After the U.S.A. elections, it is only natural that we talk about an absolutely iconic model: Day-Date "President". This watch is a symbole of success even more than other Rolex models.
After the second world war, Rolex was already an expert in marketing communication. Thus it started giving watch as gifts to Nobel prizes, world renown athletes, and politicians. These gifts were often linked to a step in the production of a piece. For exemple, Winston Churchill was gifted a rose gold Datejust in 1948, that was the 100.000 watch produced by the brand.
It is Einsenhower that was the first to adopt the slogan Men who guides the destinies of the world wear Rolex watches». He wore a golden Datejust engraved with 5 stars on the back of the watch, as a reference to his 5 general medals. But in reality it is Lyndon Johnson who first wore a Day-date, with a « president » type bracelet in 1966. Legends sais that he often gifted Rolex’s to his hosts and friends!
The particularity of the Day-date relies in the a weekly day indicator matched with a date indicator. It was the first watch that integrated this double complication. The week days are today available in 26 different languages. The watch its today made only in 18k gold, as well os some different shades of gold and platinum.
Todays presidents prefer keeping a modest image and not wear such watches. Time has changed, but history remains, and continues to fascinate watch lovers all around the world.
