Mercedes Gleitze's Vindication Swim Changed Rolex Forever

When you think about a fluted bezel your first thought my be a watch that is dressier,  perhaps more decorative - perhaps a Rolex comes to mind and for good reason…

Originally introduced by Rolex, the fluted bezel had a humble beginning that had a far more practical purpose.

In 1926 Rolex released the first waterproof and dust proof watch called the Rolex Oyster. Or so they claimed. As Rolex’s first attempt at water waterproofing in 1922 would fail commercially due to an impractical design.

But with this new design the fluted screw down bezel; a screw down crown, and a screw down case back would all play an important role in the Oyster design elements that ensured a tight water proof seal.

But, was this watch really water proof?  What proof did Rolex really have up to that point other than their claims?

On October 7th, 1927, Mercedes Gleitze would become the First British woman to successfully swim the English Channel (which is  21 miles of water that stretch between England and France).  It would take her 15hr 15min to make the trek.

In the days to follow, another swimmer would make the claim the she was able to swim the English Channel faster, but that claim would turn out to be a hoax.  However, the false claim would undermine Gleitze’s achievement.

Now she would make a second attempt to swim the channel after the false claim had  challenge her record.  Unfortunately, she would end up needing to abandon that swim after a little more than 10hrs do to to the waterway conditions and changes that had occurred that late October.  The waters of the English Channel had turned much colder by that time.

But what made that swim so important (which would be come known as the “Vindication swim’) was the Rolex watch she was wearing around her neck during that swim - the watch would survive the elements of the cold and harsh waters of the English Channel. That swim would help provide proof of Rolex’s waterproofing claims.

By the way, the year before in 1926, Gertrude Ederle would become the first woman to swim the English Channel, she was an American, and she would do so faster than any of the men to swim the channel before her, in an astonishing 14hrs 34min.

So now Rolex had real life proof that their watches were truly waterproof and could withstand some of the harshest elements. This was an important milestone in watchmaking history.  And it helped set the standard for all future watchmaking.

Over time and through advancements in waterproofing designs, the fluted bezel would no longer be a necessity.  So why do we still see fluted bezels on some watches today.

In1945, Rolex would reintroduce the fluted bezel as a luxury design feature, using precious metals such as white gold and alike.  Soon, other watch brands would follow, even more affordable brands using stainless steal for their fluted bezels - And once again allowing Rolex to set the standard in watchmaking designs.   

After the Vindication swim, Gleitze would become a spokesperson for Rolex. Becoming the forerunner for a new concept in marketing.  She would go on to participate in other swimming events with more achievements.

These events were usually sponsored and those sponsorships would help support her work in in addressing homelessness. She would go on to open several homes for homeless families and individuals during the 1930s.

Gleitze would go on to marry, have children and attempt to live a quiet life after retiring from swimming.  She would avoid talking about her swimming career and often lied to her neighbors about who she was and denying her past achievements.

In 2024, A film was released about the 1927 Vindication swim. I’ll have a link in the description below for those who might be interested.

Mercedes Gleitze died  in 1981 at the age of 80. In Nov 2025, her watch would sell at auction for $1.7million.