Halloween has really become an international event as it is celebrated around the world—particularly in the Northern Hemisphere. Morton Olesen from Denmark sent in this great Halloween Lume shot showing his Rolex GMT-Master on a Rolex box, with a pumpkin jack-o-lantern in the background.
John Goldberger from Italy sent in the great Halloween photo seen below to share with you. It features a very rare and unusual one of-a-kind pink gold Rolex Datejust with a beautiful blue lapis dial from 1974 [Reference 1601].
Thanks for sharing John & Morton!!!!! Happy Halloween!!!!
There is nothing cooler in the world of Rolex spotting than discovering a famous person in a vintage Rolex ad rocking a Rolex that you have never seen before. It's rare, but it happens. Nicolas from Adpatina.com discovered this AMAZING Cartier Boutique Rolex ad from 1968 which features a young Ali MacGraw clad in Bill Blass while sporting her ladies Rolex Oyster in Stainless Steel. Adpatina.com specializes in selling original vintage Rolex magazine advertisements both framed and unframed!
We know vintage Rolex watches are very popular with collectors, and many people like owning vintage ads, which are far less expensive, but will likely continue going up in price over the upcoming years.
The ad above which features Ali MacGraw when she was a model in 1968. Not so long after, she became a famous actress and started dating fellow actor, Steve McQueen who she is pictured with below in 1972.
In an ironic twist of fate Steve is wearing the same Rolex Submariner [Reference 5512] model seen in the ad sans the Cartier logo and he married Ali!
Nick Gould discovered the photo below of Ali MacGraw wearing her two-tone ladies Rolex Datejust.
The Rolex Cosmograph Daytona Paul Newman “Oyster Sotto” 6263 is, without a doubt, a dream watch and a legend among the collectors’ community.
Fewer than 20 examples have appeared at auctions, underscoring how incredibly rare these Paul Newmans are. And look at that tropical dial!
By the way, the names “RCO” and “Oyster Sotto” (meaning “Oyster Underneath” in Italian) were bestowed by collectors due to the fact that rather than the familiar “Rolex”—“Oyster”—“Cosmograph” layout that is seen on the classic variant of these rare exotic black dials, the text is displayed as “Rolex”—“Cosmograph”—“Oyster.”
The reason for the "Oyster Sotto" or "RCO" is that the dials were originally intended for the non-waterproof references such as 6262 and 6264 which are signed “Rolex Cosmograph Daytona” only.
When the new water-resistant “Oyster” case was introduced for the reference 6263, around 1969, it is believed certain customers must have specifically requested their watch should have an exotic dial of the type now known by collectors as the “Paul Newman.”
Of course, no such dials existed specifically for the water-resistant Oyster model and therefore a small number of the already printed current non-Oyster dials were adapted with the addition of the word “Oyster” in plain font. As the dials were already preprinted, there was no option but to place the word
“Oyster” below the words “Rolex Cosmograph”. And thus an anomaly was created that exists in so few examples.
This fresh-to-the-market 6263 with a tropical dial was sold for 1,796,000 euros at Monaco Legends Auction this week, on the higher end of its 1-million to 2-million estimate. It had only been pre-owned twice in its history.
What a magnificent example of a vintage Rolex Daytona! These vintage Rolexes are just pure art, in my opinion, and really no different than a Monnet or Van Gogh. Please forgive me as I turn the beautiful picture of the "Oyster Sotto" above into Starry Night. Dreamy!
With support from Rolex and the National Geographic Society, climate scientists and Explorers Baker Perry (whom Danny profiled two years ago in these pages) and Tom Matthews endured snowstorms and sub-zero temperatures to install a state-of-the-art weather station on the summit of one of Peru’s highest mountains. As well as providing a source of water for millions of people, the Vilcanota mountain range forms a key part of the complex water cycle of the wider Amazon River basin.
Today, that system is under threat from a brutal combination of climate change and deforestation, but to accurately predict how it will respond to these challenges in the future, scientists must better understand the current weather in the high mountains. With data now flowing in from the weather station on the summit of Nevado Ausangate, they might just be able to do so.
"Each successive discovery is a tiny window to the past. If you have enough of these windows, the picture of antiquity that the ship reveals is extraordinary." –George Bass
2023 represents the 61sh anniversary of Dr. George Bass' historic excavation of a total shipwreck which was the first time in history this was achieved. This brilliant achievement heralded a whole new era of underwater archaeology that significantly changed mankind's understanding of the ocean's and history.
There is nothing more fascinating on Jake's Rolex World than to actually "explore the explorer" by meeting and speaking with famous history-changing Rolex Ambassadors which have appeared in Rolex ads in the past.
It is one thing to see them on a paper ad, and quite another to hear them share their own story, in their own words, in their own voice. On Jake's Rolex World we bring real Rolex history to life and go on a journey of substantial achievement with the actual explorers themselves.
A dozen years ago I had the opportunity to sit down and do a podcast interview with Dr. George Bass who appears in the vintage Rolex ad below.
