1966 Rolex Explorer Ref. 1016 "Top of the Matterhorn" Advertisement
1966 Rolex Explorer Ref. 1016 "Top of the Matterhorn" Advertisement
1966 Rolex Explorer Ref. 1016 "Top of the Matterhorn" Advertisement
1966 Rolex Explorer Ref. 1016 "Top of the Matterhorn" Advertisement
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*available framed here
Page Dimensions
Approx. 7 7/8" x 11 3/8" (20cm x 28cm)
*page has slight crease in lower right corner
Story and Details
Yup, this is a Rolex Explorer ad. But it’s really so much more than that... It’s also a beautiful photograph. A recreated, styled shot for sure, but nonetheless breathtaking. The climber’s hand is captured in close-up detail, grappling a mountainside, such that you can feel the setting and sense the exertion through his knuckles, veins and pores. There's even rope and a carabiner shown. In-person, this image has the beauty and intensity you often experience in gallery exhibits of portraits by acclaimed photographers. It's more than a wrist shot. It's an "action shot" inspiring you to live a little adventurously.
And then we get to the Rolex aspect... There’s the no-frills Explorer affixed to the climber’s wrist, firmly secured via its steel rivet bracelet. And that tremendous headline, “Because there isn’t any watch repair shop on top of the Matterhorn,” which in the vast landscape of Rolex ads, may stand tallest, as the best. And it contends for the best because it speaks to the brand, not simply the Explorer model. It's a phrase that applies to most every Rolex model, with their seamless cases, climate resistance, robustness and accuracy. You could substitute any model in that sentence. That’s the true beauty of this ad - that it’s a Rolex ad first. An Explorer Ref. 1016 ad second. And the exact version shown is a late gilt dial, which you can tell because the "Swiss - T < 25" is printed between the "6" and minute hash marks.
This ad has a lot going for it. But there's more... Of the dozen vintage Explorer ads I've come across, this is the earliest full-page ad showing the famed and Grail-worthy Ref. 1016. Like the design of the watch was executed perfectly, this premier advertisement for the watch also happens to be utter perfection.
Finally, this has become an increasingly difficult ad to source. Even though it was printed in 3 mainstream publications of varying quality, over the years, demand has outstripped supply. Like some say if could only own one watch, an Explorer could do the trick. If you only wanted to display one print advertisement, the "Matterhorn" might be the one.
Condition
Condition
Pre-owned original magazine advertisement. Image shown is exactly the ad that you'll be receiving.
Framing
Framing
Framing is handcrafted in Chicago, IL, using acid-free materials for art preservation. The UV-protected, anti-reflective glass ensures optimal viewing. Frames are solid wood featuring a wire for easy hanging and felt pads for wall protection.
Shipping
Shipping
Free Shipping for all continental US orders.
Unframed orders ship by the next business day. You’ll receive an email with tracking info!
Framing is custom. Please allow me up to 2 weeks to finish your framing project. Before I start, I’ll email you to confirm the design and provide an estimated completion and shipping date.
Returns
Returns
Returns are accepted for unframed ads, if they are in new condition as you received it, within 30 days of purchase.
As all of my ads are highly curated, individually custom framed, and personalized, all sales for framed ads are final.
Questions
Questions
Please contact me if you need additional photos or have any questions!






advertisements
All advertisements and images are original – directly from magazines and other types of publications. These are vintage, pre-owned, original pages, so the paper quality and condition varies... I try to show accurate photos of the exact ad/image you'll be receiving.
framing
Framing is custom-designed and done by hand in Chicago, IL. Acid-free materials are used to preserve your art. Glass offers UV-protection and is anti-reflective for best viewing. Frames are solid wood with wire on back for easy hanging and felt pads to protect wall.
contact
I love my business and what I do!
Please don't hesitate to reach out with any questions or special requests... About pricing, condition, framing - ads or magazines you have to sell... I'll get back to you within 48 hours (usually much sooner!). Looking forward to chatting!
- Thomas P.Verified BuyerReviewing1954 Rolex Submariner "Top of the World...Bottom of the Sea" AdvertisementI recommend this productRated 5 out of 5 stars5 days agoAd Patina Flawless
From the beginning all the way through to receiving the order Ad Patina were flawless. Excellent communication throughout and the ad was even better in person.
Package was well packed for protection and even with a personal note attached to make the experience even more personal.
Highly recommend, and will be back for more.
Was this helpful? - JaredVerified BuyerReviewingcirca 1970 Original Rolex Catalog pages feat. Submariner, GMT Master, Explorer, and MilgaussI recommend this productRated 5 out of 5 stars1 week agoAdPatina is the Best
Received my ad within a day or so, and it looks gorgeous - just as advertised. It was packaged extremely well too, always a concern with something like this. Beyond excited to add it to my collection. Thanks for all the help!
Was this helpful? - MiloReviewing1984 Rolex Submariner Ref. 1680 feat. Dennis Conner AdvertisementI recommend this productRated 5 out of 5 stars1 week agoExactly what I've been looking for
I don’t usually leave reviews on things but needed to for this. I ordered 3 different vintage watch ads from nick and couldn’t be happier. Shipping to Canada was fast and items were packed with care, even included a hand written note from nick. Will be ordering more in the future and cannot recommend Ad Patina enough!
Was this helpful? - BrandonVerified BuyerReviewing1966 Rolex Submariner Ref. 5513 "work pretty well at any level." AdvertisementI recommend this productRated 5 out of 5 stars1 week agoGreat Experience, Great Product
The ad arrived timely and well packaged. The handwritten note was a great touch. I will definitely order again in the future.
Was this helpful? - Matt K.Verified ReviewerReviewing1968 Rolex Submariner "If you were looking for lost empires..." AdvertisementI recommend this productRated 5 out of 5 stars2 weeks agoFantastic
Nick is so nice and easy to work with. He has genuine enthusiasm for the products he sells. The quality of the framing is first-rate. I’ve ordered multiple framed ads from him and I will continue to do so.
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