I've never timed it, but I agree it seems like a LONG time when you are standing there holding the switch ( which could have been put somewhere more conveinent, IMO ). My guess is that it may take longer than a minute to raise fully so the slide will come in.
I don't understand "why" they chose to use a momentary switch, the kind you MUST continue to hold, instead of a simple "up or down" that would eliminate the need to stand there watching how slowly the mattress is moving. Perhaps you can ask your dealer if it is possible to change the switch type to eliminate this problem for you.
Overall, we are satisfied with our choice of the 37F on the WCC W-24. However, there are several things I wish they had done differently. After you've used yours a few times, send me a PM and we'll compare notes.