How special is the Rolex Vademecum collection?

[Absenta]

My grandfather, who had a deep passion for watches and history, recently passed away. While going through his belongings, we found several books related to Rolex, including what seems to be a collection titled Rolex Vademecum (Volumes 1, 2, 3, and 4).

The books are in good condition and appear to be quite technical, but I couldn’t find much information about them online.

Could anyone tell me if this collection holds any special significance or if it’s something common among collectors? I’m exploring its history before deciding what to do with them.

I’d appreciate any insight or context you can provide.

Best regards,
Absenta

[Old Expat Beast]

Hi. There's some info in this thread from 2014:
https://www.rolexforums.com/showthre...ght=vade+mecum

[Alpino]

.

This collection was published twice by Rolex in the 40's, 1st edition with 500 copies, 2nd edition with 1000 copies.

In both case , each copy is numeroted xxx/500 or xxx/1000 (number printed on last page of each 4 books)..

That is relatively rare (1500 original copies only), well searched by Rolex collectors, and relatively expensive.

I personnaly own copy n°489/1000 , 2nd edition.

[Absenta]

wow, now I see it... yes, they are exactly the same ones.

[brandrea]

Welcome

[EzraPound]

Apropos of the Rolex Vademecum...Der Bund 1946.

[EzraPound]

Rolex Vademecum trivia: the illustrator of the Rolex Vedemecum, the Swiss graphic artist Hans Tomamichel, was the creator of the Swiss advertising character Knorrli.

[Old Expat Beast]

Originally Posted by EzraPound

Rolex Vademecum trivia: the illustrator of the Rolex Vedemecum, the Swiss graphic artist Hans Tomamichel, was the creator of the Swiss advertising character Knorrli.

Some more here . . .

https://www.rolexforums.com/showpost...4&postcount=60

[Absenta]

wow!!!!!! this is amazing!!!!!!!!
The Vademecum is truly remarkable. Thank you so much for sharing it!

[1William]

Interesting.

[winst]

Interesting information.

[Alpino]

.

OP shows copy 269/1000 , it's 2nd edition with 1000 copies

[EzraPound]

Fans of the Rolex Vademecum will remember that many of the illustrations in the Rolex Vademecum appeared in Rolex advertisements in 1946: example the Feuille d'Avis de Neuchâtel (L'Express)...four examples from L'Express are enclosed.

A similar Rolex advertisement (illustrations by Hans Tomamichel) appeared in the December 1947 Oberländer Tagblatt (see enclosed) but I do not recall the illustrations appearing in the Rolex Vademecum (Rolex experts please chime in).

An early reference to the Rolex Vademecum appears in the December 1945 Feuille d'Avis de Neuchâtel (see enclosed).

[Absenta]

this is bad? :O

[77T]

Not necessarily bad...a case of quid pro quo methinks.

A vade mecum is book or manual that a person either carries about or has readily at hand for consulting certain factoids accurately and consistently.

These manuals being issued in two separate numbered editions indicates to me that Rolex marketing in the 1940's wanted retailers to have a copy.

It's a form of marketing collateral for people to read/learn in order to consistently and accurately tell "the story". (in Rolex's version of history)

The numbering could indicate Rolex's penchant for control vs "limited edition" status. The "ad copy" reflects story lines to be used in regional mass media print adverts. That's perhaps why it was done in different languages.

So not surprising that the illustrations and verbatim copy finds its way into newspapers and magazines.

Viewing the vade mecum in situ shares a flake of Rolex's marketing strategy for the brand. They were still fighting competitors for the "summit" - a singularly superior value proposition against all comers.

The information back then could be used to create turning points that eliminated competitor brands. Appealing to logic, technical prowess, durability, and accuracy was a key messaging goal.

But the vade mecum also gives one a view of the ultimate buyer - these were people of means who read newspapers/magazines and made decisions on logical grounds vs today's FOMO psycho buying frenzy.

Today, the messaging is mostly short form video or imagery evoking a psychological appeal - i.e., a "look what I got" motivator.


Sent from my iPhone using Tapatalk

[Old Expat Beast]

It's interesting that in the first Vade Mecum volume, which is Wildsdorf's "autobiography", he claims that Mercedes Gleitze had a Rolex Oyster with her on her first successful crossing of the English Channel, rather than on the later, unfinished "Vindication" swim, that she is now widely known to have worn it for the first and only time.

[Absenta]

After reading everything you’ve shared here, I decided to take a closer look at my copy. Something that caught my attention is that, in the credits, it mentions that my edition was translated by R. Grandvoinet, which makes me think that the original text was probably written in French or German before being adapted into English.

My copy, as you know (and now I know too, thanks to you!), is from 1946, clearly part of the second edition. But this leaves me even more intrigued about the first 500 copies from 1945: do you think they were exclusively in French, in German, or in both languages?

[Old Expat Beast]

I think I've seen French and German editions of the 1,000s on eBay. Not sure I've seen a 500 in any language.

[David16610LV]

**Mods, Please Delete This Post As Photos Not Working**

I have two copies of the Jubilee Vade Mecum. I also have a catalogue from 1945/1946 which is quite interesting, in that it references the Vade Mecum, but also shows Rolex's watches that were available then, including the then new Datejust on the new Jubilee bracelet.
My understanding is that the Vade Mecum and the catalogue were intended for AD's.

