Patek Philippe Aquanaut "You never actually own...

‘You Never Actually Own A Patek Philippe’

Why do we collect watches?

It’s a question that can be answered any number of ways. Some of us collect watches because we’re enamored with the history that is tied to each piece. Others collect purely for their aesthetics. Or for the complexity of the mechanical element beating away inside. Or even for the investment. As for the rest of us … well … we might just have an actual ‘problem’ — so we’ll just blame it on the ‘collector gene’ that has us by the short and curlies!

Then there’s the individual that purchases a watch with the sole intention of passing it on to the next generation. Patek Philippe’s ad campaign, “You never actually own a Patek Philippe …” was launched in 1996 and speaks to that exact idea. It was so successful a campaign, it has been in use ever since! 

It wasn’t just this powerful and iconic copy that made these ads special, but the accompanying candid photographs, taken by world renowned photographers of fathers and sons or mothers and daughters sharing a special moment. It felt real, and was something that many people could relate to, even if the actual watches were priced above the means of the ordinary. This particular ad features a father and son having a laugh in the ad’s familiar brownish-gray tones, an image of a Patek Philippe Aquanaut in the bottom-right corner and below it, another clever piece of copy, “Begin your own tradition.”

This ad is custom framed in a 14 1/8” x 16 5/8” natural wood frame with an opaque black painted finish. It features a custom-measured, hand-cut 4-ply border in a shade of white, 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. 

This 1990s ad is the perfect addition to any wall space or bookshelf for the Aquanaut owner or Patek Philippe collector. 

You have the iconic watch, why not own the iconic ad to go along with it?

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.