In 1926, Rolex introduced the first water proof watch knonw as the Rolex Oyster. The following year, the Rolex company gave a Rolex Oyster to Mercedes Gleitze, who was attempting to swim across the theEnglish Cannal. This made the Rolex Oyster very famous and also brought a lot of fame and recognition to Rolex. This is what many believe, to be the most defining moment in Rolex's marketing history, where it made the watches extremely popular amongst collectors and watch enthusiasts around the world. This was indeed a very smart move by the Rolex company and ever since then, Rolex has gifted many Rolex watches to renowned world atheletes or celebrities, as a way to promote their brand.