Leonardo DiCaprio is The New Face of Rolex

...The New Face of Rolex...

Leonardo DiCaprio

Leo and The Family Rolex

Did you notice the subtle reference I made to “Sly and the Family Stone” in the subtitle of this story, when I used “Leo and the Family Rolex”? The title is a play on the band’s iconic songs, 'Everyday People', 'Family Affair', and 'I Want To Take You Higher', which celebrated the unity and diversity within their group. Despite coming from diverse backgrounds and having varying roles within the band, the members were all included and considered part of the same family! Same with Rolex...

Academy Award Winning Best Actor, Leonardo DiCaprio is now the face of Rolex, or in Rolex parlance, or nomenclature—a Rolex Testimonee. (Maybe Testimonee is French, or something!?!! :-) I'm 99%++ certain "Testimonee" is Rolex's way of saying "Ambassador", in the same way Rolex has long referred (since 1932) to two-tone yellow gold and steel watch models, (including platinum & stainless) models as "Rolesium". Rolex quietly added Leonardo DiCaprio to "The Rolex Family", today—without much fanfare. 

Jake's Take

If you think about it, the metaphor, "The Rolex Family", is a brilliantly powerful metaphor on many levels!?!! The two things that stands out most about "The Rolex Family", are first and foremost, how inclusive it is; and secondly, it almost sounds like an invitation of sorts. You see, we, as human beings are very tribal creatures, that yearn to run with the most successful pack of our fellow humans. The slogan of "The Rolex Family" to my way of thinking reminds me of  Frank Sinatra singing, "Come Fly With Me!"

So "The Rolex Family" is almost a call to action of sorts...In my option it sounds like, if you wear a Rolex, you are part of "The Rolex Family"—by default...

Over the decades, I've seen Rolex come up with some pretty brilliant marketing slogans and campaign, but I think "The Rolex Family" is probably the best one yet! Kudos to Rolex!!!! Speaking of which, this new Rolex "Reach for the Crown" video that just dropped is also totally next-level inspirational...

Of course, Leonardo has been wearing a Rolex Daytona for many years, as I first reported 15 years ago, back in 2010.

ACQUIRED PODCAST on ROLEX

 

ACQUIRED PODCAST

ROLEX

Features Much RolexMagazine.com

 Storytelling Content & Insight

The ACQUIRED Podcast is world-famous, very popular, and has run for 16 seasons, and was started 10 years ago, back on March 17, 2015. If you are not familiar with the ACQUIRED Podcast, they are renowned for doing super-deep-dives into the history of successful companies, and they just published a 5-hour episode on The History of Rolex!

I listened to the entire podcast version of the Acquired Rolex podcast, and noticed that even thought they are passionate and do a great job of offering a comprehensive overview of Rolex's history, they seem to have gotten confused on a number of Rolex history details. Thus, I reached out to them in order to make some clarifications, and share further insight.

Ironically, it was Captain Danny, from Coron.et that reached out to share this fascinating news with me, and Captain Danny said, "Five hours of podcast about Rolex from the famous 'Acquired' podcast channel published yesterday. Sources quoted mention RolexMagazine.com a lot in the episode's page." 

I am highly flattered they studied and were inspired by so much of my Rolex history stories I have published over the past 17 years, (They Referenced 9 Articles from RolexMagazine.com in their research notes) and listening to their podcast for me is superb, as it's kind of like they are narrating a great deal of the Rolex history I researched, discovered, and shared. In particular, the ACQUIRED Podcast went into a lot of detail on my story about the Founder of Rolex, Hans Wilsdorf.

I first heard about the ACQUIRED Podcast about a month ago, when I watched an interview with Eric Ku, who is a top vintage Rolex dealer. Eric said the ACQUIRED Podcast is his favorite podcast by far, as they do deep dives into the history of many luxury brands, like Louis Vuitton and Hermès. I was planning to take a listen, but hadn't had a chance to, so I was pleasantly surprised when Captain Danny shared the link with me.

The ACQUIRED Podcast slogan is "Every Company has a story", and they go on to say, "Learn the playbooks that built the world's greatest companies — and how you can apply them as a founder, operator, or investor."

You can listen to and enjoy the ACQUIRED Podcast episode on Rolex by clicking here.

Pepsi GMT-Master Ceramic Bezel Insert

 

...Rolex Macro Shot of the Day...

