Page Dimensions

Approx. 5 1/8" x 10 1/8" (13cm x 25cm)

Story and Details

Not the "sexiest" Submariner ad. But it's definitely one of - if not THE MOST - important Submariner ads of all time... To my knowledge, this is the very-first magazine advertisement picturing the legendary Submariner model. And it's a good thing that this earliest version Ref. 6204 with "split logo" dial is shown, because nowhere in the copy does the word "Submariner" appear... That's right. In fact, if you read the first paragraph, the new model being presented, targeting those undertaking the new craze of underwater adventuring and exploring, is introduced as the "ROLEX FROGMAN." I think this dive watch design was officially named the "Submariner" by Rolex prior to the ad being published. But for some reason that name isn't used in this particular ad, which is interesting, because there's actually an earlier Rolex ad, not picturing a Submariner, that does print the name. Why this later 1954 ad omits it is mystery requiring further investigation... That's certainly an aspect of the ad that makes it intriguing and clearly links it to the early days of a model that's become so iconic. 

What else tethers this ad to the birth of the Submariner is the ringing endorsement from Dimitri Rebikoff, a man who seemingly lived underwater and devoted his life to all things diving. It's been well-documented that "Mr D. Rebikoff" as the ad refers to him, was a central figure in the development and design of the Submariner. To have his name and words etched into this Rolex relic takes it to the next level. 

In 1954 the Submariner was a novelty. It was decades away from becoming the Grail-worthy object it is today. This ad reminds us of its original intended purpose. It also reminds us how many watches were sold back then. It appears you could just fill in basic information within the dashed box, and along with sending $150, could receive a Frogman in the mail. And the business fulfilling your order... a famous Los Angeles jeweler, which is pretty cool. I personally could go down the rabbit hole learning about the history of Donavan & Seamans...  

This ad is in very-good condition. As you might expect, the paper has perhaps darkened a bit due to age. But otherwise, it's just about perfect, especially considering it's from a fragile publication. It'll certainly look even better if you have me frame it :) And I don't like to say ads are "rare". I prefer to say they're hard to find. But I wouldn't be out of line calling this one rare.