Page Dimensions

Approx. 9 1/2" x 12" (24cm 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.