Longines DolceVita Watch Glamorous Convertible Classic Chic Print Ad 1999 1990s

Longines wants a wristwatch to feel like old-world Riviera glamour, and this 1999 ad stages it with a woman in a white head scarf and dark sunglasses stepping out of a vintage convertible. Her black dress, long gloves and crossed legs recall movie-star travel photos from the 1950s, with a diamond-edged DolceVita rectangle laid over the scene. The fashion revival look is the heart of the pitch, tying Italian sweetness to Swiss precision. Black-and-white photography keeps it hushed and elegant.

• Signature line reads "L'elegance du temps depuis 1832" in small serif capitals
• Jeweler addresses for Boston, Chicago and Los Angeles run along the bottom
• Square-cut face has a tiny seconds dial and sparkling bezel
• Watch, car and style fans will want to keep it
• Measures approximately: 8" x 11"