Vintage ads - Longines (1939)

ENGLISH

"Patented waterproof watch - Antishock device - Unbreakable crystal". This ad dating back to 1939 hints to more than just all-weather timepieces. The military-looking aircraft seen on the background is a reminder of the difficult times ahead, as Europe is on the verge of war. The chronograph on the left is equipped with the caliber 13ZN. The watch on the right looks very much like a number of timepieces supplied to the armies.
Do you like vintage watch ads? Please visit the page about Watch Ads, my two-volume pictorial history of communication and design in 20th Century watchmaking.
Click here to watch the book trailer.
Click here to display and download a 20-page preview of Volume 1.

ITALIANO 
"Orologio impermeabile brevettato - Dispositivo antiurti - vetro infrangibile". Questo annuncio del 1939 non allude solo a orologi in grado di affrontare le intemperie. L'aereo di aspetto militare sullo sfondo ricorda che l'Europa sta vivendo tempi difficili ed è sull'orlo della guerra. Il cronografo sulla sinistra è equipaggiato con il calibro 13ZN. L'esemplare sulla destra è molto simile a quelli forniti a numerosi eserciti.
Ti piacciono le pubblicità d'epoca? Visita la pagina su Watch Ads, la mia storia illustrata in due volumi della comunicazione e del design nell'orologeria del Novecento.
Clicca qui per guardare il video.  
Clicca qui per visualizzare e scaricare un'anteprima di 20 pagine del Volume 1.

 

New Releases – Piaget Polo Field

The gadroons of the Piaget Polo collection are thickened to blend with the textured rubber interchangeable bracelet. The dark emerald tone pays homage to the polo fields and lawns of West Palm Beach in Florida, where the Maison made the Polo World Cup turn into the Piaget World Cup. The stainless steel case of this 400-piece annual limited production watch houses the 1110P Manufacture self-winding mechanical movement.

 

 

Historical Watches - Rolex Oyster 'Octagon'

The latest mini-documentary from the 10e10.ch YouTube channel deals with an almost identical watch to the Rolex Oyster worn by Mercedes Gleitze during her Vindication Swim across the English Channel. The film about her legendary endeavor was released theatrically in the UK and Ireland on 8 March 2024. Click on the image below to watch the official trailer.

 

 

Orologi storici - Rolex Oyster "Octagon"

L’ultimo mini-documentario del canale YouTube 10e10.ch tratta un orologio quasi identico al Rolex Oyster indossato da Mercedes Gleitze durante la sua “Prova della Conferma” attraverso la Manica. Il film "Vindication Swim", dedicato alla sua leggendaria impresa, ha debuttato l’8 marzo 2024 nei cinema britannici e irlandesi. Clicca sull’immagine sotto per guardare il trailer ufficiale.

 

 

 

New Releases - C by Romain Gauthier Titanium Edition Four

This 38-piece limited edition in black Grade 5 titanium features a 41 mm case, off-centered hours and minutes, an in-house hand-wound movement with stop-seconds mechanism, titanium finger bridges, a balance wheel with curved arms and calibrated eccentric weights, plus hand-assembled pallet lever that is triangular for maximum rigidity. The black rubber strap comes with a satin-finished and polished Grade 5 titanium pin buckle coated with black ADL.

 

 

The History of Watchmaking by Europa Star

 

For thousands of years, humanity has tried to measure time by inventing new tools. From the sundial to the Rolex Oyster and the Apple Watch, this video clip by Europa Star magazine looks back at the most important horological innovations in history.

Language: English with English subtitles.

 

 

New Releases – Le Régulateur Louis Erard x Olivier Mosset

This 178-piece limited edition is a minimalist geometric reinterpretation of the regulator, whose three hands - minute in the center, hour at the top, seconds at the bottom - are mechanically separated. Designed by the Swiss contemporary artist Olivier Mosset, the watch evokes the look and feel of an automobile body with its metallic paint, black and glittering dial. The 42 mm case is in sand-blasted stainless steel with black PVD treatment. The shiny black lacquered dial is inlaid with silver glitter. The élaboré grade movement is based on the Sellita SW266-1 calibre.

