DIVING 100 ATMOS MASTER
Published in 'DIVER' magazine, January, 1980
Another advert for the fat-Squale-case DIVING, that used the same case as the Blancpain Bund Civilian.
In this advert, being published earlier, the photography reproduction seems more crisp, suggesting it had been copied less times... this is, after all, before digital files that made reproduction of copy so much easier for print. You see, before computers, we used to cut pictures and text out, and stick them in place with glue prior to sending to the repro house who made print plates. To save costs, in future issues, a published ad would be cut out and sent in place. But this lowered the print quality - making copied items look more grainiy and bleached.
BLANDFORD OCEAN DIVER PRESS
Published in 'DIVER' magazine, October, 1980
It is sad, I know, but this is the sort of content that I: a)dream of finding; and, b)have to suffer. The reason I say these two points is that finding information on Squale from this period featuring any firm detail is close to impossible, so it is always amazing to find such. However, unlike today where products would be beautifully photographed, tested in the real world, and printed on lovely paper; the press from British dive mags in the 70s and 80s is usually disappointing (to say the least). And so it is here.
At least we get confirmation on model names - the most important being the BL10QZ PVD Master - and prices (£83.95 sounds pretty reasonable to me).
Also note the casual comment about the BL10QZ being the watch "selected by the Italian Navy".
SQUALE MASTER 1000m
Published in 'Mondo Sommerso' magazine, March, 1968
The most well-known vintage Squale advert was published in Mondo Sommerso, a stylish Italian diving magazine with a production quality way above that of British magazines.
Instead of focusing on the watch itself, instead it promotes the amazing achievements of the incredibly brave and skilled divers who used their Master watches. The premise being that, if they are happy to trust their life to a Master watch at record breaking depths, what more could you want than a Squale on your wrist for those shallow dives.
DIVING 100 ATMOS MASTER
Published in 'DIVER' magazine, July, 1981
DIVER is a British magazine with a long history to it, and is where we first discovered the true history of the 'DIVING' 100 atmos.
This watch is essentially a Blancpain Bund Civilian - running the same case, with the same seals, but with the serial number inscribed down the case side rather than between the lugs. For a long time there was forum chatter about a link to an elite Swedish Military unit - but the advert pictured here cleared the mess up instantly; the watch being a bespoke Squale creation for Yachting Instruments Limited, based in the UK.
The thing I love about this advert the most is that it paints a story so differnt from the perception today... with the quartz version being the premium-priced product over and above the automatic.
TICIN 1000 METRI MASTER
Published in 'Mondo Sommerso' magazine, November, 1967
Mondo Sommerso is an Italian diving magazine, and the text essentially translate to this... "The secret of success is found in quality; and with the Master, the quality is the best. It has highly precise construction giving 100% impermeability, and is pressure tested to an enormous 1000m. And this performance is matched with an elegant and dynamic design."
Worthy of note in this advertisement is the 'beads of rice' bracelet that is very different to that run on the Squale branded Master watches. Finding such a bracelet would be like finding the proverbial pot of gold at the end of the rainbow.
We need your consent to load the translations
We use a third-party service to translate the website content that may collect data about your activity. Please review the details in the privacy policy and accept the service to view the translations.