I Want A Good Watch: A 1967 Rolex Catalog

By Charlie Dunne

...but it must be really good…

It must be a watch I can be proud of... I want to rely on it always. I want my friends to know I have a watch which never fails to tell the right time.

It must be a Swiss watch because the Swiss have specialised in making fine watches for hundreds of years. They are the most advanced in technical design, they know how to take the infinite pains necessary to ensure that each tiny part is perfectly made and finished. The Swiss are just born that way.

It must be a reliable watch. Whatever kind of life I lead, my watch must be strong and hardy. If it is a water-

proof watch, it must be really waterproof, so that I can wear it for swimming or sailing. If it is a selfwinding

watch, it must be entirelv dependable. If I want the accuracy of a chronometer, it must carry the certificate

of a Swiss Institute for Official Chronometer Tests with the mention "Especially Good Results" - in fact be a superlative chronometer.

It must be a watch which will never let me down, made by a firm with the highest reputation for first class

craftsmanship, backed by world-wide service, a watch to be really proud of.

So I'll buy a Rolex

Because Rolex pioneered the lever-escapement wristwatch.

Because Rolex invented the Rolex Oyster, the world's first waterproof watch and still the best. All Rolex Oysters have the exclusive Twinlock winding button which screws down onto the case, thus forming an additional seal against water, dirt and dust. More important, the crown becomes a sturdy integral part of the watch and not a mere projection likely to break under strain. Remember, too, that all Rolex Oysters are made entirelv in Switzerland case as well as movement.

Because Rolex developed the Perpetual rotor selfwinding mechanism which has shown the lead to the entire watchmaking industry.

Because Rolex watches have been proved over and over again during more than fifty years throughout the world, on land, sea and in the air.

Because, above all, the most important and successful people I know of wear Rolex and swear by Rolex. And they ought to know.