1969 · Watch
Rolex
If You Were Flying the Concorde Tomorrow
J. Walter Thompson launched this 1969 ad around the Concorde just before the aircraft's maiden flight in March, pairing the supersonic jet with the GMT-Master. The watch fit the brief literally: developed with Pan Am in the 1950s, its extra fourth hand and rotating bezel let a pilot read a second time zone at a glance, useful on transatlantic crossings. So the headline 'If you were flying the Concorde tomorrow' is not pure halo borrowing; the GMT-Master was actual flight-crew equipment.
