1803, Day-Date, D'Agosto Venezuelan Bracelet, Yellow Gold

A Day-Date is made in the details. This example sports a silver soleil dial, Spanish disc, and D’A bracelet. Rolex occasionally used and authorized local manufactures to make their bracelets in the 1960s and 1970s for tax reasons, in South America (seen here), Mexico, Japan, and other locales. The mark ‘D’A’ here on its bracelet, in conjunction with the Spanish wheels, likely indicates that this is a Venezuelan watch. Most agree D’A stands for D’Agosto, Venezuelan Rolex-authorized retailer through the point in time when this was Day-Date was made. This is backed up by a ‘C’ import hallmark under its lug. While it’s beautiful in myriad ways, this is a South American Day-Date from a very different point in Rolex history with ample character. 

The 1803 was the third generation of Day-Date and where the classic design really found its footing. Introduced in 1960 and in production for two decades, it was one of the most successful Rolex products ever—thanks largely to smart marketing. The innovative Day-Date complication became inextricably coupled to status thanks in large part to President Lyndon B Johnson wearing one. Rolex leaned into this heavily in period advertising, a 1966 ad pictured a red phone in the hand of a suit-wearing arm with a Day-Date on wrist and text which simply stated, ‘The president’s watch.’ The Day-Date quickly became the 'it' watch of the 1960's movie stars, jet set, and world leaders. The 1803 was the Day-Date of that era. 

The 1803's hallmark is a 'pie-pan' shaped dial, which did not survive the transition to 18038 in 1978. It also housed two movements, first the automatic calibre 1555 and then in 1965 this 1556 which upped the beat rate from 18000 to 19600 vph for accuracy. It should also be noted that this calibre 1556 also predates quickset. For many, the dream would be a pie-pan dial with quickset, but the reality is that you have to choose. This example is the ultimate aesthetic for many, it just asks for a little extra effort in setting in return.

This is a very attractive and very intriguing Day-Date that harks directly back to a place and time. This example's dial has aged beautifully complimented by a case that has a warm, rosy patina. The 1803 is a timeless classic, but D’Agosto made something quite special even if motivated by some slightly rakish tax-dodging. Rolex was a very different company at that point in time, and this watch reminds us of that time very directly, in addition to being beautifully looked after.

This 1803 presents in excellent overall condition. The case is very sharp, with fantastic edges and bezel definition. Its case has developed a rosy patina in many sections, which can only happy when untouched. Its bracelet is quite tight, relatively. The dial is beautiful, with a strong cream tritium patina and matching under UV everywhere. Its calibre 1556 is running well in spec on our timing equipment. It comes as watch alone (with bracelet).

It should be noted that the bracelet is considerably longer than most Day-Date bracelets and the links are not screw-bar removable. While there is adjustment at the clasp with multiple pin-holes like most vintage Rolex, its minimum size is still about 7.3". For most wrists, the bracelet will have to be cut to size by a jeweler. This is not a complex process as the center links are hollow and once cut will fit right on the male end link, but it should be noted. It is modelled here loose.

This example is modelled on an average-sized 7-inch wrist.