Professor Bass and I had an amazing conversation and at some time in the future I will likely publish it. In the podcast Dr. Bass takes us from his childhood dream up to present.
Dr. George Bass is considered to be the Father Of Underwater Archeology and in his interview we will learn the story of his fascinating personal oddyssey through his life.
Dr. Bass is a world-class scientist and explorer. He is also a man of amazing achievement and as we see in the photo below taken in 1977 he is wearing his trademark Rolex Submariner.
In the next photo of Professor George Bass, he is examining weights from an 11th Century Byzantine Merchant Shipwreck Excavation. Notice he is wearing his two-tone Rolex Submariner.
Return To The Titanic Dive in 2003
For any DEEP-SEA diver and certainly for The Father Of Underwater Archeology, going down to explore the Titanic in its water-grave has to be a super-career-highlight and that is exactly what Dr. George Bass completed in 2003.
In 2003 Dr. George Bass participated on an expedition to return to explore the RMS Titanic. In photos I have seen of the Titanic expeditions I have seen it is amazing how many of the explorer's are wearing Rolex sport watches–everything from GMT Master, to Daytona to Submariner models.
In the photo below we see Dr. George Bass on the far left with Victor Nischeta from the P.P. Shirshov Institute of Oceanology who is the Mir submersible pilot. Of course the Mir submersible is behind them in the photo. On the far right, we see Captain Craig McLean, who was the Director of the U.S. National Oceanic and Atmospheric Administration (NOAA), Office Of Ocean Exploration.
In the photo below we see, from left to right, Larry Murphy, U.S. National Park Service, Submerged Cultural Resources Unit, with Captain Craig McLean, who was the Director of the U.S. National Oceanic and Atmospheric Administration (NOAA), Office Of Ocean Exploration, and Dr. George Bass on the far right. Notice that Captain Craig McLean is wearing his Rolex Submariner.
In the podcast I completed with Dr. Bass he spoke about his trip down to the Titanic and he mentioned this photo that was taken of him reading Clive Cussler's Raise The Titanic which was taken just feet away from the actual RMS Titanic on the ocean floor.
By saying "just a few feet away" I mean Dr. Bass is in a submersible 12,000 Feet or 2.5 miles (4km) below the ocean surface off the coast of Newfoundland. By the way, you can't see it in this photo but Dr. Bass told me he was wearing his Rolex Submariner when this photo was taken.
The photo below is basically what Dr. George Bass would see if he was looking out the window of the Mir Submersible when this photo was taken. What we see below is a photo of railing on the Titanic.
Dr. Bass is an amazing gentle man with an unbelievable set of career achievements.
Former Rolex executive and oceanographic consultant, T. Walker Lloyd used to dive with George Bass.
If you are a reader of Jake's Rolex World, you know I consider many vintage Rolex ads to be works of art, in and of themselves. This 2012 Rolex Milgauss ad, in particular, strikes me as having magnificent composition. The GV Milgauss model (pictured below), was recently discontinued and featured the innovative, unique Rolex trademark green edged sapphire crystal, is so un-Rolexy in so many ways, but that is what makes it so interesting. The orange 3, 6, & 9 markers, coupled with the orange lighting bolt second hand, really set it apart. GV is French and means "Green Crystal." I still can't believe Rolex actually discontinued this amazingly iconic model???
I was talking with Jake about this story, and he said he thought Rolex should change "CPO" to "CPL," from Certified Pre-Owned to Certified Pre-Loved.
While Rolex's CPO program has gained momentum, especially in the U.S., sales still represent a small portion of the general pre-owned inventory sold online, according to an interesting report just released by WatchCharts and Morgan Stanley.
As of Oct. 1st, 2023, U.S.-based Tourneau totaled 1,400 Rolex watches listed online while Bucherer totaled just over 200, the report said. This figure will likely go up as new Rolex retailers in Europe join the CPO fray: Watches of Switzerland group, for example, will soon be selling certified pre-owned Rolex watches in the U.K.
The fact Rolex’s current CPO inventory primarily consists of references produced between 1990 and 2010 begs the question: Is there a growing demand for 13- to 30-year-old models, most of them equipped with smaller cases?
One school of thought suggests trends in sizes have changed. Another theory suggests modern pieces are still more popular, and Rolex owners would rather keep their watches than accept an authorized dealer’s offer. Meanwhile, newer models that are part of the CPO program tend to be snapped up at a higher rate, creating a disproportionate amount of neo-vintage Rolexes left in inventory.
IN ROLEX WE TRUST
Jake mentioned in the past Rolex was like a country, with Rolex watches being a highly trusted and sought-after currency, and store-of-value for wealth preservation. That's based largely on the fact Rolex watches are designed and built-to-last, and thus stand the truest test—of time. Jake is a designer, and to quote him again: "Timeless design, by definition, is when something appears to be from the past and future simultaneously." That sums up Rolex's overall value proposition.
