Page Dimensions

Approx. 8 1/8" x 11 1/8" (20cm x 28cm)

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.