Story and Details
These two magnificent pages are part of a 10-page special advertising section found inside one of two 1963 magazine issues. I'll keep the magazine titles a secret. But I will say they're foreign editions and not the easiest to come by. Naturally, the scarcer availability factors into the price. However the "rarity" isn't the biggest reason for the higher-than-normal price...
First and foremost this is the earliest magazine advertisement I've ever come across showing the GMT Master and Submariner in color. That's right. Every print ad I've come across before 1963, shows the GMT Master or Submariner in black and white. I think it's pretty special that this may be the very first time those iconic models, especially the GMT known for its red and blue "Pepsi" insert, were revealed in their full-color splendor. And the fact that they make their technicolor debut together is almost too good to be true. Like finding a new-old-stock vintage watch with the sticker on the case back, box, papers, hangtags, receipts, you name it. Seriously. Knowing what we know now - how we feel about the GMT and Sub - you really couldn't ask for a better watch pairing in 1963.
Besides the early color printing making this a Grail ad, there's the nuances of the models, which of course, are Grails in their own right. Being that the ad is from 1963, we're likely looking at a Ref. 1675 with "El Cornino" pointed crown guards and early SCOC gilt dial. And speaking of dials, that Sub jumps out at us because of the dial... An "Explorer dial" which is most-likely installed in a rarer Ref. 5512. These "endgame" watches are sublime in-person and in print. I'm proud to say this spread is in my personal collection and takes centerstage in my workspace. It brings me as much joy today as it did on the first day I laid eyes on it (if not more) .
It's so easy to get caught up in the color aspect and the sheer magnitude of those two coveted watches. But there's even more... As someone who truly appreciates advertising, especially Rolex advertisements, I'd be remiss if I didn't point out the marketing history that's present left, right, and center... Rolex is arguably one of the best marketers of all-time. Since the 1920s, Rolex is well-known for associating their timepieces with achievements, feats, companies, and individuals. I like to say this ad highlights the "greatest hits" Rolex has adeptly used to help sell their watches. There's Pan Am, the Everest expedition, and the journey to the bottom of the Marianas Trench - all important elements of their marketing strategy and campaigns, especially in the early days. Simply, this ad celebrates the business savvy Rolex has proven to have, which made the company the brand they are today.
This one-of-a-kind advertisement shouldn't be looked at as solely a dual GMT Master and Submariner ad. Rather, it's unquestionably one of the ultimate Rolex ads ever created and more so a tribute to Rolex. You don't need to own a GMT or a Sub to consider this ad. You just need to love Rolex and want to take care of a special piece of its history.
Frame Dimensions & Design
Approx. 21 7/8" x 15 1/2" (55cm x 39cm)
Each page is ideally cropped by a custom-measured, hand-cut 4-ply border in a shade of white that compliments tones of paper. Frame is custom-sized and made of solid wood with black painted finish.
