In 2013, Rolex released an advertising campaign that featured 10 trailblazers from throughout modern times wearing a Rolex.
Everyone from record-setting athletes like Tiger Woods and Roger Federer to artistic visionaries like Marlon Brando, Robert De Niro and Pablo Picasso. There’s Elvis Presley in the back. And civil rights leader Dr. Martin Luther King Jr.
Rolex asks the question, “Why this watch?” It continues, “This watch is a witness. To words that moved nations. It’s dared men faster. Further. Worn by luminaries. Visionaries. Champions. It doesn’t just tell time. It tells history.”
Just two of the 10 featured in the advertisement — Woods and Federer — have or had endorsement deals with the luxury watch company, while the rest wore the timepiece just like any other customer might.
King could often be seen wearing his yellow gold Rolex Datejust with a Jubilee bracelet. It’s believed he wore his gold Rolex when he spoke in front of the Lincoln Memorial in August 1963 to give his “I Have a Dream” speech, as Rolex noted in an advertisement.
There are several classic photographs of King in which he is wearing his Rolex, easily putting him in the conversation of most influential people (the group includes U.S. presidents Dwight D. Eisenhower and Ronald Reagan) to ever wear a Rolex.
King was photographed many times wearing his Rolex.
6 Comments
Jorge. M Lopex
Mark you are really amazing and you write very interesting articles. I congratulate you on your work. When I was about 18 years old I went to the theater of University of Puerto Rico to hear From. Martin Luther King deliver quite a moving speech and I wonder if he was wearing his Rolex! The theater was packed full on both levels and it was a moving experience that I shall always remember.That must have been quite an effective moving advertising campaign!
J Carrion
Thank you for sharing that once-in-a-lifetime experience Jorge. MLK was a bit before my time, but he stands as an example of what we can achieve as individuals when we set a high moral standard and stick to it….unfortunately he paid the ultimate price, but his words will reverberate forever. Thanks Mark Sirianni for posting!
Rick Campana
Thanks Mark for another great article. I never knew that all these men wore a Rolex. I do have a question. I love the shape and the lines of the crown on Dr. King’s watch. Is this same shape crown used on today’s Datejust?
John L.
Would love to know the history of that watch.
Costel Constantin
Mark. I always enjoy your blogs! Watches say so much about people who wear them.
LARRY BROOKS
Mark, I really like that your articles are informative but also because the subjects vary so much. This keeps them interesting to me and I’m sure lots of other readers.
Thank you for educating us on the history that surrounds Rolex watches. My Date Just was made in 1963 and I have often wondered to how many corners of the globe it has traveled. But unfortunately, I will never know the answer to that question. It’s too bad Rolex doesn’t offer a service indicating each watch’s original point of sale as some of the car companies do.