Page Dimensions

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

Story and Details

If you were an international executive traversing the globe, your greatest concern would be time. To save every second, you fly on business jets, such as the Dassault Falcon 20, and hold meetings in that jet while flying to another. That raises the question, how would you keep track of the time saved? With a Rolex, of course. But not just any Rolex – a Datejust Ref. 1601 with pie pan dial, fluted bezel, and jubilee bracelet. And if this advertisement was in color, it would likely reveal the 18 kt. gold version given the information and the price point note in the copy ("only" $950 in 1967). Whether in stainless steel, steel and gold, or solid gold, the work done by hand in its construction and refinement would be on full display every minute in the finish and quality synonymous with Rolex, which makes the Ref. 1601 Datejust a timeless staple of Rolex to this day.

The advertisement itself is arguably just as timeless... This campaign from the late 1960’s, conceived by the J. Walter Thompson agency, simply presents a situation and a Rolex model. If you were in that situation, you’d wear the Rolex model to match the challenges faced. Through this ad campaign, Rolex established itself as the best tool to keep the time for the job, from exploring the world to making every minute count in a meeting on a private jet. Naturally, the percentage of the population who find themselves in these situations on a daily basis, especially in 1967, is understandably quite small. However through these “If you were...” ads, a larger percent of the population is able to step into these environments, such as the cabin of a top-of-the-line business jet, to not only imagine themselves being there, but to understand the exact reason why Rolex is the best tool for that situation. And with this understanding, aspiring international executives, enthusiasts, and collectors can display this ad and ask themselves the ultimate question: ”If I were doing this, what Rolex would I wear?"