Rolex Mystery Man: Any Idea Who This Cool Dude Is?

...Fun AI Thought Experiment... 

Rolex Mystery Man

Any Idea Who This Cool Dude Is?

I am running a contest to see who the first person is that can successfully identify the cool looking dude rocking his LV Rolex in this photo. You can submit your guess on the Rolex.Magazine Instagram page. The first person to figure out who the mystery man is will be mentioned in this article.

His identity will be revealed tomorrow, along with the fascinating context surrounding this image. If you need a clue, I will let you know he is somewhat famous.

Studio Shot of the Day...LV Submariner Prototype

 

...Studio Shot of the Day...

LV Submariner Prototype

The "Studio Shot of the Day" featuring the Rolex 50th Anniversary LV Submariner prototype is a captivating glimpse into horological history. This prototype, identifiable by the springbar holes on the outside of the case, represents a unique chapter in the evolution of the iconic Submariner line. Unlike the production model of the ref. 16610LV, which lacks these external springbar holes, this prototype showcases a design element that was ultimately not carried forward. These holes, used for securing the bracelet, hint at Rolex's iterative design process, where functionality and aesthetics are meticulously refined.

The 50th Anniversary LV Submariner, affectionately nicknamed "Kermit" for its vibrant green bezel, was introduced in 2003 to celebrate the Submariner’s debut in 1953. The green bezel, a bold departure from the traditional black, paired with a black "Maxi" dial featuring enlarged luminous indices and "Fat Hands," exudes a sporty yet charismatic vibe. This prototype likely served as a testbed for these distinctive features, which made the Kermit a collector’s favorite for its blend of timeless Rolex design and playful color. The green hue, inspired by Rolex’s brand color and reminiscent of their signature green boxes, adds an aquatic and adventurous flair, perfectly aligning with the Submariner’s diving heritage.

What makes this image particularly fascinating is its rarity. Prototypes like this one are seldom seen, as Rolex is notoriously secretive about its development process. The presence of springbar holes suggests a design still in flux, offering a rare peek into Rolex’s craftsmanship before the final 16610LV reached production. This model, crafted in 904L stainless steel with a 40mm Oyster case, 300m water resistance, and powered by the Calibre 3135, became a neo-vintage icon during its seven-year run from 2003 to 2010. The prototype’s unique case design underscores the meticulous attention to detail that defines Rolex’s pursuit of perfection.

For enthusiasts, the LV Submariner’s appeal lies in its balance of innovation and tradition. The green bezel, initially priced at $4,250 in 2003, not only marked a milestone but also set a precedent for colorful Submariner variants like the "Hulk" and "Starbucks." This prototype, with its distinct case feature, elevates the Kermit’s allure, making it a standout in Rolex’s storied legacy and a personal favorite for its vibrant, enduring charm. The original LV Submariner remains my favorite Rolex model ever produced.

THE ROLEX OYSTER: 100 WATERPROOF YEARS Update...

The Rolex Oyster

100 WATERPROOF YEARS

Major Update + News + Insight

A few weeks ago, back on June 10th I started writing a brand new story about the origins and genesis of the Rolex Oyster, which is currently celebrating its 100th Anniversary. If you have been following RolexMagazine.com for a while now you may have noticed I am a "live-blogger", meaning it's not uncommon to land on Jake’s Rolex World and see an interesting story, then come back several days later and notice the same story has grown considerably in detail and scope. This is one such story, and I just got done with an enormous update, including some fascinating news and insight which I cover in this article.

Major Plot Twist 

Earlier this week I learned and saw some things that kind of blew my mind and confused me which have to do with the mystery surrounding Merceds Gleite's Vindication Swim watch. The image below appears courtesy of Rolex Singapore and shows part of a current ongoing Rolex history exhibition in Shanghai, China, and it includes Mercedes Gleitze's Rolex which recently sold at auction for $1.2 Million dollars and there is text below it that says: "Wristwatch (on loan) and dial-hand movement assembly, both formerly owned by Mercedes Gleitze." 

