.... in the 70's. The mad cult status it enjoys now has been carefully created and fostered over the last 35 years. And like a previous point I made about AP's spotlight being brighter because of the likes of LeBron or Arnold, so too does Rolex share its storied history with internationally curated celebrity. For brevity, I certainly wish I had the fortitude to buy up every single Daytona that couldn't be given away in the 1970's. So there's that.