In 2019, Nick Federowicz left his career in fashion retail to fully dedicate himself to his “side hustle” – selling vintage watch adverts. Through his venture, Ad Patina, Federowicz sources and frames mid-century magazine ads for iconic brands like Rolex and Patek Philippe. His unique business model has proven successful, driven by a love for historical advertising.
“Because so many of us enjoy art, the past, and all the amazing stories of brands, the rich history of advertising will always have a place in our lives,” the Ad Patina website states.
To mark five years in this niche profession, Federowicz reflects on his journey and selects his favorite watch ads.
A Day in the Life
I catch up with Nick Federowicz right after he completes his daily routine – dropping his child at daycare, commuting from his suburban Chicago home, and even picking up a rat for his pet python, Oreo.
“It’s his day to eat,” Federowicz explains.
His choice to leave his secure job for this unconventional career has brought a fulfilling domestic life, supported by his passion for vintage ads. Despite the occasional financial strain, Federowicz values the joy of discovering and sharing these historical pieces.
A Passion for Watches
Federowicz’s fascination with watches began in the mid-1990s as a teenager. Raised by a single mother, he was exposed to luxury brands through a family friend who owned impressive Rolexes. Inspired, he started collecting ads from magazines and eventually purchased his first Rolex, a Datejust, in Paris in 1998.
Today, his collection includes various Rolex models and a keen interest in vintage ads, which he believes are a lost art. Federowicz’s business thrives on finding rare ads, which involves a meticulous search through decades-old magazines and often settling for less-than-perfect condition.
Popular Brands and Grail Ads
Rolex and Patek Philippe are the top brands in Federowicz’s inventory, thanks to their impactful advertising campaigns. Rolex’s “…you’d wear a Rolex” and Patek Philippe’s “Generations” campaigns are particularly notable. These ads not only featured the watches prominently but also defined the brands’ identities.
Federowicz cherishes his “grail ads,” such as the rare “surfer with Sub” Rolex ad and an elusive Italian Rolex ad featuring a provocative image that was withdrawn shortly after publication. His search for such rarities is driven by a mix of personal interest and historical significance.
Favorite Ads
Rolex, 1964
This ad contrasts a cheaper underwater watch with a Rolex Submariner, showcasing creative marketing and emphasizing Rolex’s quality and depth capability.
Universal Genève, 1940s
Featuring artistic drawings, this ad highlights the brand’s elegance and appeals to those who appreciate art and history.
Bulova, 1966
An ad featuring exploded parts of a Bulova watch, which Federowicz loves for its mechanical beauty and simplicity.
Fred the Jewellers, 1968
A Parisian ad featuring an array of Rolex watches, which holds personal significance as Federowicz purchased his first Rolex nearby.
Federowicz’s work at Ad Patina not only revives the artistry of vintage advertising but also connects watch enthusiasts with a piece of history. Each ad is a testament to the legacy of these iconic brands and their impact on the world of luxury watches.
