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Rr778

“Serpico Y Laino” History

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Rr778

Serpico y Lainosyl3x-1675.jpgsyl6542gmtgoud.jpgsyl551255085512ul.jpg

In this topic i would like to explain what i know about the history behind the Rolex watches with “Serpico y Laino” dial. This watches comes from a jewellery in Venezuela so named. The Serpico y Laino jewellery was originally named JOYERIA SERPICO and it was located in Caracas, Venezuela. The original founder Leopoldo Serpico was an italian immigrant that decided to open a little jewellery specialised in reparing and selling jewellery. Vincente Laino was also an italian immigrant but younger and in particular a goldsmith. There was a large helpful italian community in Caracas and so the two met. Serpico Soon invited him to assist in the shop. His intent was to make him a businness partner but Laino was penniless. However, Serpico gave him trust and Laino became his Socio industrial (in spanish). The “Serpico y Laino” branch was established with Serpico’s money and Laino’s intellectual capital and artisanal abilities . Their target was to increase their sales to a higher level. Consequently, Laino suggested travelling to Europe to find a watch brand that had not been sold in Venezuela so far. He went to Geneva and decided to choose Rolex. Laino’s instinct turned to be very good. They obtained the exclusive right  on the “Serpico Y Laino” branch to sell Rolex after a negotiation with Hans Wilsdorf. This was a big deal for the company that managed to obtain the exclusive right on other watch brands as well. Laino married Serpico’s sister but after a short time had to come back to Italy to fight in WW2 and he died in 1944. Serpico passed away in 1959. Because of the difficult criminal situation in Venezuela the company closed in those years and despite a few reopenings it never reached the past greatness.  The watches with “Serpico y Laino” dials are very unique and rare as the history behind them is. As a Rolex and in general as a watch enthusiast (and as an Italian :) ) i’m very happy to have shared this story.

Agust_n_Laino_frente_a_la_SyL_sucursal_d

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Glaude

Nice story and post !

I like those dials !

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GingerApple

My cheapo says hi!

tglOs.jpg

 

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semperfi55

Amazing post @Rr778! Learnt about another dial variant today, thanks! :)

On 06/03/2019 at 22:03, TomatoheadFred said:

My cheapo says hi!

tglOs.jpg

 

:drool:Where did you source that, if you don’t mind me asking?

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FoxWilde
12 minutes ago, semperfi55 said:

Amazing post @Rr778! Learnt about another dial variant today, thanks! :)

:drool:Where did you source that, if you don’t mind me asking?

I think TSWatch has it. They’re not a TD, but it’s worth looking into. Ask the ol bagpipe bastard @ GingerBlubba or whatever they changed is name to LOL

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GingerApple

Indeed, TSWatch. I've long wanted a Tripdog version but it's $1500ish from him - admittedly for virtual perfection.

This had loads of flaws/tells, but it's still a pretty watch - which is what I wanted. Mine is the one below, but there are several versions available:

https://www.ts-station.cn/mobile/goods.php?ProId=25466

 

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semperfi55
15 minutes ago, FoxWilde said:

I think TSWatch has it. They’re not a TD, but it’s worth looking into. Ask the ol bagpipe bastard @ GingerBlubba or whatever they changed is name to LOL

LOL just sifted through the mountains of posts on RWI and saw the Ginger’s review. Might ask our TDs if they can source one...

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hanski

@Rr778 Very nice overview. I wonder if you know a bit more about the dial printing. Did Rolex print "Serpico y Laino" on the dial at R-Factory or was that added once the jeweler received them? 

I understand earlier in Rolex's history (1907 - 1927) they were forced to leave their dials blank so jewelers could apply their name to the dial. Post 1927 with the invention of the Oyster case Rolex decided no dial would ever again leave the factory without the Rolex name on the dial. But even so, we see examples of jeweler's names and/or state/kingdom/military/brand logos on vintage dials. During this time was it still the practice that the other entities printed their info on a Rolex dial? 

 

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Rr778
[mention=100271]Rr778[/mention] Very nice overview. I wonder if you know a bit more about the dial printing. Did Rolex print "Serpico y Laino" on the dial at R-Factory or was that added once the jeweler received them? 
I understand earlier in Rolex's history (1907 - 1927) they were forced to leave their dials blank so jewelers could apply their name to the dial. Post 1927 with the invention of the Oyster case Rolex decided no dial would ever again leave the factory without the Rolex name on the dial. But even so, we see examples of jeweler's names and/or state/kingdom/military/brand logos on vintage dials. During this time was it still the practice that the other entities printed their info on a Rolex dial? 
 

I have heard that for example the Tiffany Rolex dials were done by hand at Tiffany’s flagship store in New York City and in other stores (50s and 60s). Later on, much of the dial branding was ultimately taken over by Rolex, where the watchmaker stamped the dials with Tiffany logos in Switerzland. In the early 1990s, Rolex decided to stop supplying co-branded watches, and would no longer honor warranties if the dial stampings had been done at a Tiffany & Co. location.

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