Tudor / Rolex Oyster in all its Elegance | 10.5.15

tudor elegante advert 2

Browing through one of my vintage Rolex catalogues I found the advertisement above for the Tudor ‘Elegante’. The Tudor ‘Elegante’ was introduced by Rolex in the late 1950s at a time when watchmakers were competing with one another to manufacture ever slimmer watch cases, a trend which continued into the 1960s. The robust and sturdy Oyster case design, with screw-down crown and case back, did not naturally lend itself to the production of a thin version. In order to reduce the Oyster case’s depth to a minimum, Rolex used the slim calibre 2402, the Ebauche produced for them by ETA. The movement had a depth of just 3.6mm. The ‘Elegante’ was known under reference number 7960 and was produced in a variety of designs – below left an early example from 1958 followed by two examples from 1963. For an in depth look at these three watches, see our sold archive section.

elegante 3

In 1963, the Tudor Oyster ‘Elegante’ retailed in the UK for £31 on a bracelet and £27 10s 0d on a leather strap. This compared to the pure branded Rolex Oyster equivalent which retailed for £37 on a bracelet and £33 10s 0d on a leather strap; the bracelet version is shown below.

rolex slim oyster advert