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.