Pepsi GMT-Master

Ceramic Bezel Insert

The level of detail, quality and sophistication in Rolex watches is truly amazing as we see with this close-up macro shot of the Pepsi GMT-Master with the ceramic bezel insert...

Vintage Rolex Hotness Ads...Through Time

...Rolex Hotness...

The Rolex Woman

What Kind Of Woman Wears A Rolex?

The Evolution Of The Female Rolex Archetype 

They say you can tell a lot about a man by observing what kind of watch he wears, as well as the by the kind of shoes he wears. But what about a woman? They say with a woman you can tell a lot about her by her handbag, as well as her shoes. What about her watch? Does that tell you anything?

I have noticed from many decades of observing women's watches, that women who wear Rolex watches have certain worldview characteristics: They are typically Well Educated, Ladylike, Timeless, Chic, Charismatic and relatively traditional. More like a Ralph Lauren model than punk rocker... When I think of women wearing Rolex, I think more Elle MacPherson than Cyndi Lauper. 

I realize beauty is in the eye of the beholder, and thus, highly subjective. When I think of the ultimate woman wearing a Rolex today, Ingrid Hoffman comes to mind. Ingrid is ambitious, outgoing, stylish, chic, feminine, wholesome, and naturally beautiful...

There are many other beautiful women that come to mind when I think of women wearing Rolex, including Sofia Vergara, and Jennifer Aniston.

It is fascinating to note, starting in the mid-1960s, women began wearing men's Rolex tool watches, like the Rolex Submariner, Daytona, Rolex GMT-Master, etc. Today I notice more women wearing men's Rolex models that are 40MM, than I do the smaller, more petite models. The supreme irony in this is the fact that up until the 1990s, Rolex was known for being "THE Big Watch Company", but today Rolex makes typically smaller watches!!?

Rolex ads have always fascinated me, so I thought it would be interesting to put together a story that chronicles Rolex ads that feature females in chronological order. Looking at these ads in chronological order is so interesting for so many different reason. First, from an anthropological perspective it is fascinating to see how social mores toward women have evolved over the last century. 

Secondly, to see how different generations of Rolex Leadership handled marketing material, and to see how Rolex branding evolved from typically including verbose language into taking a very simple approach.

You can't help but notice that in early Rolex ads, Rolex was ALWAYS trying to prove themselves, then in the 1990s, all of a sudden, they didn't seem like they had anything to prove any more.

So let's hop in the Rolex Time Machine and travel back to the mid 1920s...

1926

Ladies Rolex Oyster Ad

Rolex introduced the famous Rolex Oyster in 1926, and began a world-wide marketing campaign to familiarize the world with the many benefits of owning a truly waterproof watch. 

The following Rolex ad from 1926 is the earliest know Rolex Oyster magazine ad I am aware of, and of course you can always learn much more about The Complete History Of The Rolex Oyster on Jake's Rolex World.

In this article we will learn that the first Rolex brand ambassador was a woman, not a man, and that Rolex Founder, Hans Wilsdorf brilliantly marketed to females.

1926 
Italian Rolex Mermaid Oyster Poster

Hans came up with the idea of associating the fantasy of mermaids with the waterproof Rolex Oyster as seen in the 1926 Italian Rolex advertisement seen below.

1927 
Rolex Oyster Introduction Brochure 

This next illustration depicts Mercedes Gleitze as she emerges from the English Channel. In the past I wrote a detailed article about Mercedes Glietze swimming the English Channel titled, "The Oyster and The Mermaid."

1927 

Rolex Oyster Introduction Advertorial

The Rolex photo below from the late 1920s features actress Evelyn Laye, as she demonstrates the waterproof quality of her Rolex Oyster, by submerging it in a fishbowl.

1929
THE ROLEX OYSTER

Watch & Clock Maker

This is a fascinating art-deco style Rolex ad from 1929. In particular it is interesting they refer to what we refer to today as a wristwatch as a wristlet. This ad was obviously published after the advent of the Rolex Oyster, but before the Oyster Perpetual. Notice how similar the art-deco case in the bottom left looks to an early Panerai.

