1969 Heuer 'Chronographs Are Now Automatic'

Devotees of horological history know 1969 for two momentous occurrences: the Moon landings, and the debut of the first automatic chronographs. Heuer’s famed Calibre 11 was a game-changer, offering a self-winding movement to power a wrist-borne stopwatch. The Calibre 11 and its offshoots would go on to power generations of such timepieces, the descendents of which still populate the contemporary TAG Heuer catalog today.

The chronographs present in this particular 1969 ad from Playboy Magazine are notable in their own right: on the left is an automatic Carrera in a “C-shaped” case; in the center is the famed Monaco as worn by and associated with legendary actor Steve McQueen; and on the right is an Autavia in “Siffert” colors, so called in honor of Jo Siffert, the famed Swiss racing driver who wore one. It would be enough if this copy-packed and informative ad were simply announcing the Calibre 11 — that it does so with a trio of exceptional models is icing on the cake.

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!