1966 Rolex Day-Date 'The President's Watch' 

For decades, the most iconic Rolex watch — and the watch to own for all successful men — was the Day-Date. After all, it’s referred to as the “President” for good reason, having graced the wrists of U.S. Presidents Nixon, Ford, Reagan, Trump and others. Carved from a solid block of gold (or platinum), as detailed in the advertising copy seen here, the Day-Date is a symbol of power. And if only one could still buy one for a mere thousand dollars, as conveyed in this classic piece of promotional material from 1966!

Though Rolex only refers to the classic, precious-metal bracelet made specially for the Day-Date as “President” — not the watch itself — it’s this advertisement more than any other that has cemented the Day-Date as the watch of power brokers, and given it the “President” nickname. If you pay close attention, you’ll notice how close the copy is printed to the left edge of the page; this 1/32” margin is actually normal alignment, and not a result of the ad being printed off center. This close call is the reason why the page is framed in a “floating” style. 

Iconic, beautifully staged and photographed in Rolex’s 1960s style, and featuring a model that’s lost none of its luster, “The President’s Watch” is an ad that deserves pride of place in any serious Rolex collector’s abode.

About our collaboration with Ad Patina

We're thrilled to be collaborating once again with our longtime friend Nick at Ad Patina to bring you a selection of the most-popular and hard to find original vintage magazine advertisements curated specifically for Analog:Shift!

Scouring the world for forgotten marketing treasures, Ad Patina's raison de être very much mimics our own - to hunt down these wonderful bits of history, preserve and restore them as needed, and share them with an enthusiastic community.

These documents of horological and advertising history have entered the collecting conversation as the ultimate accompanying accessory to go along with hobbies and passions. They have found themselves framed in homes and offices around the world. 

Every one of these wonderful pieces is a genuine, vintage advertisement that has been professionally framed to ensure years of enjoyment to come - no reprints or reproductions here!

Much like a traditional piece of art - a painting or photograph - an original advertisement can be appreciated for its design as well as for its power to evoke nostalgia. Something vintage enthusiasts know all about!