For $89.00, a piece of mid-century modern history and luxury branding is within reach: a vintage Rolex lighter, possibly associated with the Hotel New Plaza in Tokyo. This intriguing artifact, advertised under various categories including "1960's New Plaza Hotel Tokyo Japan ROLEX Brand Cigarette Lighter," "Rolex Other Collectible Lighters for sale," "Vintage Rolex Advertisement Lighter," and "Rolex Lighters for sale," opens a window into a bygone era of sophisticated travel and aspirational branding. The relatively low price, however, begs the question: what exactly are we buying, and is it truly worth the investment?
The description itself offers tantalizing clues. The association with the Hotel New Plaza in Tokyo immediately evokes a sense of place and time. The New Plaza Hotel, a landmark in its day, likely catered to an affluent clientele, and the presence of a Rolex-branded lighter suggests a level of luxury and exclusivity associated with the establishment. The "cigarette lighter" designation points to a specific function within a broader context of social customs and habits that have significantly changed since the 1960s. The fact that it's being sold alongside other Rolex lighters reinforces its place within a specific collector's market. Further research into the Hotel New Plaza's history and the evolution of Rolex's marketing strategies during this period can shed more light on the true value and significance of this item.
The inclusion of "Rolex Other Collectible Lighters" and "Vintage Rolex Advertisement Lighter" in the product categories highlights the dual nature of this object. It's not merely a functional lighter; it's a collectible item with historical and aesthetic value. The advertisement aspect suggests that the lighter itself may have been part of a broader marketing campaign by Rolex, potentially distributed as a promotional item to guests of the Hotel New Plaza or sold within the hotel's gift shop. This could significantly increase its value, especially if it comes with original packaging, as evidenced by the listing "Sold Price: Vintage Rolex Advertisement Lighter w/ Original Box." The presence of such a listing provides a benchmark, albeit an imperfect one, for gauging the potential value of similar items. The variations in sold prices across similar listings underscore the importance of condition, provenance, and the overall market demand for such vintage items.
The phrase "How about a nice Rolex Lighter>>" hints at a playful, almost aspirational marketing approach. It capitalizes on the inherent prestige associated with the Rolex brand, extending that prestige to a seemingly mundane object like a lighter. This speaks volumes about the power of branding and the way luxury goods are perceived and marketed. The fact that Rolex, a brand synonymous with high-end watches, would associate its name with a lighter suggests a deliberate strategy to extend its brand reach and reinforce its image of luxury and sophistication into different areas of consumer goods.
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