Besides airline orders, a number of non-commercial civil operators also purchased the new Model 10. In May 1937, H.T. "Dick" Merrill and J.S. Lambie accomplished a round-trip crossing of the Atlantic Ocean. The feat was declared the first round-trip commercial crossing of that ocean by any aircraft. It won them the Harmon Trophy. On the eastbound trip, they carried newsreels of the crash of the "Hindenburg", and on the return trip from the United Kingdom, they brought photographs of the coronation of King George VI. Bata Shoes operated the Model 10 to ferry its executives between their European factories.