1968 Rolex Explorer Ref. 1016 "If you were climbing..." Advertisement

1968 Rolex Explorer Ref. 1016 "If you were climbing..." Advertisement

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1968 Rolex Explorer Ref. 1016 "If you were climbing..." Advertisement

1968 Rolex Explorer Ref. 1016 "If you were climbing..." Advertisement

Framing Options
Regular price $75
Regular price Sale price $75

Page Dimensions

Approx. 9 3/8" x 12" (23cm x 30cm)

Story and Details

Certain Rolex models have a universal association with a person, place, or thing... And I think many would agree the Explorer, specifically the Ref. 1016, is inextricably linked to Mt. Everest. Certainly Rolex marketing, going all the way back to 1954, has had a hand in the narrative that Rolex watches helped Hunt and Hillary in the Himalayas. But interestingly, the Explorer and Mt. Everest aren't pictured in an advertisement together until 1967. And this happens to be that ad... The "If you were" campaign from the late 1960s is as famous as Sir Edmund Hillary and Tenzing Norgay's courageous conquest. I feel that all "If you were" ads are things of beauty, regardless of the watch model featured. But like Everest rises above all the highest peaks, perhaps this particular "If you were" Rolex ad rises highest in the illustrious series... A serious contender for the Greatest of All Time because it features the Ref. 1016, a watch many will say is not only a pinnacle of design, but also represents an achievement in collecting. As a proud owner of a 1989 "L" Serial Ref. 1016, I can honestly say it's a watch I can't take my eye off. And also, it could easily be the only watch I need for the rest of my life. Yes, it's that good. No climber wants to encounter a storm on the way up to (or down from) the summit. But a Rolex lover welcomes this perfect storm of advertising - the iconic "If you were..." campaign AND the first Rolex ad with an Explorer watch and Everest scene.


Pre-owned original magazine advertisement. Image shown is exactly the ad that you'll be receiving.


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.


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 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.

Learn more about our Return Policy.


Please contact me if you need additional photos or have any questions!

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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 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. 



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!