While some turn a lifelong love of watches into a large collection, Nick Federowicz took a different tack.
Nick Federowicz founder of Ad Patina
Based in Chicago, his business Ad Patina sources, frames, and sells vintage advertisements — mostly of watches. And while you may think that this sounds like something you could just as well do yourself, trust us when we say that Nick’s business is equal parts art and science: After years of practice, he know precisely where to go to source the best ads; what type of matte and frame will look best with each ad; how to frame them; and how to sell and ship them. Beyond watch advertisements, he also sources incredible ads of automobiles, accessories, travel, and more.
At Analog:Shift, we carry an assortment of the best Ad/Patina ads on our Accessories page. From vintage Porsche and Land Rover ads to those featuring Leica cameras, Nike Air Jordans, and — of course — numerous watches from Cartier, Breitling, Movado, and more, this cross-section from the golden age of advertising is the perfect way to spruce up an office, living room, or garage. (Hopefully one with a vintage 911 inside.)
Artfully framed and matted in complementary colors, these mid century masterpieces of Don Draper-esque conception come to life. Here are some of our favorites from our current collection, many of which are hanging in our New York City HQ. Reach out to us for an appointment to come see the ads, check out some watches, and hang out!
(Speaking of hanging out, we're hosting a special event at our NYC HQ with Ad Patina on May 29th, 2025 from 5-8 pm. Come enjoy light bites, drinks, and music — and, of course, peruse some incredible vintage ads! Email nick@adpatina.com to RSVP.)
Leica M3 'For Those Who Want The Best' ($345)
Leica M3 'For Those Who Want The Best' - IN THE SHOP
Regardless of whether you shoot Leica or not, there’s no denying the impact that the Leica “M” series had upon photography — and upon photojournalism and art more broadly. This cool ad from the 1950s dates to the early days of the M3, describing it in practical terms as a piece of kit for the professional. (“World renowned photographers use the LEICA because they know that they can rely upon it to produce the quality results that are so important to their work.”) The grey matte is particularly complementary and will help the artwork blend into any room.
Gulf Steve McQueen & Porsche 917 'Le Mans' ($395)
Gulf Steve McQueen & Porsche 917 'Le Mans' - IN THE SHOP
Even guys of a certain age without the faintest passing interest in cars know the 1971 film Le Mans for its star, the inimitable Steve McQueen. This handsome ad shows the American movie star with his Porsche 917, the car he drove in the film — incredibly, however, though it mentions the film and the car, it’s actually an ad for Gulf Oil, one of the team sponsors. In black and white and surrounded by Gulf’s signature orange and blue, it’s too cool for school.
Bulova 'Do It Yourself' ($325)
Bulova 'Do It Yourself' - IN THE SHOP
Long before the obsession with “in-house,” Bulova endeavored to craft something truly remarkable in the form of the groundbreaking Accutron movement. Though the technology would soon be eclipsed by quartz regulators, the American-founded brand was deservedly proud of it, showing each of the Bulova-made movement parts in this clever ad and stating, “If you want something done right, do it yourself.” Here, here!
Cartier The Newest 'Must' From Paris ($325)
Cartier The Newest 'Must' From Paris - IN THE SHOP
Think the affordable lacquer-dial Tank Must line sprouted from nowhere in 2021? Think again: They originated back in the late 1970s when Cartier expanded its collection to include gold-plated quartz and hand-wound versions of its famed Tank Louis Cartier. This beautiful period ad shows several of the colorful versions then available for $350. Framed (and matted) in Cartier red, we picture this gorgeous ad hanging in a walk-in closet…hopefully one filled with Cartier!
Hasselblad 500C 'The System' With Astronaut ($325)
Hasselblad 500C 'The System' With Astronaut - IN THE SHOP
Can you picture those spectacular images taken by NASA astronauts on the surface of the Moon? They were taken on Hasselblad medium-format cameras — the type proudly advertised in this ad from the late 1960s. (In fact, Hasselblad was standard-issue NASA equipment from 1962 onward.) A beautiful bit of creative, it shows an astronaut’s gloved hands as he takes a picture of a colleague in mid-EVA. Framed in a floating style, it would look beautiful in any setting.
Universal Genève Polarouter 'SAS DC-7C Global Express' ($345)
Universal Genève Polarouter 'SAS DC-est 7C Global Express' - IN THE SHOP
When Scandinavian Airline Systems (SAS) began its novel polar route from North America to Europe in the 1950s, it commemorated the occasion by commissioning a special watch. Designed by a young Gérald Genta, the Polarouter (later “Polerouter”) became the airline’s official timepiece — and figured in many of its advertisements. This handsome period example also features the DC-7, one of the last piston-driven airliners in service during the advent of the Jet Age.
Eberhard Scafograf 200 'Italian Ad' ($325)
Eberhard Scafograf 200 'Italian Ad' - IN THE SHOP
There’s something equal parts effective, handsome, and compelling about this 1960s black-and-white ad for the Eberhard Scafograf 200 dive watch: Shown next to a depth chart below a fishing vessel, the watch is flanked by a bit of copy in Italian touting its technical bona fides. Housed floating with a four-ply border in white matte and a grey-stained wooden frame, it would form an ideal piece of decoration in a home office.
