157 Rolex An attractive and sporty, Datejust, automatic wristwatch in steel, topical dial, made for Levi's Youthwear, with guarantee, reference 16030.

Estimate: CHF 5,000 –⁠ 10,000

In the late 1970s, Rolex elevated the Datejust line with the introduction of the caliber 3035, ushering in a new era of practicality through the quick-set date function within the reference 16000 series. The present example, reference 16030, is a rarity of historical importance, having been specially commissioned for Levi's Youthwear devision. Rolex’s tradition of crafting bespoke dials for corporate and governmental entities flourished in the early 1970s, coinciding with a burgeoning demand for luxury timepieces. Military organizations and state institutions frequently commissioned such pieces, often presented as a gift to high-valued individuals as symbols of honor and distinction. This particular Datejust however, is a remarkable expression of a much more particular legacy, not a military branch nor a state institution, this particular example, with a uniquely personalized dial, made for the denim manufacure Levi's and represents arguably one of the rarest and most enigmatic of all Rolex double-signed dials. Housed in a well-preserved stainless steel case, it still retains its original factory caseback sticker. While custom Rolex dials bearing names like Domino’s Pizza have frequently surfaced over the years, Levi’s Youthwear examples remain exceptionally scarce and shrouded in intrigue. This unusual and highly collectible dial elevates the watch beyond a mere timepiece, it becomes a tangible link to a specific moment in both horological and geopolitical history. For the collector who values rarity, provenance, and the unexpected stories watches can tell, this Datejust offers a truly compelling acquisition.