This elegant Ladies Datejust is an incredibly rare piece of automotive and horological crossover history. Reference 69178/3 with the corporate-commissioned Chevrolet “Diamond Jubilee” dial represents a unique era where luxury watchmakers directly collaborated with American industrial giants.
To celebrate its Diamond Jubilee in 1986, Chevrolet bypassed traditional corporate gifts and commissioned custom Datejusts from Rolex. These watches were awarded strictly to Chevrolet's absolute top-performing zone managers and dealership owners, explaining their extreme scarcity on the secondary market today.
The centerpiece is a champagne dial covered edge-to-edge with a repeating, engraved Chevrolet bow tie motif. To preserve the pattern, Rolex omitted its usual dial text (like “Superlative Chronometer Officially Certified”), leaving only ROLEX and DATEJUST on raised gold plaques. True to the “Diamond Jubilee” theme, the hour markers are factory-set diamonds. While co-branded or logo dials mostly command a premium, the Chevrolet dial is distinct because it is an all-over tapestry engraving rather than a simple stamped logo.
The ladies' iteration features a 26mm case crafted from solid 18k yellow gold, a matching gold fluted bezel, and the iconic, fluid Jubilee bracelet. It is powered by the highly reliable, Swiss-made automatic Caliber 2135.
Launched in 1945 to mark Rolex’s 40th anniversary, the Datejust became one of the brand’s most recognizable watches. It was the first self-winding, waterproof chronometer wristwatch to display the date in a window on the dial, a combination that helped establish a lasting standard in watch design.
Some corporate gifts are forgotten by the next quarter. Others, if they are special enough, develop a following well beyond the payroll. This Ladies Datejust 69178/3 is beautiful artifact that proves when Detroit met Geneva, they didn't just build an award, they built a legend.
Maker: Rolex
Model: DateJust 69178
Year: 1987
Material: 18k yellow Gold
Dial: 26mm Rare Chevrolet Dial
Case Measurement: 26mm
Movement: Automatic
Condition: Very Good Vintage
Weight: 73.5 Grams
Size: Adjustable, Fits Up to 6.2" Wrist
Includes: Original Rare Rolex Box
Made in Switzerland
All vintage and pre-owned watches sold by Stephanie Windsor are guaranteed to be genuine and authentic. We also guarantee the proper functioning of your watch’s mechanical movement for one (1) year from the date of purchase. Our warranty does not cover damage resulting from accidents, misuse, neglect, water damage or normal wear and tear. Please note that we do not guarantee waterproofing on vintage or pre-owned timepieces. We therefore do not recommend submerging your timepiece in water or any liquid.
