@axg

it's so good you just can't stop thinking about: 1. rolexes also shared something more specific with suvs: aspirational manliness an internal 1967 report by rolex's ad agency j. walter thompson explained the idea they were trying to convey: "because a rolex is designed for any situation, however rough or dangerous or heroic or exalted, it implies that the man who wears it is, potentially, a hero" 2. many watchmakers had decorated their cases with hobnails over the years, and there had been a patek model with them since 1968. but in 1984 bittel told patek president philippe stern, in effect: make this your standard design, and i'll create an ad campaign to identify it in people's heads with your brand it worked spectacularly well

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