1930

1930

Rolex Princesse

1940

French Rolex Ad

1942 

Swiss Rolex Poster

Beyer, Zürich, Switzerland

The poster below was printed in Switzerland between 1942 and 1945, and this particular poster was published by Beyer, which was the only Rolex Authorized Dealer in Zürich, Switzerland at the time. Beyer is still in business today, and they have been in business for over 250 years, making them one of the oldest jewelry storers in the world!

The poster text is in German since Zürich's  primary language is German. Rolex is headquartered in Geneva, Switzerland, where the primary language is French.

1944

World War II 

Women In Service Rolex Ad

1951

1953

Ladies Rolex Chameleon Ad

1955

Rolex Golden Dream Series

1956

ALL IN GOOD TIME . . . Smart Women

1957 

Vogue Magazine

1957 

Rolex Advertising & Sales Promotion Guide

This 1950s Rolex Advertising and Sales Promotion guide cover is fascinating. The juxtaposition between the sturdy Rolex Submariner (No Crown Guard) diving watch and the beautiful woman is fascinating to me for some reason.

1958

1959

 Commander Whitehead 

& Pauline Trigere Ad

The 1959 Rolex Magazine ad pictured below showcases two really successful and iconic celebrities. The first is Commander Whitehead, who built the Schweppes brand, and the second is fashion designer, Pauline Trigere.

1960

Shelia Scott

Sheila Scott broke over 100 aviation records in her lifetime of flying airplanes. She was the first person to fly over the North Pole in a small aircraft.

Sheila Scott is pictured in the Rolex ad two images above, and in the photo above, we see her sporting her Rolex GMT-Master. I think it is very likely that Sheila Scott was the archetype for the Pussy Galore character in the 1964 James Bond movie, Goldfinger. The image below is a screen grab taken from the end of Goldfinger and is shows Honor Blackman, who plays Pussy Galore, sporting a Coke GMT-Master.

1962

Pauline Trigère

1962

French Rolex Ad

Mercedes 300SL Gullwing

How cool is this totally mod French Rolex Ad from the early 1960s, which features a beautiful woman with her distinguished man sitting on the hood of his Mercedes 300SL Gullwing. Very La Dolce Vita & Mad Men.

"She Knows what a watch means for a man."

1962

Breakfast At Tiffany's
Ladies Rolex Catalog 

The following images come from a 1962 Rolex catalog, and if you read the poetry, it is just amazing!!! It is so DIFFERENT than the Rolex of today...so interesting...

The images in this set are from a ladies Rolex catalog from the early 1960s. My best guess is this theme was inspired by the Audrey Hepburn's character she played in the 1961 movie titled, "Breakfast At Tiffany's"

The next image below is in Spanish and originally appeared in a Mexican Rolex catalog in the early 1960s.

Pepsi GMT-Master

It's Fashion On The Front Page

It's All The Rage

Vogue Magazine Cover 

October 1, 1963

The Vouge Magazine cover below from October 1, 1964 pictured below features Vouge model and actress, Tania Mallet who played Tilly Masterson in Goldfinger wearing a Rolex Pepsi GMT-Master [Reference 6542] and it fascinatingly predates the Honor Blackman poster by less than three months as Goldfinger was released in theaters on January 9, 1965. Nick Gould was responsible for discovering the identity of Tania Mallet on this cover and he pointed out Tania was in Goldfinger.

This Vogue Magazine cover fascinatingly pre-dates Honor Blackman in her role as Pussy Galore in the James Bond film, Goldfinger wearing her GMT-Master, which ads a whole new Rolex History Puzzle piece...It’s fascinating if you think about it to consider JFK was President of the United States when this Rolex Vouge cover was published!?!! Below we see a publicity photo from Goldfinger of Tania Mallet playing Tilly Masterson.

1965

Rolex Submariner

Astrid Heeren in Vouge Magazine

1965

Vogue Magazine

Early Rolex Daytona

This is a great photo of a model rocking a Rolex Daytona [Reference 6239] in Vogue Magazine in 1965, with some crazy long eyelashes...

1965

Rolex Ladies Datejust

Rudi Gernreich Ad

1965

Rolex GMT-Master ad

Rudi Gernreich Ad

This newly discovered information really does beg the question of what inspired women to start wearing men's professional Rolex watches back in the mid 1960s. The first known women I have documented that wore a Rolex GMT-Master was Shelia Scott who is pictured below in a 1966 Rolex GMT-Master Ad.

