Audemars Piguet Royal Oak 5402 'Some Things In Life Speak For Themselves'

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1975 Audemars Piguet “Some Things In Life Speak For Themselves…” Royal Oak 5402

Today, Mr. Genta’s Royal Oak design stands out among timepieces, including his other famous creations…

But in 1975, when this ad was conceived and penned, in all likelihood it still needed some marketing oomph to help move units. The overall tone of this advertisement is sheer luxuriousness. The dark velvety background ensconcing and illuminating the jewel of a watch. Remember, to most window shoppers, at the end of the day, this was a stainless steel wristwatch. Albeit a steel watch with careful considerations and elevated engineering behind it. Which is part of the reason for its luxury price-point compared to other steel sport watches of the day, such as the Submariner (which sold for a silly fraction of the price of a Royal Oak). 

This ad places the Royal Oak on a pedestal. Unbeknownst and inconceivable at the time, it also eerily foreshadows the eminence of steel, sport watches today… Where their popularity and pricing exceeds many precious metal and highly-complicated watches. 

A final note about the ad. The image of the watch (the dial) is exceptionally sharp and crisp for a vintage ad. The stamping on the tapisserie dial and dial's texture itself appear as if you're looking at the actual watch in front of you. 

Framed with shade of white matting to compliment tones of paper. Black, solid wood frame.

About our collaboration with Ad Patina

We're thrilled to be collaborating with our longtime friends at Ad Patina to bring you a selection of the most-popular and rare vintage watch 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 history have entered the watch collecting conversation as the ultimate accompanying accessory, and 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 mounted and framed with UV resistant glass 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 watch advertisement can be appreciated for its design as well as for its power to evoke nostalgia.

Something we vintage watch enthusiasts know all about!

A:S Guarantee


Our Pledge

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


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.


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.

Shipping & Returns


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.


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