Original vintage late 1950s advertisement for the International Watch Company (IWC) calendar automatic dress watch, along with a very iconic Cold War surface-to-air (SAM) article.
 
Dimensions: 10 inches wide by 14 inches high.
 
IWC International Watch Co. AG, founded International Watch Company, better known as IWC Schaffhausen, is a Swiss luxury watch manufacturer located in Schaffhausen, Switzerland.  Originally founded in Switzerland by American watchmaker Florentine Ariosto Jones in 1868, the company was transferred to the Rauschenbach family in 1880 after bankruptcy and has been a subsidiary of the Swiss Richemont Group since 2000.
 
IWC is best known for its luxury pilot/aviation watches and for being a pioneer in the use of ceramic and titanium in watchmaking.  In 2018, IWC was recognized by the WWF for its environmental efforts and received an "Ambitious" rating; placing first amongst fifteen other Swiss watchmakers.
 
In 1868, American engineer and watchmaker Florentine Ariosto Jones (1841–1916), who had been a director of E. Howard & Co., in Boston founded the International Watch Company. He planned to assemble watches in Switzerland and import them into the United States. At the time, wages in Switzerland were relatively low although there was a ready supply of skilled watchmaking labor, mainly carried out by people in their homes.  Jones encountered opposition to his plans in French-speaking Switzerland because Jones wanted to open a factory.
 
In 1850, the town of Schaffhausen was in danger of being left behind in the Industrial Age.  At this stage, watch manufacturer and industrialist Heinrich Moser built Schaffhausen's first hydroelectric plant and aided in further industrialization.  He met F.A. Jones in Le Locle and showed great interest in his plans.  Together, they laid the foundations for the only watch manufacturers in north-eastern Switzerland.
 
Fast forward to the 1970s and 80s, and due to the quartz crisis, the Swiss watchmaking industry underwent a phase of far-reaching technological change.  The era saw the first use of miniaturized electric batteries as a source of energy for wristwatches and some eventually unsuccessful technologies, such as the electronically controlled balance. 
 
The Uhrenfabrik H. E. Homberger co-founded and was a shareholder in the Centre Électronique Horloger (CEH) in Neuchâtel and was financially involved in the development of the Beta 21 quartz wristwatch movement, which was first presented to the public at the 1969 Industrial Fair in Basel and used by other manufactures such as the Omega Electroquartz watches.  
 
In value terms, this movement accounted for about 5-6% of total sales of quartz watches.  Parallel to this, the company expanded its collection of jeweler watches to include ladies watches with mechanical movements.  Indeed, 1973 was IWC's most successful year of the post-war period.
 
The Cold War
During the Cold War, all sides – West, East, and other – pursued the development of missile technology, in particular intercontinental ballistic missiles and missiles with air defense applications.  As discussed in the article to the right of this IWC advert, multiple states in the West pursued air defense missiles during the 1950s.  Discussed are the British Sea Slug and Bloodhound missiles. 
 
The Sea Slug was a first-generation surface-to-air missile designed by Armstrong Whitworth for use by the Royal Navy.  Tracing its history as far back as 1943's LOPGAP design, it came into operational service in 1961 and was still in use at the time of the Falklands War in 1982.
 
The Sea Slug was intended to engage high-flying targets such as reconnaissance aircraft or bombers before they could launch stand-off weapons.  It was only fitted to the Royal Navy's eight County-class destroyers which were designed around the missile system.  The Sea Slug was only fired in anger once as an anti-aircraft missile, from HMS Antrim during the Falklands War, but missed its target.  Later improvements meant that it could also be used against ships and ground targets.
 
It was planned that Sea Slug's medium-range role was to be supplanted by a very long-range missile known as Blue Envoy, but this was passed over in favor of a new medium-range system, Sea Dart, which entered service in 1973 on the Type 82 destroyers and replaced Sea Slug during the 1980s as the County-class destroyers were removed from service.
 
The Bristol Bloodhound is a British ramjet powered surface-to-air missile developed during the 1950s, which served as the UK's main air defense weapon into the 1990s and was in large-scale service with the Royal Air Force (RAF) and the forces of four other countries.
 
Part of sweeping changes to the UK's defense posture, the Bloodhound was intended to protect the RAF's V bomber bases to preserve the deterrent force from attacking bombers that made it past the Lightning interceptor force.  The Bloodhound Mk I entered service in December 1958, the first British guided weapon to enter full operational service.  This was part of Stage 1 upgrades to the defensive systems, in the later Stage 2, both Bloodhound and the fighters would be replaced by a longer-range missile code named Blue Envoy.
 
When this was cancelled in 1957, parts of its design were worked into Bloodhound Mk. II, roughly doubling the range of the missile.  The Mk. I began to be replaced by the Mk. II starting in 1964.  Mk. II performance was such that it was also selected as the interceptor missile in the Violet Friend ABM system, although this was ultimately cancelled.
 
The Bloodhound Mk. II was a relatively advanced missile for its era, roughly comparable to the U.S.’s Nike Hercules in terms of range and performance, but using an advanced continuous-wave semi-active radar homing system, offering excellent performance against electronic countermeasures and low-altitude targets.  It also featured a digital computer for fire control that was also used for readiness checks and various calculations.
 
A relatively large missile, its size limited it to stationary defensive roles similar to the Hercules or the Soviets' S-25 Berkut, although Sweden operated its Bloodhounds in a semi-mobile form.