Below Mercedes Gleitze's Rolex, and above the caption is the apparent dial-hand-movement assembly, which makes little sense to me. So what exactly is this? I have no idea and can only speculate. All we know is that in 1975 when Rolex London photographed Mercedes' Rolex it had a completely different dial, then in 2000 when Christies first auctioned Mercedes' Rolex it had a completely different dial, which remains currently in her watch, and now we are presented with yet a third dial. This third dial is the only one with an octagonal minute track, and different hands. Then we also see yet a different movement.

I was recently talking about this discovery with Nick Gould and we were tying to make heads or tails of what this means and we are both totally confused. My best guess is perhaps at one point Rolex overhauled Mercedes' Rolex and replaced the dial, hands and movement and either they, or Mercedes somehow kept them. I really have no idea.

Did Gerald Genta Base The Royal Oak on The Original Rolex Oyster?

I was talking to my longtime pal, Amit Handa about my recently Rolex Oyster Genesis article mentioned earlier in this story and he quipped in an off-hand-remark, "Doesn't the Audimars Piguet Rolex Oak look a lot like the original early Rolex Oyster models with his octagonal shaped bezel?" This question caught me off-guard, as I had never thought about that before.

I thought Amit's observation was really interesting so I decided to investigate. According to legend, Gerald Genta said he drew his inspiration for the iconic octoganal bezel and visible screws from traditional deep-sea helmets, while the overall shape was influenced by the portholes found on historical naval ships.

The Royal Oak, which debuted in 1972 was Gerald Genta's response to a direct commission by Autdemars Piguet for an unprecedented luxury sports watch made from stainless steel. Interestingly Gerald Genta expressed regret in 2009 that he was never able to design an official Rolex Oyster, which he stated in an interview, and said the Oyster was "the biggest success in watchmaking."

Here is where reality gets stranger than fiction: In 1969 Rolex brought to market their first Rolex Quartz model which featured an ultramodern case and bracelet combination which essentially featured what is known as an integrated bracelet.

The Rolex Magazine ad pictured below was published in June of 1971 and features a male model rocking a Rolex Quartz Reference 5100 which obviously predates the Auditors Piguet Royal Oak. In my article I published close to a year ago, titled "BACK TO THE FUTURE, ROLEX OYSTERQUARTZ, The Complete History" I wrote:

    "A persistent myth has long circulated, claiming famed designer Gerald Genta designed the Rolex Quartz Reference 5100’s iconic look. This tale, often peddled by a self-proclaimed Rolex historian known for presenting his unverified opinions as fact, lacks any credible evidence to support it—a fabrication I’ve found no basis for in my research."

Rolex introduced an unusual Reference 1530 (pictured below) in 1974, two years after Audemars Piguet Royal Oak, and this model is considered to be the precursor to the Rolex OysterQuartz (NOT to be confused with the original 1979-1970 Rolex QUART pictured above) as the OysterQuartz incorporated it's integrated case style. 

When I look at the integrated bracelet+case design on the Reference 1530, it looks remarkably similar to the Royal Oak, so maybe inadvertently Gerald Genta did play a role in designing a Rolex after all. These questions are purely academic at this point, but interesting nonetheless. 

The Reference 1530 pictured below appears courtesy of Christie's Auction house and was auctioned in 2017 for only $5,625, which ironic as today I think it would fetch much more. 

Keep in mind the 1974 Rolex Reference 1530 pictured above was NOT a Quartz watch, but was a fully mechanical 'Automatic' OYSTER PERPETUAL model. This was a transitional model between the "Texan" Quartz (Reference 5100) to he OysterQuartz that featured a case designed to house the quartz caliber 5035. The 5035 was wider overall than the mechanical 1570, which resulted in a gap between the bezel and dial, thus Rolex overcame this design challenge by incorporating a ramped rehaut, to which they moved the minute tracks markers which gave the watch a very modern, clean, 3-Dimensional look. The Rolex Reference 1530 was also the first mechanical Rolex to include a synthetic sapphire crystal, as the Reference 5100 was the first model, but it was quartz.

