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Rolex

Very thorough, thoughtful, interesting post.

 

The head to head rivalry of luxury brands fascinates me. I would say Omega and Rolex ads are similarly effective EXCEPT for the you’d wear a Rolex campaign which IMO was brilliant. Like all great ad campaigns there is something ethereal and aspirational about these ads. Also very of their moment…the Nikon F series…Hasselblad…Ferrari…all able to tap into a mechanical zeitgeist that appealed to men of that era. The new Q even mocks it in his snarky computer / pajama comment to Bond. The fact that these mechanical dinosaurs are still with us I think underscores nostalgia but also the fact that deep down when it comes to survival tools (what time is it?) mechanical stand alone devices still actually matter.

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