Page Dimensions

Approx. 6 3/4" x 10" (17cm x 25cm)

Story and Details

Every once in a while I come across a newer, "modern" advertisement that hits me as hard as a vintage ad can. This is one of them. Although, crazy to think, it's almost 20 years-old! (so almost vintage!). 

The reason this 2005 Explorer ad strikes me is how it incorporates the past... By leveraging a 1953 image of Sir Edmund Hillary and Tenzing Norgay atop Mt. Everest - seemingly moments after their momentous summiting - I can't help but be drawn to an ad I otherwise wouldn't necessarily distinguish among the several different ads from the time period that feature the new 6-digit Explorer - a watch that for all intents and purposes is the same as the preceding Ref. 14270 that was in production for just over a decade. So, the fact that we're looking at an ad for the Ref. 114270 doesn't make it special. What does however, is that old photo... It's a throwback to classic Rolex marketing - Rolex associating itself with feats and individuals. No doubt marketing that ultimately led to a lot of Rolex watches being sold. So besides the colorful capture of a historic achievement for mankind, you're looking at a prime example of marketing that helped Rolex reach new heights. As someone supremely interested in print advertising - and its history - invigorating this modern ad with some vintage charm is a reminder of what Rolex perhaps does best... marketing their well-made wristwatches. 

In addition to the inspiring image, there's also some inspiring copy... The headline about, "accomplishing extraordinary things" and subsequent copywriting about Sir Edmund Hillary and his passions and contributions, are statements and messages that additionally set this ad a little bit apart from the other ads showing the Ref. 114270. 

And when it comes to this standout Explorer ad, there's actually a few versions... This edition being the "best" of the bunch because the imagery extends to the very edges of the page - taking up 50% of the ad. (The other versions are essentially the same, except there's a border around the imagery.) Again, as someone cognizant of the business savvy of Rolex, the scale of the image and its overwhelming presence, represents how influential the past has been to the success of Rolex. This 2005 ad is an ode to the marketing genius of Hans Wilsdorf and Rolex going back to the 1920s when they used Mercedes Gleitze in advertisements.

Besides the scale of the image making this ad unique, it's also the most-challenging version to obtain. I've only ever found it in one particular magazine issue. However it's not in every example of that issue... Simply put, I could flip through 5 copies and this "full bleed" ad might be in all 5. Or just 1. Or none. The randomness of its publishing makes it all the more special.