In 1977 Rolex unveiled their Rolex OYSTERQUARTZ models which are pictured below with the familiar integrated case/bracelet design, and at that time they discontinued the mechanical 1530. The Oysterquart also included a special Jubilee style integrated bracelet that had design language that match the ultra-modern case lines...

Rolex discontinued their OYSTERQUARTZ models in 2001, but in 2025 Rolex created the all new Rolex Land Dweller, which is pictured below, and despite the face that it features a mechanical Oyster Perpetual movement, has an integrated case/bracelet that is remarkably reminiscent of the design language from the long discontinued Rolex OYSTERQUARTZ models.

I realize this story daisy-chained all over the place, which is one of the things that makes Jake's Rolex World, Jake's Rolex World, in the sense that I regularly wander off the reservation with my often miscellaneous ramblings. That being said, as previously mentioned, I HIGHLY recommend checking out my highly updated new story on the Genesis of the Rolex Oyster which celebrates 100 WATERPROOF YEARS.

My best advice, is to read my new story when you can find time to read every word, which could easily take you a couple of hours if you really savor and digest all the richly detailed information it contains. I am certain if you do so, it will give you a whole new understanding and invaluable perspective on Rolex history. How do I know this to be true? I know this because as I wrote it gave me exactly that—a much better grasp of the significance of the Rolex Oyster innovation.

1968 Rolex Brochure: What Makes A Rolex A Rolex?

1968 Rolex Brochure

What Makes A Rolex A Rolex?

Examining vintage Rolex brochures is always fascinating and today we take a look at one from Rolex of Canada which features a young man on the cover wearing a yellow gold Day-Date.

Another one of the fascinating details is how low the prices of Rolex were in 1968. A Day-Date bracelet could be purchased for $780 Canadian Dollars, which was the equivalent of around $1000 U.S. Dollars at the time.

The 1968 Rolex Canada slogan of "What makes a Rolex A Rolex?" reminds me of Cary Grant's line to Eva Saint James in the 1959 spy thriller masterpiece movie, North by Northwest where he says, "Tell me...How does a girls like you get to be a girl like you?"

1939 French Rolex Prince Magazine Ad

1939

Rolex Prince Art-Deco
French Magazine Ad

Liza Minnelli Yellow Gold Date Lady Datejust...

Academy Award Winner For Best Actress

Liza Minnelli

Yellow Gold Date Lady Datejust

Liza Minnelli is an absolute SuperStar! She is one of the very few people in history to win an Emmy, Oscar, Tony and Grammy Award. Liza Minelli is pictured below with Sammy Davis Jr., and she is wearing her yellow goal Rolex Ladies Date. Sammy Davis Jr., also wore many different Rolex watches.

Rolex Daytona Oyster Sotto

...Studio Shot Of The Day...

Rolex Daytona Oyster Sotto

Reference 6263

Starbucks Founder Howard Shultz wears a Paul Newman Rolex Oyster Sotto just like this one and I can't stop tripping on how beautiful this watch is, so I thought I would blow it up for a better view!!! Vintage Rolex is just soooooo RAD...

Brad Pitt Rocking a Vintage Submariner

 ...Rolex Super Coolness...

Brad Pitt

Rocking a Vintage Submariner

HEART of the BEAST

Brad Pitt has worn many different Rolex watches over the years, and recently Brad was seen rocking a very cool Custom Vintage Early 1970s Rolex. Brad just came out with a new movie named Heart of the Beast where he plays a retired special forces soldier who gets stranded in Alaska in the wilderness with his specially trained military dog named Odin.

