Heuer Monaco 'Wrist Computer'

Heuer Monaco 'Wrist Computer'

1970 Heuer “Wrist-Computer” McQueen Monaco

This bold, blocky ad is a must-have for a true Heuer enthusiast.

Not only was it arguably the first automatic chronograph in history, The Heuer Monaco's bold, square cushion case was a dramatic departure from the form of what a wristwatch was thought to be at the time. 

Its hard to deny the pure cool factor of the Monaco. Set aside the fact that “The King of Cool” -- Steve McQueen -- wore one in Le Mans (1971), forget that Sammy Davis Jr. rocked it while entertaining the troops in Vietnam, and what you're left with is a snapshot of 1970's aesthetics. 

Looking at it purely from a visual perspective, this ad positions the Monaco- in all its squareness- prominently in the center of the ad. Its a dramatic structure of a timepiece and has become known as one of the more enduring and instantly recognizable forms in the history of Heuer.

Heuer and design are synonymous. And this ad demonstrates that the Monaco was the epitome of both.

Framed with entire ad page floating, mounted on dark grey background accentuated by thicker 8-ply matting. Solid wood black frame.

About our collaboration with Ad Patina

We're thrilled to be collaborating with our longtime friends at Ad Patina to bring you an exclusive selection of 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!



Framed Dimensions: 11 1/2" W x 14 3/4" L -- 29.3cm W x 37.5cm L

Ads are professionally framed with UV-resistant glass and acid-free materials for preservation.

Frames come with wire on back for easy hanging. Felt pads are also affixed to back of frame to protect your walls from getting scratched.

All vintage advertisement orders ship from Ad Patina HQ in Chicago

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


We back each Analog/Shift vintage timepiece with a one-year mechanical warranty from the date of purchase.


All of our watches include complementary insured shipping within the 50 states. We are happy to hand deliver your purchase in Manhattan or you may pick it up at our showroom.

International Buyers

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