Universal Genève Polarouter 'SAS DC-7C Global Express'

1956 Universal Genève 'Polarouter' One of Gérald Genta’s early designs, the Polerouter — or “Polarouter” in its earliest iterations — was conceived of in 1954 by a then 23-year-old Genta to commemorate SAS’s (Scandinavian Airline Systems) first polar flights from North America directly to Europe. These were the early days of the Jet Age, when such transatlantic flight was still a novelty and folks dressed in their Sunday best to fly, if they could afford to do so.  This advertisement is pure 1950s goodness, expertly illustrated in the pulpy style of the day and accompanied by a detailed graphic showing the route that the SAS DC-7C would take over the North Pole. The watch, now an icon, is no less notable, with its famed micro-rotor automatic movement, two-tone dial, and bombé lugs. Dating from a time when watches were developed as tools to solve specific problems, the original Polarouter was highly anti-magnetic. This was a necessity when confronting the conditions over the North Pole, which wreaked havoc on scientific instruments.    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!