1968 · Watch
Rolex
If You Were Looking for Lost Empires Here Tomorrow
Here J. Walter Thompson trades the dress Day-Date of the campaign's boardroom ads for the dive-spec Submariner, shown with a diver searching underwater ruins in the Yucatan. The copy sells the watch as a 'big, tough, working watch' for a hostile environment rather than a status symbol. The reference shown is the no-date Submariner near the end of its run, before the date-window Ref. 1680 changed the model's look; the 'lost empires' framing turns the watch into expedition equipment.
