Page Dimensions

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

Story and Details

On first glance this "Coke" GMT Master II advertisement appears to be just that. After all, there's that shiny steel Ref. 16710 staring back at you, with its trademark insert, half in black and the other half in the perfect red hue. But it's so much more than simply a GMT ad... As the headline, "A History of Performance" hints, it's really an ad highlighting the human achievements Rolex has connected itself to over the years. The design follows the formula of the previous "The test of time" campaign, including milestone years and casting legendary figures, like Mercedes Gleitze, Chuck Yeager, Hillary and Norgay, and Sylvia Earle, who are some of the main characters in the story of Rolex marketing. And events and feats Rolex was a part of, such as the bathyscaphe Trieste voyaging over 35,000 feet deep to the bottom of the Marianas Trench are documented in this ad. Much like the function of a GMT Master keeps a traveler connected to the time of day at home, this GMT advertisement keeps you connected to Rolex's past. It's like the table of contents to a history book on Rolex advertising.