The brand’s aviation-themed second-generation timepiece, the ref. 1675 GMT-Master, had a long and illustrious life. It was released in 1959 and remained outstanding until 1980; its prolific production period of over 20 years makes it one of the easier vintage Rolex watches to find. It is often the gateway to the world of vintage Rolex sports watch collecting.
However, all GMT-Master 1675 reference watches are not created equal. Yes, there are differences in dial finishing, crown guard shape, and movement numbering. But beyond that, there are a number of Rolex GMT-Master 1675 models with co-branded dials circulating in the vintage market.
These unusual examples are relics of a time when Rolex allowed other companies to put their markings on watch dials. Interestingly, some of these companies did not survive due to bankruptcy, takeover, or rebranding; however, Rolex replica watches bearing their names continue to exist. Join us as we explore the origins of Rolex co-branded watches and highlight a special GMT-Master 1675 with a co-branded dial.
In the early 20th century, the young firm of Wilsdorf & Davis, later Rolex, made a name for itself by producing unbranded watches for jewelers. The jewelers were then free to stamp their logos and sell the watches as their own products. This practice was discontinued in the 1920s when Hans Wilsdorf vowed to make every Rolex watch bear his company’s name and the now-famous crown logo.
However, until the 1990s, some of the company’s iconic models bore the names of famous jewelers, such as Tiffany or Asprey, next to the Rolex name, designating the prestigious stores that sold these treasures.
Similarly, Rolex has produced co-branded watches for certain entities as unique gifts or recognition of noteworthy deeds. The givers of these gifts range from Middle Eastern royalty and the military to top professional operations. For example, French commercial diving specialist Compagnie Maritime d’Expertises ordered custom Rolex Submariner and Wave watches with the COMEX logo on the dial for its fleet of dive boats. Not surprisingly, in today’s market, COMEX-branded Rolex watches are highly collectible.
It is hard to imagine now, given how unique and protected the crown has become, but by the mid-20th century, Rolex was actively promoting its commercial brand services. There’s even an old-fashioned ad promoting the Rolex Service Award program that proudly states.” A fake Rolex watch is your soundest corporate choice.” Rolex clearly wanted to cash in on the service award tradition of that era. Let us not forget that for a certain generation, a fine replica watch – especially a Rolex – was the ultimate thank you from their employer.
As a result, some high-profile retailers have given their top performers and most loyal employees Rolex watches with the company’s logo on them. Supermarket giant Winn-Dixie is one example, and of course, who can forget the infamous Domino’s Pizza Air-King given to store managers earning up to $25,000 a week for four weeks in a row? Coca-Cola, known for rewarding executives for 25 years of service, has its own co-branded pieces.
These unusual double-stamped dials combine the logo of the mass-market company (which sells groceries, pizza, and soda) with one of the world’s most extravagant names, a juxtaposition that will make anyone stop and take a second look.