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Ever the marketeers, Rolex would continue to associate the GMT Master with aviation and travel. Most-famously with the Concorde. Those \"If you were flying the Concorde...\" ads created between 1968 - 1970 are among the most-memorable Rolex ads of all-time and likely influenced many jet-setters to purchase a GMT Master. But in 1997, when this ad was published, the Concorde probably had less of an impact on someone in the market for a Rolex. That's because at this point, Rolex, and many models, including the GMT Master, were well-established and could stand on their own. Even the flavor of GMT featured in this ad, a “Coke” GMT Master II Ref. 16710, had been in production for a decade. The timelessness and success of the GMT Master is what this ad is all about... That headline about design isn't referring to the Concorde, one of the most advanced developments in aviation history. The quote is actually speaking to the GMT Master's legendary design. This main idea comes to light once you begin reading those paragraphs - mentioning the respective GMT Masters of the Concorde pilots and how the look of the model hasn’t changed much in 25 years, even saying, \"the differences between them may appear minimal to the untutored eye...\" Of course, to collectors, the look and feel of a vintage Ref. 1675, like the example worn by Brian Trubshaw, compared to the neo-vintage Ref. 16710, worn by Captain Wand, is about as big a difference as the flying time from London to New York aboard the Concorde versus a Boeing 747.\u003c\/p\u003e","brand":"Ad Patina","offers":[{"title":"No Frame","offer_id":47418529808698,"sku":"ModernRolexGMTMaster10","price":145.0,"currency_code":"USD","in_stock":false},{"title":"Black","offer_id":47418529841466,"sku":"ModernRolexGMTMaster10","price":395.0,"currency_code":"USD","in_stock":false},{"title":"Medium Brown","offer_id":47418529874234,"sku":"ModernRolexGMTMaster10","price":395.0,"currency_code":"USD","in_stock":false},{"title":"Natural","offer_id":47418529907002,"sku":"ModernRolexGMTMaster10","price":395.0,"currency_code":"USD","in_stock":false},{"title":"Silver","offer_id":47418529939770,"sku":"ModernRolexGMTMaster10","price":395.0,"currency_code":"USD","in_stock":false},{"title":"Creative Collaboration","offer_id":47418529972538,"sku":"ModernRolexGMTMaster10","price":445.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0772\/0432\/4666\/files\/1996-rolex-gmt-master-ii-ref-16710-w-concorde-advertisement-223098.jpg?v=1744666780"},{"product_id":"rolex-gmt-master-ii-ref-116710-advertisement","title":"Rolex GMT Master II Ref. 116710 Advertisement","description":"\u003cp\u003e\u003cstrong\u003ePage Dimensions\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan data-mce-fragment=\"1\"\u003eApprox. 7 3\/4\" x 10 1\/2\" (19cm x 26cm)\u003c\/span\u003e\u003c\/p\u003e","brand":"Ad Patina","offers":[{"title":"No Frame","offer_id":47418533839162,"sku":"ModernRolexGMTMaster11","price":65.0,"currency_code":"USD","in_stock":true},{"title":"Black","offer_id":47418533871930,"sku":"ModernRolexGMTMaster11","price":295.0,"currency_code":"USD","in_stock":true},{"title":"Medium Brown","offer_id":47418533904698,"sku":"ModernRolexGMTMaster11","price":295.0,"currency_code":"USD","in_stock":true},{"title":"Natural","offer_id":47418533937466,"sku":"ModernRolexGMTMaster11","price":295.0,"currency_code":"USD","in_stock":true},{"title":"Silver","offer_id":47418533970234,"sku":"ModernRolexGMTMaster11","price":295.0,"currency_code":"USD","in_stock":true},{"title":"Creative Collaboration","offer_id":47418534003002,"sku":"ModernRolexGMTMaster11","price":395.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0772\/0432\/4666\/files\/rolex-gmt-master-ii-ref-116710-advertisement-7372337.jpg?v=1753498849"},{"product_id":"rolex-gmt-master-ii-ref-16760-feat-jean-claude-killy-advertisement","title":"Rolex GMT Master II Ref. 16760 feat. 