"As simply as possible."

It's difficult to overstate the impact the first automatic chronographs had on the watch industry.

What's taken for granted today was, for many decades, an impossible mechanical problem that led to fierce competition between watch companies around the globe. How to add an automatic winding mechanism to the humble, hand-wound chronograph? Eventually, in 1969, several companies and conglomerates debuted the first automatic chronographs simultaneously, each claiming victory. 50 years later, they're common as house cats, and form an important vertical within the greater horological sphere.

Zenith's "El Primero" hi-beat chronograph calibres were among the first automatic chronographs. Outfitted not only in Zenith watches but also those from Movado — which was then under the same management — these movements had the added benefit of ultra-precise 36,000 vph beat rates. The Movado Datachron also boasted a date movement, making it an incredibly versatile, sophisticated tool watch for the discerning 1970s buyer. (No wonder the ad claims, tongue-in-cheek, to explain its functions "As simply as possible" — this is easier said than done!)

This ad is custom framed in a 13 3/8” x 16 5/8” natural wood frame with a grey stained finish. It features a custom-measured, hand-cut 4-ply border in a deep blue shade, 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 up. 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.

A historically important (if slightly overlooked) timepiece, the Movado Datachron is a masterpiece of technological savoir-faire and an important step in the development of a now-common movement type. Thankfully, the ad is just as slick as the watch!

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!