Dealer’s Choice: Éditions de la Tour Teams Up with Analog: Shift Founder James Lamdin to Create a Most Memorable Deck of Cards
Image © Analog:Shift
The Atelier
Dealer’s Choice: Éditions de la Tour Teams Up with Analog: Shift Founder James Lamdin to Create a Most Memorable Deck of Cards
With hand-drawn illustrations of classic timepieces personally selected by the vintage authority, these cards will have the craziest collectors hoping to play with a full deck.
James Lamdin is one of the most interesting people in the watch collecting community. Probably because he is one of the most passionate – especially when it comes to vintage watches.
After two very different careers in outdoor equipment and luxury automobiles, Lamdin founded the vintage and pre-owned seller Analog:Shift in 2012. He also co-founded the collector meetup group RedBar. In 2020, Lamdin’s expertise led to Watches of Switzerland acquiring Analog: Shift.
Founded in Paris in 2025, Éditions de la Tour is a publisher of distinctive playing cards, drawn and made with exacting care.
Now these two teams have come together to release a very cool, collectible deck of cards inspired by the world of watchmaking, the James Lamdin × Éditions de la Tour Vintage Watch Edition.
Game Recognizes Game
Full disclosure, I consider Lamdin a friend. And I’m always impressed by his dedication to sourcing and learning about watches. For instance, the last time I saw him was at a horology-related soirée at the Guggenheim. The second-to-last time I saw him, he was scouring the tables at a swap meet in York, Pennsylvania. The third-to-last time I saw him, he was randomly swapping out somebody’s watch strap because he’s James, and he apparently always carries a set of spring bar tools with him.
He also has a deep love of lore. I imagine that was a great asset, as he helped direct the selection of timepieces depicted in the special Vintage Watches Edition deck of cards.
Of course, the complete history of horology cannot be told in 52 cards, but Lamdin and Éditions de la Tour have done a lovely job picking cards that convey why enthusiasts love the hobby, balancing historic models with themes such as era, patina, and design language.
Go Wild!
Another confession: Beyond solitaire, I know nothing about poker, bridge, old maid, or Pokémon. Yet I’m still drawn to these cards because of the attention to detail.
Founded in Paris in 2025, Éditions de la Tour has quickly garnered attention as a publisher of distinctive playing cards inspired by the design language of watchmaking. Its first deck, Steel Watches, featured hand- illustrated designs of iconic sport watches merged with the court cards.
Fun Fact: In a cheeky move, the kings, queens, and jacks follow the natural, subjective hierarchy of their respective watches standing within the watchmaking world (a Patek Philippe Nautilus, an Audemars Piguet Royal Oak, and a Rolex Submariner, respectively).
The same wit and wisdom went into designing Vintage Watches. Each timepiece illustration draws on the lines and curves, and design details of iconic vintage watches. These representations are then executed in two unique ways: either as blueprint designs on the number cards, or as stylized, full-color illustrations on the jacks, queens, and kings. Plus, every card carries its own individual watch design with no repeats!
As a non-card player, I appreciate the aesthetics. As a watch nerd, I like that this deck comes with specs!
Each regulation poker-size 63 × 88mm (2.5″ × 3.5″) card is printed on 310 gsm linen-textured “black core” paper. As for the box and papers, Vintage Watches cards come with two decks, one for play and one for display in a case, housed in a burgundy “Alligator”-textured tuck box with an embossed, varnished logo.
The whole package is making me think about becoming a horological card reader. Maybe by looking at watchmaking’s past I can predict your future.
Pricing & Availability
Available as of today, the James Lamdin × Éditions de la Tour Vintage Watch Edition is available through Éditions de la Tour and is priced at $25.
For more information, check out the Éditions de la Tour website.
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