Page Dimensions

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

Story and Details

“To say Grand Prix drivers have a highly developed sense of timing is something of an understatement.” What a perfect way to not only introduce Sir Jackie Stewart, but also set the pace for Rolex entering the picture as the watch of choice for race car drivers. Of course, Sir Jackie Stewart, one of the longest-standing Rolex ambassadors, would go on to win three Formula 1 Championships. He won his first World Championship in 1969, the same year he began appearing heavily in Rolex advertisements. In this particular ad, you can almost make out the signature tartan print on the “Flying Scot’s” white helmet. What you can make out clearly is the car he won 6 out of 11 races in that season, the Ford-engine-powered, Matra MS80. Being from 1969, this ad hails from the “If you were…” campaign era. It’s unique because it was published exclusively in U.S. circulation magazines. Other versions can be found in Canadian and European magazine issues. But regardless of the region, all of these 1969 advertisements show a Datejust, usually with a fluted bezel. It’s only in the 1970s that you’ll find ads with Sir Jackie outfitted with a gold Day Date, a model he’s been well-documented wearing. Sir Jackie’s endorsement, in print and in real life, serves as proof that a Daytona isn’t the only Rolex qualified for the racetrack. It’s not until his golden years that Sir Jackie promotes Daytonas - in gold.