THE FUTURE IS FEMALE

Since its founding in 1905, Rolex has become synonymous with watchmaking excellence. It is perhaps most famous for its 1926 invention of the Oyster, the world’s first ever water-resistant wristwatch. To prove just how robust the watch was, Rolex partnered with a young British swimmer named Mercedes Gleitze, who swam across the English Channel with the Oyster strapped to her wrist. After over ten hours in the freezing cold waters, both Gleitze and her watch emerged unscathed.

The event was a landmark for Rolex, not just because the Oyster had kept perfect time throughout its journey and had thus cemented Rolex’s reputation as a quality watchmaker, but also because Gleitze had de facto become the brand’s first “testimonee”, endorsing