1974 · Watch
Rolex
One Second, Mr. Foyt
Running in Sports Illustrated in July and October 1974, this Rolex ad steps outside the 'if you were here tomorrow' template and names a real driver, racer A.J. Foyt, in the headline 'One second, Mr. Foyt.' The body copy makes the link explicit: 'The more valuable a man's time, the more he appreciates the value of this watch,' selling the gold Day-Date (then $2,950) on Foyt's living-by-the-stopwatch credibility rather than a prestigious backdrop.
