Page Dimensions

Approx. 6" x 9 1/4" (15cm x 23cm)

Story and Details

Ads come in many forms… Not every watch advertisement is printed on a magazine page. Case in point is this trifold pamphlet. To my recollection, it comes from a “co-op advertising kit” - a portfolio supplied by Rolex, likely through their ad agency J. Walter Thompson, to their network of authorized dealers. This is one way marketing was done in 1987 - the time period this “advertisement” is from. Various retailers, many mom and pop jewelry stores, received help from Rolex to advertise, hence the “co-op” term. These kits were chock full of materials, such as templates a retailer could use to create personalized ads in local newspapers and magazines. Also, bunches of fold out pamphlets like this one. This pamphlet can be thought of as a catalog of sorts - showing a specially curated selection or collection. For example, there's one with Submariners and a Sea-Dweller. I'm unsure the exact usage of these pamphlets, but I could picture it being a tool in the arsenal of a salesperson... Perhaps giving it to a customer if they were on the fence (to keep the product on their mind). 

The point I’m trying to make is this pamphlet is every bit an advertisement as a more traditional magazine ad. It shows GMT-Master options Rolex wants to promote, including a reference 16750 with a black insert, which I’ve never seen in a magazine ad. Across the 5 variants, a customer comes to understand the breadth and depth of the model - steel, bi-metal (Ref. 16753), gold (Ref. 16758), oyster or jubilee bracelets. Besides full-color photos against a beautiful, sporting theme, are technical product details, such as the model’s famous function. All in all - the imagery and information - is totally meant to entice and educate. To me it’s absolutely an effective selling tool. Thus an advertisement. You could totally picture this 6" x 9 1/4" mini-catalog enlarged to 8" x 11" and printed on a magazine page. 

But it’s not. That’s what makes it unique (and a little extra-special). I love encountering all the different ways a Rolex was advertised. Nowadays, a Rolex sells itself. We're all too familiar with those deflating "Exhibition Only" signs and waiting lists. Believe it or not, it wasn't long ago that it took true salesmanship and a combined effort to sell a Rolex! This advertising artifact reminds us of the those days, when you could walk into a jeweler and see the full range of GMT-Masters in a display case. And take your pick! What a time to be shopping for a watch!