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Rolex founder Hans Wilsdorf not only had a feel for the needs of the market; he also knew how to position his brand and its innovative technology to be both interesting and eye-catching. The names he chose were ingenious: the waterproof Oyster case, the Perpetual movement (to describe the movement of the wrist that continuously winds the mainspring) and the Datejust model (to highlight the instantaneous advancement of the date at midnight).
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