Page Dimensions

Approx. 8 1/4" x 11 1/2" (21cm x 29cm)

Story and Details

If there is a definitive genre of Rolex advertisements, it's the "If you were… you’d wear a Rolex" series predominately from the late 1960s. 

Strangely compelling headlines in bold Helvetica typeface introduced the reader to men of action; ocean adventurers, race car drivers, mountain climbers, Concorde pilots - even big game hunters - have all been featured. The commonality among these individuals is their Rolex watch with the renowned Oyster case, which could "withstand extremes of heat and cold." 

The main character in this unique, full-color "If you were..." ad is Red Adair, who would be more troubled by the former than the latter. In a career spanning decades he would wear a seemingly odd choice considering his line of work... a gold Day Date similar to the Ref. 1803 featured, whilst fighting Black Gold - extinguishing more than 2,000 oil well fires. He became famous in 1962 for putting out the "Devil’s Cigarette Lighter" in the Sahara - the nickname given to a 450-foot flame that burned for months. This incredible blaze, and Red Adair, would be featured in Rolex ads published in the 1970s and 1980s.

Back to this ad... As perfect a name as the "Devil's Cigarette Lighter" is for the inferno Red Adair battled, is the choice of printing this particular ad in color. The intensity of the environments Red and his team faced is captured through the amber and orange of the flames, especially against the signature black background of these ads. Merely looking at the illustration makes the brow bead with sweat - the heat and exhaustion perfectly conveyed.

Also, a gold watch is just more-enticing when shown in color. I know whenever I see the classic yellow gold Date Date with a champagne dial and "President" bracelet, I want one. It's arguably the most well-known Rolex that stands for the brand.