Shot of the day: Rolex 1016 Explorer

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I am not much of a skier but I do like the Rolex reference 1016 Explorer…!

Rolex 1016 Explorer – a skier’s watch

Rolex had several “If you were … here tomorrow, you’d wear a Rolex” ads.

This one I find interesting since it’s from the time when Swedish steel was still a quality mark. While growing up here in Sweden during the 1970’s I often heard the expression “Swedish steel” in a context implying quality. It’s been a long time since I heard anyone use that expression…

In this ad it’s mentioned as a quality – “Outside, its rugged Oyster case is carved out of a solid block of hardened Swedish stainless steel.”

1969, 50 years ago. A lot of things have changed since then.

Rolex 1016 Explorer – newspaper ad 1969