Rolex Datejust 1601

Rolex Reference 1601 Datejust 'Wyatt USI' | A stainless steel automatic wristwatch with date, bracelet and Wyatt USI dial, Circa 1972

Dial: silvered, Wyatt USI logo Caliber: cal. 1570 automatic, 26 jewels Case: stainless steel, screw down case back Case number: 2978718 Closure: stainless steel Rolex Jubilee Gay Frères bracelet with folding clasp Size: 35 mm diameter, bracelet circumference approximately 180 mm Signed: case, dial, and movement Box: no Papers: noThroughout the 1950s to the 1980s, Rolex began a company logo dial program in order to promote the 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 Rolex logo dials 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. One such company logo dial is the Wyatt USI dial seen in the present example. Wyatt was founded in 1913 by William J. Wyatt in Dallas, Texas, and grew to be an important manufacturer of steel culverts, cisterns, and tanks in the state. The company made significant contributions to the war effort during World War II. They merged with U.S. Industries, Inc. in 1968 to form Wyatt USI, and prior to the merger, dials featured 'Wyatt' instead of 'Wyatt USI'. Still operating today, Wyatt Industries is one of the leading companies in the field of oil pipelines, rigs, oil platform, and mega construction projects. The present example was gifted to long-serving employees as an award for their dedication to the company, and we are pleased to offer the current lot, which represents an interesting juncture in Rolex's storied history.