Brad rocks a neo-vintage Rolex Submariner in the movie as pictured above. 

1967 Paul Newman 18KT Gold Daytona

...Rolex Studio Shot of the Day...

1967 Paul Newman 

18KT Gold Daytona

There is NOTHING in the world like vintage Rolex models, which are super cool and equally timeless. This is a superb photo of a yellow-gold Rolex Daytona [Reference 6264/6241] Cosmograph from Sotheby's Auction house. This design language of this watch is a masterpiece of hyper-elegant simplicity...

Rolex Macro Shot of the Month: Jean-Michel's Rolex SEA-DWELLER

...Rolex Macro Shot Of The Month...

Jean-Michel's Rolex SEA-DWELLER

Ekaterina Gordeeva

...Rolex Super-Hotness...

Ekaterina Gordeeva

1999 Rolex Magazine Ad

I have said many time before, that I find many vintage Rolex ads to be like works of art with some being more iconic or outstanding than others. I remember seeing this Rolex ad back in the late nineties and thinking how utterly beautiful and timeless it was.

Ekaterina Gordeeva is a Russian figure skater and two-time Olympic Champion in 1988 and 1994. You can see two of her amazing performances below from the 1994 Lillehammer Winter Olympics.

   

For the LOVE of PEPSI

 

...Rolex Studio Shot of the Day...

For the LOVE of PEPSI

40MM Rolex Day-Date Yellow Gold with Raised Roman Numerals

...Rolex Macro Shot Of The Day...

Rolex Day-Date

Yellow Gold with Raised Roman Numerals

40MM Reference 228235

One of the most elegant and classic Rolex watches is the Day-Date, featuring a white dial adorned with raised yellow gold Roman numerals. Rolex has been crafting this model with a similar dial for decades, but the latest 40MM version is simply remarkable! 

This magnificently designed dial boasts incredibly intricate and highly stylized markers that are distinctly angular and reminiscent of Art Deco design. This level of attention to detail, coupled with timeless design language is what sets Rolex apart from all other brands and frankly, makes Rolex, Rolex...

Rolex President Bracelet On Professional Models?

 

Rolex President Bracelet

On Professional Tool Watches?

On Jake's Rolex World one of the things I specialize in is separating-fact-from-fiction. This story is a little different, in the sense we are taking a look at two famous men who wore Rolex watches and shared a Bizarre habit: 

They customized their Rolex Professional Models by putting a Rolex President bracelet on them. 

Just to be clear, Rolex NEVER offered this option, but somehow both of these famous men figured out a way to achieve this. 

I SPY A PREDIDENTAIL GMT-MASTER

The first image shows Robert Culp, who starred in the tv show, I SPY, and in the photo below discovered by Nick Gould we see him rocking his yellow gold Rolex GMT-Master on a President bracelet.

A MOST UNUSUAL

PAUL NEWMAN DAYTONA

This next photo shows Paul Newman rocking his stainless steel Rolex Daytona on a white gold Rolex President Bracelet, which is definitely an interesting and unusual look...

What do you make of this? Were these Kings of Cool on to something great, like the combination of peanut-butter and jelly, or was it sacrosanct—like putting a Cadillac emblem of the front of a Mercedes-Benz?

Platinum Rolex Yacht-Master Bezel

...Rolex Studio Shot Of The Day...

Platinum Rolex Yacht-Master Bezel

Radical Rolex Design Language

Very Early Rolex Submariner coming to Auction

Serpico Y Laino

A Very Early
Submariner Surfaces

This remarkable story presents one of the earliest known Rolex Submariner serial numbers, specifically #949,197. The case for this beauty was made in the second quarter of 1953, and appears to have been retailed in South America by Serpico Y Laino, which not only has their logo on the dial, but also features the ultra-rare split SUBMARINER | PERPETUAL dial logo designation, and it's up for auction at Christie's Auction house.

