In a world where trends come and go like yesterday's news, some things stand the test of time. Take the Rolex Datejust—it's been around since the end of World War II, quietly marking milestones on wrists from boardrooms to ball fields. Now, Rolex is pulling back the curtain a bit more with a new book that dives into this watch's story. It's called "Oyster Perpetual Datejust – A Watch that Made History," and it's the second official book the company has ever backed. If you're the kind of guy who appreciates a good story behind a solid piece of gear, this one's worth a look.
Rolex isn't known for spilling the beans on its past. The Swiss watchmaker has always played it close to the vest, focusing on crafting reliable timepieces rather than shouting about them. But lately, things are shifting. Last year, they surprised everyone by teaming up with writer Nicholas Foulkes and publisher Wallpaper to put out a book on the Submariner, their famous dive watch. It was the first time Rolex gave the green light to something like that, sharing bits of history that fans had only pieced together from old catalogs and rumors. That book opened doors, showing Rolex in a new light—as a brand willing to connect with the folks who wear their watches every day.
Fast forward a year, and here we are with round two. Foulkes is back at the helm, digging into the Datejust, which Rolex calls its all-time classic. This isn't just any watch; it's the one that kicked off a whole era for the company. Back in 1945, Rolex founder Hans Wilsdorf unveiled it as the ultimate combo of everything they'd learned up to that point. Waterproof case? Check. Self-winding movement? Got it. And that handy date window at 3 o'clock? That's what set it apart, making it practical for everyday life without skimping on precision. Wilsdorf saw it as the watch that wrapped up all their breakthroughs in one package, ready for the modern man on the move.
What makes this book stand out isn't a dry list of model numbers or tiny tweaks over the decades. Sure, it'll touch on the origins—how the Datejust evolved from earlier Oyster models and became Rolex's bestseller. But Foulkes goes deeper, weaving in real-life tales that bring the watch to life. Think about the people who've worn it: top athletes pushing limits in their sports, artists and performers who made their mark on culture. Rolex has long partnered with these "Testimonees," as they call them—folks who embody excellence and reliability. The book spotlights those connections, showing how the Datejust has been there for big moments, from sealing deals to celebrating wins.
Picture this: A tennis pro glancing at his wrist during a tense match, or a musician checking the time before stepping on stage. These aren't just endorsements; they're stories of grit and achievement. Foulkes chronicles how the Datejust fit into those lives, turning a simple timepiece into a symbol of getting things done. At 224 pages, it's packed with insights that go beyond the mechanics, exploring why this watch has stuck around for 80 years while others faded away. It's the kind of read that reminds you why investing in quality pays off in the long run.
Building on the Submariner book, this one keeps the same vibe—authorized by Rolex, so you know it's legit, but written with an enthusiast's eye. Foulkes, who's got a knack for making history feel alive, doesn't bog you down with jargon. Instead, he paints a picture of innovation and legacy. The first book caught people off guard because Rolex had never done anything like it before. Brands like Omega or TAG Heuer have put out histories for years, but Rolex? They let their products do the talking. This shift shows they're tuning in to what collectors and everyday wearers want: more than just a watch, but the backstory that makes it special.
If you're thinking about grabbing a copy, timing is key. The book hits the shelves in English and French, starting with pre-orders on September 9 through the Wallpaper Store. You can buy it outright from September 29. It's priced at 100 British pounds or 125 euros—about what you'd expect for a premium hardcover that doubles as a coffee table conversation starter. Come October, it'll roll out to official Rolex retailers around the world, plus select independent bookstores. That means you can pick it up while browsing for your next timepiece or just swing by a shop to flip through it.
For guys who've built their lives around hard work and smart choices, the Datejust represents something bigger. It's not flashy; it's dependable, the watch that quietly keeps pace with your day. This book captures that essence, tracing its path from a post-war innovation to a staple in men's wardrobes. Whether you're a longtime Rolex owner or just curious about what makes a classic tick, "Oyster Perpetual Datejust – A Watch that Made History" offers a fresh take on a familiar face. It's a reminder that the best stories are the ones that endure, much like the watch itself.
In the end, Rolex's move to share more of its history feels like a nod to the loyal crowd who've kept the brand strong. As the company opens up, books like this bridge the gap between the workshop in Geneva and the guys wearing these watches across America. If you've ever wondered what goes into making a legend, this is your chance to find out—straight from the source, without the hype.
