'Les Must De' Cartier Tank

"Les Must de"

You might imagine that producing a cheaper version of an iconic (and expensive) product wouldn't be of interest to a top-shelf luxury brand such as Cartier. But beginning the early 1970s, that's precisely what the maison did — with the result that the company increased its watch sales from 3,000 timepieces a year to over 160,000 by the end of the decade.

Dating to 1970, this advertisement shows the iconic Tank atop a drawing depicting the same model overlaid with the words: "The Cartier Tank in 18K gold. Created in 1918 and still the most famous watch in the world." "Les must de Cartier" further conveys the idea that the model one of the brand's must-buys. (The Must de Cartier collection itself included less expensive, gold-plated versions of the watch meant for those who perhaps weren't ready to spring for a Louis, such as the one depicted in this ad. A curious ad design, perhaps, but all the more interesting given the reintroduction of the Must line in 2021.)

This ad is custom framed in a 13” x 16 1/4” solid wood frame with a black painted finish. It features a custom-measured, hand-cut 4-ply matte in cream, complimenting all the ad tones. Every material used is acid-free and the glass is anti-reflective and offers UV-protection to keep this precious ad preserved no matter where you decide to hang it up. Speaking of which, hanging your newly purchased ad is a seamless task, as this particular frame comes with an additional hanging wire and felt pads for wall protection.

Born during the throes of the First World War, the Cartier Tank is still the most recognizable dress watch in the world. If you'd like to celebrate that fact — much as we do! — then this ad belongs in your home or office.

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.