Page Dimensions

Approx. 8 1/4" x 10 3/4" (21cm x 27cm)

Story and Details

It can be argued the years just prior to when the popular "If you were..." campaign launched produced the most-creative Rolex ads. This rarer ad featuring the Submariner, published in 1964 and in 1965, is a perfect example of the many unique, one-off Rolex advertisements conceived in an attempt to catch the attention of a reader. Clearly the copywriters and art department put some thought into the layout and messaging of this ad, including the decision to fill the back with blackness and place the Sub near the bottom (not in the middle). I think this overall design was absolutely intentional... Mentioning the "underwater watch for $39.95" near the surface of the ad and positioning the Submariner much further below, I think, informs the astute reader that other dive watches can't go as deep as the Submariner. Furthermore, the choice of an all black background to fill the negative space, I think, represents the abyss a Submariner is perfectly at home in - and can handle without issue.

Between the visual and the copy, this is one of the best Submariner ads ever. Clearly, Rolex is incredibly bold in this ad, calling other watches "cheap" and not shying away from their price point. The ad also has the charm you'd expect to find in a vintage ad, saying the Submariner's "rugged good looks cut a handsome swath in or out of the water. Go ahead and show it off. It looks great on you!"