Rolex Approves Publication of a Book on the Datejust Collection
In 2024 Rolex authorised its first book, dedicated to the Submariner, in collaboration with Wallpaper. This marked a turning point for the Swiss manufacture, which has long cultivated an image of discretion and reserve. The release demonstrated a willingness to document its history in a way that was previously uncharacteristic for the brand. One year later Rolex continues this initiative with the announcement of a second official volume, this time focusing on the Datejust.
The Book and Its Author
The new edition is entitled Oyster Perpetual Datejust – A Watch that Made History. It has been written by Nicholas Foulkes, a British historian and journalist widely respected for his work on luxury, fashion, and culture. Foulkes is known as a contributing editor for the Financial Times’s How To Spend It and Vanity Fair, and he has authored numerous works on horology and decorative arts.
Following the precedent set by his earlier book on the Submariner, Foulkes offers a narrative that goes beyond technical descriptions. His writing places the Datejust in a broader cultural and historical framework, explaining why this model has become the most commercially successful Rolex watch.
The Origins of the Datejust
Launched in 1945 to celebrate the company’s 40th anniversary, the Datejust was the world’s first self-winding wristwatch with an automatically changing date display. It combined three defining Rolex innovations:
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The waterproof Oyster case for durability and protection.
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The Perpetual rotor, ensuring continuous winding through wrist movement.
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The date display in an aperture at three o’clock, changing instantly at midnight.
At the same time Rolex introduced the Jubilee bracelet, a design that remains inseparably linked with the Datejust. In the 1950s the Cyclops magnifier was added, providing a clearer view of the date and becoming one of the most recognisable elements of Rolex design.
Evolution and Enduring Appeal
Over the decades the Datejust has undergone subtle yet significant developments. It has been offered in a wide range of sizes, materials, and dial configurations, making it one of the most versatile watches in the brand’s catalogue. While retaining its fundamental identity, the model has adapted to changing tastes and technologies.
The Datejust has been worn by statesmen, athletes, and cultural figures, reinforcing its reputation as a symbol of understated prestige. Its longevity and flexibility are key reasons why it continues to hold a central position in Rolex’s collection.
What the Book Offers
Unlike a technical catalogue, the book does not attempt to document every reference or minor variation. Instead, it presents a narrative that blends historical research with visual storytelling. Archival photographs are combined with contemporary imagery, illustrating how the Datejust has been both a product of its time and a timeless object.
The 224-page volume explores themes such as:
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The launch of the Datejust in the context of post-war optimism.
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The evolution of its design features, including the Cyclops lens and bracelet options.
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The association of the watch with world leaders, athletes, and artists.
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The role of the Datejust in establishing Rolex as a modern cultural symbol.
Availability and Price
The book is initially available for pre-order exclusively through Wallpaper Store until 29 September. Editions are offered in both English and French. From October distribution will expand to official Rolex retailers, selected independent booksellers, and a number of specialist outlets worldwide.
The cover price is set at €125, positioning the book as a collectible publication rather than a mass-market release. Together with the earlier Submariner volume, it represents the beginning of a possible series that may eventually cover other flagship Rolex models.
