Rolex: Chic and sleek amidst the riotous 1960s.

[EzraPound]

Having a long-time interest in Rolex and its advertisements its nice to find the background of Rolex advertisements if possible (it's rarely possible) rather than just blithely posting advertisements. Enclosed are two often seen Rolex advertisements introduced in a 1968 J. W. Thompson newsletter; a notable juxtaposition of the frivolous marketing of a frivolous product and the earnest President's Council on Youth Opportunity (Give jobs. Give money. Give a damn).

Here is the text accompanying the advertisements from the newsletter...

CHIC AND SLEEK-When Rolex decided to expand its line of ladies' watches, JWT-London, which usually handles the creative work for this client, asked the NY Office to prepare a campaign for the U.S. market. Above are the first two advertisements from the campaign, which features a tie-in between the ultimate in the latest fashion design-Gernreich, Ungaro and Pucci—and the ultimate in fine watches— Rolex. Subsequent advertisements will appear in The New Yorker, American and European editions of Vogue and Realities. Berta Best is copy group head; Pat Kenny, the copywriter; Bob Bode, the creative art supervisor and Gayle Carlisle, the fashion coordinator.

Enclosed are the two advertisements from the newsletter that appeared in the New Yorker Magazine: May, 1968 and November, 1968.