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After all, there's that shiny steel Ref. 16710 staring back at you, with its trademark insert, half in black and the other half in the perfect red hue. But it's so much more than simply a GMT ad... As the headline, \"A History of Performance\" hints, it's really an ad highlighting the human achievements Rolex has connected itself to over the years. The design follows the formula of the previous \"The test of time\" campaign, including milestone years and casting legendary figures, like Mercedes Gleitze, Chuck Yeager, Hillary and Norgay, and Sylvia Earle, who are some of the main characters in the story of Rolex marketing. And events and feats Rolex was a part of, such as the bathyscaphe Trieste voyaging over 35,000 feet deep to the bottom of the Marianas Trench are documented in this ad. Much like the function of a GMT Master keeps a traveler connected to the time of day at home, this GMT advertisement keeps you connected to Rolex's past. 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Case in point is this trifold pamphlet. To my recollection, it comes from a “co-op advertising kit” - a portfolio supplied by Rolex, likely through their ad agency J. Walter Thompson, to their network of authorized dealers. This is one way marketing was done in 1987 - the time period this “advertisement” is from. Various retailers, many mom and pop jewelry stores, received help from Rolex to advertise, hence the “co-op” term. These kits were chock full of materials, such as templates a retailer could use to create personalized ads in local newspapers and magazines. Also, bunches of fold out pamphlets like this one. This pamphlet can be thought of as a catalog of sorts - showing a specially curated selection or collection. For example, there's one with Submariners and a Sea-Dweller. I'm unsure the exact usage of these pamphlets, but I could picture it being a tool in the arsenal of a salesperson... Perhaps giving it to a customer if they were on the fence (to keep the product on their mind). \u003c\/p\u003e\n\u003cp\u003eThe point I’m trying to make is this pamphlet is every bit an advertisement as a more traditional magazine ad. It shows GMT-Master options Rolex wants to promote, including a reference 16750 with a black insert, which I’ve never seen in a magazine ad. Across the 5 variants, a customer comes to understand the breadth and depth of the model - steel, bi-metal (Ref. 16753), gold (Ref. 16758), oyster or jubilee bracelets. Besides full-color photos against a beautiful, sporting theme, are technical product details, such as the model’s famous function. All in all - the imagery and information - is totally meant to entice and educate. To me it’s absolutely an effective selling tool. Thus an advertisement. You could totally picture this 6\" x 9 1\/4\" mini-catalog enlarged to 8\" x 11\" and printed on a magazine page. \u003c\/p\u003e\n\u003cp\u003eBut it’s not. That’s what makes it unique (and a little extra-special). I love encountering all the different ways a Rolex was advertised. Nowadays, a Rolex sells itself. We're all too familiar with those deflating \"Exhibition Only\" signs and waiting lists. Believe it or not, it wasn't long ago that it took true salesmanship and a combined effort to sell a Rolex! This advertising artifact reminds us of the those days, when you could walk into a jeweler and see the full range of GMT-Masters in a display case. And take your pick! What a time to be shopping for a watch! \u003c\/p\u003e","brand":"Ad Patina","offers":[{"title":"No Frame","offer_id":47418542129466,"sku":"ModernRolexGMTMaster25","price":195.0,"currency_code":"USD","in_stock":false},{"title":"Black","offer_id":47418542162234,"sku":"ModernRolexGMTMaster25","price":445.0,"currency_code":"USD","in_stock":false},{"title":"Medium Brown","offer_id":47418542195002,"sku":"ModernRolexGMTMaster25","price":445.0,"currency_code":"USD","in_stock":false},{"title":"Natural","offer_id":47418542227770,"sku":"ModernRolexGMTMaster25","price":445.0,"currency_code":"USD","in_stock":false},{"title":"Silver","offer_id":47418542260538,"sku":"ModernRolexGMTMaster25","price":445.0,"currency_code":"USD","in_stock":false},{"title":"Creative Collaboration","offer_id":47418542293306,"sku":"ModernRolexGMTMaster25","price":495.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0772\/0432\/4666\/files\/1987-rolex-gmt-master-trifold-pamphlet-361270.jpg?v=1741712220"},{"product_id":"2002-rolex-gmt-master-ii-ref-16710-feat-chuck-yeager-advertisement","title":"2002 Rolex GMT Master II Ref. 16710 feat. Chuck Yeager Advertisement","description":"\u003cp\u003e\u003cstrong\u003ePage Dimensions\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan data-mce-fragment=\"1\"\u003eApprox. 