Audemars Piguet Royal Oak 'Steel more valuable than gold?'

What Makes Steel More Valuable Than Gold?

Two words — Audemars Piguet. And one name — Gérald Genta.

The Audemars Piguet Royal Oak is perhaps Genta’s most memorable work, and in many ways changed the shape of the watch industry.

The Royal Oak essentially created the entire category of 'luxury sport' timepieces, and with it came a new design language that inspired countless other manufactures. What's particularly delightful about the design of the Royal Oak is that it works brilliantly in a number of sizes and casing materials, from steel to carbon or rose gold.

This wonderful ad was curated by our friends over at Ad Patina and features the distinguishable integrated steel sports watch that has been so emblematic for Audemars Piguet. Every unique case line and dial trait that makes the Royal Oak one of the most instantly recognizable watches ever made is highlighted in this 1974 ad in a washed gray-brown tone — the octagonal bezel with its signature screws, tapisserie dial texture, the “AP” logo at 6 o’clock (where it should be, in our opinion) and its silky smooth integrated bracelet. Sure, the Royal Oak is a great watch when fashioned out of a precious metal, but in the beginning they were only available in steel, so this ad provides an important historical context as well. Most vintage Royal Oak collectors would agree with the ad's copy — steel is the way to go. 

This ad is custom framed in a 14” x 17 1/4” natural wood frame with a 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. 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 is a perfect addition to any wall space or bookshelf and will most certainly inspire you to keep learning about the iconic watch that has captured so many hearts and minds...

PS: Here’s a little easter egg — look closely, you’ll notice a price of £756 for the original Royal Oak. Those were the days …!

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.