Created in collaboration with designer Eric Giroud, the
hand-guilloché geometric patterns of arcs and reliefs found on the dial are
executed using a variety of finishes : fluted lines, azuré, clous de Paris
and fine sandblasted finishes. The polished 39 mm stainless steel case houses
the in-house ASE 200.02 automatic caliber with a microrotor and a double barrel
offering an 86-hour power reserve.

23.6.25
18.6.25
New releases – Dennison A.L.D. Collection
Established
in 1874, the original British company was a renowned casemaker for top Swiss brands.
Now the Dennis Watch Company returns to watchmaking with a series of eleven
timepieces signed by Swiss designer Emmanuel Gueit and inspired by the cushion
shapes of the 1960s. The A.L.D. Collection was named after the initials of the company’s
founder (Aaron Lufkin Dennison). This model features a 33.65mm case in stainless
steel, a midnight aventurine stone dial and a Ronda quartz movement. Price: $ 690 before tax.
13.6.25
Vintage ads - Hamilton (1937)
ENGLISH
(il testo italiano è sotto l'immagine)
'Hamilton accuracy is an invaluable guide to United’s
pilots – checking position in the air, calculating air speed, timing radio
communication with airports along the way …' In 1937, United
Airlines introduced the Douglas DC-3 Mainliners. With a range of 1,500 miles,
they flew from New York to San Francisco in less than 16 hours with only three
stops along the way. The ad pays tribute to this unprecedented feat, while pointing
out that Hamilton – for a long time presented as 'the watch of railroad curacy'
– was now a 'watch of airline accuracy', as well. Finally, the text reminds
that 'Hamilton makes no watches with fewer than 17 jewels, no watches cased
in less than platinum, solid gold or gold filled'.
Do you like vintage watch ads? Visit the page
about Watch Ads, the one and only two-volume pictorial history of
communication and design in 20th Century watchmaking. Do you wish to know more?
Watch the video clip
about the publication and download the preview of Volume 1.
The vintage ads presented in this website are not
featured in the Watch Ads books.
“La
precisione Hamilton è un punto di riferimento essenziale per i piloti di United,
che la usano per il controllo della posizione, il calcolo della velocità, la
gestione delle comunicazioni radio con gli aeroporti durante il viaggio …” Nel
1937, United Airlines presentò i Douglas DC-3 Mainliners, che con la loro
autonomia di 1.500 miglia volavano da New York a San Francisco in meno di 16
ore e con appena tre scali durante il viaggio. L’annuncio rende omaggio a
questa impresa senza precedenti, sottolineando che l’orologio Hamilton – a
lungo pubblicizzato per la sua “precisione ferroviaria” – possedeva ora una “precisione
aerea”. Infine, il testo ricorda che “Hamlton non crea orologi con meno di 17
rubini e casse di metalli meno preziosi del platino, dell’oro massiccio e del
placcato oro.”
Ti
piacciono le pubblicità d'epoca? Visita la pagina su Watch Ads,
l'unica storia illustrata in due volumi della comunicazione e del design
nell'orologeria del Novecento. Vuoi saperne di più? Guarda il video sull'opera e scarica l'anteprima del Volume 1.
9.6.25
New releases - Doxa Sub 350T Divingstar
The brand brings the GMT function back into the Sub Collection. The 40mm stainless steel case features a patented unidirectional bezel with diving scales, a screw-down crown and water resistance to 250 metres. The Divingstar model seen here is easily recognisable by the yellow dial and FKM rubber strap, available as an alternative to the classic stainless steel ‘beads of rice’ bracelet. The Swiss automatic movement has a 50-hour power reserve. Price : CHF 2,390.
4.6.25
Watches at auction
Here are a few highlights from the auction
Phillips swill hold on 7-8 June in New York.
Offered for the
first time in nearly 40 years, this
yellow gold Patek
Philippe Ref. 1518
retains its original
factory finishing with full, thick lugs indicative of hardly any use and
showing no signs of a previous polishing. The dial shows no aging or any signs of prior interventions
Estimate : US$ 400,000-800,000
This pink gold Patek Philippe Ref. 530
has never been seen at public auction. With a production timeline spanning from 1937 until 1962,
only approximately 140 examples of this chronograph are believed to have been produced, all of
which were offered to important clients, never appearing in the brand’s
catalogues.
Estimate : US$ 300,000-600,000
Only
four examples of a stainless steel Ref. 570 with large Breguet
numerals and
three-tone dial are known to the public, of which this is the fourth. Purchased at a National
Association of Watch and Clock Collectors’ “watch mart” in the early 2000s, its
custodian for the past two decades is a former military watchmaker and avid
collector.
Estimate: US$ 200,000-400,000
The Ref. 3970
was the first Patek Philippe perpetual calendar chronograph to indicate leap
years, and the first to add a 24-hour indicator.
Only a very small
number of 3970s are known to be fitted with this specific matte golden dial. Estimate: US$ 150,000-300,000
29.5.25
Zenith El Primero - The revival
The launch, near-end and comeback – the first 20 years of a legend
Zenith El Primero - La rinascita
Gli inizi, la fine prematura, il ritorno: i primi 20 anni di una leggenda.
L'ultimo mini-documentario dal Canale YouTube 10e10.ch by Marco Strazzi.
Buona visione ... e non dimenticare di iscriverti!
24.5.25
New Releases - Taos Savile Row
Developed by Geneva-based watchmaker
Olivier Gaud and crafted by the 40 artisans at the Atelier Olivier Vaucher in
Geneva, this unique piece pays tribute to the London street synonymous with sartorial
elegance. The creation of the dial’s pattern requires multiple techniques:
engraving beneath enamel, applying multi-layered transparent enamels, miniature
enamel painting, mult-layered ‘fondant’ covering. The finishing of the self-winding
VOP318 caliber, made by the Swiss specialist Télôs at the brand’s express
request, is the result of over 150 hours of hand engraving. The 18k gold case
measures 38mm in diameter and 10mm in thickness. Price: CHF 140,000.
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