Rolex Gold Submariner 'Peter Benchley Always Wears His Rolex'

1976 Rolex Gold Submariner 'Peter Benchley Always Wears His Rolex' 

Though you may not be directly familiar with Peter Benchley, you’re almost certainly familiar with his most famous novel, a story about a killer shark terrorizing a Long Island beach town. That’s right — Benchley wrote “Jaws,” the 1974 thriller that would be adopted by a young Steven Spielberg into the very first “summer blockbuster.” Benchley was a keen ocean activist who, despite the plot of his popular novel, advocated heavily for shark conservation and protection.

The fun in this particular advertisement is all in the smart copywriting — and the fact that a man would wear a solid-gold Rolex in a cage beneath the ocean to come face to face with a great white shark! “Peter Benchley always wears his Rolex when he goes fishing,” it snarkily begins, wrapping up with a kicker about shockproof-ness that speaks as much to the frightening sight of a killer shark up close as it does to the quality of resisting physical jolts. Dating from a transitional time in Rolex’s history when the company began converting its famed tool watches into luxury products, this type of advert sticks out for its distinct mix of utility and opulence.

About our collaboration with Ad Patina

We're thrilled to be collaborating once again with our longtime friend Nick at Ad Patina to bring you a selection of the most-popular and hard to find original vintage magazine advertisements curated specifically for Analog:Shift!

Scouring the world for forgotten marketing treasures, Ad Patina's raison de être very much mimics our own - to hunt down these wonderful bits of history, preserve and restore them as needed, and share them with an enthusiastic community.

These documents of horological and advertising history have entered the collecting conversation as the ultimate accompanying accessory to go along with hobbies and passions. They have found themselves framed in homes and offices around the world. 

Every one of these wonderful pieces is a genuine, vintage advertisement that has been professionally framed to ensure years of enjoyment to come - no reprints or reproductions here!

Much like a traditional piece of art - a painting or photograph - an original advertisement can be appreciated for its design as well as for its power to evoke nostalgia. Something vintage enthusiasts know all about!

Our Pledge

Analog:Shift stands behind the authenticity of our products in perpetuity.

Condition

Since our pieces are vintage or pre-owned, please expect wear & patina from usage and age. Please read each item description and examine all product images.

Warranty

We back each Analog:Shift vintage timepiece with a one-year mechanical warranty from the date of purchase.

International Buyers

Please contact us prior to purchase for additional details on shipping and payment options.

All of our watches include complementary insured shipping within the 50 states.

Most of our products are on hand and will ship directly from our headquarters in New York City. In some cases, watches will be shipped directly from one of our authorized partners.

We generally ship our products via FedEx, fully insured, within 5 business days of purchase. An adult signature is required for receipt of all packages for insurance purposes. Expedited shipping is available at an additional cost. We are also happy to hand deliver your purchase in Manhattan or you may pick it up at our showroom.

Returns must be sent overnight or by priority international delivery, fully insured and paid for by the customer. A restocking fee may apply. Watches must be returned in the same condition as initially shipped.

We welcome international buyers, please contact us prior to purchase for additional details on shipping and payment options.