Wednesday, August 02, 2023

Rolex The Swiss Inquisition


Durability by ROLEX

How Long is One Week?




Accelerating the passage of time. We design and build machines that simulate a lifetime’s wear and tear on our watches in just a few days. A series of trials – for resistance to extreme pressure, impact, temperature and elements – tests their mettle beyond anything they might face. But we do not stop there. We assess them in real conditions. Indeed, our prototypes may be worn for many years before reaching production. Why? Because to guarantee a timepiece’s enduring performance requires time. A lot of it. 

The new Rolex video above totally reminds me of the Rolex Magazine ad below from the 1960s.






ROLEX


The Swiss Inquisition

For some reason, I really like this ad, which is from 1966. It has this early LeRoy Neiman, slash–The Odd Couple was originally airing on TV, kind-of-vibe. 

It is also funny to note what a strong sense of humor Rolex had. This is night-and-day different compared with the Rolex ads of today. I enjoy vintage Rolex ads every bit as much as I enjoy the beauty of vintage Rolex watches. BTW, don't ever forget, the secret of life is enjoying the passage of time ;-)



You have to love the end of this ad where Rolex says:

"So now you may begin to understand just how much trouble we go to in making each Rolex. Which is probably why a man like Red Adair fights oil fires while wearing his Rolex Day-Date. And why portraits of most of the worlds leading heads of state line a corridor in our Geneva headquarters, each one testifying that he wears a Rolex watch, too."

When Rolex mentioned, "And why portraits of most of the worlds leading heads of state line a corridor in our Geneva headquarters, each one testifying that he wears a Rolex watch, too." Rolex is specifically referring to the Rolex hallway photos from the ad and photo in this story.

Obviously, Rolex is referring to the President Of The United States, Lyndon Johnson, who wore a Rolex Day-Date while serving as President Of The United States. Actually, Johnson was appointed President in 1963, after JFK was assassinated, and he started wearing his yellow gold Day-Date in 1964, and wore it through the rest of his entire presidency, and continued to wear it proudly until he passed away.