
13.5.23
New releases - Vulcain Skindiver Salmon Dial
8.5.23
Watches at auction - Christie's, 13 and 26 May
2.5.23
Mini-documentary - An oustanding innovator
Mini-documentario - Un grande innovatore
27.4.23
New releases - Piaget Polo Perpetual Calendar Obsidian
The brand has paired its perpetual calendar with a silver obsidian dial featuring inclusions that formed when drops of mineral-rich sulfide liquid became trapped in the rock as it solidified. The white gold 42 mm case features deep blue sapphires set in dark claws. The self-winding Caliber 1255P has a 42-hour power reserve.
20.4.23
WATCH ADS - 2nd EDITION / SECONDA EDIZIONE
The second edition of Watch Ads 1900-1959, first volume of Marco Strazzi 's work about advertisement in 20th Century watchmaking, is now available at bookshops. Click here to learn more, download the PDF preview file and order online.
È disponibile in libreria la seconda edizione di Watch Ads 1900-1959, primo volume dell'opera di Marco Strazzi dedicata alla pubblicità orologiera nel Ventesimo Secolo. Clicca qui per saperne di più, scaricare l'anteprima in formato PDF e acquistare il volume online.
16.4.23
Art & Time - Simon Cederquist
“The watchmaker” (above) features an unusual craftsman in a cramped workshop. In “The Eighth Day” (below), longcase clocks are lined up along the right wall of a narrow canyon, as an elephant, an astronaut and a deer walk towards the setting sun.
Salvador Dali is one the biggest inspirations for Cederquist, who won a contest titled “What would Dali do?” back in 2009. He combines studio work and darkroom skills with Photoshop editing.
The final artworks are mosaics made out of images printed with an inkjet printer, then glued with bookbinder glue on an artist’s linen cloth, painted by the artist with acrylic paint, and coated with UV-protective high gloss varnish.
Salvador Dalì è una delle fonti d’ispirazione principali di Cederquist, che nel 2009 ha vinto una competizione intitolata “Cosa farebbe Dalì?”. La sua arte coniuga il lavoro in studio e nella camera oscura con il ritocco mediante Photoshop. Le sue immagini sono il frutto di uno studio meticoloso che arriva alla definizione di dettagli come la distanza in centimetri della macchina fotografica dal suolo, finalizzata a ottenere ombre perfette. Quando è in viaggio all’estero, Cederquist studia la posizione del sole in ogni momento della giornata per riprodurre le ombre quando fotografa oggetti e persone in studio.
Il risultato finale è un mosaico d’immagini ottenute con stampanti a getto d’inchiostro, incollate su tela da artista con colla per rilegatori, dipinte con colori acrilici e infine rivestite con vernice extra lucida per la protezione dai raggi UV.
11.4.23
New releases - Charles Zuber Perfos
5.4.23
Classic Timepieces - IWC pocket watch
A 1915 piece in the mini-documentary taken from the YouTube channel 10e10.ch by Marco Strazzi.
Orologi vintage - IWC da tasca
Un esemplare del 1915 nel mini-documentario dal canale YouTube 10e10.ch by Marco Strazzi.
28.3.23
New releases – U-Boat Classico Vintage
Designed by
Italo Fontana, the 40 mm stainless steel case is water resistant to 100 m. Its back
features a U-shaped sapphire crystal that offers a partial view of the
self-winding movement. The crown cover is secured to the case through a safety
hook. The dark gray metal dial features a sunray finishing, double bayonet
markers at 12/4/8, and a large curved window al 6 o’clock for the day-date
function, framed by a fine line.
23.3.23
Watches and Wonders 2023
The future of watchmaking will be on show in the LAB area, while the exhibition ‘What time is it?’ by Karine Bauzin will give a preview of the Swiss photographer's work on her artistic perception of time.
To find out more, head for the Auditorium. Themed talks will cover the key watchmaking news and trends throughout the weekend - in two languages. No registration required. The Salon will also run guided tours for small groups, several times a day.
In parallel Watches and Wonders will also be present in the heart of its host City. This festival of watchmaking, called In the City, will be free and open to everyone. Visitors can therefore wander freely through the Rues Basses of the city center and spot the WandW display columns. This will be the sign that the boutiques have surprises in store: including historical pieces, demonstration workshops, a chance to chat with the watchmakers, a preview of new pieces, etc.
