Page Dimensions

Approx. 6 5/8" x 10" (16cm x 25cm)

Story and Details

This 1954 treasure is covertly a Submariner ad... That is, it's not obvious at first, since it doesn't clearly show an early iteration of the legendary dive watch, like the genesis references 6204 or 6205. But rather a "photoshopped" Submariner-looking watch... A mash-up comprised of the "Special Oyster" experimental design and parts from commercial watches. However, this ad is every bit a Submariner ad. Just read - or scan it - and you'll quickly realize the ad is in fact promoting the new "Submariner" model targeting recreational divers. It may even be the very-first Submariner ad... But that's not the sole reason it's great. Or as I like to say, easily one of the most-underrated Rolex advertisements off all-time. The Submariner inclusion is a wonderful bonus, but in my eyes, what makes it truly great is it's an ad for the brand. The headline, "From the Top of the World to the Bottom of the Sea, Rolex proves dependable!" is essentially a proclamation about the quality of Rolex watches (not specifically the new Submariner). By associating their watches with unbelievable human conquests and daring adventures, like the summiting of Mt. Everest and exploring uncharted, dangerous depths, Rolex brought attention to the remarkable watches they knew the had. As a proud Rolex owner, an ad like this really speaks to me, because it speaks about a brand I love.