9\" x 10 3\/4\" (22cm x 27cm)\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eStory and Details\u003c\/strong\u003e\u003cstrong\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"font-weight: 400;\" data-mce-fragment=\"1\"\u003eIn 1997 General Chuck Yeager became the fastest 74 year-old on the planet, breaking the sound barrier (again) in the F-15D Eagle you see in the background. This was on the 50th Anniversary of his first historic flight screaming past Mach 1 and into aviation history. As this 2002 Rolex advertisement states, on both occasions he was wearing a Rolex. That first time, in 1947, he seems to have worn a simple Rolex Oyster reference. And on this 50th Anniversary, a Rolex GMT Master similar to the watch in the ad. If you have eagle eyes like Chuck Yeager, you’ll notice the Ref. 16710 shown in this ad has a tritium dial, even though luminova dials had been transitioned to around 1999. This is a very-common occurrence in Rolex ads. That is, showing an earlier version of a model rather than the current production technology. Back to Yeager’s life and lifelong love of Rolex watches… He stated that he began working with Rolex in 1946, a full year before that flight over the Mojave Desert that would cement him in aviation history. Over the course of his courageous, illustrious, ground-breaking, and influential career, Yeager has been photographed wearing the most-coveted and popular Rolex watches, including a “Big Crown” Submariner and the very-first GMT Master Ref. 6542 - along with several other vintage and neo-vintage GMT Master watches. Where are Chuck’s watches now? I love how the watch in this ad is a co-pilot to Chuck... Instead of listing specific talking points about the GMT, such as its ability to track multiple time zones, the simple selling point here is that Chuck Yeager has always trusted Rolex. An endorsement from the man with the “Right Stuff” should be enough. \u003c\/span\u003e\u003c\/p\u003e","brand":"Ad Patina","offers":[{"title":"No Frame","offer_id":47418542620986,"sku":"ModernRolexGMTMaster26","price":95.0,"currency_code":"USD","in_stock":false},{"title":"Black","offer_id":47418542653754,"sku":"ModernRolexGMTMaster26","price":345.0,"currency_code":"USD","in_stock":false},{"title":"Medium Brown","offer_id":47418542686522,"sku":"ModernRolexGMTMaster26","price":345.0,"currency_code":"USD","in_stock":false},{"title":"Natural","offer_id":47418542719290,"sku":"ModernRolexGMTMaster26","price":345.0,"currency_code":"USD","in_stock":false},{"title":"Silver","offer_id":47418542752058,"sku":"ModernRolexGMTMaster26","price":345.0,"currency_code":"USD","in_stock":false},{"title":"Creative Collaboration","offer_id":47418542784826,"sku":"ModernRolexGMTMaster26","price":445.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0772\/0432\/4666\/files\/2002-rolex-gmt-master-ii-ref-16710-feat-chuck-yeager-advertisement-1821264.jpg?v=1768780566"},{"product_id":"1995-rolex-gmt-master-ref-16700-feat-chuck-yeager-advertisement","title":"1995 Rolex GMT Master Ref. 16700 feat. Chuck Yeager Advertisement","description":"\u003cp\u003e\u003cstrong\u003ePage Dimensions\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan data-mce-fragment=\"1\"\u003eApprox. 9 1\/8\" x 11 3\/4\" (23cm x 29cm)\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eStory and Details\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThis is one of my favorite Rolex ads, and it has nothing to do with the bright \"Pepsi\" GMT Master that's front and center. Chuck Yeager might be the only man who can pull the spotlight away from one of Rolex’s most iconic pieces. Yeager retired a Brigadier General in the USAF with an impressive resume as a P-51 pilot in WWII along with numerous speed and altitude records. The P-51 \"Mustang\" he flew is pictured in the background of the ad. And you can make out part of its name, Glamorous Glen, after his wife. Chuck Yeager is probably most famous for being the first person to break the sound barrier on October 14, 1947 at just 24 years old. Equally as impressive Yeager broke the sound barrier for the final time in his life on the 65th anniversary of his first barrier breaking flight at the age of 89 as a co-pilot in an F-15 Eagle. My first introduction to Chuck Yeager came at age 15 when I spotted one of Chuck’s books on display at a family friend’s business. It was a gift from Chuck along with a personal message referencing the time the two served together in the Air Force. For me, the man and the watch are not just two icons of aviation... In my opinion, they're THE two icons of aviation.