Furthermore, an interactive watch rally has been organized for the occasion. Using the QR codes scattered along a route, the public will be able to discover the participating boutiques and emblematic sites.
When the sun goes down, In the City will continue to beat in the heart of Geneva: on March 30, all the participating boutiques will stay open until 9pm, while a special program has been created for this evening of festivities. Artists, dancers and musicians will take over five stages along the streets, beginning at 5pm. At the Pont de la Machine, a conference on "Geneva, Switzerland and Watchmaking" will be open to all who register.
18.3.23
Vintage Ads - Heuer (1939)
The vintage ads presented in this website are not featured in the Watch Ads books.
13.3.23
New releases – Maurice Lacroix Master Grand Date Black

This new version of the model launched in 2021 features a 45 mm stainless steel case dressed in black DLC. The vertically brushed, black DLC dial plate discloses several movement components in motion. The two off-centre dials displays the hours and minutes, and seconds respectively. The self-winding, in-house Caliber ML331 includes a mechanism with two date discs delivering a large-format date indication.
8.3.23
Watches at auction
2.3.23
Modern classics - Cartier Diabolo
Classici moderni - Cartier Diabolo
26.2.23
New releases – Ralph Lauren Polo Vintage 67
This tribute to the brand’s passion for timepieces from the early 1920s and 1930s features a 40 mm case in aged stainless steel with an onion-shaped crown, and an opaline silver dial with black lacquer Arabic numerals. The boxed sapphire crystal is finished with an anti-reflective treatment. The manual-winding movement (Caliber LJP7380) has a 90-hour power reserve.
19.2.23
Art & Time - La Via del Sangue (Jannis Kounellis, 1973)
This post launches a new section of 10e10.ch, devoted to Art in Time and Time in Art. Thanks to exclusive access to the archives of Galleria La Salita, a prominent art gallery in Rome from 1957 to 1998, I will be able to feature works by a few modern and contemporary artists that deal with the favorite subject of this website – time. As it can be expected, they do so in an original, unusual, sometimes puzzling way - the kind of timepieces you never get tired of looking at, even though they do not actually tell the time.
The latest example of "La Via del Sangue" to surface at auction was part of the 1-250 series. It was sold at Finarte / Minerva Auctions on 14 December 2016 for € 3,000.
ITALIANO
Esponente dell’Arte Povera dagli Anni 60, Jannis Kounellis ha indagato l’alienazione connessa alla società contemporanea, sovrapponendo i materiali della civiltà urbana e industriale di massa ai simboli e ai valori del mondo preindustriale. Caratterizzata dall’uso di materiali umili e non-artistici quali cotone, lana, carbone, sacchi di iuta, bottiglie di vetro, ganci da macellaio, fuoco, fuliggine, fumo, telai da letto, porte, scaffali e abiti, l’opera di Kounellis è una commistione melodrammatica di installazione, ambiente, performance e spettacolo teatrale.
15.2.23
Vintage library - A. Schild (1946)
The final pages feature several fine color drawings of ASSA’s most successful products, including its first self-winding movements – the caption points out that 350,000 examples of Caliber 1173 (above) were produced since its introduction in 1941.
Nel 1946, A. Schild SA (ASSA) celebrò il 50esimo anniversario dalla fondazione pubblicando un libro riccamente illustrato che ripercorreva la sua storia insieme con quella dell’orologeria a Granges, cittadina dove aveva sede la ditta. ASSA fu creata nel 1896 e nel 1926 fu tra i membri fondatori di Ebauches SA, la holding che raggruppava i più importanti costruttori svizzeri di movimenti grezzi: 90% della produzione nazionale nel 1932.
Negli Anni 40, ASSA aveva oltre 2.000 dipendenti che producevano 7 milioni di pezzi l’anno nel suo impressionante complesso industriale (vedi il plastico, seconda foto dall'alto).
Il libro dell’anniversario comprende foto di laboratori d’epoca e contemporanei (terza foto dall'alto), nonché dettagli sulla vita quotidiana della compagnia, sul sistema di previdenza sociale e delle vacanze pagate, sugli alloggi edificati per i dipendenti, sulla mensa e sulla biblioteca aziendale.
Le pagine finali contengono i diagrammi a colori dei prodotti ASSA di maggior successo, compresi i primi movimenti automatici. La didascalia sottolinea che il Calibro 1173 (quarta foto dall'alto) è stato prodotto in 350.000 esemplari dalla sua creazione del 1941.