Page Dimensions

Approx. 11 1/8" x 15" (28cm x 38cm)

Story and Details

Rolex marketing is as famous and legendary as their watches. From the company’s earliest days, its co-founder, Hans Wilsdorf, always sought opportunities to promote his brand. Throughout its history, Rolex has proven itself to not only make (a lot) of really good watches, but also advertise prolifically.

But not all Rolex ads are created equal. Case in point is this 1932 time capsule, which stands out so many reasons… certainly for its unique character that’s inherent in the unmatched printing quality of print ads from the time period. Also, all those Paris addresses!

This example speaks to more than the history of Rolex watches. It also represents an early chapter in the story of Rolex marketing. Only a few years prior Rolex designed their waterproof and dust-proof watch aptly called the “Oyster”. And what better way to illustrate their technology to the average potential consumer than by placing a wristwatch in a fishbowl. And what a great picture it is :)

This wonderful brand history was created by the pioneering French advertising firm Wallace and Draeger. The agency was at the forefront of advertising, especially known for their groundbreaking printing techniques, which clearly this 1930s color advertisement with a photograph exhibits. Wallace & Draeger composed advertisements for many companies and luxury houses, including Ford, Lancome, and Hermes to name just a few. The firm also worked with famous artists such as Picasso and Dali.