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

...Rolex Zeitgeist...

I WANT A GOOD WATCH!!!

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!!!

1970 Rolex USA Catalog Shots...

...Vintage Rolex Hotness...

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.

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?"

Vintage Rolex Submariner Brochure [Reference 5513]

Vintage Rolex Submariner Brochure

[Reference 5513]

"In the twilight of the deep waters one of the most vital items of a diver's equipment is his watch. The "Submariner" was the world's first watch designed especially for skin and deep sea divers, 100% waterproof to a depth of 660 feet, is has a calibrated outer bezel which allows the accurate and correct timing of decompression periods."

1977 Rolex Brochure Cover...

1977 

Rolex Brochure Cover

I am pretty certain this is the first Rolex brochure I ever looked at when I was young...Total Deja Vu when I look at this now!!!

1958 Rolex GMT-Master Brochure

1958 Rolex 

GMT-Master Brochure

Photoshop before Photoshop

If you are a regular reader of Jake's Rolex World, your are undoubtedly likely familiar with the 1958 Rolex GMT-Master brochure pictured below, but have you ever wondered what it's genesis is? Particularly with the image of the navigator rocking the Rolex GMT-Master? Continue reading to find out below:

Nick Gould discovered the image below in the WatchLibrary.org, and it shows the original image, and from this we may infer that the GMT-Master was superimposed onto the wrist of the navigator. I asked Nick how he discovered the image and he said, "Was a random discovery". But now you know why I coined the term 'Eagle Eyes' as a nickname for Nick:

Below we see the original 1954-1955 magazine article that shows the image, which was published originally in the Revue International de l'horlogerie, which was published in La Chaux-de-Fonds, and was originally printed in French.

I translated the text from French to English and it says:

    "must then, by means of buttons on the receiver - which functions as a calculating machine - bring the two points one on top of the other until they form only one in the form of a vertical line. At this point, he will note where on the scale this line is. He will obtain a number that he will find on a special map and corresponding to one of the arcs of a circle whose center is the main transmitter.

He will carry out a similar operation with a group of transmitters located, for example, on the coast of Greenland or Iceland. The place where the plane is located will then be determined by the place where the two lines intersect, corresponding to the two numbers noted on the scale of the cathode ray screen.

WATCHES ON BOARD

As it has been possible to judge from this simplified description of two essential elements of a transatlantic flight, the flight plan and navigation, the measurement of time is an absolute necessity on board an aircraft. This is why it is equipped with several watches or chronographs. In addition to his pocket chronograph, the navigator also has a fixed watch among the flight instruments at his disposal,"

My best guess is that Rolex Director, René-Paul Jeanneret probably saw this image when it was originally published, and thought it was perfect for conveying the value proposition of the GMT-Master. In all my years of studying Rolex Magazine and Newspaper images, I have rarely seen watches superimposed like this:

One such image is the Jean-Claude Killy Rolex Explorer II (Orange Hand) Reference 1655 Rolex Magazine ad pictured below, where we see the watch appears to have been superimposed on his wrist. I could be wrong, but it this image has always looks kind of strange to me.

I am not going to go into detail on this now, but in my upcoming book series in Volume 3, which is named, "THE COMPLETE HISTORY, ROLEX MAD MEN, VOLUME 3 OF 25: 1953-1963", I do a deep dive into the real hardcore history behind the GMT-Master, and showcase some amazing never before seen or published information that sheds tremendous light on its true Genesis, which is AMAZING!!!!

1956 Italian Rolex Brochure Cover

1956 

Italian Rolex Brochure Cover

1980 Rolex Brochure featuring Rolex Daytona and Explorer

1980 Rolex Brochure

Rolex Daytona and Explorer

This super-cool Polo brochure is one of my favorites!  The image below is from the inside of a 1980 Rolex Daytona [Reference 6265] brochure. Man, it's old in Brazil!!!

1950s Rolex Submariner Brochure Pic [Reference 6536]

1950s Rolex Submariner Brochure Pic

[Reference 6536]

I couldn't help but notice this late 1950s Rolex Submariner has a blockier case, with thicker lugs, kind of like the last generation Ceramic Supercase Submariner. I also noticed in this illustration that the case lacks outer lug holes just like the Submariner Supercase. Very Interesting!!!

1966 Rolex Submariner Brochure [Reference 5513]

1966 Rolex Submariner Brochure

[Reference 5513]

Rolex Cosmograph Moonphase 1957 Reference 6062

Rolex Cosmograph Moonphase

1957 Reference 6062

Rolex has a bizarre habit of recycling names. Take for instance, this Rolex ad from 1947. Notice Rolex refers to their Reference 6062 as a "Cosmograph." Recognize the world "Cosmograph?" Today Rolex refers to the Rolex Daytona as a "Cosmograph." So what does "Cosmograph" mean? According to an encyclopedia it means:

"1. The science which describes and maps the general features of the universe (both heavens and the earth), without encroaching on the special provinces of astronomy or geography. 2. A description of representation of the universe or of the earth in its general features."

