Is it too early to guess at what Rolex will be introducing at Watches and Wonders in Geneva of 2025, which begins on April 1st? I genuinely have no idea of what Rolex will surprise us with, but I do have some ideas would LOVE to see, or that I can imagine Rolex introducing.
First, let's begin with Obie's photo below of his original GMT Master model—which went on sale in late 1956 and featured a bakelite bezel insert that would glow in the dark, and some of them still do, as seen with in the lume-shot below. I would love to see Rolex bring back the lumen Bezel Insert on the GMT-Master...
The photo below is of a 1955 Rolex GMT-Master in all-original condition. Notice the red "GMT-MASTER" dial designation as well as the red date!
My second guess, or hope, would be the return of the Coke Rolex GMT-Master with a Black and Red bezel insert, which might looks something like this:
The Rolex Sydney Hobart Yacht Race is renowned as one of the sport’s greatest challenges. In the 79th edition, competing crews were confronted with myriad challenges and variable weather conditions.
A race marked by tragedy united the sailing community and was a showcase of human endeavour and teamwork. Celestial V70 claimed the Tattersall Cup as overall race winner while the Christian Beck-skippered maxi LawConnect took line honours for the second year in a row, completing the 628-nautical mile course down Australia’s south-east coast in 1 day, 13 hours, 35 minutes and 13 seconds.
Organized by the Cruising Yacht Club of Australia (CYCA), in conjunction with the Royal Yacht Club of Tasmania, Rolex has partnered this offshore classic since 2002 as part of the brand’s near 70-year relationship with yachting.
Below is a map that shows the Sydney to Hobart Yacht race route.
But a striking new discovery by historian Nick Gould has unveiled a second Rolex in the emperor’s collection—a Rolex Submariner—captured in a photograph from either 1953 or 1955 in Cannes, France. This image, taken during Bao Dai’s exile, reveals a lesser-known side of the emperor and adds a fresh chapter to the legacy of both the man and the brand. The photo is dated from 1953 and was taken by Edward Quinn.
The Discovery: A Submariner in Exile
Nick Gould’s find—a photograph of Bao Dai wearing a Rolex Submariner—offers a rare glimpse into the emperor’s life on the French Riviera. Dated to either 1953 or 1955, the image shows Bao Dai in a casual setting, the Submariner worn on his left his wrist on an Oyster Bracelet, accompanied by a video from the same period, this evidence places the emperor in Cannes, far from the imperial splendor of his past. Yet, a debate lingers: the photographer’s website hints at 1953, aligning with the Submariner’s debut year. Whether 1953 or 1955, the discovery cements Bao Dai’s connection to another Rolex icon.
Bao Dai: From Throne to Riviera
Born in 1913, Bao Dai ascended to Vietnam’s throne at age 12, ruling under French colonial oversight until his deposition in 1945. By the 1950s, he was in exile in France, trading palaces for a life of leisure along the Côte d’Azur.
Known for his love of luxury—yachts, cars, and fine timepieces—Bao Dai’s taste is epitomized by the Reference 6062, a moonphase marvel with diamond markers that fetched $5.1 million at auction in 2017.
Yet the Submariner tells a different story: a shift toward practicality, a watch suited to a man adapting to a new reality. Introduced in 1953, the Rolex Submariner was a game-changer—a dive watch built for utility with its water-resistant case and luminous dial. By 1955, it was gaining momentum as a symbol of rugged elegance.
Bao Dai’s Submariner, though its exact reference (perhaps a 6204 or 6205) remains unclear due to the photo’s limitations, underscores the watch’s early appeal. From its launch, the Submariner transcended its tool-watch origins, catching the eye of an emperor in exile.
Two Watches, Two Worlds
The contrast between Bao Dai’s Rolexes is striking. The Reference 6062, with its black dial and opulent design, reflects his imperial past—a relic of extravagance. The Submariner, rugged and restrained, mirrors his life in Cannes: a blend of sophistication and simplicity. Together, they showcase Bao Dai’s nuanced relationship with Rolex, spanning the spectrum from lavish to utilitarian.
A Legacy Enhanced
This discovery elevates the Submariner’s origin story, linking it to a figure of historical heft. Whether the photo dates to 1953, making Bao Dai an early adopter, or 1955, as the video suggests, it captures a moment of transition—for the emperor and the watch. For Rolex aficionados, this is a revelation, proving that even in exile, Bao Dai’s wrist remained a showcase for the brand’s finest creations.
A Timeless Tale
The Submariner on Bao Dai’s wrist is more than a footnote—it’s a testament to Rolex’s enduring allure. From the depths of the sea to the shores of Cannes, its journey began with pioneers like Bao Dai, whose discerning eye helped shape its legend. As horological history unfolds, discoveries like this remind us: the past always has more to reveal.
Update: Nick Gould emailed the archive and they said according to their records the photo was taking in 1953, which certainly makes things more interesting...
Back in May of 2014, Sotheby's auctioned off a very rare 36MM Rolex Datejust which was made for the International Olympic Committee in 1988. The watch achieved an auction sale price of $24,000. I have seen these models before, and of course it is always interesting to see something so fascinating with two great 20th Century icons together. If I recall correctly, Olympic Skiing legend, Jean-Claude Killy wears this same model.
Rolex also made a Ladies International Olympic Committee Two-Tone Datejust Reference 69173 (pictured below) with a Caliber 2135 which appears below courtesy of Christie's Auction House.
