Universal Genève Polarouter 'SAS DC-7C Global Express'

1956 Universal Genève 'Polarouter'

One of Gérald Genta’s early designs, the Polerouter — or “Polarouter” in its earliest iterations — was conceived of in 1954 by a then 23-year-old Genta to commemorate SAS’s (Scandinavian Airline Systems) first polar flights from North America directly to Europe. These were the early days of the Jet Age, when such transatlantic flight was still a novelty and folks dressed in their Sunday best to fly, if they could afford to do so. 

This advertisement is pure 1950s goodness, expertly illustrated in the pulpy style of the day and accompanied by a detailed graphic showing the route that the SAS DC-7C would take over the North Pole. The watch, now an icon, is no less notable, with its famed micro-rotor automatic movement, two-tone dial, and bombé lugs. Dating from a time when watches were developed as tools to solve specific problems, the original Polarouter was highly anti-magnetic. This was a necessity when confronting the conditions over the North Pole, which wreaked havoc on scientific instruments. 

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.