Rolex has just released a new video titled “The Spirit of the Datejust” just two weeks in advance of Baselworld 2015, and in honor of the 70th anniversary of the iconic Datejust collection, which originally debuted in 1945. Like most Winding A Rolex Datejust Replica marketing material, the video is clever, entertaining, and remarkably well-written. “Archetype of the modern watch…” that’s just so meaningful on so many levels – and in many ways too true.
One of the most interesting things about the video is how little time Rolex Datejust Jomashop Replica spends talking about the modern Rolex Datejust watch collection, with just a few brief glimpses of Rolex Datejust models that you can buy today. In a sense, the video is very much an homage to the Datejust product family name and the history of the collection, along with some of its most distinctive features (such as the date window, and later magnifier lens over the date window).
Another theory why Rolex doesn’t spend more time showcasing modern products in The Spirit of Datejust video is because they plan on releasing something new in the Datejust watch collection for 2015. Rolex is extremely secure about its new product news but they have been known to drop hints about new products, in advance of debuts at the watch trade show Baselworld. Will there be an update to the Datejust, or a new model added?
The last major addition to the Rolex Datejust collection was the Rolex Datejust II which took the traditional 36mm wide size of the still available Datejust and increased it to 41mm wide for all Rolex Datejust II models (hands-on review here). This was seen as a way for Rolex to appeal to contemporary tastes for larger watches. In 2012, Rolex released an all steel version of the Datejust II with a rounded bezel, which previously had only 18k gold fluted bezels – even on those models with otherwise steel cases and bracelets. It is interesting to consider where Rolex might take the Datejust collection next.
The modern Datejust watches don’t look too much like the original model from 1945, but they still have an extremely classic look. What I have always appreciated about the Rolex Datejust is that it doesn’t neatly fall into any of the major categories of watches, such as sport watch or dress watch. With an Oyster case (read here to learn what a Rolex Oyster case really is), the Rolex Datejust is as durable as a sport watch, yet it is more formal in its appearance. At the same time, the Datejust isn’t as elegant as most dress watches and for that, Rolex has the Cellini. So, the Rolex Datejust isn’t a sport watch and it isn’t a strict business watch – but it is a timepiece that means business.
If you are a Rolex Datejust watch collection fan, or if you are interested in high-quality watch marketing, then you’ll enjoy seeing “The Spirit of Datejust” video. The watch industry has never been one to shy away from celebrating “jubilee” events, and we will see what (if anything) Rolex has in store for us in the Rolex Datejust collection at Baselworld 2015. rolex.com
Now to the Datejust itself. The very first Datejust was released in 1945 to celebrate the 40th anniversary of the Rolex corporation. It was unveiled in a jubilee celebration (hence the name of the new bracelet which followed the watch from day-one) held at the Hotel des Bergues in Geneva by Wilsdorf himself (now the Four Seasons and the site of these legendary Christie’s sales as Rolex Daytona: Lesson One). It had been the very first automatic wristwatch with an automatically changing date window. This is a characteristic that anybody with a watch takes completely for granted today, but in the 40s it was game-changing. The Datejust of course was housed in an Oyster instance, another great Rolex innovation. Back in 1926, the Oyster instance became the very first waterproof wristwatch case to be generated serially and it was also the very first fully-integrated watertight case all around. Previously, any watertight cases were dull affairs that included an outer event being snapped over the main case.We also had the Perpetual rotor that would automatically end the movement, one of the few inventions not achieved initially by Rolex. Harwood beat them to advertise by 3 decades, offering up the first automatic moves in 1928. The Datejust also had the brand new bracelet mentioned before, the Jubilee bracelet. Originally, Jubilee was considered for the name of the opinion itself, but it ended up only about the fine-linked bracelet which we still have today.The first Datejust was the reference 4467 and it was only available in yellow gold together with the corresponding yellow gold Jubilee bracelet. It has an open sided white dial with gold batons to indicate the hours and also a “roulette” date window which showed even days in crimson and strange times in black. There wasn’t any cyclops magnifier in the crystal now — which could be another Rolex first, released to the Datejust at 1955. You’ll notice that the title Datejust does not actually appear on the dial everywhere; instead we’ve got a “Rolex / Oyster Perpetual” signature at 12 o’clock along with the “Chronometre” signal at 6 o’clock. The bezel was lightly fluted, a feature that became more emphasized from the 1960s.