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3-MAR-2025 | Excerpt from Rolex’s “The Swiss Inquisition” Ad

Author

Dan Bogachek
March 03, 2025

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].

Excerpt from Rolex’s “The Swiss Inquisition” Ad

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. 🏁 

Classic 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.

Each paragraph is a single sentence. Easy on the eyes.

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