British pilots in World War II prized Rolex watches because of their phenomenal accuracy. Unfortunately, German troops who captured downed airmen also coveted the watches and confiscated them as wonderful trophies--almost as desirable as Zippo lighters or American .45 pistols.
Hans Wildorf was a German expatriate who moved to Switzerland and founded the Rolex company. Displeased with the actions of his former countrymen, Wildorf had a standing offer that he would immediately send a replacement watch to any British pilot who wrote to him and explained that the pilot's watch had been taken by the Germans. Wildorf would send the watch to the Stalag where the pilot was imprisoned* along with an invoice indicating that the pilot was not to "even think about settlement during the war." Most pilots honored their commitment and paid their watch bill upon their release after the end of the conflict.
One of the Rolexes provided through this promotion was used to time the movements of the prison guards as portrayed in The Great Escape.
The Brits raved to their American allies about the glories of the program and of the Rolex watch itself. As a result, Rolex, which had been a relatively obscure brand, suddenly become the must-have watch in both the United Kingdom and America.
*Apparently, prison guards (who usually belonged to the Luftwaffe in those camps housing captured airmen) maintained a code of conduct where they did not routinely steal jewelry from their charges.
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