Vintage Rolex library - Part 3: The World of Rolex (1987)

ENGLISH (il testo italiano è in fondo alla pagina)

This is the third and final instalment of the mini-series about documents I could not include in Rolex 1961-2025 for lack of space. I posted instalments 1 and 2 on 16 April and 16 May, respectively.

 

Published in 1987, The World of Rolex details several aspects of the activities performed at the Geneva site. At the time, the latter and Rolex Bienne, the company in charge of designing and manufacturing movements, were still independent entities.

 

“The human touch”. Two pages are devoted to “the skilled craftsman who, patiently, builds the movement.” His hand “must be steady but flexible (…) This masterly touch (…) is the product of years of rigorous training.”

 

“Bringing a dream to life”. The pictures show draughtsmen working at Computer-Aided Design desks. “The Rolex workshops are clean, spacious, quiet and well-lit to offer the watchmaker and ideal ergonomic environment in which to practice his craft.”

 

“The case”. “Forged, machined, polished and repolished, the original block of metal is patiently converted with skill and delicacy into a rugged but elegant case (…) The Oyster case is guaranteed waterproof to a depth of at least 100 m.”

 

“The right training”. The Geneva site houses a training centre “operated for the benefit of the watchmakers employed by the jewellers that are Rolex agents, and its aim is to give them a thorough knowledge of Rolex watches (…) In this way, after-sales service can be obtained with confidence throughout the world.”

ITALIANO

Questa è la terza e ultima puntata della mini-serie sui documenti che non ho potuto inserire in Rolex 1961-2025 per mancanza di spazio Trovi le prime due puntate nei post del 16 aprile e 16 maggio scorsi.

Pubblicato nel 1987, Il mondo di Rolex tratta diversi aspetti delle attività svolte presso il sito di Ginevra. All’epoca, quest’ultimo e Rolex Bienne, società incaricata di progettare e produrre i movimenti, erano ancora entità indipendenti.

“L’aspetto umano”. Due pagine sono dedicate al “tecnico competente che monta pazientemente il movimento.” La sua mano “deve essere ferma ma flessibile (…) Questa perizia magistrale (…) è il prodotto di anni di formazione rigorosa.”

“Trasformare il sogno in realtà”. Le immagini mostrano i progettisti al lavoro nel reparto del design computerizzato. “I laboratory Rolex sono puliti, spaziosi, silenziosi e ben illuminati, in modo che l’orologiaio possa svolgere la propria attività in un ambiente ergonomico ideale.”

“La cassa”. “Forgiato, lavorato e lucidato più volte, il blocco metallico originale è trasformato pazientemente in una cassa robusta ma elegante (…) La cassa Oyster è garantita impermeabile a una profondità subacquea di almeno 100 m.”

“La formazione giusta”. Il sito di Ginevra ospita un centro di formazione “destinato agli orologiai impiegati presso I punti vendita Rolex. Il suo scopo è fornire una conoscenza perfetta degli orologi Rolex (…) In tal modo, è possible garantire un servizio post-vendita affidabile in tutto il mondo.”

    

New releases – U-Boat Classico Polarized Dark Mistery

 

The timepiece’s most distinctive feature lies in a system of polarized lenses that, through the rotation of the bezel, shifts from absolute black to a visible dial. When the latter reveals itself, it appears in a three-level beige tone. The 47 mm case is offered either in satin-finished steel or in a black version enhanced by a DLC treatment. On the left side sits the brand’s characteristic crown cover. The Sellita SW200 automatic movement is visible through a distinctive U-shaped crystal.

New releases – Angelus Tinkler 1958

This tribute to the original repeater model is available in a double limited edition of 15 gold and 25 steel pieces. The 38 mm case houses the in-house A600 caliber, a self-winding movement offering a 70-hour power reserve. By pressing the pusher at 9 o’clock, it strikes the hours and quarters. Each hour is marked by a strike on the first gong. If necessary, the calibre then performs a double strike on two gongs to signal each quarter hour, up to a maximum of three sequences.  

Vintage Ads – IWC (1961)

ENGLISH (il testo italiano è sotto l'immagine)

‘YES – IT IS … an INTERNATIONAL – technically perfect, unexelled for accurate timekeeping. As dependable as it is handsome – that is the INTERNATIONAL’. ‘International’ is the name publicity used in the 1960s when dealing with the brand now commonly known with the acronym IWC (International Watch Company). The model seen in the left bottom corner of the ad is the De Luxe Automatic Ref. 601, featuring the universally praised in-house movement with date and a 18 ct. gold dial with raised gold numerals and gold hands.

Do you like vintage watch ads? Visit the page about Watch Ads, the one and only two-volume pictorial history of communication and design in 20th Century watchmaking. Do you wish to know more? Watch the video clip about the publication and download the preview of Volume 1. 

The vintage ads presented in this website are not featured in the Watch Ads books.

 

 

ITALIANO

"SÌ – È … un INTERNATIONAL – tecnicamente perfetto, ineguagliato nella precisione. Tanto affidabile quanto attraente – INTERNATIONAL è tutto questo". Negli Anni 60 la pubblicità usava il nome “International” quando trattava la marca oggi generalmente conosciuta con la sigla IWC (International Watch Company). Il modello illustrato nell’angolo in basso a sinistra è il De Luxe Automatic Ref. 601, con il celebre movimento di manifattura dotato di datario e con un quadrante in oro 18 carati con indici d’oro in rilievo e lancette d’oro.    

Ti piacciono le pubblicità d'epoca? Visita la pagina su Watch Ads, l'unica storia illustrata in due volumi della comunicazione e del design nell'orologeria del Novecento. Vuoi saperne di più? Guarda il video sull'opera e scarica l'anteprima del Volume 1.

 Gli annunci vintage presentati in questo sito non appaiono nei due volumi Watch Ads.

New Releases – Van Bergen 1795 Heero

The brand’s first wristwatch features an acoustic complication that strikes the hour and the half hour, sounded by an oversized hammer drawn from the Heero family’s bell-founding past against a substantial gong that runs to the perimeter of the caseback. The 41 mm titanium or white gold case houses an in-house, self-winding ultra-thin caliber co-developed with a Swiss independent movement atelier. The 230 numbered pieces are available in five dial colors, among which the Monaco Red paying tribute to the Principality. Price: € 32,500 (titanium), € 79,000 (white gold).

 

Oyster Story - The Film

 

"Rolex presents Oyster Story. An icon celebrates its 100 years". This ad taken from a Swiss magazine invites readers to watch the 23-minute official film about the story of the brand's most famous timepiece. A pleasant sight for any watch enthusiast ... and a familiar topic for those who have Rolex 1905-1960 and Rolex 1961-2025 in their private library 😉

New releases – M.A.D.2 REDemption

Designed by Eric Giroud and inspired by the ’90s club scene, with its smooth pebble-like case, spinning vinyl-like dial and jumping hours, this edition is reserved for fans of the brand who have participated in at least four M.A.D. Editions raffles but never won. The 42 mm stainless steel case houses a base movement by La Joux-Perret, fitted with the bi-directional jumping hour and trailing minutes module developed by MB&F. The turntable-like winding rotor on the back carries an engraving saluting the perseverance of those fans who didn’t give up: “They say I’m stubborn, I’d say persistent.”