My absolute favorite Rolex model in history is the Reference 6062 Moonphase with the star indices on the dial, and here is a 1947 Rolex catalog page. 

If you want to see the worlds largest collection of photos of this Rolex moon phase model, you came to the right place.

Bravissimo Stefano Mazzariol: A Look At Rolex History From The Beginning...

Bravissimo Stefano Mazzariol

A Look At Rolex History From The Beginning

Stefano Mazzariol is a fellow Rolex fanatic and kindred spirit. Stefano lives in Italy and recently published an amazing photo-rich story about Rolex history which is a must see, even if you don't speak Italian. Stefano takes his readers through a visual history of Rolex from the very beginning.

I found an amazing surprise in Stefano's article and I put a copy of it below. It is a brochure for a Rolex GMT from 1959. This Rolex brochure has special meaning for me because of its slogan that reads, "I WANT A GOOD WATCH." Why is it special for me? Because I remember, about 15 years ago, coming across a Rolex brochure that had as its slogan "I WANT A GOOD WATCH," and for some reason that phrase really stuck in my head.

The challenge is that I NEVER saw it again and when I started Jake's Rolex Watch Blog, I remembered that slogan so well, but I was shocked I could not find a brochure with the "I WANT A GOOD WATCH" slogan. Stefano has an amazing ability to find unusual and rare Rolex history, so I want to thank you Stefano.

I WANT A GOOD WATCH

I want to address why I think "I WANT A GOOD WATCH" is such a powerful marketing statement that Rolex made back in 1959 and why I think it is just as relevant today. The reason I wear and appreciate Rolex is because I just want a good watch. I don't need a great watch, I definitely want a good watch–one that is dependable, durable and accurate. The fact that Rolex said a "GOOD" watch is understated and unpretentious. No goofy pretentious luxury watch slogan, just a simple straightforward declarative statement. I love it!!!!

I highly recommend you take a look at Stefano's amazing article which you can read by clicking here. Thanks for sharing Stefano!!! You did an excellent job!!!

By the way, Stefano is an amazing Rolex photographer. He has sent in many super shots that I have published on Jake's Rolex Watch Blog and you can see all of them by clicking on Stefano's name at the end of this post under Labels.

Vintage Rolex Brochure for Rolex Explorer Models...

Vintage Rolex Explorer Brochure

This is such a great background image. I have no idea where this Polo club is, but it really looks exotic and beautiful.

Rolex Talking Points From 1992...

Hannes for the R-L-X.de German Rolex forum scanned in this great brochure made for educating Rolex salespeople about the details of Rolex which you can view by clicking here.

1962 Rolex Ladies Watch Catalog is Breathtaking...

Marko from the German R-L-X.de Rolex forum is a big collector of Vintage Rolex Brochures and he is sharing this stunningly beautiful 44 page Ladies Rolex Catalog from 1962. The catalog covers the introduction of the Rolex King Midas ladies watch line. To my eyes, it appears this great Rolex catalog was inspired by Audrey Hepburn's character in "Breakfast at Tiffany's."

It is amazing how glamourous, beautiful and elegant the Rolex catalog is. 1962 was a great time in world history. J.F.K., was in the White House with his lovely wife, Jacki-O and Camelot was in full bloom. The Space-Race was moving full speed ahead. Times were good and anything was possible...

I just put up the cover, introduction and first page of watches. I highly recommend you take a look at the entire catalog which you can view by clicking here.

Image Scans Courtesy: Marko (Reckel)

Rolex Time Capsule: The Story of ROLEX–Marketing Brochure for Great Britain From 1964...

On behalf of Jake's Rolex Watch Blog and all the readers, I would like to offer a heartfelt thank you to Marko (Reckel) from the R-L-X.de forum in Germany who discovered this Rolex history gem.

I think we have all seen small bits and pieces of this in the past in low quality. I have done my best to bring it as close to the original that was printed in 1964 as I know how to do.

The most amazing thing about reading the Story of ROLEX is it gives you such a great official Rolex history lesson, from the perspective of a time capsule. I learned so much about Rolex history just from reading this 43 year old Rolex brochure. It is amazing to me how similar Rolex is today.

As Frank Sinatra said "There is something to be said for things that endure."

Please click on the images to be able to read and see them full size:

1993 Rolex Gold Bar Brochure...

Leo, the Idle Swede, sent in this great Rolex Oyster carved from a solid bar of gold shot from a 1993 Rolex Brochure.

Every Rolex Oyster is carved from a single solid piece of the highest quality metal.

1976 Rolex Brochure 50th Anniversary of The Rolex Oyster

1976 Rolex Brochure

50th Anniversary of The Rolex Oyster

Impenetrable Metal Vault