\u003c\/p\u003e","brand":"Ad Patina","offers":[{"title":"No Frame","offer_id":47418553073978,"sku":"ModernRolexGMTMaster27","price":75.0,"currency_code":"USD","in_stock":false},{"title":"Black","offer_id":47418553106746,"sku":"ModernRolexGMTMaster27","price":295.0,"currency_code":"USD","in_stock":false},{"title":"Medium Brown","offer_id":47418553139514,"sku":"ModernRolexGMTMaster27","price":295.0,"currency_code":"USD","in_stock":false},{"title":"Natural","offer_id":47418553172282,"sku":"ModernRolexGMTMaster27","price":295.0,"currency_code":"USD","in_stock":false},{"title":"Silver","offer_id":47418553205050,"sku":"ModernRolexGMTMaster27","price":295.0,"currency_code":"USD","in_stock":false},{"title":"Creative Collaboration","offer_id":47418553237818,"sku":"ModernRolexGMTMaster27","price":395.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0772\/0432\/4666\/files\/IMG_0671.jpg?v=1767322087"},{"product_id":"rolex-gmt-master-ref-16710-savvy-travelers-advertisement","title":"2001 Rolex GMT Master Ref. 16710 \"savvy travelers...\" Advertisement","description":"\u003cp\u003e\u003cstrong\u003ePage Dimensions\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan data-mce-fragment=\"1\"\u003eApprox. 9 1\/8\" x 11 7\/8\" (23cm x 30cm)\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eStory and Details\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"font-weight: 400;\" data-mce-fragment=\"1\"\u003eWhile the Rolex GMT Master is well-known for its origin as a pilot’s watch, over time, it’s become a go-to companion for everyone and anyone, beloved for its style and history as a travel and sports watch. In this particular GMT Master II advertisement, Rolex pivots away from their previous association with the aviation industry. You also don’t see any images or stories of adventurers or athletes. As Y2K approached, Rolex tried a new format, which showcased the watch front and center, against an all-white background. This more minimalist design allowed the watch to really stand out. Besides zeroing in on that “Coke” GMT Master II Ref. 16710, your eye is drawn to the headline, which is the best part of all these ads. No matter if you like the watch or not, you can’t deny the copywriting is amazing. Concise, punchy, and clever, these headlines are as good as it gets. A true masterclass in communication that even today’s audience, with their short attention spans, would read, grasp, and be influenced by. While the headline gets the applause, the supporting copywriting deserves praise too. Following the more sleek and cosmopolitan format of the ad, it flies over the history of the GMT Master and its usefulness to pilots and professionals. Instead, the message speaks to international travelers, namely businesspeople, who are clearly a demographic Rolex wants to add to their market share. No matter the tweaks and technological upgrades to a watch, or the evolution in advertising, the essence of a model remains inherent. That’s why even in this early 2000s campaign, the GMT Master's legacy as a trusty travel companion is apparent. What may not be apparent at first glance is an \"error\" in the ad... Take a close look at the image of the hand stack and you’ll notice the seconds hand is straight rather than having the lume-filled circle we're accustomed to seeing.   \u003c\/span\u003e\u003c\/p\u003e","brand":"Ad Patina","offers":[{"title":"No Frame","offer_id":47418554941754,"sku":"ModernRolexGMTMaster28","price":75.0,"currency_code":"USD","in_stock":false},{"title":"Black","offer_id":47418554974522,"sku":"ModernRolexGMTMaster28","price":295.0,"currency_code":"USD","in_stock":false},{"title":"Medium Brown","offer_id":47418555007290,"sku":"ModernRolexGMTMaster28","price":295.0,"currency_code":"USD","in_stock":false},{"title":"Natural","offer_id":47418555040058,"sku":"ModernRolexGMTMaster28","price":295.0,"currency_code":"USD","in_stock":false},{"title":"Silver","offer_id":47418555072826,"sku":"ModernRolexGMTMaster28","price":295.0,"currency_code":"USD","in_stock":false},{"title":"Creative 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