The film that we created ran on National Geographic and BBC globally. Due to restrictions in certain countries we created 2 versions of the film. The original version included a segment that showed Rolex’s involvement with the Trieste dive, the alternate did not. When we aired the alternate version, we ran a 90-second commercial during the broadcast that talked about Rolex’s involvement. We ran the original version in China, South America, Eastern Europe and on Rolex owned digital channels. The alternate version primarily ran in Western Europe and the US.

Rolex has been a part of some of man’s greatest achievements. A Rolex measured the time on the first ascent of Everest, accompanied Chuck Yeager when he broke the sound barrier, and was part of the first manned expedition to the deepest part of the ocean. These stories are an integral part of the Rolex legacy, which was beginning to fade from the public knowledge. The objective was to add substance to the brand by reintroducing Rolex’s storied history. To achieve this, we created a documentary series to tell these stories and distribute them globally, initially through broadcast channels and eventually through digital channels.

We hired Fisher Stevens to direct our first film: 'Deepest Dive, the story of the Trieste'. Over the course of a few months, Fisher and the team set out to interview experts on the dive, including the captain of the Trieste, Don Walsh, Dr. Sylvia Earle and other leading underwater explorers. We were even able to interview Guiseppe Buono, who was Chief Mechanic and the person who attached the Rolex to the Trieste. He had never spoken on camera about the dive until now. In parallel, we worked with Rolex, National Geographic and the Piccard Museum to source all the existing materials around the expedition. After another few months of editing, mixing, sound design and animation, the film was ready for air.

We started by having special screenings in Explorer’s Clubs around the world and distributing DVDs of the film to influencers in the media. A promo was aired on BBC and National Geographic to drive awareness of the air dates. The air dates were also on the BBC and National Geographic websites. It is currently on the Rolex YouTube channel and a part of a special exploration issue of Rolex’s magazine that is available though iTunes. Retailers also distribute the DVD to key customers.

The Trieste documentary aired over 60 times in 19 countries, and has been viewed by millions. The film has been well received by the Rolex jewellers and key customers around the world.