Following smartly on the heels of the first authorised account of the Submariner, the second volume in a series of officially sanctioned books documenting the development of Rolex watches celebrates one of its most popular and populous models. Oyster Perpetual Datejust: A Watch that Made History by author, historian and contributing editor to The Blend Nicholas Foulkes, doesn’t shy from its auspicious subtitle: positioning the first automatic waterproof chronometer fitted with an under-dial date function – a neat substitution for the hitherto popular peripheral date indicator – as instrumental in securing the company’s success.
Launched in 1945 to celebrate the company’s 40th anniversary, the gold Datejust (complete with new ‘Jubilee’ bracelet), artfully repositioned Rolex as not simply an innovator in the industrialisation of wristwatch production – starting with the impermeable ‘Oyster’ case in 1927 – but as a company that fully conceived of the central function of the personal timepiece as a symbol of worldly success – as Foulkes’ full immersion in the Rolex archive attests. Revealed in Rolex founder Hans Wilsdorf’s own thoughts and the memos of marketing director René-Paul Jeanneret are the means by which the company cemented its position, which was both energetic and inspired: ensuring world leaders of the post-war era wore the Datejust, while supporting its widespread acceptance by these ‘men of destiny who guide the world’ with advertising designed to attract those who aspired to join their ranks. In so doing, Rolex once more ‘future-proofed’ the wristwatch, not simply in technical terms, at which it had long established ‘first mover’ status, but in recognising how a beautifully designed (and remarkably robust) timepiece could serve as a useful talisman in telegraphing our own chosen journey through life.
Oyster Perpetual Datejust – A Watch that Made History is now available to purchase online exclusively at WallpaperSTORE*, £100