The first two photos are of one set of the Vade Mecum that I have, the others are from the catalogue.

[Stan Cooper]

Rolex should consider republishing the four volumes and making copies available to the public from ADs and booksellers. I'd love to have a copy.

[EzraPound]

Originally Posted by David16610LV

My understanding is that the Vade Mecum and the catalogue were intended for AD's.

My understanding is, though I certainly defer to the Rolex experts as I am a layman, the Rolex Vademecum could be ordered by consumers as suggested by the blurb from a Rolex advertisement appearing in the November 1945 Neue Zürcher Zeitung newspaper (enclosed).

Einladung Zur Feier des vierzigjahrigen Jubilaums gibt Rolex ein Jubilauns Album und ein Jubilaums-Vademecum heraus. Beide Drucksachen werden ab Mitte November durch unsere Vertreter kostenlos abgegeben. Wir Laden Sie ein, diese Drucksachen bet einem der untenstehenden Rolex-Vertreter zu verlangen und sich, bei dieser Gelegenheit unsere Jubilaums-Shopfungen zeigen zu lassen. ROLEX - Uhern sind nur bei Rolex-Vertretern erhaltlich.

Invitation: To celebrate its fortieth anniversary, Rolex is releasing an anniversary album and an anniversary Vademecum. Both printed matter will be delivered free of charge by our representatives from mid-November. We invite you to request these printed materials from one of the Rolex representatives below and to take this opportunity to see our anniversary shopping. ROLEX - Watches are only available from Rolex representatives. (a score of Rolex ADs are then listed at the bottom of the advertisement)

[David16610LV]

[QUOTE=EzraPound;13513851]My understanding is, though I certainly defer to the Rolex experts as I am a layman, the Rolex Vademecum could be ordered by consumers as suggested by the blurb from a Rolex advertisement appearing in the November 1945 Neue Zürcher Zeitung newspaper (enclosed).

Einladung Zur Feier des vierzigjahrigen Jubilaums gibt Rolex ein Jubilauns Album und ein Jubilaums-Vademecum heraus. Beide Drucksachen werden ab Mitte November durch unsere Vertreter kostenlos abgegeben. Wir Laden Sie ein, diese Drucksachen bet einem der untenstehenden Rolex-Vertreter zu verlangen und sich, bei dieser Gelegenheit unsere Jubilaums-Shopfungen zeigen zu lassen. ROLEX - Uhern sind nur bei Rolex-Vertretern erhaltlich.

Invitation: To celebrate its fortieth anniversary, Rolex is releasing an anniversary album and an anniversary Vademecum. Both printed matter will be delivered free of charge by our representatives from mid-November. We invite you to request these printed materials from one of the Rolex representatives below and to take this opportunity to see our anniversary shopping. ROLEX - Watches are only available from Rolex representatives. (a score Rolex ADs are then listed at the bottom of the advertisement)

Thanks for that. The album, catalogue as I described it, and Vade Mecum appear to have only been available via the AD's, so perhaps this is why I had been led to believe that they were for ADs only. Good information, and appreciated.

Now if I could only work out how to get photos to load onto here without using a link..........

[EzraPound]

The second edition of the Rolex Vademecum was announced in the May 1946 Neue Zürcher Zeitung newspaper.

Zur Feier des 40jahrigen Bestehens unserer Firma lieBen wir im Herbst 1945 ein jubilaums-Vademecum erscheinen. Dieses mit 72 Federzeichnungen und Holzsehnitten reich illustrierte Werk schildert die Entwicklungsgeschichte der Chronometric, der wasserdichten und der automotischen Uhr. Die erste Auflage dieses Vadcmecums war in kurzester Zeit vergriffen. Wir haben eine zweite, groBere Auflage drucken lessen. Wenn Sie sich fur diese Schrift interessieren, laden wir Sie ein, cin Exemplar zu verlangen. Teilen Sie uns bitte die gewunschte Sprache mit: deutsch,franzosisch, englisch, spanisch.

To celebrate the 40th anniversary of our company we loved An anniversary vademecum appeared in the fall of 1945. This Richly illustrated work with 72 pen drawings and woodcuts describes the development history of the Chronometric, the waterproof and the automatic watch. The first edition of this Vadcmecum was published in a very short time out of stock. We have had a second, larger edition printed. If you are interested in this publication, we invite you to request a copy. Please let us know the language you require: German, French, English, Spanish.

[Absenta]

I wanted to take a moment to thank this incredible community. When I joined, I came with many questions about the Rolex Vade Mecum, never imagining all that I would learn along the way. This forum has not only taught me about the books but also about the passion and knowledge surrounding Rolex’s legacy.

It has been a true pleasure to uncover the history behind the Vade Mecum and reflect on how special they are. This journey has given me a new perspective on their significance, and I can’t express how grateful I am for all the information you’ve shared with me.

This forum has given me more than just answers; it has offered me an enriching experience and a newfound appreciation for the history these books represent.

Thank you from the bottom of my heart to everyone who helped me during this process. I hope this space continues to be as special for others as it has been for me.

Warm regards,

Absenta.