WWII Rolex Advertisement Targets Canadian Air Force Pilots

An advertisement by the Rolex watch company dated to December 1941, indicates that Allied soldiers were a key market for the brand during the arduous years of World War II, a time in which Swiss watch companies were experiencing many difficulties.

Published in the Canadian journal "La presse", this advertisement showcases a Rolex wristwatch and the bold text "Rolex Oyster" next to a fighter plane, and two smiling pilots who prepare to coordinate their watches prior to taking off.  At the bottom of the page, supplementary text states the technical attributes of the watch, which include resistance to shock, magnetism, and changes in atmospheric pressure.  

Intended to appeal to Royal Canadian Air Force pilots, the image clearly conveys that a Rolex watch is ideal for the most demanding circumstances.  Through the ensuing decades and on to the present day, themes of ruggedness and adventure have played a prominent role in many Rolex advertising campaigns.