(From Rolex.com)
Rolex on Monday released its second authorized volume, this one dedicated to the Datejust. Priced at £100 and available in English and French, the book traces the influence of a watch introduced by Rolex eight decades ago.
Titled “Oyster Perpetual Datejust: A Watch that Made History” and written by Nicholas Foulkes, who drew on Rolex’s archives, the book chronicles the cultural importance of the model, which he calls “the ultimate chameleon, adapting effortlessly to every era since its launch in 1945.” In contrast to the Submariner book, this edition offers no production data, only a catalog of references.
The new volume is now being actively promoted by Rolex itself. In a move that mirrors its campaign for the Submariner book, the brand is advertising the new publication directly on its official website. The visibility suggests Rolex considers these books not as side projects, but as an integral part of its storytelling.