Meertz - World of Time ad creative
Meertz - World of Time
Meertz - World of Time

Active· since Jul 7, 2026

77
days running
0
relaunches
34,650
EU reach

Ad copy

Why Texano? Last Slide Wristroll. Nobody knows exactly why. The most likely reason: at launch in 1970 the ref. 5100 was the most expensive watch in the entire Rolex catalogue. Only a Texan oil baron could afford one. The nickname stuck. ⠀ 20 Swiss maisons joined forces in 1962 to build the first Swiss quartz movement. Rolex was one of them. Only 6,000 Beta 21 movements were ever made across all participating brands. Rolex used approximately 650. ⠀ The ref. 5100 was the first Rolex ever fitted with a sapphire crystal. Also the first Rolex with a quickset date, adjusted by pressing and rotating the crown without stopping the movement. Both features debuted here before appearing on any other Rolex reference. ⠀ All 1,000 pieces were sold out before production began. 900 in yellow gold. 100 in white gold. This example is white gold, unpolished, with box and papers. First sold in 1985 in Ravensburg, Germany. Still in original condition today. 1972 Ref. 5100. 18K white gold, 39mm, sapphire crystal, integrated bracelet. Calibre Beta 21, quartz, sweeping seconds hand, quickset date. Dark silver dial, original dial and hands. 18K white gold integrated bracelet. Unpolished, box and papers, NOS condition.

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Meertz - World of Time Ad — Running 77 Days | Crush Ad Library