I post the article to show how high the pedestal for swimming once sat. So high in fact that that a female swimmer had the credentials to change how Rolex marketed itself for the rest of the century and beyond thereby contributing to the creation of a $5.5-billion company.
How Rolex became "Rolex" in the marketplace - From Slate Magazine:
"... The final secret of the brand: sports marketing. Rolex essentially invented the practice, according to Thompson. When a swimmer named Mercedes Gleitz crossed the English Channel in 1927, wearing a waterproof Rolex, Hans Wildorf marketed the bejesus out of the fact that the watch had survived intact. Rolex now sponsors countless golfers, tennis players, yachters, and adventurers. The longtime Rolex slogan is “A crown for every achievement”—meant to conjure feats of athletic prowess, exploration, and, yes, gray flannel corporate advancement. ..."