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!!!

New Rolex CEO Appointed: Gian Riccardo Marini

...The Rolex Torch Has Been Passed...

New Rolex CEO Appointed

Rolex Coolness: Gian Riccardo Marini

Rolex Geneva announced today the appointment of a new CEO to replace Bruno Meier. Gian Riccardo Marini is 64 years old and was promoted to the position of CEO for Rolex Geneva, from being the CEO of Rolex Italy. Gian Riccardo becomes only the 5th CEO to govern Rolex over the last 106 years. If you want to learn much more about the history of Rolex first CEO, Hans Wilsdorf you should check out his story.

Gian Riccardo Marini is pictured below in Italy with Elena Ambrosiadou, who is the current owner of the Maltese Falcon mega-yacht.

Rolex BaselWorld 2010 Press Kit Introduction from Rolex CEO: Bruno Meier...

Rolex CEO: Bruno Meier

BaselWorld 2010

Rolex Press Kit Introduction

Rolex is pleased to welcome you once again to the exciting universe of BASELWORLD. Our brand occupies a prominent place at this fair, with an impressive stand illustrating the prestige and excellence for which Rolex is known.

This special position is due to the privileged relationship that Rolex has developed over the decades with this global meeting place for those involved in the watch and jewellery industries, as well as to its own status as a first-class watchmaker.

The leader in Swiss watchmaking, recognized the world over for the quality and precision of its watches, Rolex makes it a point of honour to share the fruit of its know-how and its spirit of enterprise with this audience of connoisseurs.

Equipped with unparalleled industrial and technological means of production, now being further developed by a new construction project, and rich in a history of major innovations like the mythical Oyster, in 1926, the first waterproof wristwatch, Rolex has the privilege of being able to give free rein to its creative potential. The company takes full advantage of its complete autonomy to innovate and reinterpret with continuity the fundamental principles responsible for the success of its watches.

This approach has been applied this year to the Submariner, the Explorer and the Datejust. These models, each with a unique identity, are recognized around the world as unsurpassable, timeless symbols of a certain art de vivre. They are presented in new versions drawing on the vast Rolex heritage and honouring the passion for perfection proper to our brand.

BRUNO MEIER

Chief Executive Officer of Rolex

Geneva, Switzerland

Rolex Appoints Bruno Meier C.E.O.

Rolex Appoints Bruno Meier C.E.O.

The Rolex board of Directors appointed Finance Director Bruno Meier as the new Chief Executive Officer of The Rolex Group. Bruno Meier will be replacing Patrick Heiniger on the first of January 2009. Mr. Meier has been the CFO of Rolex for 3 years.