So, if a customer isn't trying to flip a Rolex, but is investing in a long-term wrist companion that was previously loved, they are often willing to pay a premium for the blessing of authenticity from Rolex. Still, if they ever fall out of love, they could benefit from the CPO-added value to resell the watch.
It is worth noting Rolex customers who are loyal to the brand are likely willing to pay a premium for a pre-loved Rolex, especially if they can avoid having to wait on a vague waiting list.
That premium seems to have increased now, at least in Europe, topping 30%. All that according to the report, which compares the price of each Rolex CPO listing to typical prices for the same watch sold by a non-Rolex certified dealer in the same geographical region.
In short, when compared to the previous quarter, Rolex CPO premiums have increased several points, from 20%-25% to 28%-30%, above non-CPO pricing, the latest sign Rolex authorized dealers involved in the program have felt little pressure from the traditional grey market.
The CPO program can be considered a success if authorized dealers can continue to carry that double-digit premium over pre-owned pieces on the grey market. Rolex clients seem to appreciate this added value proposition.
It's interesting to note the difference in apparent popularity of different Rolex models between the USA and European markets as seen above and below.
Captain Danny's article is brilliant as it really captures the essence of Rolex's CPO program. In my mind, this program achieves two innovative goals. It is an opening salvo against the grey market, at least for customers who want to own and wear a Rolex as apposed to flipping it.
Secondly, I remember a fascinatingly insightful strategic marketing story someone once shared with me about De Beers slogan that said "A Diamond is Forever." They said the challenge De Beers had back in the late 1940s, was women were fickle when it came to jewelry, and would often get sick of and want to sell their old jewelry, or diamonds. This meant that De Beers primary market had to compete with the broader secondary market which cannibalized the former.
In other words, if somebody obtained a diamond and later sold it, they would put it up for sale in the secondary marketplace, which would compete with De Beers in the primary marketplace. The logic was if De Beers could convince ladies not to sell their used diamonds into the secondary marketplace, they would in effect have a monopoly of sorts on the primary marketplace. This De Beers campaign first rolled out in 1953 (same year Rolex developed the Submariner) in the major motion pictured titled "Gentlemen Prefer Blondes" with Marylin Monroe telling women Diamonds Are a Girls Best Friend, as they will never grow old or leave you:
Thus, De Beers came up with the subtle marketing messages of: "Diamonds Are A Girls Best Friend" and "Diamonds are Forever". They also came out with a James Bond film titled "Diamonds are Forever" in 1971 that featured Sean Connery as Secret Agent 007. A Diamonds is Forever sends a subliminal message that once a woman obtains a diamond she should never part with it, and thus wipes-out the secondary market.
Rolex was brilliant as they did the opposite by embracing the secondary market with forming their Rolex CPO program, which seeks to add additional value to used Rolex watches, not only in the primary, but in the secondary, and potentially tertiary marketplaces, which creates a win/win/win for Rolex as well as for loyal customers in the secondary and tertiary marketplaces.
ROLEX Piece of Mind
There is another benefit I can think of for the CPO program, and that has to do with the peace of mind that comes from purchasing a used Rolex that has been certified as being authentic by Rolex.
I remember back in 1996 buying my first stainless steel Rolex Daytona. It's hard to believe, now that I think about it, that I bought my first Daytona more than 25 years ago!?!! I bought a grey market stainless steel Daytona for around $10K, and the actual watch I bought is pictured below.
As I recall, it was the first Rolex I bought from a grey goods dealer in California, who I didn't know prior to purchasing from him. He seemed like a trustworthy dude, but after I bought the watch I started second-guessing myself, and wondered it if was 100% legit? So I came up with a brilliant idea. I took the Daytona to the Officially authorized Rolex service center in San Francisco, and I waited my turn. A Rolex watchmaker in a white lab coat greeted me and said "How can I help you?'
I responded and asked if he could take a look at the Daytona and confirm it was authentic? I handed him the watch, and then the strangest, most unexpected thing occurred. He didn't take the watch in the back, nor did he open the back of the watch as I thought he might. He didn't even pull out a loupe to take a closer look at the watch. Instead, he held it in his right hand, and brought it to within about 6 inches of his eyes, shook it and listened to the rotor fly around in the watch, then less than 10 seconds after I handed it to him, he handed it back to me and said: "It's real!" I said "Are you sure???" He said yes. I asked, "Isn't there something else you would want to do to authenticate it? He rolled his eyes in a tolerative way and said, "No."
I walked out and was kinda shocked and didn't really know what to make of the experience. My point is if I had purchased the watch through Rolex's CPO program, it would have given me complete peace of mind, which for many people is invaluable.
Historically Rolex has always been extremely secretive and discreet, and no journalists in the past have ever been invited "INSIDE ROLEX" to explore and report on all four Rolex Manufacturing faclities in Switzerland.
In November 2013, this changed when Rolex invited Jake to take an unprecdented journey into the heart of Rolex to learn and report on everything he witnessed and learned.
This Super-Detailed 3 Part Story is a "MUST READ" story for anybody who wants to understand what really makes Rolex tick.
