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  • 3-MAR-2024 | Excerpt from Rolex’s “The Swiss Inquisition” Ad

3-MAR-2024 | Excerpt from Rolex’s “The Swiss Inquisition” Ad

Excerpt from Rolex’s “The Swiss Inquisition” Ad

Us vs Them.

The sentences are not the shortest. But they’re still easy to understand because the words are simple. Most are one or two syllables, and there’s no crazy jargon.

And each paragraph is a single sentence. Easy on the eyes.

The Swiss Inquisition.

There are seven outposts of the Inquisition currently operating in Switzerland: at Bienne, La Chaux-de-Fonds, Geneva, Le Locle, St. Imier, Le Sentier and Soleure.

They are carefully disguised under the name of Official Swiss Institute for Chronometer Tests.

And at each of them, men are employed to do things to watches which you wouldn’t do to your worst enemy.

You see, before any watch can officially be called a “Chronometer,” its movement must undergo 15 days and nights of torture at the hands of these complete strangers.

They put each one into an oven, lock it away in a refrigerator, hang it on iron racks in various wrist positions, checking its accuracy every day.

Only when the movement comes through with the fractional variations in accuracy do they award it their carefully guarded title of Chronometer.

Inquisition hook → painting the villain → intriguing details → context is set for what it takes to pass the Chronometer certification.