New releases – Stowa Flieger Verus 40 Baumuster B

Developed in 1942, the dial of the Type B pilot’s watch by Stowa featured a large outer minute track and a smaller inner hour circle than the Type A of 1940. The design of the new model takes up this original design. The Superluminova BGW9 luminous material turns to a light blue color in the dark. The 40 mm stainless steel case can host the Swiss automatic Caliber Sellita SW200 in basic or top version, as well as optionally the hand-wound Sellita SW210 in top version. A Milanaise bracelet matt is available as an alternative to a classic pilot’s strap.

 

 

Mini Documentary - IWC / Military Time

 

From the first aviation watch to the models of the 2000s.

Exclusive - the brand new mini documentary from the 10e10.ch by Marco Strazzi You Tube channel

 

 

Mini Documentario - IWC / Ore Militari

 

Dal primo orologio per aviatori ai modelli degli Anni 2000.

Esclusivo: il nuovo mini-documentario dal canale YouTube 10e10.ch by Marco Strazzi

 

 

New releases – Hublot Big Bang Unico King Gold

The Nyon-based Manufacture is paying tribute to Argentina football national team by launching three special edition chronographs. The Big Bang Unico King Gold is available as a limited edition of 10 pieces. The 42 mm case features a ceramic bezel in sky blue to match the team’s official jersey, a shade which is also picked up on the piece's rubber strap. The case, pushers, hands and counters are made of King Gold, Hublot's proprietary alloy containing platinum. At 9 o'clock, the small seconds is laser-engraved with a reproduction of the authentic World Cup, as won in 2022.

 

 

New releases - Armin Strom Gravity Equal Force Ultimate Sapphire Purple

Limited to 25 pieces per year, the latest Ultimate Sapphire edition is the first automatic watch with a patented equal-force transmission integrated into the mainspring barrel, a power reserve indication, and a unique micro-rotor design. The purple guilloché mainplate was crafted by Artist-Watchmaker Kari Voutilainen. Established as an integrated manufacture in 2009, Armin Strom created 17 exclusive calibres and developed several world firsts.

 

 

Vintage Ads - Rolex (late 1950s)

ENGLISH (il testo italiano è sotto l'immagine)

“A statement of fact about Rolex watches”. Dating back to the late 1950s, this is more an official notice than a proper ad, and the brand’s response to the concerns expressed by the U.S. Atomic Energy Commission about the GMT-Master Ref. 6542. An example of the latter’s bakelite bezel was tested and found to be radioactive. The reputational damage risk prompted Rolex to publish a “statement of fact” for “Rolex owners who may be confused”. The text guarantees that the GMT-Master was the only Rolex watch questioned by the AEC, and that only a small fraction of the 605 pieces imported in the United States would require replacement of the bezels. All owners were invited to return the watch to the American Rolex Watch Corp for testing. If necessary, the bezel would be be changed at no charge.

A few years ago, James Dowling’s website published a mail exchange between one of such owner and Rolex Canada, dating back to 1960. The company asked him to urgently send the watch for modification, as it was “dangerously radio-active”. Nine days later, Rolex sent it back along with a letter indicating that the tests had found no signs of radiation, and that the watch was “perfectly safe (...) to wear”. Whatever the results of the tests on other GMTs, this story might explain why Rolex replaced the bakelite bezel with a screen-printed metal bezel even before the introduction of Ref. 1675.

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 

“Una puntualizzazione sugli orologi Rolex”. Pubblicato alla fine degli Anni 50, questo è un comunicato ufficiale più che un annuncio pubblicitario, e la risposta della Casa alle preoccupazioni espresse dalla Commissione americana per l’energia atomica sul GMT-Master Ref. 6542. I test compiuti sulla lunetta in bachelite di un esemplare ne avevano dimostrato la radioattività. Il rischio del danno d’’immagine indusse Rolex a diffondere una “puntualizzazione” indirizzata ai “clienti Rolex che potrebbero essere confusi”. Il testo garantiva che il GMT-Master era l’unico modello Rolex interessato dalla vicenda e che solo una piccola parte dei 605 esemplari importati negli Stati Uniti avrebbe richiesto la sostituzione della lunetta. Tutti i proprietari erano invitati a inviare il loro orologio all’American Rolex Watch Corp. per il test e l’eventuale intervento. Se necessaria, la sostituzione sarebbe stata gratuita.

Alcuni anni fa, il sito internet di James Dowling pubblicò uno scambio epistolare fra il possessore di un GMT-Master e Rolex Canada. La Casa chiedeva di spedire l’orologio con urgenza per la modifica, in quanto “pericolosamente radioattivo”. Nove giorni più tardi, l’oggetto tornava al proprietario con una lettera in cui si annunciava che il test non aveva rilevato alcuna radioattività e che era “perfettamente sicuro” indossarlo. Qualunque sia stato il risultato dei test compiuti su altri esemplari, la storia può spiegare perché Rolex, ancora prima di lanciare la Ref. 1675, sostituì la lunetta di bachelite con una metallica serigrafata.      

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.

 

 

New releases – HYT Hastroid Blue Star

This limited edition of 20 pieces features a 48 mm magnesium case with a metallic blue gradient. Magnesium is 2.6 times lighter than titanium, yet extremely strong. The dial features a large central hand with an electric blue coating, and sharpened contours for an instantaneous fix on the minutes. The two sub-counters provide essential complementary information: small seconds at left; power reserve to the right. The openworked dial back and mainplate reveal the components of the hand-wound mechanical movement designed by Eric Coudray.

New releases – Amida Digi-Trend

 

While preserving the essence of the model first introduced in 1976, this “Take-Off Edition” presents a number of new features. The car body-style case, machined from a block of 316 L stainless steel, has seen its contours refined for sleeker aesthetics and improved finishes. The redesigned case, water-resistant to 50 meters, now has an open back, revealing the regulating organ of the mechanical self-winding movement – Soprod’s Newton caliber (23 jewels), which beats at 28,800 vibrations per hour (4 Hz) and offers 44 hours of power reserve.