 

 

Bruxelles 1958

Il 17 aprile 1958 apriva i battenti l'Esposizione Universale e Internazionale di Bruxelles. Erano passati diciannove anni dall'edizione precedente. Il conflitto mondiale aveva distrutto buona parte dell'Europa, poi la ricostruzione aveva riportato ottimismo nonostante la guerra fredda. L'evento belga ebbe un impatto mediatico eccezionale e tentò di promuovere l'idea di un mondo nuovo, votato alla pace e al progresso.

L'industria orologiera rispose alla sfida. Furono lanciati orologi con un richiamo alla manifestazione, come il Technos con l'inconfondibile simbolo dell'Atomium.

Nel padiglione della Svizzera apparvero quattro giganteschi pannelli dipinti da Hans Erni e dedicati alla misura del tempo.

Eccone due riproduzioni parziali nelle immagini a colori: una è la copertina del numero speciale dedicato all'Esposizione dalla rivista La Suisse Horlogère.

Nella foto in bianco e nero si vede Hans Erni al lavoro, su una scala. Da molti anni, i pannelli sono esposti presso il Museo Internazionale dell'Orologeria, a La Chaux-de-Fonds.

 

New Releases – Mauron Musy MU05-103

 

Inspired by the Blueprint drawings used by engineers for their technical definition sketches, this 13-piece limited edition combines industrial design and 21^st Century mechanics. Revealing the four-fold depths of its inner workings, the titanium dial reveals some of the key components of its Manufacture calibre. The 44 mm case is in titanium grade 5 and water resistant to 30ATM. The Swiss Crafted inscription means 100% Made in Switzerland.

 

 

New releases – Vacheron Constantin Overseas Quartz

 

This 33 mm timepiece in pink gold combines a bezel set with 78 brilliant-cut diamonds and a blue dial. The latter features a translucent denim blue-lacquered, sunburst satin-finished base and a velvet-finished external minutes track, as well as gold applied hour markers and hours and minutes hand. The watch is delivered with a pink gold bracelet, two additional straps (calfskin or denim blue rubber) and a pink gold buckle with interchangeable system.

 

 

Watches & Cars - Elvis's toys

ENGLISH (il testo italiano è sotto l'immagine) 

Elvis Presley drove a Pink Cadillac and wore a Hamilton Electric. His car was a 1955 hardtop Fleetwood now on display in the Graceland Museum (Memphis, Tennessee), while this diecast model is a 1959 convertible Eldorado Biarritz. The King of rock'n'roll owned a 14kt gold Ventura identical to this one and wore it in his movie "Blue Hawaii" (1961). Check The Museum Collection for the details about the so-called "Watch of the Future" (pages 124-126).

ITALIANO
Elvis Presley guidava una Cadillac rosa e indossava un Hamilton Electric. La sua auto era una Fleetwood del 1955 con tettuccio rigido, attualmente in mostra presso il museo Graceland di Memphis (Tennessee), mentre questo modellino è una Eldorado Biarritz decappottabile del 1959. Il suo orologio era un Ventura d'oro 14ct identico a questo, che indossò anche nel film "Blue Hawaii" (1961). In Orologi da polso 1900-1959 trovi la storia e la descrizione degli Hamilton Electric (pagine 376-377).

 

New releases - Alpina Heritage Carrée Mechanical 140 Years

This isn’t a piece inspired by a predecessor: it really is the original, made in 1938. Alpina has unearthed two 14-piece series of the Calibre 490, released 85 years ago; only a very few of these are still in existence. The fully-restored movements have been housed in a rectangular silver case.

 

 

Vintage ads - Omega (1944)

ENGLISH (il testo italiano è sotto l'immagine)

“The world’s most accurate watches are the 30mm Omegas from Switzerland”. Taken from the Argentinian trade magazine La Revista Relojera, this ad highlights the performances of the recently introduced 30 mm movements. These calibers enabled Omega to win precision contests and set records at the Geneva and Neuchâtel Observatories, as well as the Kew Teddington National Physical Laboratory (UK).

