Page Dimensions

Approx. 9" x 11 3/4" (22cm x 29cm)

Story and Details

Ordinary. That’s the word people might use to describe a steel sports watch and how a lot of people would describe the Air King (or possibly worse). But the Air King deserves a little better... It's one of Rolex’s oldest models, dating back to 1945 as part of the "Air" Series created and built with brave Royal Air Force (RAF) pilots in mind. If you think about it, the Air King predates the GMT Master as a watch for pilots... Nevertheless, the 34mm Air King never achieved the same level of success as its 36mm and up siblings. Perhaps that's one of the reasons very few advertisements exist featuring an Air King... And of the small sample I've handled, this circa 2000 ad is the best. It's the best not because of the watch shown, a Ref. 14010 with its signature engine-turned bezel, but rather because of the sheer design and aesthetic of the ad. This turning point campaign is instantly recognizable by an isolated watch amidst a sheet-of-white-background. The other noteworthy aspect is the headline, which in my opinion, places this campaign in the same class as better-known vintage Rolex ads, such as the "If you were... you'd wear a Rolex" print ads. Those headlines, featured just as prominently as the watch, always hit the perfect note, describing the technology and/or functionality of a particular Rolex model in a way that's easy to understand. Even though this ad is for an entry-level Rolex, the headline “At Rolex, steel is a precious metal.” elevates the Air King and reassures would-be consumers that even for $2,250 you're getting a quality timepiece. Rolex loves their stainless steel so much they even include a picture of it in its raw, un-machined form. Finally, this ad should be of interest because it foreshadows a world we live in today... Just ask anyone who has walked into a Rolex boutique inquiring about a stainless watch... stainless steel is truly the most precious metal Rolex offers.