The first Submariner dial was distinctive, a quiet testament to Rolex’s pioneering spirit. Initially christened the “SUBMARINER PERPETUAL,” it bore “SUBMARINER” on the upper left beneath “ROLEX,” with “PERPETUAL” poised on the right, almost in a wing-like pattern, which ended up being a fleeting arrangement reserved for the earliest models. 

After I first published this story you are reading, I went digging through my archives looking for a Submariner that was even older than the Serpico Y Laino and came up with this Submariner Reference 6204, also from Q2 of 1953 that features an earlier serial number of 949.143, which is 54 digits earlier, and incorporates an unusually cool and interesting honeycomb dial. This watch appears courtesy top vintage Rolex dealer and expert, Eric Ku.

One of the earliest articles I wrote here on RolexMagazine.com on Early Rolex Submariner models was 15 years ago, back in 2011, and it was named "Early Rolex Submariner Model History: Separating The Fact From The Fiction." 

Just for frame of reference, the photo below shows the next Rolex Submariner Reference 6204 that came after the Reference 6204 pictured above, and as we see, it says "OYSTER PERPETUAL" under the Coronet/Crown Logo and "ROLEX" dial designation, and then we see the "SUBMARINER" dial designation centered on the lower part of the dial, directly above the 6 O'clock marker. This early model still lacked the now iconic Mercedes Logo hour hand, and featured the mini lollipop second sweep hand.

Since we are on the subject of timeless Rolex Submariner evolution design language, let's take a look at the current 41MM Rolex Submariner Reference 124060, which is the great, great grandson of the original Reference 6204, and they were born 73 years apart, yet they looks highly related. The current model features a depth rating below the "SUBMARINER" dial designation and it features the "Mercedes" logo hour hand.

For further frame-of-reference I put together the image below which shows the first Rolex Submariner 37MM Reference 6204 from 1953 next to the current 2026 Submariner which carries a Reference of 124060 and has grown 4MM to 41MM over the past three quarters of a century.

There are a number of additional details on the current Rolex Submariner, like the "ROLEX, ROLEX, ROLEX, ROLEX" etching running around the rehaut, not to mention the 5 minute marker indices are not applied on white told surrounds, as apposed to printed using a galvanic gilt process on the original. The original Submariner bezel featured an aluminum bezel insert, which was prone to scratching, whereas the current Rolex Submariner features a ceramic bezel insert which is much sturdier. Also, the original Submariner came on a riveted bracelet, and the current model is on a solid bracelet with solid end links, coupled with a flip-lock.

Let's get back to examining the Serpico Y Laino Submariner featured at the beginning of this story. The photo below shows the inside engraving on the caseback and we see not only the Reference 6204 number, but also the "2.53" manufacturing date stamp. The first thing I thought of when I saw this watch was the fact that when it was sold in Caracas, Venezuela, is how at the time, André-Jean Heiniger was the head of sales in South America. Serpico Y Laino was a retailer in Caracas with a fascinating history.

The Lot Essay from Christie's Auction House reads:

    "Amongst the rarest and most historically important early Rolex sports watches, this Submariner reference 6204 represents the very beginning of the Submariner lineage, when Rolex was experimenting with their diving watches. Produced in 1953 and retailed by the famed Venezuelan jeweler Serpico y Laino, the present watch features the coveted and exceptionally rare “Split Logo” text, in which the 'Submariner' and 'Perpetual' text is divided on each side of the center pinion.

    The watch further distinguishes itself with its gilt dial, “pencil” and "lollipop" hands, both being hallmarks of the earliest Submariners. Unlike later printed matte dials, gilt dials were produced through a galvanic process that left the text and minute track shimmering warmly, creating remarkable depth and richness. The elegant pencil hands, used before Rolex adopted the Mercedes handset, underscore the experimental and highly collectible nature of these first generation diving watches.