The Christie's lot essay reads:
The present ladies’ two-tone Datejust is quite a special watch that was made for the 1988 Olympic Committee. The Rolex guarantee confirms this by listing the buyer as “Comite Olympiques Geneve.” Both the Summer and Winter games were held in ’88 and the Winter games were hosted in Calgary, Alberta.
The consignor of this watch purchased it from the estate of the former late Mayor of Calgary, Ralph Klein. Klein would later go on to serve as the Premier of Alberta. His wife was presented with this watch in 1988 from the Olympic Committee.
Any Rolex with a unique dial is highly sought after. In addition to having this trait, the present watch is offered as complete and has a very nice history.
The Rolex ad below from 1953 is fascinating in many ways. At the time, Rolex offered a ladies model referred to as the "Rolex Chameleon", which had a feature that allowed the user to almost instantly change the leather strap from one color to any other color. In many ways the Apple Watch which has a similar feature is reminiscent of this mid-century modern masterpiece.
Rolex offered many different versions of the Rolex Chameleon, and continued the model up through the late 1970s.
The Rolex Chameleon pictured below reminds me of an upside-down mini Reese's Peanut Butter Cup.
Bill Murray is one fascinating cat, and he recently was a guest on the Joe Rogan experience, which is a fascinating watch:
Bill Murray
Lost In Translation 2003
Stainless Rolex Datejust
Lost in Translation is a romantic comedy film staring Scarlett Johansson and Bill Murray and it is set in Tokyo. It was released in 2003 and was directed by Sofia Coppola. It you want to get lost in a great movie, I highly recommend watching Lost In Translation!
Lost in Translation won the Oscar for Best Original Screenplay at the 76th Academy Awards, and was nominated for Best Picture and Best Director (Coppola), and Best Actor (Murray). It also own three Golden Globes and 3 British Academy Film Awards.
Sofia Coppola is pictured below with her legendary director father, Francis Ford Coppola and notice Sofia is wearing a Rolex.
Bill Murray rocks his Rolex Datejust prominently throughout the movie as we see in this image below.
Since we just took a look at, a famous American writer, Hunter S. Thompson, I thought it would be fun to take a look at another famous American writer. Ernest Hemingway is arguably one of the most loved writers of the 20th Century. He won the Nobel Prize in Literature in 1954 and the Nobel Committee his "mastery of the art of modern narration." Hemingway is famous for his terse and powerful prose which include titles like The Sun Also Rises (1926), For Whom the Bell Tolls (1940), as well as The Old Man & The Sea (1952).
1957 Ernest Hemingway photo by Yousuf Karsh wearing Rolex Oyster Perpetual
Below is a photo of a similar Rolex Oyster Perpetual 31MM Bubbleback dial model to what Hemingway is wearing in the photo above. My best guess is it's a Rolex Reference 6084.
Ernest Hemingway wrote about Rolex in his book Across the River and into the Trees where he compares the accuracy of a Rolex Oyster Perpetual to that of the human heart, one of which can be repaired and the other often not. Hemingway wrote:
"It's just a muscle, 'the Colonel said.' Only it is the main muscle. It works perfectly as a Rolex Oyster Perpetual. The trouble is you cannot send it to the Rolex representative when it goes wrong. When it stops, you just do not know the time. You're dead."
—Ernest Hemingway
Across the River and into the Trees (1950)
In this next photo we see Ernest Hemingway in Cuba where he had a house, photographed with Fidel Castro and both of them are wearing Rolex watches.
I originally published this story back on February 23, 2011, which was 14 years ago, and I just updated it the video interviews from Conan (2/6/2003) and Letterman(11/15/1982), both of which shows Hunter rocking his Coke GMT-Master.
Back in 2008 my great pal Michael McClure sent in these great shots of Hunter S. Thompson wearing his trademark Rolex GMT II with the Red and Black "Coke" Dial.
Al Satterwhite took the photo below of Hunter S. Thompson in Cozumel, Mexico in 1974. Al and Hunter became fast-friends when they met in 1972 while covering the Republican National Convention for different publications. At the time, President Nixon was running for his second term, and would go on to win the U.S. Presidency by a landslide.
Playboy Magazine interviewed Hunter Thompson in Cozumel, Mexico and Hunter specially requested that Al Satterwhite take his photos for the Playboy story. After the interview was complete, Hunter convinced Al to stay a while longer so they could visit every bar and rage-like-rock-stars.
Hunter Thompson took the photo below of Al Satterwhite, which is titled "The Start of the Great Shark Hunt." It's interesting to note Al is wearing his Rolex Submariner in this photo, and not so long afterward, Hunter S. Thompson ended up wearing a Rolex GMT-Master.
The letter below was sent to Al Satterwhite by Hunter S. Thompson in 1974, after the Playboy interview ran. Hunter and Satterwhite remained pen pals and friends until Hunter's unfortunately passed away...
Historically Rolex has always been extremely secretive and discreet, and no journalists in the past have ever been invited "INSIDE ROLEX" to explore and report on all four Rolex Manufacturing faclities in Switzerland.
In November 2013, this changed when Rolex invited Jake to take an unprecdented journey into the heart of Rolex to learn and report on everything he witnessed and learned.
This Super-Detailed 3 Part Story is a "MUST READ" story for anybody who wants to understand what really makes Rolex tick.
