Audemars Piguet (1972)
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
Harry Winston (1973)
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
Jaeger LeCoulture (1937)
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
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
Patek Philippe (1980s)
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
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
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
Vacheron Constantin (1971)
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
Van Cleef & Arpels (1927)
Art Deco elegance was in full force in this Van Cleef & Arpels ad for its boutique at Paris's Place Vendôme. The same level of glam is still apparent today, with a yellow gold and diamond watch based on a "paillette" motif created in the 1930s. Bouton d'or, USD64,500; vancleefarpels.com
First launched in 1984, the Cartier Panthère watch quickly gained fans such as Hollywood actor Pierce Brosnan and singer Tina Turner. Panthère de Cartier, USD7,350; cartier.com