    Furthermore, the dial is signed Serpico y Laino at the lower half and is furthered with 'S&L ACERO' to the caseback. The present reference 6204 stands among the most desirable, rare, and historically significant early Rolex Submariners to survive today."

Lord Mountbatten & Dimitry Rebikoff

As mentioned earlier, this exceptionally rare Submariner boasts the second earliest known serial number. The earliest one belongs to the Submariner owned by Lord Admiral Mountbatten, who is pictured below (in the middle) in 1952 with Pierre Vanlaer (on the left) and Dimitri Rebikoff (on the right), the man who assisted Rolex in designing the Rolex Submariner. 

Mountbatten and Rebikoff were also close to Henri Broussard, the head of the Club Alpin Sous Marin diving club in Cannes, France. Broussard founded the club in 1946, and it was there that many early Rolex Submariner tests took place. Admiral Mountbatten, at the time, was the Commander-in-Chief of the Allied Forces in the Mediterranean and was also an accomplished scuba diver.

Lord Mountbatten was featured in the 1957 Rolex Magazine ad campaign titled "Men who guide the destinies of the world wear Rolex watches."

Lord Mountbatten is pictured below in the Oval Office in Washington, D.C., with President Kennedy and the Chairman of the Joint Chiefs of Staff of the American military, Lyman Lemnitzer.

In the subsequent image, we observe Lord Mountbatten accompanied by his nephew, Prince Charles, who has since ascended to the throne as King Charles.

Lord Mountbatten is pictured below with his family on vacation in Scotland, and he is rocking his Submariner.

Dimitri Rebikoff is featured on the cover of one of my upcoming books on the history of the Rolex Submariner and in the photo below we see him rocking his prototype Submariner which he co-developed with Rolex back in the early 1950s.

Below is a letter written by Rolex Marketing Director René-Paul Jeanneret to Admiral Mountbatten, which highlights Dimitri Rebikoff’s pivotal role in the development of the Rolex Submariner. As evident from the letter, Rolex provided Lord Mountbatten with an early Submariner for testing purposes. This explains why it possesses the earliest known serial number of 949,120, which is 77 digits earlier than the one being offered at auction at the beginning of this article.

Regrettably, the current whereabouts of Lord Mountbatten’s Submariner remain unknown to this day. Consequently, the Serpico Y Laino Submariner model featured at the beginning of this story, with a serial number of 949,197, is recognized as one of the earliest known Submariner models, as there are still known models that featured serial numbers in the range of 949,14X.

Below we see a very rare original copy of the Dimitry Rebikoff's Rolex Submariner Trial Report Renè-Paul Jeanneret included with his letter to Lord Mountbatten:

The copy of the Submariner Trial Report was published in the Club Alpin Sous-Marin Number 8 in 1956, and is from the personal collection of Frédéric Dumas, who was the dive leader aboard the RV Calypso and co-authored the book with Jacques-Yves Cousteau, The Silent World in 1953.

The Things That Dreams Are Made Of

In Jules Verne’s epic masterpiece, 20,000 Leagues Under the Sea, published in 1870, he prophetically unveiled humanity’s profound yearning to conquer the ocean’s mysterious abyss. The Rolex Submariner, born of that same indomitable spirit of exploration, transformed Verne’s visionary science fiction into enduring reality close to a century later—a timeless sentinel of the depths, where human ingenuity defies the deep sea, while touching the eternal unknown. Daring adventurers like Dimitri Rebikoff and Jacques-Yves Cousteau (pictured below wearing his Rolex Submariner tool watch) embodied that same spirit, turning Verne’s vision into reality.

Captain Nemo tells the three men when they board his Nautilus Submarine:

    "You will not regret the time spent on board my vessel. You are going to travel through a wonderland. Astonishment and stupefaction will be your normal state of mind... I am going to embark on a new underwater tour of the world... and you will be my study companion.”

— Jules Verne (1870)

20,000 Leagues Under the Sea