Audemars Piguet Royal Oak 'Steel More Valuable Than Gold'

1974 Audemars Piguet Royal Oak 'Steel More Valuable Than Gold'

The question posed by this advertisement for the Royal Oak — “What makes steel more valuable than gold?” — might be easily dismissed by veteran watch enthusiasts today. However, in the early 1970s, few could understand why a stainless steel wristwatch should cost more than the average equivalent made of solid precious metals. It took some wildly clever marketing to convince the buying public that what was soon to become a classic was indeed worth the sticker price — a price several times that of the average Rolex Submariner.

Of course today, the Royal Oak is not only a tentpole product in the AP catalog, but a legendary model that has come to define an entire category of timepiece, the “luxury sports watch.” Gérald Genta’s design, sketched in a single sitting on the eve of a major trade show, has been imitated many times — most notably by Genta himself in the form of the Patek Philippe Nautilus — but never bested. 

In turn this ad, with its high-touch macro photography and clever copywriting, is as refined as the watch itself. (In fact, we think it’s worth its weight in gold!) It’s the largest print advertisement for the Royal Oak, while the fact that it has two color images and is among the most difficult early Royal Oak ads to obtain — it’s not a stretch to say the ad is “rarer” than the watch itself — only amplifies its specialness. 

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.