Modern Classics - Corum Admiral's Cup

The latest mini-documentary from the YouTube channel 10e10.ch by Marco Strazzi. A history of the iconic collection launched in 1983. 

Classici moderni - Corum Admiral's Cup

L'ultimo mini-documentario dal canale YouTube 10e10.ch by Marco Strazzi. La storia dell'emblematica collezione lanciata nel 1983.


New releases – Minase Horizon GEN DLC

The case, crown, indexes and buckle of this limited series of 25 pieces made by the Japanese luxury watch brand are DLC (Diamond Like Carbon) coated. The treatment offers durability, high resistance to corrosion and wear, and a great resistance to scratches. Available on a black rubber strap with folding clasp, the watch is equipped with a Swiss ETA 2892-2 movement customized for the brand. The polyhedral crown bears the brand’s logo.


Watches at auction

The catalog of the upcoming Christie’s auction in New York (Rockefeller Center, June 10) features a couple of historically important timepieces.

The original owner of this Rolex Ref. 6098 ‘pre-Explorer’ was Colonel Patrick Douglas Baird, the leader of the 1953 Swiss Canadian Baffin Island Arctic Expedition. Manufactured in 1952, the watch was presented by the Swiss Foundation for Alpine Research (S.F.A.R.) a year later, and worn by Colonel Baird during the famous expedition. Estimate: US$20,000-40,000.

This Patek Philippe Ref. 2526 is an example of the so-called ‘Duo’ models, made for then-Senator Lyndon B. Johnson, who gave them to influential figures. ‘Duo’ stands for ‘Do unto others (as you would have them do unto you)’, the inscription printed on the dial. This one was a gift to Senator Robert Kerr of Oklahoma, who later gave it to a pilot (grandfather of the present owner) as thanks for a skilled, safe flight through a tumultuous storm. Estimate: US$25,000-45,000.


New Releases - Renaud Tixier Monday

The 40.8mm rose gold case houses a caliber centered around a novel micro-rotor re-envisioned to maximize winding efficiency. At the heart of the newly born brand’s inaugural creation is an auxiliary mechanism called ‘dancer’ that serves as both an engine and a shock absorber. This innovation guarantees a 60+ hour power reserve. The micro-rotor’s hidden face is revealed at nine o’clock on the sunburst/grained dial.


Vintage ads - Piaget (1979)

ENGLISH (il testo italiano è sotto l'immagine)

“Recognized as the Ultimate Sportswatch, it has proven to be the Ultimate Watch”. This is one of the earliest ads published after the launch of the Piaget Polo in 1979. Its distinctive case housed an in-house quartz movement at the time. The manufacturer has recently released an update of the timepiece, appropriately naming it Polo 79.

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.

“Noto come l'Orologio Sportivo Supremo, si è dimostrato l'Orologio Supremo". Questo è uno dei primi annunci pubblicati dopo il lancio del Piaget Polo nel 1979. All'epoca la sua cassa inconfondibile ospitava un movimento al quarzo. Recentemente la Casa ha presentato una riedizione del modello, battezzandola - ovviamente - Polo 79.

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 – Raymond Weil Millesime

First prize winner in the ‘Challenge’ category at GPHG 2023, the new collection offers two time display variants: reference 2925 with a central seconds hand; and reference 2930 sporting a small seconds counter at 6 o'clock. The textured-finish dial is protected by a ‘Glassbox’ sapphire crystal with dual-sided antireflective treatment. The 39.5 mm stainless steel case hosts the self-winding Caliber RW4251, featuring a 38-hour power reserve.


Icons at auction / 2

Two top lots from the catalog of the upcoming Antiquorum auction (Geneva, 11-12 May). Watch the video clips.

Rolex Oyster Cosmograph Ref. 6265 - ca. 1975 - Estimate: CHF80'000-140'000


Patek Philippe World Time Ref. 2523 - 1953 - Estimate: CHF1'000'000-2'000'000