Rolex Oyster Perpetual Date 1500

Rolex Reference 1500 Datejust | A yellow gold automatic wristwatch with date, Made for Employees 25 Years of Service at the Coca-Cola Company, Circa 1968

Dial: champagne Caliber: cal. 1570 automatic, 26 jewels Movement number: D'068'164 Case: 14k yellow gold, screw down case back Case number: 1'841'516 Closure: gold plated Rolex buckle Size: 35 mm diameter Signed: case, dial and movementThroughout the 1950s to the 1980s, Rolex began a company logo program in order to promote the Rolex brand, increase sales, and stave off competition particularly in the United States. The company even ran print ads in the US, encouraging businesses to have their logos featured on Rolex watches. These customized watches became a way to recognize long-serving employees, offering them as service awards, with some of the most sought after and famous examples featuring the Domino's and New York Yankees logos. The popularity and renown of these Rolexes led many companies to gift Rolexes, customized or not, to high performing employees, and there's no other company that quite captures the spirit of Americana like the Coca-Cola Company. The first product to grace the cover of Time Magazine in 1950, Coca-Cola wasn’t just a beverage, it was a symbol of the United States. To reward their most loyal employees, Coca-Cola Company gifted their long serving upper management in the Coca-Cola signed Rolex Oyster Perpetuals for those who had been with the company for a quarter century. Adorned with the iconic stylized logo of the world's favorite soda, the dials of these Rolexes symbolized 25 years of service and dedication to a company that has shaped our collective diets, history, and culture worldwide.