Although modern advertising is finely crafted, it can’t compare to the impact of the classics. To my eyes, the greatest watch advertisements came off the press of Auguste Fiedler of La Chaux-de-Fonds between World Wars I and II. His poster style advertisements mixed elements of German Plakatstil and French Art Deco movements, and are just as striking today as they would have been on the avenues of the 1930s.
Automatic watches were hot in the 1950s, and chronographs were cool in the 1960s. But bringing these technologies together was not at all straightforward! Three different automatic chronograph movements were launched in 1969, and the story of their creation reflects the state of the industry at that time as well as the inevitability of technological progress.
Many novices assume that a movement that “ticks” more than once per second is a trait of high-end watches, but it’s actually nothing special. Nearly all mechanical watches, from Chinese and Japanese value lines to Haute Horology, tick at least 5 times per second! The smooth 8-beat seconds hand now associated with fancy Rolex watches isn’t the pinnacle of technology. Seiko and Zenith popularized 10-beat movements in the late 1960’s, and some exotic pieces tick even faster!
Today, a vintage Rolex Explorer or Jaeger-LeCoultre Geophysic can command $10,000 or more, yet I just purchased a beautiful Nivada Antarctic at auction for just € 450.