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.

 

ITALIANO 

“Gli orologi più precisi del mondo sono gli Omega 30mm creati in Svizzera”. Tratto dal periodico specializzato argentino La Revista Relojera, l’annuncio sottolinea le prestazioni dei nuovi movimenti da 30 mm. Questi calibri consentirono a Omega di vincere competizioni e battere record presso gli Osservatori di Ginevra e Neuchâtel, e presso il National Physical Laboratory di Kew Teddington (Regno Unito).

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.Gli annunci pubblicitari d'epoca presentati in questo sito non sono tra quelli riprodotti nei volumi Watch Ads.

New releases - Maurice de Mauriac Chrono Modern Grand Prix Zurich

In 1939, on the occasion of the Swiss National Exhibition, Zurich prepared itself to host a Grand Prix race. But the event was canceled due to the outbreak of World War II. More than 80 years later Maurice de Mauriac teamed up with the Züri Ring Simulation Motodrom and created a timepiece celebrating the perfect illusion of a F1 race in the City. The Zurich GP edition of the Chrono Modern is available in two different sizes (42 and 45mm). Its dial features the racing stripes and offers the choice of a numeral between 01 and 99.

 

Patek Philippe - Shapes of time

 

The latest mini-documentary from the 10e10.ch by Marco Strazzi YouTube channel.

Patek Philippe shaped watches - Forty years of technology and design evolution.

Enjoy!

 

 

Patek Philippe - Le forme del tempo

 

L'ultimo mini-documentario dal Canale You Tube 10e10.ch by Marco Strazzi.

Quarant’anni di evoluzione tecnologica e stilistica negli orologi di forma Patek Philippe.

Buona visione!

 

 

New releases - ID Genève Circular C

The brand joined forces with CompPair, whose regenerative technology enabled to create the first watch with a healable material. The dial, side decorations, and bezel are made from 100% recycled carbon fibres that return to their original condition after being heated for one minute. Scratches and other damage that occur while wearing a watch are thus regenerated. The 41mm case hosts the anthracite version of the ETA 2824 automatic movement. The presale started in October on ID Genève’s website at a retail price of CHF 5’540 (+ taxes).

 

 

Wishing the best to 10e10.ch readers

Shock absorbers - Dispositivi antiurto

ENGLISH

"If you do not have a blackboard at your disposal ... to explain the KIF ...". This early 1960s ad features the KIF Explainer, a demonstration model of the KIF shock absorber by Parechoc SA. The manufacturer offered it in two variants - above a display stand (see the picture below) or inside a wallet. It was intended for the sales staff of retailers as a marketing tool to persuade customers into the purchase of watches equipped with a shock absorber. Its price of 6 Swiss Francs included a color brochure. 

ITALIANO

"Se non avete una lavagna a vostra disposizione ... per spiegare il KIF ...". Questo annuncio dei primi Anni 60 mostra il "KIF explainer", un modello dimostrativo del dispositivo antiurto KIF prodotto da Parechoc SA. Il fabbricante lo proponeva in due versioni: sopra un piedistallo (vedi l'immagine qui sopra) o all'interno di una custodia. L'oggetto era destinato al personale di vendita dei negozi come strumento per convincere i clienti ad acquistare orologi provvisti di dispositivo antiurto. Il prezzo di 6 Franchi svizzeri comprendeva un opuscolo a colori.

 

 

New releases - Schwarz Etienne Geometry

 

Divided into quadrants, the dial is adorned with an array of finishes, including fluted lines, azuré, clous de Paris and sandblasted sections. It is in 18ct and offered in a choice of two colors: silver and salmon. The 39mm polished stainless steel case features an exhibition case back granting sight of the Manufacture automatic movement, the calibre ASE 200.02. Equipped with a micro-rotor, the latter runs for 86 hours.

