Thanks to the ingenious marketing that the founder of the brand laid down, and despite the conservatism in terms of development, Rolex takes the first place in the TOP 5 best-selling watch brands. For 118 years, Rolex has led the way in the development of functional watch-tools, including the Rolex Submariner. Practicality and exceptional precision, durability and attractive design have led the model to a well-deserved success. Each Rolex Submariner becomes a work of art that is instantly recognizable and respected at first sight.
History of creation
Rolex made swimming watches long before the introduction of the Submariner. In 1926, the company patented the design of the world's first water- and dust-tight Oyster case.
By the 1950s, most Rolex models were water resistant to 100 meters. However, the growing popularity of scuba diving, thanks to the French explorers of the oceans Frederic Dumas and Jacques Cousteau, led to the creation of diving clubs around the world. Member of the board of directors of Rolex René-Paul Jeanneret was a member of one of the clubs and was personally acquainted with Cousteau. The worldwide craze for deep diving motivated Rolex to create a new watch model.
A trial batch of "submariners", which appeared in the history of Rolex in 1953, has not yet received the name Submariner. The traditional Rolex Oyster Perpetual was imprinted on the top of the black dial. The first Rolex Submariner with an automatic caliber A260 was officially presented by the company in 1954 at the annual watch exhibition in Basel. Water resistance was maintained when immersed up to 100 meters.
The model was equipped with a rotating bezel with a graduated scale, with which scuba divers tracked the dive time. The improved safety of the Oyster case was ensured by the improved Twinlock crown with a double sealing system. During the show, Rolex also introduced a second Submariner with identical specifications and a subtle design difference.
Promotion Submariner
Rolex paid special attention to the promotion of new watches, sending them for free testing in the centers of training in the basics of diving. Rolex representatives are researchers, pilots, sportsmen. Over time, famous people, recognizable characters and organizations have become involved in the advertising campaign of watches: director James Cameron, Jacques Yves Cousteau, James Bond, Sean Connery, tennis player Roger Federer, COMEX (French diving expedition company) and the British Royal Navy. The brand has sponsored major sporting and cultural events: A Crown for Every Achievement.
A number of modifications to the Submariner occurred in 1955 with a new model with a 6mm crown. The back cover has become more massive, water resistance has increased to 200 meters.
In 1956, the Rolex Submariner was released and became one of the brand's most iconic and coveted watches. An automatic caliber 38 was placed in a case with a diameter of 1030 mm. A line 200 m = 600 ft appeared on the dial, indicating the level of water resistance, and the mark Officially Certified Chronometer. It was this model that Sean Connery, the performer of the role of James Bond, preferred. Until 1967, the Rolex Submariner remained a constant companion of super agent Bond, and then was replaced by other models of the brand. However, in 1995, Rolex management could not agree on an extension of the partnership with the franchise owners, and James Bond became a fan of the Omega Seamaster, opening a chapter of success in Omega's history.
The first modern version of the Submariner appeared in 1960 with a 40mm case and fluted crown. For the next ten years, Rolex made no improvements to the Submariner line until it was released in 1972. This watch, specially designed for professional divers from the French company Comex SA, has a Helium Escape Valve (HEV).
In 1979, Rolex introduced a new base model, the Caliber 3035, with updates. The dial is now white and has a date window. The Rolex Submariner 1680 completed the line's transition from specialized watch-tools to fashion accessories and gained wide mass popularity.
Over the next 40 years, the Rolex Submariner evolved with improvements in water resistance, new movements and design changes. The new models are equipped with a sapphire crystal with a magnifying lens for the Cyclops date. Between themselves, the watches differed in the material of manufacture, the color of the dials and the bezel. Gold and bi-metal versions have appeared, such as the Rolex Submarine Date, a stunning combination of street style and elegance.
In 2003, Rolex celebrated the 50th anniversary of the Submariner with the introduction of the Rolex Submariner-Date. The watch was produced with a black dial, a bright green ceramic bezel and was called the Rolex Submariner Kermit. Initially, they wanted to make the release of this series limited, but in the end, the watch did not receive the official status of an anniversary model. The Submariner Kermit was the forerunner of another incredibly popular version, the Rolex Submariner Hulk with a green bezel and dial, introduced in 2010 at the Basel show. This watch is in the TOP 5 of the most desirable Rolex. In 2020, Rolex discontinued the Submariner Hulk, prompting an immediate increase in the secondary market price of this model by 15% or more.
In 2007, Submariner successfully passed chronometric certification, which is reflected in the inscription on the dial. The bezel is engraved with Rolex serial number. The paper warranty certificate for the watch was replaced by a plastic card warranty.
At BaselWorld 2012, Rolex officially unveiled the updated undated Submariner with caliber 3130. The 40mm watch case, cut from a single piece of steel, is watertight to a depth of 300 meters. The watch features a 904L solid link bracelet with Oysterlock safety clasp and Glide Lock Extension system.
The unidirectional bezel is crafted from Rolex Cerachrom, an exclusive ceramic alloy that is resistant to fading, corrosion and scratches. The Rolex Submariner is one of the most popular and best-selling watches in the history of the Submariner collection. The cost of this model in the secondary market can be twice the price of a new watch in a boutique.
New 2020 Submariners
Rolex continues to refine the Submariner with a focus on looks and everyday wearability. In August 2020, the brand updated the collection with the launch of the undated Submariner, as well as the Submariner Date range with new colored bezels in steel, white gold and Rolesor bi-metal combination. The undated Submariner watch is made of steel with a black dial and bezel and is the successor to the 2012 model.
The early Submariner and the 2020 model share many similarities, but the company has also made a number of subtle and discreet changes to the shape and proportions of the watch. The case diameter has been increased to 41 mm, the lugs for attaching the bracelet have become thinner and positioned at a greater angle, the crown has received thickened protection. At the same time, Submariner after these updates remained balanced and even more elegant and compact on the wrist.
Today, the Rolex Submariner has become a symbol of unsurpassed water resistance and durability in all conditions. It is a style icon and the perfect choice for people who want to stay on trend.
