Last week we reported on the highly anticipated deep-sea dive to the Mariana Trench. James Cameron, acclaimed film director and National Geographic explorer, set out on Monday to the deepest part of the ocean. He wore Rolex’s deep-sea diver watch that can withstand 12,000 metres of water.
This high-profile dive was an incredible brand placement for Rolex, who got international attention for its involvement in this historic journey. Connecting National Geographic and Rolex really intensified the exclusivity of the expedition and those who helped fund it. Rolex has made it difficult for anyone to be ignorant of their legendary logo – even those that dwell at the bottom of the ocean.