This newly discovered information really does beg the question of what inspired women to start wearing men's professional Rolex models? The photo below shows Shelia Scott rocking her Rolex GMT on her wrist back in 1966 as she was in the process of breaking over 100 aviation records.

Women wearing professional men's Rolex models is the epitome of style and refined elegance and femininity.

Speaking of How Women Began Wearing Men's Rolex Watches, we see Vanessa Redgrave pictured below back in 1965 from the film Blow Up (Released: January 1, 1966) rocking a Rolex Submariner.

In the photo below we see Vanessa Redgrave rocking her Rolex Submariner on a leather strap on the outside of her shirt cuff, which was another trendsetting style.

1966

Rolex Ladies Magazine Ad

1966

Lady-Date Rolex Ad

Some People Want More Than Just A Pretty Face

1966

The photo below of a model wearing a yellow gold Rolex GMT-Master appeared in Vogue Magazine in November of 1966, which at the time would have been considered to be very avant-garde. 

This newly discovered information really does beg the question of what inspired women to start wearing men's professional Rolex watches back in the mid 1960s. 

1966

1967

1968

1968

The late 1960s add below features Twiggy, who was a super-famous model during that era. Twiggy was know for her tomboy look that was slightly androgynous. All I can say is "Groovy, Baby! Yeah!!!!"

1969

1970

Rolex Lady-Datejust

1970

1970

Hong Kong Rolex President Ad In Chinese

1973

Mrs. Jackie Stewart

1974

This is one of my favorite Rolex Magazine ads feature ing a woman back in 1974 that kind of has a Princess Diana, kind of vibe:

1970s Rolex Brochure

Strange as it may or may not sound, I think many Rolex watch designs and brochures are high-art and these images from the 1970 Rolex USA catalog are no exception. I really like this first vintage Rolex Hotness image. It is remarkable how timeless the photo, watch, clothing and hairstyle is, and I love those beautiful light pink nails.

I am not certain what year this vintage Rolex Magazine ad is from, that features a beautiful woman rocking her Rolex Lady-Date on a President Bracelet. I would guesstimate it to be from around 1979, as she is rocking the Farah Fawcett Majors Hairstyle.

Speaking of beautiful women wearing a Rolex Lady-Date on a President bracelet, Farah Fawcett Majors is widely regarded as being the most beautiful women during the late 1970s.

Or course, Farah Fawcett Majors was one of Charlie's Angels, and she is pictured below on the set of Charlies Angels, racking her Rolex, as is Cheryl Ladd.

Jaclyn Smith also famously wore a two-tone Rolex Datejust as pictured above and below.

Kate Jackson also rocked a two-tone Rolex Datejsut which is pictured on her wrist below.

Let's not forget my personal favorite, Charlies Angel, and that is Cheryl Ladd who is pictured below rocking her yellow gold Rolex Lady-Date on a President bracelet.

1977

Cheryl Tiegs

Cheryl Tiegs was the first Supermodel in history, and she wore several different Rolex watch models.

1978

Sophia Loren

1978

Pauline Trigère

The New Rolex Standard

My best analysis is Rolex tried to make it a trend for women to wear men's Rolex watches from 1960 to 1966 which apparently did NOT catch on. I say this as I have NEVER seen a non Rolex related female voluntarily wear a Rolex men's professional model until the trend seemed to pick back up a decade and a half later in the early 1980s when super-leggy-model, Elle Macpherson began wearing Rolex professional watches, as we see in this first photo with a GMT-Master on her wrist. 

Today it's common to see women wearing Rolex Professional watches, but like many things Rolex, they often take a long time to catch-on, but then they become a Permanent trend. I imagine when a trend persists and becomes permanent we would refer to it as the new standard...

1985

Christie Brinkley

Rolex Daytona Big Red

Speaking of Supermodels rocking Rolex Men's watches, below we see Christie Brinkley back in 1985 rocking a Rolex Daytona [Reference 6263]. I can't figure out if it was Christie Brinkley who started this trend or Elle Macpherson?

1991

Chris Evert

1993

Lyn St. James

1997

Adrienne Vittadini

1999

Ekaterina Gordee

2002

Picabo Street

Sophie Mautner

Award Winning Pianist

2005

2007

2008

Riyo Mori

2009

Ana Ivanovic

2011

Caroline Wozniacki

2014

Sophia Loren