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The innovative brand's achievements continued, when in 1927, Mercedes Gleitze swam the English Channel wearing the world's first waterproof watch, the Oyster. With new features such as a screw-down crown and a precision milled crystal, it pioneered the modern diving watch. As Mercedes emerged from the freezing waters, so too did the Oyster, and in perfect working order. The publicity that followed launched Rolex watches to dizzying heights.
In 1931, the self-winding Perpetual movement was patented, a simple yet ingenious design that continues to power every automatic watch to this day. Previous designs by other manufacturers had proven to be too awkward, too clumsy, or just plain unreliable. The Perpetual movement solved these problems while also producing longer power reserves and more accurate timing. Utilising a system of ratchets, clutches and an oscillating weight with the ability to rotate a full 360 degrees, the Perpetual had the ability to wind itself with the wearer's movements. Staying ever ahead of the game, Rolex invented the self-changing date for its 1945 Datejust, onto which a self-changing day was added in 1956 to make the Day-Date.
As well as stretching the boundaries of innovation, Rolex watches also push the envelope when it comes to real world testing. In 1960, just seven years after the launch of the iconic Submariner watch, Jacques Piccard travelled 35,814 feet to the bottom of the Mariana Trench with a prototype Deepsea Special. It was strapped to the outside of his bathyscaphe, and it survived. If that wasn't proof enough of the rugged endurance of the brand's watches, Sherpa guide Tenzing Norgay exposed his Explorer to the bitter winds and freezing storms of the 1953 expedition to conquer the peak of Everest for the very first time. A GMT-Master was even taken to the moon by John Jack' Swigert on the Apollo 14 mission.