1967 · Watch
Rolex
If You Were Negotiating Here Tomorrow
J. Walter Thompson shoots Geneva's Palais des Nations, the old League of Nations headquarters, then drops in a small inset of an 18ct gold Datejust on a Jubilee bracelet. The 'if you were negotiating here' premise borrows the prestige of the room rather than describing the watch, leaning on the Datejust's existing reputation as a marker of success worn by figures like Eisenhower and Churchill. The transfer is the whole mechanism: status of the setting becomes status of the object.
