Patek Philippe Nautilus 'Costliest Watch Made Of Steel'

1977 Patek Philippe 'Costliest Watch Made Of Steel'

Imagine, if you will, that it’s the late 1970s. You’re pursuing articles, flipping through ads, etc — would you necessarily pause on this grandiose piece of marketing? Of course today, that dial, that case silhouette, that slinky bracelet, they stop us watch collectors dead in our tracks. But, as is the case with respect to most coveted watches of today, when a model was introduced, it didn't immediately garner fawning fans, a long waitlist, or massive premiums. That’s one reason why ads like this are truly special.

This example of the classic, well-known ad for the Patek Philippe Nautilus stands out not only because of its ideal color tone and blemish-free paper, but also due to its striking headline that makes one stop and consider the implication — which remains true to this day. (It also happens to have some amazing copy about swords and semi-metaphorically slaying dragons.) Sure, ads like this are beautiful works of art, but they do more than simply stimulate aesthetic sensibilities. They force us to consider where the story of the watch in question began…something we shouldn’t lose sight of amidst the craziness currently surrounding the Nautilus.

About our collaboration with Ad Patina

We're thrilled to be collaborating once again with our longtime friend Nick at Ad Patina to bring you a selection of the most-popular and hard to find original vintage magazine advertisements curated specifically for Analog:Shift!

Scouring the world for forgotten marketing treasures, Ad Patina's raison de être very much mimics our own - to hunt down these wonderful bits of history, preserve and restore them as needed, and share them with an enthusiastic community.

These documents of horological and advertising history have entered the collecting conversation as the ultimate accompanying accessory to go along with hobbies and passions. They have found themselves framed in homes and offices around the world. 

Every one of these wonderful pieces is a genuine, vintage advertisement that has been professionally framed to ensure years of enjoyment to come - no reprints or reproductions here!

Much like a traditional piece of art - a painting or photograph - an original advertisement can be appreciated for its design as well as for its power to evoke nostalgia. Something vintage enthusiasts know all about!

Our Pledge

Analog:Shift stands behind the authenticity of our products in perpetuity.

Condition

Since our pieces are vintage or pre-owned, please expect wear & patina from usage and age. Please read each item description and examine all product images.

Warranty

We back each Analog:Shift vintage timepiece with a one-year mechanical warranty from the date of purchase.

International Buyers

Please contact us prior to purchase for additional details on shipping and payment options.

All of our watches include complementary insured shipping within the 50 states.

Most of our products are on hand and will ship directly from our headquarters in New York City. In some cases, watches will be shipped directly from one of our authorized partners.

We generally ship our products via FedEx, fully insured, within 5 business days of purchase. An adult signature is required for receipt of all packages for insurance purposes. Expedited shipping is available at an additional cost. We are also happy to hand deliver your purchase in Manhattan or you may pick it up at our showroom.

Returns must be sent overnight or by priority international delivery, fully insured and paid for by the customer. A restocking fee may apply. Watches must be returned in the same condition as initially shipped.

We welcome international buyers, please contact us prior to purchase for additional details on shipping and payment options.