 

 

Create a fully customized tourbillon watch

 

The horological experience at Initium introduces a new course for watch enthusiasts: crafting your own Swiss made tourbillon timepiece. Developed in La Chaux-de-Fonds by a watchmaker with whom Initium has been collaborating since 2017, the manually wound caliber boasts a power reserve of 105 hours. Every component, from the case to the hands, including the dials - a peripheral ring containing indexes and a skeletonized central portion - can be chosen by participants to create a fully customized timepiece. The day of instruction provides an immersion into the world of horology, alongside a Master watchmaker with whom participants will also share a meal at noon. The course can be taken at Initium's workshops in Le Noirmont as well as in the old town of Geneva. Price: 18’500 Swiss francs.

 

 

New releases - Hervé Schlüchter L'Essentiel

 

Drawing inspiration from the movements of iconic pocket watches and from an 1810 Antide Janvier regulator, the timepiece displays the hours on a 24-hour philosophical disc in aventurine, the minutes via central regulator hand, and small seconds on a subdial at 6 o'clock. Two complications are included: the 24-hour philosophical disc and the stop lever for time correction. The movement features three horological specialties: a ‘moustache’ lever escapement, a Guillaume-type balance and wolf’s tooth winding. A limited edition of 25 pieces.

 

 

New Releases – Lederer Central Impulse Chronometer

The final two series of the award-winning caliber invented by Bernhard Lederer are housed in a 44 mm case available either in a 904L steel version with a Pacific Green grey-green open dial, or in a 18k pink gold version with a Black Rhodium grey-black open dial. The movement combines a new type of constant-force escapement with a double gear train. This duality is manifest with two synchronized seconds hands running in opposite direction within two intertwined apertures that together form a big figure eight.

Vintage Press - Journal Suisse d'Horlogerie (1935)

ENGLISH
Here (picture below) is how the Swiss Watchmaking Magazine (Journal Suisse d'Horlogerie) presented new models back in the 1930s. Two of these watches are sought-after items by modern day collectors. The Oyster Royal features a case that went on to become a Rolex signature design. The LeCoultre "day-date" is the first of a successful series of calendar watches by the brand. Spécialités Horlogères was the Swiss distributor of LeCoultre watches.

ITALIANO
Ecco (foto sopra) come la Rivista Svizzera dell'Orologeria (Journal Suisse d'Horlogerie) presentava le novità negli Anni 30. I collezionisti di oggi apprezzano molto due di questi orologi. L'Oyster Royal ha una cassa che sarebbe diventata emblematica della produzione Rolex. Il "day-date" LeCoultre è il primo di una serie di orologi con calendario della Casa. Spécialités Horlogères era il distributore svizzero degli orologi LeCoultre.

 

New Releases – Nivada Grenchen Antarctic 35mm

As the trend of oversized watches wanes, Nivada Grenchen delves into its heritage to unveil the Antarctic 35mm, a slim and small neo-vintage classic. The hand-wound Landeron 21 caliber opened up new possibilities in terms of slimness (7mm case thickness and 10.1mm with the crystal) and diameter (35mm), enabling the brand to reissue an old classic in its original, period size. Everything about it is identical to the watch worn by polar explorer Admiral Richard E. Byrd while overseeing Operation Deep Freeze in 1955 and 1956, including the applied steel ‘arrowhead’ indexes.

 

 

Watches at auction

Highlights from the 3 December Christie’s auction in New York include a Patek Philippe 18k gold automatic perpetual calendar wristwatch with moon phases, formerly owned by Andy Warhol. After the Warhol 10-day auction in 1988, this reference 3448 remained with the original buyer until 2014 when it was acquired by the present owner.

Estimate: $350,000-600,000

 

Another important timepiece offered at auction is the Patek Philippe Sky Moon Tourbillon Ref. 5002P-001. Launched in 2001, this extremely rare platinum double-dial wristwatch features twelve complications including 'Cathedral' minute repeating tourbillon, perpetual calendar with retrograde date, Moon age and angular motion, sidereal time and sky chart.

Estimate: $1,200,000-2,000,000