What reference is the watch Sir Edmund Hillary wore on Everest?

While Rolex's marketing was indeed deceptive, it's interesting that the real issue is never mentioned, because everyone wants to worship Hillary. Rolex had been a longstanding sponsor of Everest expeditions, despite many repeated failures, and again sponsored Hillary. Yet apparently, he also pursued and accepted sponsorship from Smiths, in a clear conflict with the Rolex sponsorship. Obviously, I have no information about what contract was in place, but generally, a sponsorship involving a given piece of equipment would be exclusive. And then Hillary and Norgay wore the Smiths watches to the summit. I have to think this was deliberate, either as a snub to Rolex or because they had a reason that they wanted to promote the Smiths brand. This is the angle that interests me most.

From a practical perspective, Rolex oyster watches had proven themselves exceptionally capable as mountaineering equipment, and nothing was proved by going to the summit. However, Hillary denied Rolex the money shot.