterproof—a revolutionary claim at the time.

3. A Marketing Masterpiece: Rolex capitalized on this success with a full-page advertisement in the Daily Mail celebrating the watch's survival. This transformed public perception of the wristwatch from a delicate piece of jewelry to a robust and reliable tool.

Why This Watch is So Important to Rolex

· Genesis of Modern Sponsorship: Mercedes Gleitze is considered Rolex's first-ever testimonee (brand ambassador). This partnership marked the birth of the modern sports sponsorship strategy that Rolex and many other brands use today.

· Defined the Brand's Spirit: Gleitze embodied the "pioneering spirit and relentless pursuit of excellence" that Rolex still markets today.

· A Pre-Patent Rarity: The watch for sale is an exceptionally rare pre-patent model made in 9ct yellow gold, making it one of the very first of its kind and one of the most consequential watches in Rolex's history.

In short, this watch isn't just a timepiece; it is the physical artifact that launched the mythos of Rolex as a maker of robust, reliable, and high-performance watches. Its upcoming auction is a landmark moment in the world of collectible watches.