1967 · Watch
Rolex
If You Were Speaking Here Tomorrow
Part of J. Walter Thompson's 'If you were ___ here tomorrow, you'd wear a Rolex' series that ran in The New Yorker from the late 1960s, this one frames the United Nations General Assembly in New York above a gold Day-Date. The model fit the pitch: it spelled the day out in full and could be ordered in 26 languages, and its tie to heads of state earned it the nickname 'the President.' The format puts the buyer in the seat of a world leader, then offers the watch as the entry ticket.
