Page Dimensions

Approx. 8 1/4" x 11" (21cm x 28cm)

Story and Details

The famous “If you were…” campaign that dominated Rolex’s advertising style throughout the late 1960s is as iconic as the GMT Master Ref. 1675 highlighted in this advertisement. With so much of the watch’s origin story tied to aviation, it’s only fitting that the ad itself reflects the jet-setting lifestyle of the pilots who wore them. (Rolex History 101: the GMT Master was designed as a tool watch for pilots to track time zones as they traveled). What I love about this ad is how it showcases the beautiful horizon with the sun touching the clouds, allowing people who come across this ad to really put themselves in the shoes of the pilot who may be wearing this watch while flying with such a stunning view. Also, don’t miss the fine print… The world cities and exotic locales listed are another way this ad paints a picture of the 1960s jet-setting lifestyle. Today these places read like a bucket list of destinations to experience. I know I’d love to visit Brussels, Madrid or Tokyo - maybe wearing a GMT… Of course, the GMT in this ad isn’t just a Ref. 1675… it’s a gilt dial version with a small-triangle-tipped 24-hour hand. This is noteworthy not just because it’s an extra-coveted example, but also because it’s a great example of a common occurrence in vintage Rolex advertisements. That is, featuring older production watches in current marketing material (by 1968, the latest and greatest GMT Master had a matte dial with a large triangle 24-hour hand). This ad is a great nod to the GMT Master’s heritage and really captures the essence of what it feels like to wear this watch for its original purpose.