I’m all about framing magazine pages. There’s too many great advertisements, images, and artwork stuck inside magazines that are at risk of being thrown away, or never fully enjoyed because the magazines mostly remain closed - tucked away somewhere or resting on a shelf. Carefully removing, and thoughtfully framing, can preserve a page and allow you to enjoy it more - by getting to interact with it daily, since it’s displayed.

One area I’ve never ventured into is auction catalogs. Auction catalogs document an important part of the story of collecting. To me, framing a page from an auction catalog is equivalent to framing a magazine ad. Both are snapshots from a period when a watch was being promoted - trying to be sold. When it comes to these old auction catalogs, what they often lack in detailed information, they more than make up for with stunning photography. The lots are usually captured beautifully - and showcase wristwatches that are the stuff of dreams. Also, show the kind of watches you’re unlikely to find in a traditional advertisement. Again, I doubt an original print ad showing a “Paul Newman” Daytona will surface... But going back to the late 1980s, countless auction catalogs do exist that show an abundance of Rolex "Paul Newman" Daytonas up for grabs.

Simply put, auction pages offer incredible timepieces and outstanding photography that are perfect for framing. While it may be painful to think about the prices these watches sold for back in the 1990s, you can’t deny the significant role auction houses have had in shaping collecting, including bringing many unbelievable watches to the market. I’m sure many unreal examples were sold at auction and have remained in private collections ever since, never seeing the light of day. Framing the catalog page is a way to experience these treasures. Just like framing a magazine ad is a way to enjoy a creative work by copywriters and art directors, that would otherwise go unnoticed, or destroyed, if the page wasn’t rescued.