Page Dimensions

Approx. 8 1/4" x 10 3/4" (21cm x 27cm)

Story and Details

There's so many Rolex advertisements, it's only natural that some go under the radar. However, my sonar system for great ads has always detected this one. And if I'm being honest, which I always am, this is my all-time favorite Rolex Submariner ad. Why? I'll start with that outrageous profile picture of the behemoth Deep Sea Special (DSS), known for its storied past as much as its crazy size. Half the advertisement is allocated to this experimental dive watch against a black background, which I think represents the environment of the Mariana Trench it ventured to. The placement of this watch in the ad is purely for marketing reasons - to illustrate the lineage of the Submariner model and instill confidence that it's a more-than-capable dive watch. Seeing the DSS in the ad today reminds us of Rolex history - their technological advancements and their marketing prowess. Besides the DSS, the ad provides a patent-like cutaway blueprint of the Oyster crown, and of course, a fantastic rendering of a Grail-worthy Ref. 5512 with pointed crown guards (maybe "eagle beak"), dreamy chamfers, and crazy-cool anchor accessory. *There is an earlier version of this ad featuring a no-crown-guard Submariner version, but without the anchor. This trifecta of visual elements - photograph, diagram, drawing - are buoyed by entertaining and informative copy, including facts about the feat, selling points, and product info. The ad even mentions the less-expensive Tudor Submariner and mail order Rolex Skin Diver Handbook. I could go on and on... There's just so much for a vintage Rolex collector to love about it...