Time Well Spent: The Watch Adverts From The Country Life Archive That Chart 130 Years Of Style

The best watch advertisements in Country Life’s 130-year-old archive are a timely reminder that great watchmaking never goes out of fashion.

From Victorian pocket watches to modern feats of engineering, the adverts chart the watch’s evolution from practical precision instrument to object of desire — as well as consumer’s changing tastes.

However, one thing remains reassuringly the same: there’s always time for a beautiful watch.

Mappin & Webb

Founded in Sheffield in 1775 by Jonathan Mappin, Mappin & Webb began as a silversmith before becoming one of Britain’s foremost jewellers and makers of silverware.

In the late 19th and early 20th centuries, the company sold its own pocket watches and wristwatches including the robust Campaign watch which was popular with British military officers and the Admiralty.

Today, Mappin & Webb no longer manufactures watches under its own name, instead acting as one of the UK’s leading authorised retailers for prestigious Swiss brands.

Garrard

Garrard is the world’s-oldest jeweller and has long been associated with exceptional watchmaking — especially during the 19th and early 20th centuries when it retailed elegant pocket watches and wristwatches.

The former Crown Jeweller (1843-2007) stopped manufacturing watches about two decades ago, but second-hand timepieces regularly appear on the market for affordable amounts. Look out for models made with nine-carat gold.

Vacheron Constantin

Vacheron Constantin was founded in Geneva in 1755 by Jean-Marc Vacheron making it the world’s oldest watchmaker in continuous operation. The maison’s motto, ‘Do better if possible, and that is always possible’, reflects its relentless pursuit of excellence. It is one of the prestigious Holy Trinity of Swiss watchmaking brands, alongside Patek Philippe and Audemars Piguet.

Watches of Switzerland

Watches of Switzerland was founded in London in 1924 as a specialist retailer dedicated to Switzerland’s finest timepieces. Since then, it’s expanded across the UK and into the USA.

Zenith

Zenith was one of the first watch manufacturers to bring every stage of production under one roof when it was founded in 1865.

Renowned for technical innovation, the brand achieved horological fame in 1969 with the launch of the El Primero, the world’s first high-frequency automatic chronograph calibre. Its movements have powered some of the industry’s most celebrated watches, including early Rolex Daytonas.

Jaeger-LeCoultre

Jaeger-LeCoultre has created more than 1,400 calibres and holds hundreds of patents. Its most celebrated creation, the Reverso, debuted in 1931 with a swivelling case designed to protect the watch face during polo matches.

Tissot

Throughout its history, Tissot has pioneered innovations including the first mass-produced pocket watch and the first watches made from materials such as plastic, stone and wood.

It is the official timekeeper of numerous international sporting events and synonymous with precision and reliability.

Piaget

Piaget began as a maker of high-precision watch movements before establishing itself as a leading luxury watch and jewellery house.

The brand’s defining product was the Piaget Altiplano (1957) which was powered by an ultra-thin mechanical calibre (Calibre 9P). A 2018 iteration — the Altiplano Ultimate Concept — measures just 2 millimetres thick.

Omega

Official timekeeper of the Olympic Games since 1932, Omega also made history when the Speedmaster became the first watch worn on the Moon in 1969.

Along with the Speedmaster Moonwatch, the Seamaster and Constellation models best encapsulate Omega’s legacy. The latter — pictured above — was its flagship chronometer.

Patek Philippe

Rolex

Rolex was founded in London in 1905 by Hans Wilsdorf and Alfred Davis before relocating to Geneva in 1919. The company created the first waterproof wristwatch, the Oyster, exactly 100 years ago; subsequent iconic models include the Submariner, Datejust, GMT-Master and Daytona.