The importance of advertising in the world of luxury watchmaking can hardly be overstated. How a brand is perceived is everything. An effective campaign cannot just establish a model as a classic of the future, but position a brand so effectively that not even decades of half-hearted follow-ups or PR missteps seem capable of affecting its standing. Ambassadorships often go hand-in-hand with advertisements – a trend arguably started by Hans Wilsdorf’s decision to strap a Rolex Oyster to Channel swimmer Mercedes Gleitze and then featuring her image in the write-up of her endeavours. But that is ancient history. Let’s focus instead on the five best watch ads from the last 50 years. Rolex We’ll get this one out of the way early. You can’t ignore the power of The Crown, and so omitting it from a list of this nature would be for nothing but effect. Credit where credit is due, no brand has the visibility of Rolex, and that position has been helped by astute, if somewhat conservative campaigns, throughout its history. Here we see the classic Day-Date model pitched as the watch of presidents. You don’t get much better than that. Patek Philippe If you’ve not seen Patek…
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