Rolex Datejust

Why We Love It While the Rolex Datejust is timeless, examples from the late 1960s and early 1970s are some of the most classic. This is a Reference 1603 dating from 1969. Though the engine-turned bezel is crafted from steel, the watch emanates an elegance that is magnified by the stunning gray dial. Well-patinated lume plots and bevels on the lugs add to the watch’s crispness, as sharp as a well-pressed Oxford shirt—and just as stylish. The Story With perfect proportions and a dial that's elegant in its simplicity, the Datejust is a horological icon. It was first released in 1945, the 40th "jubilee" of the founding of Rolex. In continuous production for decades, the Datejust is Rolex's most prolific and most enduring model. While the look of the Datejust has changed subtly over the years, a Datejust from today looks almost indistinguishable from a Datejust of the 1940s through 1970s, with only slight modifications that hint to a gradual progression in design. Most noticeable is the addition of the "cyclops" magnifier in 1954, which has been an ever-present feature of the watch ever since. Around the same time, the Datejust gained its trademark engine-turned bezel, a harbinger of the fluted bezel of today. Like a well-tailored blazer for men or a “little black dress” for women, the Datejust never goes out of style.