Tuesday, January 31, 2023

I WANT A GOOD WATCH!!! 1961 Rolex Submariner Brochure: Reference 5512

...Rolex Zeitgeist...


Evergreen 1961 Rolex Submariner Brochure

[Reference 5512]

This super-cool, ultra-fascinating 1961 Rolex Submariner brochure perfectly sums up the raw core essence of Rolex and is one of my absolute favorite pieces of vintage Rolex collateral material! I would go so far as to say this quintessential timeless document is as close as Rolex has ever come to writing a constitution...

It was printed a year after the founder of Rolex, Hans Wilsdorf passed away—which means it was printed in a Twilight Zone, as Rolex was in the process of metamorphosing from a utilitarian "tool watch" brand into a luxury brand—in the same way daytime transitions into nighttime. In other words, this document was printed in the Rolex dusk. Dusk being the magical moments between sunset and nighttime where without electric light everything becomes essential shadow and all we see is romantic silhouette, contoured outlines and basic primal shapes.

Twilight is fascinating as it is often time otherworldly, as it is neither day nor night, but something in-between. I would be remiss if I didn't point out that this reminds me of Rod Serling's immortal opening words from The Twilight Zone when he said:

"You unlock this door with the key of imagination. Beyond it is another dimension: a dimension of sound, a dimension of sight, a dimension of mind. You’re moving into a land of both shadow and substance, of things and ideas. You’ve just crossed over into... the Twilight Zone."

Speaking of Rod Serling's Twilight Zone, it is fascinating that it was originally airing when this brochure was made at it ran from 1959 to 1964.

I believe this timeless document best reflects Hans Wilsdorf's brand ethos, essence and zeitgeist...Read it and decide for yourself...I think this pretty much perfectly sums it all up for Rolex!!!!

Notice on the page above it still says "Havana" since Rolex was still in Cuba, and also notice on the bottom of the right page below, it refers to the Rolex Submariner as being "designed for Deep Sea Diving and all Aquatic Activities. This document is a true Rolex Time Machine or Time Capsule—if ever there was one!!!