FLASHBACK: A REAL FISH STORY

March 1998

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FLASHBACK: A REAL FISH STORY

In display design, practicality sometimes takes a back seat to cleverness, as this anecdote about Rolex proves.

In the 1920s, when the company launched its water-resistant Oyster, it distributed an aquarium window display in which jewelers were to suspend the watch, demonstrating its water-tight properties to passers-by. Though the watches kept on ticking, the fish proved less durable. Rolex had to send jewelers books on the care and feeding of tropical fish to keep its bright idea from going belly up. (From The Best of Time: Rolex Wristwatches by James M. Dowling and Jeffrey P. Hess, Schiffer Publishing Ltd.)






Copyright © 1998 by Bond Communications.


 

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