When a design is strong enough, it stands the test of time and can feel as modern today as it did a hundred years ago. Case in point: These luxury watch ads from the past century prove elegance is always en vogue — you can still buy a version of what they're selling. Here, 9 of the most striking vintage ads that have been released over the years, and the modern versions of the brand's watches today.
From: CR Fashion Book
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This '70s-chic ad is significant in Audemars Piguet's history—and the important period for sculptural, bold ladies' timepieces has recently been rediscovered, with pieces from the era becoming increasingly sought-after at auction. The final piece, of three total, in Audemars Piguet's "Haute Joaillerie" series—the dramatic, spiked "Outrage"—features an 18K white gold frame supporting 11,043 (!) brilliant-cut sapphires for the same dangerous glamour as was seen back then.
Haute Joaillerie Sapphire Outrage, price upon request; audemarspiguet.com
Audemars Piguet
Harry Winston is known for its exquisite jewels, and an eye-catching black and white ad from '70s showcases its striking diamond rings and the brand's Fifth Avenue Salon Art Deco entryway. The storefront serves as style inspiration for the monochromatic Avenue watch, an 18K white gold automatic timepiece set with 77 brilliant-cut diamonds and one emerald-cut diamond set at 12 o'clock.
Avenue Classic Automatic in 18k White Gold, price upon request; harrywinston.com
Harry Winston
Simplicity at it's finest, this Parisian ad has clean lines and intricate mechanics—and the steel automatic self-winding Rendez-Vous of today would fit right in, with its clear numerals and eye-catching pops of blue.
Rendez-Vous Night & Day Large in stainless steel, USD9,900; jaeger-lecoultre.com
Jaeger LeCoulture
From Victorian-era pocket watches to Speedmasters built for walking on the moon, Omega is steeped in history. Its modern mechanical ladies chronograph, made in 18K yellow gold with a green aluminum bezel and a heap of diamonds, is both edgy and everyday wearable. Green is the new neutral, after all.
Speedmaster 38 Co- Axial Chronograph, USD9,300; omega.com
Omega
What's more over-the-top than tossing your mink out of a Ferrari? The dramatic image still packs a punch, and the watch it spoke to has maintained its allure. An updated rose gold version of Patek's iconic watch released for 2017 features a self-winding mechanical movement and a bezel set with 40 baguette-cut diamonds and a pearlized beige rubber strap.
Aquanaut in rose gold with diamonds, USD87,320; patek.com
Patek Philippe
His and hers Altiplano-style watches from Piaget introduced revolutionary ultra-thin movements in the '50s. A new, limited edition 60th anniversary piece replicates the minimalist style in 18K white gold with a hot pink dial and matching alligator strap.
Altiplano 34mm 60th Anniversary edition, USD17,300; piaget.com
Piaget
English Channel swimmer Mercedes Gleitze gave the water-resistant Rolex Oyster instant street cred—in fact, she introduced the world to the idea of brand ambassadorship. Today's ladies Datejust retains much of the original's aesthetic, including the distinctive dial with hour markers made of 18K gold (the current covetable version is available in Everose pink gold).
Lady Datejust 28 in Everose, USD25,650; rolex.com
Rolex
This clever Vacheron Constantin ad from the '70s shows a diamond watch being "worn" as an earring. (Everything was funkier back then!) The current collection features a manual-wind with 608 diamonds to create a glittering, disco ball effect that nods to the decade.
Traditionelle Small Model, USD46,900; vacheron-constantin.com
Vacheron Constantin
Van Cleef & Arpels
cartier