Rolex GMT-Master Root Beer 'Concorde'
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Rolex GMT-Master Root Beer 'Concorde'

1969 “Flying the Concorde” Rolex 18k gold GMT-Master

A full color 1960s watch advertisement is something to behold. When the watch being advertised is gold, it becomes something more entirely.

Fifty years ago, when this oversized ad was freshly printed, no one was splitting hairs when it came to Rolex. They were aspirational things, certainly, but they were all just watches first and foremost. But at a certain point, collectors (and dealers) started to look for subtleties to differentiate certain models.

While nicknames for watches typically come from the iconic figures who owned and wore them, the 1675/8, known to the collector community as the “Concorde” GMT, owes its distinction to this advertising campaign.

If you look closely at the watch you’ll notice the unique stick-shaped hour and minute hands.. In all advertisements that have a solid gold and brown GMT-Master with a Concorde, these are the hands you’ll find on the watch. 

Its one thing to know the history of, or drop the nickname of a watch in and amongst fellow watch nerds. But its another thing entirely to own the advertisement to which the watch owes its sobriquet. 

Framed with shade of white matting to compliment tone of paper. 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!

Details

SKU: ADPAT-008

Framed Dimensions: 13 5/8" W x 16 3/4" L -- 34.6cm W x 42.5cm 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.

Warranty

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

Shipping

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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