ROLEX EXPLORER 'ODE TO THE ADVENTURERS OF THE WORLD' LUEL MAGAZINE JULY 2014

We are forced to make a choice every moment in life. One of those hard choices we have to face at some point in life is whether we buy a conspicuous watch or an unassuming one. We may think Rolex is definitely in the former category, because in Korean market Rolex watch has been a synonym for ostentatious luxury watch made of gold and all that glitters. But not many really understand that Rolex is one of the most conservative watch brand especially in terms of design change.

Hong Kong Advertising from 60s 

One of such examples is the Rolex Explorer model. Chosen by only those who 'know' something about Rolex's brand identity, Explorer became world famous when it was used during the historic Everest expedition of 1953. 

Of course the name 'Explorer' was added after the conquest of Mt. Everest, but basically the same watch was there on the summit of the highest mountain on earth. It is also interesting to note that Sir Hillary was wearing a different brand watch on the other wrist as a backup. Under extreme weather conditions watch is not just a timekeeping device but an essential equipment to calculate distances between way-points and time of sunrise and sunset, on which sometimes climber's life depends - so backup watch is indispensable.

Advertising 1953

Another watch Advertising on the summit 1950s

Featuring small sized logos and matted finish steel case, classic Explorer model satisfies a man's taste for a simple but durable watch. Overall design is similar to Airking model which is an entry-level lineup from Rolex, but the case is actually 2mm thicker due to thicker gasket used inside. Another impressive point in Explorer is its specially developed lubricant that will keep the movement function smoothly under extreme temperature as low as -20 to -40 degree Celsius. 

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