“When the legend becomes fact, print the legend.” That line — from The Man Who Shot Liberty Valance, the classic western starring John Wayne and James Stewart — nails the way in which some tales become impossible to resist. Certain details might prove apocryphal. Slabs of the narrative turn out to be completely made up. But we choose to avert our eyes from these exaggerations because, well, they get in the way of a cracking yarn. What’s all this got to do with Rolex? The brand’s position as the most powerful watchmaker in the world is founded both on horological innovation and a reputation for extreme dependability. Such attributes are certainly not in doubt. Yet, over the years, Rolex has reached such storied heights that it’s developed its own folklore, to the point that I’ve even been asked the question: “What’s your favourite Rolex myth?” I don’t want to imply that the following tales are fabrications. Some indeed, like Everest, are 100 per cent fact. But all of them cast Rolex’s watches in such a heroic light that they’re the stuff of legend in the most literal sense. Myth 1: Rolex inspired The Great Escape During WWII, British army Corporal Clive…
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