Ads we love: The Rolex Submariner
By The Prodigal Fool, published on 23 September 2010
Where do we start with this classic Rolex ad from the 1960s (click on it for a larger version)? It so perfectly conveys the ‘passe-partout’ appeal of the Sub doesn’t it? Oh sure, the copy teases us with the Submariner’s history being intertwinned with that of the Royal Navy, the fact that it is waterproof to (then) 660 feet and how the Submariner is to be found on the wrists of most skippers racing down to Bermuda, Hobart and Fastnet Rock. But is anyone really paying that much attention? Of course not, we’re too busy wondering what the lady is whispering in our hero’s ear as she delicately rests her hand on his wrist and his, er, equipment.
We think this is one of the best ads in the watch business, a genuine all-time classic. You get it all here: yes there are many timely reminders of the Submariner’s technical abilities, but mostly it’s all about sophistication, adventure and a little naughtiness. And it’s subtley done with just enough left to the imagination.
For good measure, the copy writers throw enough classic lines at this thing for a whole series of ads. Try these on for size:
How come it’s seen so much where the wettest thing around is a dry Martini?
Maybe it’s because the black dial goes so well with a black tie.
Ask her, maybe she knows.
But the best of course is the headline itself
We invented the Submariner to work perfectly 660 feet under the sea.
It seems to work pretty well at any level.
Genius.
Of course, the true test of whether an ad is effective or not is if it actually makes people go out and buy the product. Well, as you know the Submariner is one of the most successful sports watches of all time. Sure, 007 lent a hand but clever, stylish advertising like this certainly played a huge part in that success. Did it work on us? Put it this way: there are currently two Submariners and a Sea-Dweller in the Prodigal watch box. Yeah, that’s right, we’re suckers for a good ad just like the rest of the world.
Ads we love: The Rolex Submariner
This is the first in a new series that looks a some of the great ads that have encouraged us to part with our money over the years…as if we needed an excuse!
This section is supported by the patronage of:
12 Responses to “Ads we love: The Rolex Submariner”
-
Straight-Six
23 September 2010
Absolutely brilliant ad, with sass and sophistication in equal servings.
The manner in which the lady in question is touching his watch is decidedly indecent, and it reminds me of a real-life lesson I learned the hard way: never, ever take off your watch in the presence of a lady you don’t know well. Really well.
I’ll say no more…
-
How many times do I have to warn you!? Mrs Six could be reading…
-
-
As further noted in my James Bond Watches Blog last July, this creative surfaced much more recently: On the Rolex corporate website, no less.
Curious how they managed to choose this particular one in support of images with which they’d populate one of their signature history timelines.And the “tough-guy” watch with a tuxedo? Something’s going on here. Target audience? Desired mental hook?
We know for a fact that this was a time when Rolex was far more involved with the Eon Productions 007 films than publicly acknowledged. So, evidence mounts.
Kudos to The Prodigal Guide for shining a spotlight on this one. It’s long been my contention that one can neither understand the James Bond legacy in general, nor the James Bond watches in particular, without a true understanding of marketing.
-
Anders
1 November 2010
Any idea as to the publication this might have been printed in?
-
Sorry, Andres, not specifically, no. It was a global campaign though and I would expect it to have appeared at one time or another in all the usual big titles.
-
Anders
1 November 2010
Thanks! I’ve been searching through pubcliations such as Playboy and Esquire. Life Magazine etc. No luck so far.
-
I once bought a reproduction of this poster from a guy on eBay. Might be worth doing a search on there.
-
-
-
-
Ian
5 December 2010
I like how the bezel is set to the 11. This has inspired me to wear my seamaster with the bezel that way. I recommend it; not quite as wonky as a NATO strap, but a little wonkiness is good for these straightforward black divers.
-
Creighton Smith
1 February 2011
Having worn a Sub 5512 since 1973 I can tell you setting the time bezel at 11:00 would help protect the illuminous dot from being damaged or lost. I set mine at 9:00 for this reason.
-
-
“Ask her, maybe she knows.” I do know and if you’re real, real nice, I might tell you.
-
[...] “Ads we love: The Rolex Submariner” refers to that famous one featuring this mid-1960s watch peeking out from under a French cuff. To many, it suggests more familiarity between Rolex and James Bond than generally acknowledged. LINK [...]
Jerome Pineau
23 September 2010
“The Rolex Submariner is a salty watch…” why those salty dogs!