Page Dimensions

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

Story and Details

Advertisements come in all shapes, sizes, and formats. Today I'd say an Instagram post can qualify as an advertisement. Which brings me to this super-crisp, late 1980s trifold pamphlet. Something originally sent to an authorized dealer as part of an advertising package. I assume meant to be used in-house by salespeople, for training and informational purposes. But also, I suppose, could be given to a customer, similar to a catalog. It's surely a great piece of Rolex marketing history and a wonderful example of how watches were promoted not that long ago. When unfolded, you see a pod of dive watches, including the classic Ref. 16610 and a gorgeous, solid 18kt. gold Ref. 16618 with a blue dial, showing glints of purple (collectors don't miss that detail). However, what is missing from this family photo is the dateless version of the Submariner, the Ref. 14060, which almost never surfaces in print advertising. Instead, a close relative of the Submariner photo bombs the portrait - the over-engineered Sea Dweller Ref. 16600. Is it situated at the bottom because it's a bit of an anomaly? Or, is it strategically placed at the bottom because it can go the deepest? For me, this is such a cool "advertisement." I think it'd be a shame for it to remain folded up, wasting away in a drawer. It's better than a more-common "booklet" catalog with pages. The unfurling design, the size, and layout lends itself perfectly to be framed. This is exactly the kind of time capsule ephemera that should be preserved and displayed. It's truly a joy to behold. To take in the history, the vivid colors, and those 5-digit, Neo-Vintage beauties.