Rolex President Day-Date : How It Became the Presidents’ Watch | SwissWatchExpo

Rolex President Day-Date : How It Became the Presidents’ Watch | SwissWatchExpo


From SwissWatchExpo…
Spotlight on: the Rolex Day-Date. How it became the President’s watch. Before it became the “President’s Watch”
the Rolex Day-Date already caused a sensation when it was launched in 1956. It symbolized the pinnacle of Rolex’s watchmaking
prowess – after numerous innovations in the previous decades. The Rolex Day-Date asserted its universal
nature by becoming the first waterproof and self-winding chronometer to indicate the day
of the week in 26 different languages. This, on top of other elements that make it a Rolex. It’s no surprise then that the watch has
been the choice for many leaders, titans, royalty and celebrities. How exactly did
the Day-Date become “The President’s Watch”? We take you through key milestones in its
61-year history: It goes back to the 1950s. Rolex presented
then general Dwight D. Eisenhower with its 150,000th chronometer – an 18k yellow gold
Rolex Datejust. The year after, Eisenhower was elected President
of the United States. He wore the gold Rolex during his inauguration, and it also appears
on a Life magazine cover. This helped elevate Rolex’s status in the watch collecting world. In 1956, Rolex patented and presented one
of its most successful watches ever: the Day-Date. It was the first chronometer wristwatch that
indicated the date and the day of the week written in full. It would become the choice timepiece of many
leaders and diplomats. That same year, Rolex released an advertisement with the slogan
“Men Who Guide the Destinies of the World Wear Rolex Watches”. Further cementing its image as the chosen
watch of leaders. In 1963, Lyndon B. Johnson became the first
US President to actually wear a Rolex Day-Date. Johnson wore an 18k yellow gold model. Widely
photographed with the watch, it would become one of his trademarks. Soon after, Rolex began calling the Day-Date’s
bracelet, the “President” bracelet. The five-piece circular links give the watch a
dressy look that’s well suited for business or formal attire. With Johnson in office, Rolex released an
add with the slogan, ”The presidents’ watch” – implying that more than one president
has worn it, and further emphasizing its connection to the Oval office. It wasn’t until 1986 that Rolex officially
put “President” on the Day-Date’s name. For the first time, ad advertisement referred
to the Day-Date as “The Rolex President Day-Date Chronometer”. Numerous improvements were made throughout
the years (such as the “Quick Set” feature in the 1970’s, and the improved solid links
on the bracelet in the 2000’s), but its design has remained timeless. Over the years, it will also be proven that
several US Presidents indeed proudly wore the Rolex Day-Date aside from Johnson – including
Kennedy, Ford, Reagan, Nixon to Roosevelt – and even world leaders like the Dalai
Lama. For a watch that is masterfully crafted by
the leading watchmaker in the world, it comes as no surprise that leaders, diplomats and
presidents themselves, choose to wear the Rolex President Day-Date. Want more insight on watches?
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