Page Dimensions

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

Story and Details

While the Rolex GMT Master is well-known for its origin as a pilot’s watch, over time, it’s become a go-to companion for everyone and anyone, beloved for its style and history as a travel and sports watch. In this particular GMT Master II advertisement, Rolex pivots away from their previous association with the aviation industry. You also don’t see any images or stories of adventurers or athletes. As Y2K approached, Rolex tried a new format, which showcased the watch front and center, against an all-white background. This more minimalist design allowed the watch to really stand out. Besides zeroing in on that “Coke” GMT Master II Ref. 16710, your eye is drawn to the headline, which is the best part of all these ads. No matter if you like the watch or not, you can’t deny the copywriting is amazing. Concise, punchy, and clever, these headlines are as good as it gets. A true masterclass in communication that even today’s audience, with their short attention spans, would read, grasp, and be influenced by. While the headline gets the applause, the supporting copywriting deserves praise too. Following the more sleek and cosmopolitan format of the ad, it flies over the history of the GMT Master and its usefulness to pilots and professionals. Instead, the message speaks to international travelers, namely businesspeople, who are clearly a demographic Rolex wants to add to their market share. No matter the tweaks and technological upgrades to a watch, or the evolution in advertising, the essence of a model remains inherent. That’s why even in this early 2000s campaign, the GMT Master's legacy as a trusty travel companion is apparent. What may not be apparent at first glance is an "error" in the ad... Take a close look at the image of the hand stack and you’ll notice the seconds hand is straight rather than having the lume-filled circle we're accustomed to seeing.